The bid specified for the Used to structure your ads, keywords (for search campaigns) and targeting (for GROUP) group that will be used by Google in an ad auction. You can override the default bid by entering a specific bid for the individual a word used in a performing a search. (or display Where an ad is shown on the Google Display Network. A placement can be a website, part of a website, a mobile app or a video.), these individual bids can be higher or lower than the default and will be used instead of the default bid amount. Bids can also be modified using a Changes the final bid by a percentage. Bid adjustments can be set for devices, ad schedules, locations, top content, display targeting methods, remarketing lists for search ads and interactions (in the new version of Google AdWords). If multiple bid adjustments apply to a bid, then these are combined to calculate the final bid. For example, a mobile bid adjustment of +20% and a location bid adjustment of +10% would mean that a default bid of $1 would become $1.32 as the final bid. This can be calculated by turning the bid adjustments into a decimal, for this example we would use $1 x 1.2 x 1.1 = $1.32.... Always-R Glossary.