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- Observations allow the option to adjust bids and can get reports on additional items without narrowing the reach of an ad group
- Observations are actually called “bid-only” in the new AdWords experience, and allows only the adjustment of bids
- Observations narrow the reach of an ad group to specific audiences, and get reports, with the option to adjust bids
- Observations allow you to see bid adjustment changes without having to access the change history
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