Device bid adjustments in Google Ads allow advertisers to modify their bids based on the type of device a user is searching from - desktop computers, mobile phones, or tablets. This feature gives you granular control over how much you're willing to pay for clicks depending on which device delivers …Device bid adjustments in Google Ads allow advertisers to modify their bids based on the type of device a user is searching from - desktop computers, mobile phones, or tablets. This feature gives you granular control over how much you're willing to pay for clicks depending on which device delivers the best results for your business.
When setting device bid adjustments, you can increase or decrease your base bid by a percentage ranging from -100% to +900%. For example, if your base bid is $1.00 and you set a +50% mobile bid adjustment, your effective bid on mobile devices becomes $1.50. Conversely, setting a -100% adjustment essentially removes your ads from appearing on that specific device type.
The strategic importance of device bid adjustments lies in recognizing that user behavior varies significantly across devices. Mobile users might be searching on-the-go with different intent than desktop users who may be conducting more detailed research. Your conversion rates, cost-per-acquisition, and return on ad spend often differ substantially between devices.
However, it's crucial to understand how device bid adjustments interact with Smart Bidding strategies. When you use automated bidding strategies like Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value, Google's machine learning algorithms automatically optimize bids in real-time based on numerous signals, including device type. In these cases, manual device bid adjustments become less relevant because the system already accounts for device performance.
For Smart Bidding campaigns, Google recommends against layering manual device adjustments on top of automated strategies, as this can interfere with the algorithm's optimization capabilities. The exception is setting a -100% adjustment to completely exclude a device type if you have a specific business reason.
To determine appropriate device bid adjustments for manual bidding strategies, analyze your campaign performance data segmented by device in Google Ads reports, then adjust bids accordingly to maximize your advertising efficiency.
Device Bid Adjustments in Google Ads: Complete Guide
What Are Device Bid Adjustments?
Device bid adjustments allow advertisers to increase or decrease bids based on the type of device a user is searching from. In Google Ads, you can set separate bid adjustments for three device categories: computers (desktops and laptops), mobile devices, and tablets.
Why Are Device Bid Adjustments Important?
Device bid adjustments are crucial because user behavior varies significantly across devices. For example: • Mobile users may convert differently than desktop users • Certain products or services perform better on specific devices • Cost-per-click and conversion rates often differ by device • Allows optimization of budget allocation based on device performance
How Device Bid Adjustments Work
Bid adjustments are set as percentages ranging from -100% to +900%. Here's how they function:
• A +20% adjustment on mobile means if your base bid is $1.00, your mobile bid becomes $1.20 • A -50% adjustment means your bid is reduced by half • A -100% adjustment completely excludes that device from showing your ads • Setting no adjustment (0%) uses your base bid
Device bid adjustments can be applied at both the campaign level and ad group level. Ad group level adjustments override campaign level settings.
Device Bid Adjustments with Smart Bidding
When using Smart Bidding strategies like Target CPA, Target ROAS, or Maximize Conversions, device bid adjustments behave differently:
• Smart Bidding automatically optimizes bids across devices • Most manual device bid adjustments are not applied when Smart Bidding is active • The only exception is the -100% mobile bid adjustment, which still excludes mobile traffic • Smart Bidding uses machine learning to determine optimal device-level bids in real-time
Exam Tips: Answering Questions on Device Bid Adjustments
Key Points to Remember:
1. Range of adjustments: Always remember the range is -100% to +900%
2. Smart Bidding interaction: Exam questions frequently test whether you understand that device bid adjustments are largely overridden by Smart Bidding strategies, except for the -100% mobile exclusion
3. Calculation questions: Practice calculating final bids. If base bid is $2.00 and mobile adjustment is +50%, the mobile bid is $3.00
4. Level hierarchy: Remember that ad group level adjustments take precedence over campaign level adjustments
5. Exclusion scenarios: The only way to exclude a device type entirely is by setting a -100% adjustment
6. Tablet considerations: Tablets can have separate adjustments from both mobile and desktop
Common Exam Scenarios:
• Questions asking what happens to device bids when switching to Smart Bidding • Calculating effective bids after applying adjustments • Identifying which adjustment level takes priority • Understanding when manual device adjustments still apply
Best Practice Recommendations
• Review device performance reports before setting adjustments • Consider the full conversion path across devices • Test adjustments incrementally rather than making dramatic changes • Monitor performance after implementing Smart Bidding to see device-level optimization