Adjustments in ads for mobile apps

You can set bid adjustments for specific retargeting lists.

For example, some users installed the app, added products to the shopping cart, but never completed the checkout process. 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 installed the app. The user installed the app 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.

You can only use adjustments by manufacturer for campaigns promoting Android apps. You can set adjustments for devices of the following manufacturers:

• Google
• Honor
• Huawei
• Infinix
• Motorola
• Oneplus
• Oppo
• Realme
• Redmi
• Samsung
• Tecno
• Vivo
• Xiaomi

You can set a custom adjustment for each manufacturer.

The adjustment can range from −100% (in this case, impressions are disabled) to +1200% of the bid, CPC, or CPA.

You can set adjustments for devices with different operating system versions:

You can set adjustments by operating system version for Android and iOS devices.

Let's say that almost all users of your app are using devices with Android 10 or higher. Choose Android 10 or higher and set "Increase by 120%" so that your ads appear in better positions on Android 10+ devices.

The adjustment can range from −100% (in this case, impressions are disabled) to +1200% of the bid, CPC, or CPA.

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.

Let's say that almost all customers who buy cosmetics in your app 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 −100% (in this case, impressions are disabled) to +1200% of the bid, CPC, or CPA.

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

Advertisers can use regional adjustments to increase or decrease the bid, CPC, or CPA 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, CPC, or CPA. 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.

Let's say you want the keyword food delivery to trigger your ads for a food delivery app 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, a bid of 40 rubles can be used when a user in Moscow searches for food delivery, or a user outside Moscow searches for food delivery in Moscow.

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

Adjustments by weather can only be set at the ad group level. To set them, go to adjustments by weather in the group settings and set coefficients for the relevant weather conditions.

For example, you can use adjustments by weather to increase the bid or CPA on ads for food delivery apps when it rains or snows.

Adjustments use data from Yandex Weather (accurate down to the hour) and are applied based on the user's region.

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 −100% (in this case, impressions are disabled) to +1200% of the bid, CPC, or CPA.

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

You can set adjustments for bids, CPC, or CPA for a high-income audience segment. The system analyzes different parameters of user behavior and assigns them to different segments reflecting their income level. The adjustments let you increase or decrease your bid, CPC, or CPA on impressions for 10% of high-income Yandex audience 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 the ad campaign and ad group level.

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. You can set a target cost for customer acquisition (CPA or CPC) in the strategy. 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 or CPC for this group. The name of this option depends on the limit you selected for the strategy.

The adjustment is only available at the ad group level.