Bid adjustments

You can set bid adjustments for specific retargeting lists.

For example, let's say some users on your site put items in their shopping carts but did not end up purchasing them. You can add an adjustment with the condition "Added item to cart" and set a raised coefficient. This way you'll increase the probability of reaching an audience that's interested in your product.

You can set up a retargeting list on the page where you edit ad groups in Retargeting & Audiences.

Select a retargeting list and set a coefficient. To add a bid adjustment, click New adjustment (maximum of 100 adjustments in total). Above the adjustment list, you can assign the same coefficient for all conditions.

The bid adjustment can range from –100% (it means that impressions are disabled) to +1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

Please note that sometimes ads may be served to users based on a condition that you disabled using bid adjustments (that is, you set the "decrease by 100%" coefficient). The system needs up to 180 minutes to process user information if the user met the bid adjustment criteria.

For example, you set the -100% adjustement to apply to users who visited your site. The user clicked through to the site for the first time at 12:00. Ads from a campaign with bid adjustment may be served to this user for another 180 minutes. If the user returns to the site at 13:00, they will be treated as a new visitor and no adjustment will apply. If the user resumes browsing ads in search results after 15:00, no ads will be served to them any longer.

If the user meets multiple adjustment criteria, an adjustment with the maximum increasing coefficient among them is applied.

If your target audience consists of users of one gender or age group, you should use adjustments that match these characteristics. You can use cross-sections of gender and age statistics found in the Report Wizard, as well as demographic reports from Yandex Metrica to help determine your audience composition.

For example, say almost all buyers of cosmetics from your internet store are women around 30 years of age. You can set your gender and age criteria and apply a bid adjustment to "Increase by 120%" in order to ensure that your ads display more frequently in favorable positions to women ages 25–34.

Choose your target gender and age and set the adjustment coefficient. To add a bid adjustment, click New adjustment (maximum of 12 adjustments in total). Above the adjustment list, you can assign the same coefficient for all conditions.

The adjustment can range from minus 100% (in this case, impressions are disabled) to plus 1200% of the bid, CPA, or conversion value.

Please note that sometimes ads may be served to those users that you have excluded from targeting using the adjustments for age and gender.

In Text & Image ads in unified performance campaigns, you can experiment with adjustments to get the desired number of click-throughs from videos. You can't disable impressions for videos completely.

Adjustments can range from minus 50% to plus 1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

To disable bid adjustments, enter a coefficient of "0%" or delete the value.

Advertisers can use regional adjustments to increase or decrease the bid, CPA, or CRR when serving ads to users in specific areas. Yandex Metrica reports can help you determine the best adjustments and the best times to use them.

Regional adjustments can be set at the campaign level, but not at the ad group level. To set them up, go to adjustments for the display region in the campaign settings and set coefficients for the relevant regions.

The adjustment is applied to the selected region and all its subregions, unless a separate adjustment is set for them.

The adjustment can range from −90% to +1200% of the bid, CPA, or conversion value. To disable impressions in the region, remove it from targeting.

For example, you're using an automatic strategy. Your maximum bid is set at 20 rubles per click and your coefficient for impressions in Moscow is set to "Increase by 100%" (so that the adjusted bid is 40 rubles). In this case, ads for users in Moscow will display at the 40 rubles bid rate.

Regional adjustments do not affect how extended geotargeting works.

For example, let's say you want the keyword amusement park to trigger your ads for an amusement park in Moscow, and your bid is 20 rubles. You set a coefficient to increase your bids for ads served in Moscow by "100%" (so that the adjusted bid is 40 rubles). If extended geotargeting is enabled, then a 40 rubles bid may be used when a Moscow-based user searches for an amusement park or a user outside of Moscow searches for an amusement park in Moscow.

You can set adjustments for impressions on different types of devices. To find out which devices people use when they engage with your ads or open your site, use the Device type cross-section in the Report Wizard and the Technologies — Devices report in Yandex Metrica.

With bid adjustments, you can increase or decrease the bid, CPA, or CRR for impressions:

• On smartphones — only on iOS, only on Android, or on all smartphones (iOS, Android, Windows, and others).

• On tablets — only on iOS, only on Android, or on all tablets (iOS, Android, Windows, and others).

• On desktops — this category includes desktop computers and laptops.

• On devices like Smart TVs.

The adjustment can range from minus 100% (in this case, impressions are disabled) to plus 1200% of the bid, CPA, or conversion value. However, you can't decrease the bid by 100% for all types of devices at once.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

To disable a bid adjustment, delete it or set its value to “0%”.

You can set adjustments of bids, CPA, or conversion value based on weather conditions, such as air temperature, precipitation intensity, and cloud cover.

For example, you can use weather adjustments to:

• Increase the bid or CPA on ads for food delivery when it rains or snows.

