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Bid Adjustment:
As the name suggests, bid adjustment is the name of the changes you can make to your Google ad campaign, whether you are running a search campaign, a display campaign, or any other type of campaign. Bid adjustments allow you to use your budget wisely and to allocate your pennies where you think they will get the more conversions.
There are multiple types of bid adjustments, for example you can adjust your bid depending on the type of device used, the time of the day and the days of the week, the location of your searchers, their demographics, and more… In case you are unsure about where to start, Google provides the full list of the different bid adjustments you can make, along with a full explanation of how they work.
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