Displays the mobile bid adjustment that is in effect for an ad group or its keywords.
A mobile bid adjustment % for campaigns and ad groups can be set manually or, in certain types of engine accounts, set automatically by a conversion goal or a Search Ads 360 bid strategy.
If set at the campaign level, all ad groups and keywords inherit this setting by default, in which case the campaign's setting is in effect. Individual ad groups can override the setting; all keywords in such an ad group use the ad group's setting instead of the campaign's setting.
If a bid strategy that sets device bid adjustments is applied to a keyword, the effective bid adjustment % for the ad group is set by the keyword's bid strategy. Learn more.
A conversion goal can be applied only to a campaign.
You can use this column in a formula column by specifying the Effective_mobile_bid_multiplier variable.
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Navigate to an advertiser or lower scope.
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Click the Ad groups or Keywords tab.
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Above the performance summary graph, click the Columns button.
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Type the column name in the search box.
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Click + next to the column name to add the column to the Selected columns list.
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Click Apply.