Location Bid Adjustments
Bid adjustments at location level allow you as an advertiser to bid up, or down, depending on the performance or goals, of a particular location target.
This will allow you to show your ads more, or less frequently and, control the investment and cost per result of a particular location within your campaigns.
Bid adjustments are set by percentages.
For example, a campaign targeting the whole of the United Kingdom, that performs well in a particular city, "Birmingham" with a max CPC (cost-per-click) bid of £1.
To show your ad to more customers in Birmingham, you can increase your bid by 20% for searches on mobile devices, resulting in a final bid amount of £1.20.
Here are the maths:
Starting bid: £1
Location bid adjustment: £1 + (+20%) = £1.20
Resulting bid for searches in Birmingham: £1.20
In another example, let’s say that you have a £1 bid and would like to decrease it. To adjust it to £0.80, select Decrease by 20%.
You can apply location bid modifiers at the campaign level and increase or decrease your bids by -90% up to +900%.
In the Ads campaigns settings, you can choose from three different types of targeting options:
1 - People in, or who show interest in, your targeted locations (recommended)
2 - People in or regularly in your targeted locations
3 - People searching for your targeted locations
Reach people in, or who show interest in, your targeted locations
This default and recommended option lets you reach people who are likely to be located, or who are regularly located in your targeted location, as well as people who have shown interest in your targeted location.
Most campaigns will see a decrease in impressions when switching from the default targeting option. We suggest that you change your targeting option only if you want to refine your campaign’s traffic.
Reach people in or who are regularly in your targeted locations
This option lets you show your ads to people who are likely to be located, or who are regularly located in your target area. This doesn't include people who searched for your target locations but whose physical location was outside the target location at the time of searching.
Reach people who are searching for your targeted locations
This option lets you show your ads to anyone who searches on Google for your targeted location. If a person doesn’t specify a location in their search, then the system uses their physical location for targeting. This option is only available for Search campaigns.