Adjusting AdWords Bids Based On Device And/Or Location When Using CPA Bidding.

Can this be done?

If you are using CPA bidding, on the face of it, it looks like you can.

Not so long ago, for campaigns using CPA bidding, when you clicked on Settings, Devices or Settings, Locations, the bid adjustment column would not allow you to make any changes at all.

This changed a while back, to allow you to enter bid increases or decreases in this column, which seemed pretty neat.

The one small caveat with this is that CPA bidding will *completely* ignore bid adjustments apart from “-100%” for mobile devices.

So, unfortunately, if you have a CPA campaign that is working well, but would like to bid less for mobile devices or locations, then you will have to create a new CPC campaign.

This is not such a problem when it comes to mobile devices as in my experience CPA bidding does a pretty good job of keeping the CPA the same on mobile as for other devices (given enough time).

But it would be very handy to have when it comes to location bidding. e.g. If your business requires a physical meeting to close a deal, you are unlikely to want to pay the same for a lead from 500 miles away as you are for a lead that is 5 miles away!