A keyword bid is the amount you are willing to pay when a customer searches on that keyword and clicks on the ad. Adjusting this bid helps optimize advertising campaigns, control costs, and achieve specific goals, such as improved visibility. In Fluency, you can manually or automatically adjust bids at the ad group or keyword level within a single account or in bulk across multiple accounts.
Unsure which keyword bids to adjust? The Keyword Recommendations tool can provide valuable insights. Discover which keywords are underperforming, bids that are set too high, and more.
Adjusting bids within an account
Adjusting the bid for an ad group
Go to Manage in the top menu.
Click on an account in the list.
Go to the Ad Groups tab.
Look for the Max Bid column—you may need to scroll to the right.
Hover over a bid you'd like to adjust, and click the pencil icon.
Input a new bid, and click Save.
Note about smart bidding. Fluency supports all partner-specific automated bidding strategies. When a campaign has an automated bidding strategy set, the bid columns for each match type in the Keywords table will show as (auto).
Adjusting bids for a keyword
Go to Manage in the top menu.
Click on an account in the list.
Go to the Keywords tab.
Look for the bid columns (B, P, E)—you may need to scroll to the right. Here's what each letter stands for:
B: Broad Match Bid
P: Phrase Match Bid
E: Exact Match Bid
Hover over a bid you'd like to adjust, and click the pencil icon.
Input a new bid, and click Save.
Adjusting bids in bulk for multiple accounts
Go to Manage in the top menu.
Click the checkboxes next to the accounts you want to adjust bids for.
Click Bulk Manage in the blue bulk edit menu.
In the Actions section, select Ad Group or Keyword (to the right of "Update each matching ...").
In the dropdown that appears in the Actions section, select adjusting bids (by percentage) or adjusting bids (by an amount), and continue to the relevant set of directions below.
Note: Bidding actions apply to manual bidding only. Smart bidding campaigns will not be affected.
Adjusting bids by a percentage
Click Enter a Value.
Select Increase By or Decrease By.
Enter a whole number for the percent change.
Click Preview to see the updated bid amounts.
(Optional) Click Schedule to specify a date and time to apply the changes.
Click Apply.
Adjusting bids by an amount
Click Enter a Value.
Enter a dollar amount number for the bid change. This increases bids with positive numbers and decreases bids with negative numbers.
Click Preview to see the updated bid amounts.
(Optional) Click Schedule to specify a date and time to apply the changes.
Click Apply.
Adjusting bids in Blueprints
Go to Blueprints in the top menu.
Select a Blueprint from the list—then a campaign and an ad group.
In the Basic section, input or update the value in the Default Bid field. Note: This will impact all ad groups linked to the Blueprint ad group (potentially across accounts).
(Optional) Expand open the Keywords sections, and input a value in the Override Bid field for a keyword, if you want to override the default ad group bid.
Click Save Changes.
Republish, if applicable. Note: This action may update multiple accounts in your portfolio.
Note: If a campaign is set to use an automated/smart bidding strategy, adjusting the default bid at the ad group level or adjusting keyword-level bids is irrelevant.