Please read the article if you are using bid adjustments for campaigns with conversion strategies.
Beginning mid-January 2022, we will start applying adjustments not only to bids, but also to conversion price and ad spend share. The strategy will now hold out for these adjustments. For example, with an upward adjustment of 100% for smartphones and a conversion price of 200 ₽ specified in the settings, the final conversion price from a smartphone will be 400 ₽.
The new adjustments logic will be applied to "Conversion Optimization" and "Ad Spend Targeting" strategies with both click and conversion rates.
How to use
Specify adjustments, if certain user segments are more valuable to you than others and you have determined this with analytical tools. This will allow the strategy to go beyond the set conversion value and bring in the right customers based on the specified adjustments. And there's also no longer a need to separate campaigns if you've had different conversion rates. For example, for desktops and smartphones with different conversion prices, all you have to do is specify an adjustment. In this case, the unadjusted conversion price will be maintained according to the one set in the settings.
If you need to maintain a specific conversion price, you can specify no adjustments. In that case, as before, the strategy will show the ads to the target users without changing the conversion price. And you will always get conversions within the set price — without adjusting it.
How to prepare current campaigns
New adjustment accounting logic will be in effect from mid-January 2022. To give you time to prepare your campaigns for the changes, we've made a handy tool and guidelines to help you remove the adjustments yourself.Nearer to the release, you will get a notification in the Direct interface, through which you can click to remove corrections in all campaigns with conversion strategies or, conversely, keep them. The banner will appear each time you login to Direct until you make a decision.
If you do not make a decision, we will remove all adjustments to conversion strategies on the day of the announcement. For pay-per-click conversion strategies, the adjustments will remain unchanged.
To remove some of the adjustments manually, clear out the ones for which you are not ready to increase the conversion price in all campaigns with conversion strategies. Use the main Direct interface or bulk actions for basic adjustments in Commander to do this.
Dramatic changes in conversion price and budgets in conversion strategies can lead to temporary strategy adjustments. Please keep this in mind if you want to update your strategy settings in parallel with the change in adjustments.
We will keep you informed of updates.
If you have any questions, please contact our support team.
