Bid adjustments

You can set bid adjustments for specific retargeting lists.

You can set up a retargeting list on the page where you edit ad groups in Retargeting & Audiences.

Select a retargeting list and set a coefficient. To add a bid adjustment, click New adjustment (maximum of 100 adjustments in total). Above the adjustment list, you can assign the same coefficient for all conditions.

The adjustment can range from −100% (in this case, impressions are disabled) to +1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

Please note that sometimes ads may be served to users based on a condition that you disabled using bid adjustments (that is, you set the “decrease by 100%” coefficient). The system needs up to 180 minutes to process user information if the user met the bid adjustment criteria.

For example, you set the -100% adjustement to apply to users who visited your site. The user clicked through to the site for the first time at 12:00. Ads from a campaign with bid adjustment may be served to this user for another 180 minutes. If the user returns to the site at 13:00, they will be treated as a new visitor and no adjustment will apply. If the user resumes browsing ads in search results after 15:00, no ads will be served to them any longer.

If the user meets multiple adjustment criteria, an adjustment with the maximum increase coefficient among them is applied.

If your target audience consists of users of one gender or age group, you should use adjustments that match these characteristics. You can use cross sections of gender and age statistics found in Report Wizard, as well as demographic reports from Yandex Metrica to help determine your audience composition.

For example, let's say that almost all customers who buy cosmetics from your online store are women around 30 years of age. You can set your gender and age criteria and apply the bid adjustment to “increase by 120%” so that your ads are more frequently served in favorable positions to women aged 25–34.

Choose your target gender and age and set the adjustment coefficient. To add a bid adjustment, click New adjustment (maximum of 12 adjustments in total). Above the adjustment list, you can assign the same coefficient for all conditions.

The adjustment can range from −100% (in this case, impressions are disabled) to +1200% of the bid, CPA, or conversion value.

Please note that sometimes ads may be served to those users that you have excluded from targeting using the adjustments for age and gender.

In “Text & Image ads” campaigns, you can experiment with adjustments to get the desired number of click-throughs from videos. You can't disable impressions for videos completely.

Adjustments can range from −50% to +1200% of the bid, CPA, or conversion value.

For example, if a keyword is assigned a bid of 40 rubles and the increase adjustment is 1000%, the actual bid is 440 rubles.

To disable bid adjustments, enter a value of “0%” or delete the value.

Advertisers can use regional adjustments to increase or decrease the bid, CPA, or conversion value when serving ads to users in specific areas. Yandex Metrica reports can help you determine the best adjustments and the best times to use them.

Regional adjustments can be set at the campaign level, but not at the ad group level. To set them up, go to adjustments for the display region in the campaign settings and set coefficients for the relevant regions.

The adjustment is applied to the selected region and all its subregions, unless a separate adjustment is set for them.

The adjustment can range from −90% (in this case, impressions are disabled) to +1200% of the bid, CPA, or conversion value.

Regional adjustments do not affect how extended geotargeting works.

For example, let's say you want the keyword amusement park to trigger your ads for an amusement park in Moscow, and your bid is 20 rubles. You set a coefficient to increase your bids for ads served in Moscow by “100%” (so that the adjusted bid is 40 rubles). If extended geotargeting is enabled, then a 40 rubles bid may be used when a Moscow-based user searches for an amusement park or a user outside of Moscow searches for an amusement park in Moscow.

You can set an adjustment for smart ads (individual ads for products that are part of a “Smart banner” campaign). The adjustment will not apply to your bids and costs for other smart banner templates.

Adjustments can range from −80% to +1200% of the bid, CPA, or conversion value.

For example, if the bid is 40 rubles and the adjustment is set to +1000%, the actual bid is 440 rubles.

To disable bid adjustments, enter a value of “0%” or delete the value.

Ad design in search results is determined using SERP layouts. You can set up adjustments for bids, CPA, or conversion value for exclusive placement or ads in autofill suggestions:

• Exclusive placement is the largest and most noticeable ad format in search results. An exclusive placement ad occupies a single advertising spot above the search results, bringing in about 30% more clicks.

  To advertise in this format, you need to specify 8 sitelinks and their descriptions. Depending on the user's device, an exclusive placement includes up to 8 sitelinks.

  • On desktops
  • On mobile devices

  

  
• Ads in autofill suggestions appear in the list of suggestions when the user enters a query in the search bar. It's available in the desktop search, mobile search, and the Yandex app. This format brings 5% more traffic, and its CTR is about 16%.

  

Within a unified performance campaign, you can combine multiple groups with different targetings and ad types. The more groups you add, the more data is collected to train the strategy. In the strategy, you can specify a target customer acquisition cost (cost per conversion, cost revenue ratio, or cost per click). Keep in mind that the customer acquisition cost may be lower or higher for individual groups. For example, a group may advertise a product with a higher profit margin than the campaign average. Alternatively, the group may target regions with lower competition and fewer bidders or lower prices than in other regions.

To manage the customer acquisition cost, adjust the CPA, cost revenue ratio, or CPC for this group. The name of this option depends on the limit you selected for the strategy.

For example, you have a campaign that consists of three ad groups, each for its own product category: “Sofas”, “Beds”, and “Chairs”. The campaign strategy is configured to generate sales with a Cost revenue ratio (CRR) limit of 10%.

Your data shows that, on average, “Sofas” is the most profitable category of the three, so you could increase the CRR for these products up to 15%, which is 1.5 times higher than average for the other categories. In this case, you can set a “+50%” adjustment for the “Sofas” ad group.

On average, products in the “Beds” category have a lower profit margin, and their customer acquisition cost is 8% of the revenue, which is 20% less than the campaign average. Set a −20% adjustment for the “Beds” ad group.

For products in the “Chairs” category, the customer acquisition cost is about 10% of the revenue. You don't need to adjust the cost for this group.

Adjustments range between −99% and +1200% of the CPA, CPC, or cost revenue ratio. To disable a bid adjustment, delete it or set its value to “0%”.

Adjustment of CPA, cost revenue ratio, or CPC in this group applies on top of other adjustments, with their coefficients multiplied.

For example, in the above campaign, we added an adjustment for the display region: “+40%” for impressions in Saint Petersburg and Moscow. As a result, we get the following cost revenue ratio for these region — 1.4 × 10% = 14%.

For the “Sofas” group, when served in Moscow, the cost revenue ratio will be 14% x 1.5 = 21% because a “+50%” adjustment is set for the group.

The adjustment is only available at the ad group level.