Which User Characteristics May Not Be Used To Change Keyword Bids In Google Ads?

Question: Which user characteristic may not be used to change keyword bids in Google Ads?

Options:

⬜ Type of device

⬜ The time of the day

⬜ Location of visitors

✅ Ad Preferences

Explanation: Which User Characteristic May Not Be Used To Change Keyword Bids In Google Ads?

You cannot use ad preferences to change keyword bids in Google Ads. This is because ad preference is not present as one of the options to change keyword bids in Google Ads. However, you can change keyword bids in Google Ads by altering various characteristics, like:

• At what time of the day your Google ads will be displayed.
• On what device will these ads be shown, and how will they be shown?
• Showing the ads in a specific geographical region.

What Are Bid Adjustments In Google Ads?

You know that you can bid for certain keywords in Google where ads will appear, right? When you bid for a keyword, your ad will be displayed to users who search in Google using those keywords. Therefore, when you search in Google using some keywords, the highest bid ad will appear on the web pages and at the top of Google search results.

When you adjust a bid in Google Ads, you change the frequency at which it will show up. This changes the number of times it shows up in Google search results and various web pages. This is why your ads will show up more or less based on certain characteristics. 

Typically, your adjustments are based on one important factor – the ROI (Return on Investment). If you’re receiving a higher ROI, then you can adjust your bids to increase that number, and vice versa.

How Do Google AdSense Bid Adjustments Work?

After you’ve set up a Google Ads campaign in AdSense, you can start bidding on keywords. However, it’s best to adjust bids after you have analyzed the performance of the ad and its resulting ROI.

Let me give you an example to help you understand this notion better.

Let’s say that you have an ad that works better with mobile users who are clicking on it more. So far, as per your campaign, you have set a maximum CPC bid of $1 on that ad.

Now that you know your ad works better with mobile users, you can adjust the bid. Here, you can make it appear more frequently to mobile users. Therefore, you increase your bid by 20% so that it can specifically show up more to mobile users. Therefore, your final CPC bid will be increased to $1.20.

How To View Bid Adjustments?

With so many options and tools in Google Ads, it can get difficult and confusing to navigate all the options. Therefore, to view all the keyword bids and adjustments, you need to follow the two processes I have explained below.

1. To View Bid Adjustments For Ads On Search Results

To view bid adjustments that are made to keywords used for targeting keywords Google search results, you need to:

1. At the bottom of your Google AdSense campaign page, you will find an option called +More. Click on it.
2. Here, all the categories of Ads will show up. Click on the one that you wish to view.
3. After you have selected which character type you wish to see and a new page opens up, find and click on the option called Bid Adjustments.

When it comes to selecting the characteristics of the ad in the second step above, the various types are:

• Ad Schedule
• Ad Placements
• Ad Location
• Target Audience
• Audience Devices
• Advanced Bid Adjustments

2. To View Bid Adjustments For Ads Shown On Display Networks

To view bid adjustments on keywords that appear on the display network, you need to:

1. At the bottom of your Google AdSense campaign page, you will find an option called +More. Click on it.
2. Here, all the categories of Ads will show up. Click on the one that you wish to view.
3. After you have selected which character type you wish to see and a new page opens up, find and click on the option called Bid Adjustments.

When it comes to selecting the characteristics of the ad in the second step above, the various types are:

• Ad Topics
• Target Audience
• Ad Placements

What Are The Different Types Of Bid Adjustments?

You need to know the various types of ad adjustments that you can make. This will help you understand which user characteristic may not be used to change keyword bids in Google Ads.

The various types of bid adjustments are:

• Location: This refers to the geographic location where your ads will get displayed. 
• Device: Here, you can decide on which devices your ads will appear on.
• Ad Schedule: This option allows you to decide the timings your ads will be shown to people.
• Targeting Methods: Here, you can decide on the topic of your ads and which users it will get displayed to according to their interests.
• Customer Interactions: This allows you to show calling options to customers who are interacting and clicking on your ads.
• Customer Demographics: Here, you can choose customers of which age to show the ads to.
• Remarketing Lists: Here, you can make bids to show your ads to people who have previously seen your ads.

FAQs (Frequently Asked Questions):-

Questions readers ask regarding which user characteristic may not be used to change keyword bids in Google Ads are:

Conclusion

So, now do you have the answer to the question which user characteristic may not be used to change keyword bids in Google Ads?

Ad preferences is the option that you cannot use to change keyword bids in Google AdSense. However, you can use the other three options – time of day, type of device, and location – to adjust keyword bids. 
Learning the answer to this question will help you answer it when you appear for the Google Analytics Exam.

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