Which user characteristic may not be used
to change keyword bids in Adwords?

Google Ads – also known as Adwords – is a handy keyword advertising system that allows users to bid on their preferred keywords in return for a high ranking on the Google search engine. This, in turn, gives Google a small payout for everytime someone clicks on an ad with the user’s keyword. Sounds easy enough. But how does keyword bidding work? Can bids be adjusted? Let’s find out.

Which user characteristic may not be used to change keyword bids in Adwords?

There are a number of user characteristics that can be used to change keyword bids when you’re using Adwords. However, ad preference is not one of them. In fact, it’s the only characteristic that can’t be used to adjust bids.

This is because it technically already falls under the bid adjustment. Bid adjustments enable you to show your relevant ads more or less based upon when, how, and where people conduct their search from.

A good example of this is when you consider that sometimes, at certain times of the day, a click could be worth more if the person clicking did so on a smartphone than if they made the click using a laptop.

Tips in Keyword Bids Adjustment

Improve Quality Score of keywords

Google automatically gives each of your keyword phrases a rating. Ultimately, the higher the Quality Score of your keywords, the better the ads in which the keywords are found will perform.This will help keep your cost-per-click as low as possible.

To ensure that you use keywords with high scores, you could always use a Quality Score filter to filter out keywords with scores less or higher than a certain value. From there, you can pick and choose your keywords.

Increase bids at peak times

It’s not uncommon for the everyday working class citizen to whip out their mobile phone during their lunch break. Although they might be on Facebook or Pinterest, they could also be searching the internet, though, so take advantage of this.
Consider also increasing bids on the weekend or on holidays, as more people are at home and actively using their devices to search. It can be especially worth it to increase bids during the peak lunch time hours, compared to any other peak hours of the day.

Poor user experience? Bid less for mobile

If your ad has poor user experience for mobile devices, it wouldn’t make sense to bid high on your keyword. While you can still (and should still) bid on keywords, it’s a good idea to keep your bids in the low-medium realm in terms of price. This way you aren’t wasting money on keywords that don’t check out.

Also going along this line of thinking, you can always “pause” low performing words and instead opt to allocate your budget for those keywords to the ones that are performing better. You don’t have to use all of your keywords at once if they are not serving a purpose.

Increase bid adjustments based on location

If you want to maximize the usefulness of your bids, keep an eye on your stats. Monitor what locations have the highest conversion rates and adjust the bids in that area. If the best area changes, your bid can change, too.

Monitor ad performance

One of the best ways to maintain a consistent level of success is by monitoring your ad’s performance. You should make a habit of checking your ad stats frequently throughout your campaign’s duration. Try to determine what is getting you the best results for lowest possible cost.

Don’t feel that you’re checking in on your campaign too often – you aren’t! There’s no such thing as too often when the success of your product or service is on the line.

Consider using automatic adjustments

If you’re using Adwords, the program has a feature that turns on “automatic adjustments”. This means that Google keeps track of your ads and adjusts your keywords based on their performance.

The automatic adjustment feature is very helpful in maximizing your clicks while staying within your allotted budget.


Adwords is a wonderful tool for businesses of any size. The platform and system is easy to navigate and, when used properly, can be beneficial in many ways. Users should always try to remember the keyword bidding and ajustement tips that we’ve outlined, as they’ve proven helpful to many of the most successful users.