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 Google Analytics provide details about the keywords people use to find your website. The o (or display Where an ad is shown on the Google Display Network. A placement can be a website, part of), 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 bid adjustment.