Bid adjustments

Bid adjustments allow advertisers to raise or lower the CPC when serving ads to a certain audience or in a particular format. The CPC can be adjusted using coefficients. A coefficient is the percentage by which you want to change the bid.

Tutorial video. How to set up bid adjustments

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How do bid adjustments work?

Bid adjustments are set for a particular audience or for a specific display format. For example, they can be set for users who have already ordered items from your site. When ads are served to such users, your bid will automatically change according to the coefficient you set. In this way, adjustments enable you to serve ads in a more noticeable position for selected conditions (or have a greater chance of ending up in a higher position than you would have under the non-adjusted bid rate).

Here are the ways you can adjust bids:

  • Target audience — a coefficient increase or decrease for an audience that meets certain selection criteria.
  • Mobile — a coefficient increase or decrease for ads on mobile phones and smartphones.
  • Gender and age — a coefficient increase or decrease for an audience of a particular gender or age.
  • Video — a coefficient increase or decrease for video extensions.
  • Smart ads — a coefficient increase or decrease for smart ads.

You can set bid adjustments for a particular campaign or ad group. If you set one type of adjustment for both a campaign and ad group, then your adjustment will be applied to the group.

If you don't want to apply bid adjustments to a certain ad group within a campaign, set the coefficient for that group to zero.

For example, let's say you set the coefficient to “increase by 40%” for a particular campaign, but don't want this coefficient to apply to a particular ad group. For that group, you would set the coefficient to “0%”.

With automatic strategies, Yandex.Direct manages bids factoring in coefficients and does not exceed the limits set for those strategies (such as for Weekly Budget, or Average CPC). If you set a maximum bid for a strategy, the actual bid will not exceed the adjusted maximum.

For example, you're using an automatic strategy. Your maximum bid is set at 20 rubles per click and your coefficient for mobile impressions is set to “increase by 100%” (so that the adjusted bid will be 40 rubles). In this case, impressions on mobile devices will display at the 40 ruble bid rate.

You can apply several adjustments to a given bid (for mobile impressions, by gender and age, by display region by time of day, etc.). Adjustments are applied in succession (they are not cumulative).

For example, if the bid for an impression criteria is 15 RUB, and the bid coefficient for men aged 18-24 is “increase by 50%” (100% + 50% = 150% of the bid, or *1.5), while the coefficient for impressions on mobile devices is “decrease by 40%” (100% – 40%  = 60% of the bid, or *0.6), then:

Gender and age Device type
Desktops and tablets Mobile
Men aged from 18 to 24

15*1.5 = 22.5 rubles

15*1.5*0.6= 13.5 RUB
Remaining 15 RUB 15*0.6= 9 RUB

Make adjustments and add coefficients

To make an adjustment, go to the ad group editing page or campaign settings page and click Change in the Bid adjustments section.

Click the tabs below to read more about the different types of adjustments.

You can set bid adjustments for certain target audiences.

For example, some users were on your site and put items in their baskets 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 invested in your product.

Choose your target audience and set a coefficient. You can add up to 100 adjustments using the New correction button. You can assign the same coefficient for all adjustments in the Cost per click field above the adjustment list.

To add new target audiences, go to your Target audience settings. Target audiences can include any bid adjustment criteria, even ones that only consist of unfulfilled goals. Learn more about how to add target audiences.

The minimum bid for a target audience when you factor in the coefficient is 100% less than the original CPC (impressions will be disabled). The maximum bid is equal to the original CPC plus 1200%.

For example, if the bid for a keyword is 40 rubles, the maximum possible bid would be 520 rubles.

Please note that sometimes users within a given target audience that you have disabled by setting the bid adjustments to "decrease by 100%" may still be served your ads.

To temporarily enable or disable all adjustments, flip the switch to the appropriate position. Click next to any adjustment that you want to permanently delete.


The bid, taking into account the coefficient, cannot be less than the minimum or greater than the maximum value for your currency.