Bid adjustments

With adjustments, advertisers can control the CPC for ad impressions in channels with specific audiences. Using coefficients to raise and lower bids, you can influence which channels display your ads. For example, you can configure your ads to be more likely to appear in channels with a younger audience or one with a higher income level.

How adjustments work

Adjustments raise or lower your CPC across an entire channel rather than for individual users. In other words, they apply to all clicks on ad posts in the channel. The adjustment amount is determined by the percentage of your target audience among the channel's readers.

Increase your CPC in channels with your target audience and decrease it in channels with irrelevant audiences.

Example

Your CPC is 100 rubles. You want to increase it by 50% for Telegram channels with male audiences. The CPC adjustment will be calculated based on their percentage:

• The channel's audience is 20% male. The CPC increases by 10%, to 110 rubles (100 + 100 × 50% × 20% = 110).
• The channel audience is 80% male. The CPC increases by 40%, to 140 rubles (100 + 100 × 50% × 80% = 140).

This way, the CPC will be higher for channels where 80% of the readers are men.

Adjustment by gender, age, or income level is a coefficient that raises or lowers bids for channels based on specific audience characteristics.

You can set adjustments only at the ad group level. When you set multiple adjustments, they are applied in succession rather than being combined. Adjustments can range from –50% to +200% of the CPC.

You can only set adjustments for campaigns served in Russia and Uzbekistan.

Add bid adjustments and coefficients

1. At the audience group level, select the Adjustments settings.
2. Add your adjustments and set the coefficients.

Gender and age

If your target audience consists of users of one gender or age group, you should use adjustments that match these characteristics.

Example

You set a CPC of 100 rubles and applied adjustments of +50% for channels with a male audience and –30% for channels with an audience aged 18–24. A channel's audience consists of 80% men and 60% users aged 18–24. In this case, the CPC is calculated as follows:

• Applying the first adjustment:

  100 + (100 × 50% × 80%) = 100 + 40 = 140 RUB.

• Applying the second adjustment:

  140 - (140 × 30% × 60%) = 140 - 25.2 = 114.8 RUB.

Income

You can set up CPC adjustments for channels with a high-income audience. The system analyzes different parameters of user behavior and assigns them to different purchasing power segments:

• Top 1% (users with the highest purchasing power).
• 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.

Select one, two, or all three income level segments and set coefficients for them.

Example

You set a CPC of 100 rubles and applied adjustments of +100% for channels that have audiences belonging to the top 1% by income level. The share of the channel's audience that matches the selected characteristic is 30%. In this case, your CPC is 130 rubles:

100 + (100 × 100% × 30%) = 100 + 30 = 130 RUB.

Questions?