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Showing content from https://support.google.com/google-ads/answer/6262954 below:

Add or remove a bid adjustment

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. If you are using the newer Google Ads experience, you can also adjust bids for certain ad interactions, such as calls to your business. This article shows you how to add or remove bid adjustments on both the Search Network and the Display Network.

Note that not all bid adjustments are compatible with all campaign types. If you’re not familiar with bid adjustments, read about bid adjustments first.

1. In your Google Ads account, click the Campaigns icon .
   • Click the Audiences, keywords, and content drop down in the section menu to select Locations, Ad schedule, Audiences, Content, Demographics, or Advanced bid adjustments.
   • To reach Devices, click the Insights and reports drop down in the section menu and click When and where ads showed.
2. Clicking Advanced bid adjustments opens the Interactions page, where you can set your bid adjustments for calls, audiences, or demographics.
3. Select the row you’d like to adjust, and click the pencil icon under the “Bid adj.” column. If you want to set bid adjustments for Devices, you also have the option to choose an ad group.
4. Choose “Increase” or “Decrease” from the drop-down, and enter a percentage. To remove a bid adjustment, delete the value in the field.
5. Click Save.

1. In your Google Ads account, click the Campaigns icon .
2. Click Audiences, keywords, and content.
   • To adjust your bids for specific demographic groups, click on the desired group after clicking Demographics and continue from step 3.
   • To adjust your bids for Placements, click on "Manual" and continue from step 3.
3. Click the campaign or ad group you’d like to change.
4. Select the row you’d like to adjust and click the pencil icon under the “Bid adj.” column. If you’d like to change multiple rows, click the boxes before clicking the pencil icon.
5. Choose “Increase” or “Decrease” from the drop-down, and enter a percentage. To remove a bid adjustment, delete the value in the field.
6. Click Save.

You can decrease your bid by 100% (not 0%) to completely exclude your ad from a certain device. For device bid adjustments, note that the ad group bid adjustment won’t be used if the campaign bid for the same device is decreased by 100%. Only Device bid adjustments support a -100% adjustment.

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