Bidding features on the Display Network

When you advertise on the Display Network, you can set your bids in different ways in your campaign. 

●Default bids: If you don’t have a custom bid for when your ad appears in a placement that matches your targeting, AdWords will use your ad group default bid.

●Custom bids: If you've enabled custom bids for a single targeting method, for example, topics, AdWords will use that bid when your ads show on websites related to that topic.

●Bid adjustments: To gain more control over when and where your ad is shown, you can set bid adjustments at the campaign and ad group level.

Learn more about setting campaign-level bid adjustments»

Custom URLs

If you're using automated bidding, you can specify unique landing page 

URLs for a targeting method in your ad group. You can set custom URLs on only one targeting method within each ad group.

How bidding options interactWhen your ad is eligible to show on the Display Network, AdWords will first check for a custom bid. 

If you’ve a relevant custom bid set for a targeting method, this’ll be used in the ad auction. If you don’t have a relevant custom bid set, AdWords looks for the default bid. The ad group bid is used as the default bid.

Bid adjustments are applied after the initial bid is set.

 Learn more about bidding features on the Display Network»