Ad Strategy

A bid adjustment is a percentage increase or decrease that can change how often Google Ads shows in a context you name: device, location, schedule, audience, demographics, or call interactions. It is separate from Quality Score and Smart Bidding. In paid search and other eligible Google Ads campaigns, check both

Google Ads assets are the extra content that can appear with an ad: sitelinks, call buttons, location details, prices, promotions, lead forms, and more. Google's current name is assets. Older Help and reports still say extensions. The objects are the same class of add-ons. Headlines and descriptions are assets too.