Change your keyword bids

30/11/2019

You can manually change your keyword bid to help improve your ad position. In this article, you’ll learn how to change the amount you bid for each keyword.

Before you begin

If you’re new to bidding, learn About adjusting your keyword bids.

If you prefer an automated bid strategy, learn About Maximize Clicks bidding.

Instructions

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose “previous” below. Learn more

If you'd like to replace some of your original bids with new bids, here's how:

Sign in to your AdWords account.
In your Campaigns tab, click the Keywords tab.
In the "Max. CPC" column of the table, click the bid you want to change.
Enter a new bid amount.
Click Save.

Tip

If you have a "Search Network with Display Select" campaign, we use your keyword bid for both networks. We encourage you to keep this setting. However, if you prefer, you can set a Display Network bid that will override all keyword bids for the Display Network.

If you have a "Display Network only" campaign, we suggest setting ad group bids. We also encourage you to set specific bids for your keywords based on how they're performing.

Using Google Trends for keyword bidding insights

While Google Trends can help compare potential keywords, there are caveats to using this tool to plan your keyword bidding strategy because Trends data contains normalized, not total, search volumes. Learn how Trends data is normalized.

For example, Carrie owns a bakery in San Francisco and wants to build a second location in Mountain View. She uses Trends to compare searches for “bakery” in both cities and finds that the search numbers are nearly identical. This indicates that customers in San Francisco and Mountain View are equally likely to search for a bakery. However, this doesn’t indicate that an equal number of total searches were performed in both cities for this term because Mountain View’s population is 1/10th of San Francisco’s. On the other hand, Carrie can use Trends to compare searches for “red velvet cake” and “carrot cake” in San Francisco to determine which search term is more popular in that city.