Choosing the settings for campaigns is an essential step in ensuring 
the success of your client’s AdWords ads. By optimising the settings, 
you can refine the targeting of advertising campaigns and maximise 
their performance. Here are some of the options available in advanced 
campaign settings.

1. Advanced location options

Advanced location options allow you to reach or exclude 
people based on where they’re likely to be located or the 
places that they’re searching for.

To do this, Google AdWords takes into account the user’s IP 
address and their search terms.

There are three possible options for refining the geographic 
targeting of users: 
 

1.    Targeting users who are situated in a specific location or 

who are searching for information relating to that location.

2.    Only targeting users who are situated in a precise location.

3.   Targeting users who are searching for information 

relating to a location: Google will only take into account 
the search terms, regardless of where the user is located 
geographically.

2. IP address exclusions

It is possible to prevent Google Adwords ads from running 
on certain IP addresses. You may want to do that to avoid 
unwanted clicks.

To do this, simply indicate the list of IP addresses on which 
you do not want ads to show.

You can list individual IP addresses or complete ranges of IP 
addresses.

Settings for managing IP exclusions can be found under 
Advanced Settings.

Note that IP address exclusions apply across your client’s 
entire campaign and therefore to all ad groups.

Top tip

To check how your client’s ads are 
displayed and whether IP addresses 
have been excluded, use the Ad 
Preview and Diagnosis Tool.

Advanced Campaign Settings

AdWords Step by Step: 15 of 16  
Advanced Campaign Settings

3. Advanced bidding option

You can select an option to manage bids automatically according to 
conversion data. This option, called Enhanced CPC, automatically adjusts 
Max CPC bids up or down for each auction to help improve return on 
investment.

To do this, Google AdWords uses conversion data from the last  
30 days of activity.

This option is not available if AdWords Conversion  
Tracking hasn’t been set up.

4. Bid adjustment

With bid adjustments you can increase or decrease bids to gain more 
control over when and where your client’s ads are shown.This option is 
located in Campaign settings > Ad schedule.

There are three ways to adjust bids: by device, location and ad schedule.

Campaign-level bid adjustments will be applied on top of the bids that 
AdWords already uses to show ads, such as keyword or ad group bids. With 
bid adjustments, spending on individual clicks may vary, but the overall daily 
budget won’t change. Bid adjustments for locations, days, times and any ad 
group-level targeting methods can be set from -90% to +900%. For mobile 
devices, you can set bid adjustments between -100% and +300%.

Top tip

This bidding option applies across  
the whole campaign and therefore  
to all ad groups.

Top tip

Be reasonable with your bid 
adjustments, as they must stay in line 
with the daily budget!

Configuring campaigns in this way will ensure optimal targeting of potential 
customers. Use all the options available to maximise the return on 
investment from your client’s AdWords ads.

AdWords Step by Step: 15 of 16  
Advanced Campaign Settings