Adjustments (BidModifier)

You can set adjustments to raise or lower your bid, CPA, or conversion value based on specific criteria at the time of an ad impression. For more information, see Adjustments in the Yandex Direct documentation.

Service

Use the BidModifiers service for managing adjustments.

Methods

add | delete | get | set

Types of adjustments

You can modify bids using the following types of adjustments:

MOBILE_ADJUSTMENT — Adjustment on mobile phones: a coefficient is applied to the bid when serving ads on smartphones.
TABLET_ADJUSTMENT — Adjustment on tablets: a coefficient is applied to the bid when serving ads on tablets.
DESKTOP_ADJUSTMENT — Adjustment on desktops and Smart TVs: a coefficient is applied to the bid when serving ads on all devices other than smartphones. You cannot use it together with TABLET_ADJUSTMENT and DESKTOPS_ONLY_ADJUSTMENT.
DESKTOP_ONLY_ADJUSTMENT — Adjustment desktops only: a coefficient is applied to the bid when serving ads on desktops only.
DEMOGRAPHICS_ADJUSTMENT — Adjustments by gender and age: a set of audience segments with specified demographic characteristics and bid coefficients that are applied when serving ads to users from each segment. The segments must not match or overlap within the same set of segments.
RETARGETING_ADJUSTMENT — Adjustments for a target audience: a set of retargeting lists and bid coefficients that are applied when serving ads to users who meet a condition. For more information about retargeting lists, see the section Retargeting list (RetargetingList).
REGIONAL_ADJUSTMENT — Adjustments by display region: a set of regions and bid coefficients that are applied when serving ads in these areas.
VIDEO_ADJUSTMENT — Adjustment for video extensions: a bid coefficient that is applied when serving ads with video extensions.
SMART_AD_ADJUSTMENT — Adjustment for smart ads: a bid coefficient that is applied when serving ads with a single product offer.
SERP_LAYOUT_ADJUSTMENT — Adjustment for exclusive placements: a bid coefficient that is applied for ads in exclusive placements or for promotions in search suggestions.
INCOME_GRADE_ADJUSTMENT — An adjustment for income: a factor is applied to the bid when ads are served for users with a certain income level.
AD_GROUP_ADJUSTMENT — A group-level adjustment: a bid coefficient that is applied when serving ads from a certain group (applies only to unified performance groups).

Adjustment levels

You can set bid adjustments for device type, gender and age, target audience, and video extensions either on the ad group level or on the campaign level.

Regional bid adjustments can only be set on the campaign level.

In display campaigns, adjustments can only be set on the group level.

Acceptable types of bid adjustments by type of campaign and group

See the table below for the types of bid adjustments you can configure for each type of campaign and ad group.

^{Campaign type}
^{Group type}

^Mobile

^Tablets

^{Desktops, Smart TVs}

^{Desktops only}

^{Gender and age}

^{Target audience}

^{Display region}

^{Video extensions}

^{Smart ads}

^{Exclusive placement}

^Income

^Group

TEXT_CAMPAIGN
TEXT_AD_GROUP

+
+

+
–

+
+

–
–

+
+

–
–

SMART_CAMPAIGN
SMART_AD_GROUP

+
+

+
–

–
–

+
+

–
–

+
+

–
–

MOBILE_APP_CAMPAIGN
MOBILE_APP_AD_GROUP

–
–

+
+

+
–

–
–

+
+

–
–

CPM_BANNER_CAMPAIGN
CPM_BANNER_AD_GROUP,
подтип KEYWORDS
CPM_BANNER_AD_GROUP,
подтип USER_PROFILE
CPM_VIDEO_AD_GROUP

–
+

–

–
–

–

–
+

–

–
–

–

–
+

–

–
+

–

–
–

–

–
–

–

–
–

–

–
–

–

–
–

–

–
–

–

UNIFIED_CAMPAIGN
UNIFIED_AD_GROUP

+
+

+
–

+
+

–
–

+
+

–
+

How adjustments are applied

If your campaign uses a strategy for manual bidding, adjustments are applied to the bids you specify.

If a campaign has an automatic strategy set up, Yandex Direct applies the adjustments when managing bids. If strategy parameters specify the maximum bid, adjustments are also applied to this maximum. In other words, the system won't set a bid that is higher than the adjusted maximum bid. If the average CPC or CPA is specified, adjustments are not applied to it.
If at least one adjustment is set for an ad group, any adjustments of that type set at the campaign level won't apply when serving ads from that group.
If a user is selected by multiple retargeting lists that have adjustments set for them, the largest coefficient is applied.
If adjustments are set for a higher-level region and a lower-level (nested) region, ad displays in the lower-level region use the coefficient for the lower-level region.
Multiple types of adjustments can be applied to a bid simultaneously. In this case, the coefficients are multiplied.
The final bid after adjustments must remain within the minimum and maximum limits set for the user's currency.

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