Banners in display campaigns
With bid adjustments, advertisers can increase or decrease their CPM or CPV based on specific conditions. The values can be adjusted using coefficients. The coefficient is a percentage value that determines the change in the CPM or CPV.
How adjustments work
With adjustments, you can change the average CPM based on conditions such as user characteristics and ad format.
Here are the ways you can adjust bids:
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Devices: Upward or downward adjustment for different device types.
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Inventory: Upward or downward adjustment for video impressions. Available only for video ads.
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Weather: Upward or downward adjustment depending on weather conditions. Available only for display banners and banners in Yandex Weather.
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Target audience: Upward or downward adjustment for an audience that matches certain retargeting list conditions. For example, when ads are served to users who have already ordered products from your site, the bid is automatically adjusted by the coefficient (percentage) you have set. Available only for display banners with keyword-based impressions.
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Gender and age: Upward or downward adjustment for a particular gender or age group. Available only for display banners with keyword-based impressions.
You can adjust bids for a particular campaign or ad group.
Add bid adjustments and coefficients
You can add adjustments on the following pages:
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Campaign settings: Under Advanced settings, go to Adjustments.
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Ad group editing page: in the Adjustments section.
Devices
You can set adjustments for impressions on different types of devices. To correctly determine the types of devices from which people interact with your website or ads, use the "Device type" cross-section in the Report Wizard and the Technologies — Devices report in Yandex Metrica.
With adjustments, you can increase or decrease the CPM when displaying ads:
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On smartphones.
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On devices like Smart TVs.
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On desktops — this category includes desktop computers, laptops, and other devices.
The adjustment can range from −100% of the CPM (this adjustment will prevent your ads from showing) to +1200%. However, you can't decrease the bid by 100% for all types of devices at once.
For example, if you set up a CPM of 40 rubles and an adjustment of +1000%, the actual CPM will be 440 rubles.
To disable a bid adjustment, delete it or set its value to “0%”.
Inventory
In video ads, you can set adjustments for specific types of inventory. With adjustments, you can increase or decrease the CPM or CPV for your ads:
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Instream web video ads which are embedded in the video stream and played back before, after, or in the middle of the main video.
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Inpage video ads embedded on website pages.
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Rewarded videos, which are usually shown in game apps; the user receives an award or in-game currency for viewing these videos.
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In-app video ads, which pop-up in mobile apps during content transitions. Adjustments are only used for interstitial units. When you set up adjustments for device types, you may sometimes receive traffic that you restricted in the campaign settings. For example, viewing an in-stream video ad in an app might count in statistics as the Applications traffic type. Rewarded videos might also show up in statistics as the Applications traffic type.
The adjustment can range from −100% of the CPM or CPV (this adjustment will prevent impressions) to +1200%. However, you can't decrease the bid by 100% for all types of inventory at once.
For example, if you set up a CPM of 40 rubles and an adjustment of +1000%, the actual CPM will be 440 rubles.
To disable bid adjustments, enter a coefficient of "0%" or delete the value.
Weather
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 banners in Yandex Weather.
You can set up CPM adjustments based on weather conditions, such as air temperature, precipitation intensity, and cloud cover.
For example, you can use weather adjustments to:
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Increase the CPM for food delivery ads when it rains or snows.
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Advertise garden furniture only when it's sunny and warm.
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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.
You can specify whether all the criteria or just one of them must be met. If multiple adjustments can apply, the adjustment with the maximum CPM change is selected.
The adjustment can range from −100% of the CPM (this adjustment will prevent your ads from showing) to +1200%.
For example, if you set up a CPM of 40 rubles and an adjustment of +1000% for a selected audience, the actual CPM will be 440 rubles.
Set the coefficient to −100% to disable impressions in undesirable weather.
Create different creatives for different weather conditions. You can specify whether all the criteria or just one of them must be met.
Adjustment examples:
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To serve the banner in rainy weather, set the Precipitation parameter to “No” and specify the adjustment of −100%.
View settings
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To serve the banner in clear warm weather, specify the parameters you want to disable, such as cold temperature range and cloud cover. Specify the adjustment of −100%.
View settings
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To serve the banner in cloudy weather, set the Cloud cover parameter to “No” and specify the adjustment of −100%.
View settings
Target audience
In display banners with keyword-based impressions, you can set 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.
This setting is available for groups with the Keywords impression criteria.
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 adjustment can range from −100% (this adjustment will prevent your ads from showing) to +1200% of the CPM.
For example, if you set up a CPM of 40 rubles and an adjustment of +1000% for a keyword, the actual CPM will be 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).
If the user meets multiple adjustment criteria, an adjustment with the maximum increasing coefficient among them is applied.
Gender and age
If your target audience consists of users of one gender or age group, you should use adjustments that match these characteristics. This setting is available only for display banners with keyword-based impressions.
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. Specify the gender and age, then set the "Increase by 120%" coefficient to show the ad more often to women aged 25–34.
This setting is available for groups with the Keywords impression criteria.
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.
Note
The All field includes men, women, and users whose gender could not be determined. The Any field includes users of all ages including those whose age could not be determined.
The adjustment can range from −100% of the CPM (this adjustment will prevent your ads from showing) to +1200%.
Please note that ads may sometimes be served to those users that you have excluded through adjustments for age and gender.
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