Examining Bids Adjustments In Display Ads
Enable Bids adjustments at the targeting method level:
In your Google display Ads account:
1. On the side menu bar, click All campaigns and click one of the targeting methods – Keywords/audience/demographics/topic/placement
2.Select the line of for whose bids you wish to edit
3. Click Edit
4.Select Change bid adjustments
5.Enter your new bid or bid adjustment percentage
6.Click Apply
bids adjustments strategy for display ads:
- It’s important to develop a bidding strategy because a well-developed bidding strategy will make your ad group be at it’s most competitive at the right time, the right placement, on the right device when you most need it to be.
- Before developing a bidding strategy, you will need to know what your advertising goals are: in general, you will need to know what the advertising objectives are for each specific campaign and you will need to decide what the best targeting methods are and what account structure you need to meet those objectives.
- How do bidding strategies work together? If you make multiple adjustments to the same campaign, all of the bid adjustments will be multiplied together to determine how much your bid will increase or decrease. Let’s say you set a custom bid of €1.00 for the “Beachbound Travelers” affinity audience, a bid adjustment of +20% for the “female” demographic, and a campaign-level location bid adjustment of +10% for people in Italy. Google Ads will use your custom bid of €1.00 any time your ad shows to people associated with the selected interest. If the ad also shows to someone in the “female” demographic, add +20% of your custom bid to your max CPC bid, to make it €1.20 when your ad shows to these people. And if those people are in Italy, add +10% of your custom bid times your demographic bid adjustment, to make a max. CPC bid of €1.32.
Importance of Mobile
When you are planning your bidding strategy, do not overlook your device bid adjustment and consider the importance of mobile (as well as desktop and tablet) in your video strategy:
- Over half of all views on YouTube come from Mobile devices
- Video length (shorter videos perform better on mobile)
- Orientation (increase in popularity of vertical video)
- Specs (logo sizing, screen sizes).
Netflix Display Ads strategy:
Netflix tested 3 video ad formats (30-second TrueView ad, 15-second TrueView ad and a bumper ad) to see which resonated best with a mobile-first audience. The main results were:
- Bumper ad proved best for product awareness & highest lift in a search query.
- Teaser (15-second) ad proved best for Branded ad recall
They tested what kind of creative resonated with there viewers to help tap into a previously challenging market (Asia-Pacific).
You can alter your bids when your ads appear on desktops, tablets, and mobile devices by specifying a desktop, tablet or mobile bid adjustment at the campaign level or at the ad group level.
Apply bid adjustments for Desktop, Mobile and Tablet devices in campaign settings:
- In Campaigns or Ad groups, select the campaigns or ad groups that you’d like to modify
- Under “Device bid adjustment” in the edit panel, enter a value for “Desktop”, “Mobile,” and “Tablet” from -90% to +900%, inclusive
- You can also enter -100% to opt-out of a device for the selected campaigns or ad groups.
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