Bid adjustments

Bid adjustment allows advertisers to raise or lower the CPC when ads are displayed to a certain audience. The CPC can be adjusted using coefficients. A coefficient is the percentage by which you want to change the bid.

How does bid adjustment work?

Bid adjustment is set for a specific audience. If a given user is a member of that audience, then the bid will automatically change by the set coefficient when ads are served in response to a particular keyword or retargeting list. This way, adjustments enable you to display your ads to your target audience in a more noticeable position (or at least 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.

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.

To avoid applying bid adjustments to a certain ad group within a campaign, you should set the coefficient for that group to zero.

For example, 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%”.

For automatic strategies, the coefficient value cannot exceed the set maximum bid.

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 coefficients to a given bid at once (mobile impressions, gender and age, time of day, etc.).

For example, if your bid for a given phrase is 15 rubles and your bid coefficient for men between 18-24 is set to “increase by 50%” while the coefficient for mobile impressions is set to “decrease by 40%”, then:

  • the bid for impressions shown to men between 18-24 on computers or tablets: 15 + (15*0.5) = 22.5 rubles

  • the bid for impressions shown to women between 18-24 on mobile devices: 15 - (15*0.4) = 9 rubles

  • the bid for impressions shown to men between 18-24 on mobile devices: 13.5 rubles (15 + (15*0.5) = 22.5 and 22.5 - (22.5*0.4) = 13.5)

Making adjustments and adding 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. Add up to 100 adjustments using the New adjustment 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 be made of any criteria for bid adjustments, even ones consisting only of unfulfilled goals. Read more about how to add target audiences.

The minimum bid for target audience when factoring 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.

Flip the switch to the position if you want to temporarily enable or disable all adjustments. Click in the line containing adjustments if you want to permanently delete an adjustment.


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