This question landed in my inbox the other day:
“If a user is on two audience lists, do both bid adjustments get applied to compute the final bid? And what audience gets the conversion if no bid adjustments are used?”
Good questions, and I had to look up the details on the second one myself.
1) The final bid
When you set more than one bid adjustment in your campaign (e.g., device, location, and gender), those adjustments are typically multiplied together to determine how much your bid will increase or decrease.
However, for audiences it works somewhat differently: if a user is part of multiple audience lists that have been targeted in a campaign, the highest adjustment among the matching audience lists is used.
SOURCES:
https://support.google.com/google-ads/answer/2732132?hl=en
https://support.google.com/google-ads/answer/9244122?hl=en
2) The attribution
Attribution credit can only be given to one audience type.
If a user is on multiple audience lists in the same ad group, the audience with the highest bid adjustment will get impression, click, cost, and conversion attribution.
If a user is on multiple lists which are tied for the highest bid adjustment, then impression, click, cost, and conversions attribution will be distributed according to a defined hierarchy:
More details here: https://support.google.com/google-ads/answer/10562924?hl=en
So, now we know 🙂
Keep sending in those questions!
– Nils