• Advertise garden furniture only when it's sunny and warm.

• Add creatives for different products and use them depending on the weather: advertise winter clothing when it's cold and snowy, and lightweight clothing when it's warm and sunny.

Read more about ways to use bid adjustments.

Adjustments use data from Yandex Weather (accurate down to the hour) and are applied based on the user's region. They are available at the ad group level for display banners and in the unified performance campaign.

You can specify whether all the criteria or just one of them must be met. If multiple adjustments are applicable, the adjustment with the maximum bid or CPA change is applied.

The adjustment can range from minus 100% (in this case, impressions are disabled) to plus 1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

Ad design in search results is determined using SERP layouts. You can set up adjustments for bids, CPA, or conversion value for exclusive placement or ads in autofill suggestions:

• Exclusive placement is the largest and most noticeable ad format in search results. An exclusive placement ad occupies a single premium advertising spot above the search results. This design brings in about 30% more clicks.

  To advertise in this format, specify 8 sitelinks and their descriptions. Depending on the user's device, an exclusive placement includes up to 8 sitelinks.

  On desktops

  On mobile devices

  

  

• Ads in autofill suggestions appear in the list of suggestions when the user enters a query in the search bar. It's available in the desktop search, mobile search, and the Yandex app. This format brings 5% more traffic, and its CTR is about 16%.

  

To see how often your ads receive this placement, look at the Placement type cross-section in the Report Wizard. If you want your ads to get this placement more often, set a bid adjustment.

Adjustments can range from 0% to plus 1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

Adjustments are available at campaign level for unified performance campaigns and “Ads for mobile apps” campaigns.

The final cost per click is determined by the general VCG auction rules in Yandex Direct.

You can set up adjustments for bids, CPA, or conversion value for a high-income audience segment. The system analyzes different parameters of user behavior and assigns them to different segments reflecting their income level. With adjustments, you can increase or decrease your bid, CPA, or CRR for impressions among the top 10% of the Yandex audience with the highest income, split into three groups:

• Top 1% (users with the highest income)

• 2–5%

• 6–10%

Adjustments for income are good for businesses whose price on products or services is higher than the market average. They are also good for companies offering premium products.

To decide if you need adjustments for income for all segments or a specific segment only, check statistics for the Income level cross-section in the Report Wizard. It shows the distribution of targeted actions between users from different segments.

Select one, two, or all three segments and set coefficients for them. You can set the same coefficient for all conditions.

The adjustment can range from minus 100% (in this case, impressions are disabled) to plus 1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 60 rubles and the adjustment is set to increase by 100%, the actual bid is 120 rubles.

To disable bid adjustments, enter a coefficient of "0%" or delete the value.

Adjustments are available at both campaign and group level for unified performance campaigns and “Ads for mobile apps” campaigns.

Within a unified performance campaign, you can combine multiple groups with different targetings and ad types. The more groups you add, the more data is collected to train the strategy. In the strategy, you can specify a target customer acquisition cost (cost per conversion, cost revenue ratio, or cost per click). Keep in mind that the customer acquisition cost may be lower or higher for individual groups. For example, a group may advertise a product with a higher profit margin than the campaign average. Alternatively, the group may target regions with lower competition and fewer bidders or lower prices than in other regions.

To manage the customer acquisition cost, adjust the CPA, cost revenue ratio, or CPC for this group. The name of this option depends on the limit you selected for the strategy.

For example, you have a campaign that consists of three ad groups, each for its own product category: “Sofas”, “Beds”, and “Chairs”. The campaign strategy is configured to generate sales with a Cost revenue ratio (CRR) limit of 10%.

Your data shows that, on average, “Sofas” is the most profitable category of the three, so you could increase the CRR for these products up to 15%, which is 1.5 times higher than average for the other categories. In this case, you can set a “+50%” adjustment for the “Sofas” ad group.

On average, products in the “Beds” category have a lower profit margin, and their customer acquisition cost is 8% of the revenue, which is 20% less than the campaign average. Set a −20% adjustment for the “Beds” ad group.

For products in the “Chairs” category, the customer acquisition cost is about 10% of the revenue. You don't need to adjust the cost for this group.

Adjustments range between −99% and +1200% of the CPA, CPC, or cost revenue ratio. To disable a bid adjustment, delete it or set its value to “0%”.

Adjustments for CPA, cost revenue ratio, or CPC in this group are applied on top of other adjustments, with their coefficients multiplied.

For example, in the above campaign, we added an adjustment for the display region: “+40%” for impressions in Saint Petersburg and Moscow. As a result, we get the following cost revenue ratio for these region — 1.4 × 10% = 14%.

For the “Sofas” group, when served in Moscow, the cost revenue ratio will be 14% x 1.5 = 21% because a “+50%” adjustment is set for the group.

The adjustment is only available at the ad group level.