Bid adjustments

Bid adjustments allow advertisers to raise or lower bids for specific ad serving criteria. You can use coefficients to adjust bids. The coefficient is the percentage by which you want to change the bid.

Instructional video: Bid adjustments for retargeting

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How bid adjustments work

Use bid adjustments to increase or decrease the bid depending on user characteristics, ad format, and other criteria.

Here are the ways you can adjust bids:

  • Target audience — increase or decrease for an audience that matches certain retargeting list conditions. For example, when ads are served to users who have already ordered products from your site, the bid is automatically adjusted by the percentage you have set.
  • Gender and age — increase or decrease for an audience of a particular gender or age.
  • Video extensions — increase or decrease for video extensions.
  • Display region — increase or decrease for ad display regions.
  • Smart ads — increase or decrease for smart ads. Only for smart banners.

  • Devices — increase or decrease for different types of devices.
  • Inventory — increase or decrease for different types of display advertising. Available only for display campaigns.
  • Weather — increase or decrease depending on weather conditions.
  • Traffic — decrease or increase for different traffic levels.

You can adjust bids for a particular campaign or ad group. If you use the same type of bid adjustment on the level of both a campaign and an ad group within it, then the group-level adjustment will be used.

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%”.

When you use automatic strategies, Yandex.Direct factors in bid adjustments and does not exceed the limits you set for your 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 be served at the 40 ruble bid rate.

Using multiple adjustments

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

The table shows an example of how the bid is calculated if the bid on a display condition is 15 rubles and the bid adjustment is the following:
  • For men ages 18-24 — “decrease by 40%”, in other words 100% – 40% = 60% of the bid (or bid × 0.6).
  • For women ages 25-34 — “increase by 60%”, in other words 100% + 60% = 160% of the bid (the bid × 1.6)
  • For mobile impressions — “increase by 30%”, in other words 100% + 30% = 130% of the bid (the bid × 1.3)
  • For Moscow and the surrounding area — “increase by 200%”, in other words 100% + 200% = 300% of the bid (the bid × 3).
Gender and age Mobile Display region Bid
Men ages 18-24 Women ages 25-34 Moscow and the surrounding areas
Male 18-24 years old + Desktop + Moscow

15 × 0.6 × 3 = 27 rubles
Female 18-24 years old + Desktop + Yekaterinburg 15 rubles
Female 25-34 years old + Mobile + Moscow 15 × 1.6 × 1.3 × 3 = 93.6 rubles
Note.

The adjusted bid cannot be less than the minimum value for your currency.

Add bid adjustments and coefficients

To add a bid adjustment, go to the ad group editing page or campaign settings page, the Bid adjustments section.

Click on the name of a bid adjustment to read more about it:

You can set bid adjustments for specific retargeting lists.

For example, let's say some users on your site put items in their shopping carts but did not end up purchasing them. You can add an adjustment based on the “Put items in their baskets” condition and set a raised coefficient. This way you'll increase the probability of reaching an audience that's interested in your product.

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 total). You can assign the same coefficient for all adjustments in the Bid field above the adjustment list.



The bid adjustment can range from -100% (i.e. impressions are turned off) to +1200% of the bid.

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

Please note that sometimes users may be served ads based on retargeting lists that you disabled using bid adjustments (i.e. you set a "decrease by 100%" coefficient).

If your target audience consists of users of one gender or age group, then you should use bid 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 makeup.

For instance, 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 a bid adjustment to “increase by 120%” in order to ensure that your ads display more frequently in favorable positions to women ages 25-34.

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

Note.

The All field includes men, women, and users whose gender could not be determined. The Any field includes users of all ages including those whose age could not be determined.



The bid adjustment can range from -100% (i.e. impressions are turned off) to +1200% of the bid.

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

In Text & Image Ads, you can experiment with bid adjustments in order to get the desired number of click-throughs from video extensions. It is not possible to completely disable impressions for video extensions.

Adjustments can range from minus 50% to plus 1200% of the bid.

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

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

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

Regional bid adjustments can be set at the campaign level, but not for ad groups. To do this, open bid adjustments for the display region 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 minimum bid amount when factoring in the coefficient is 90% less than the original CPC. The maximum bid is equal to the original CPC plus 1200%.

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

The adjusted bid cannot be less than the minimum value for your currency.

Regional bid 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 ruble bid may be used when a Moscow-based user enters amusement park or a user outside of Moscow enters amusement park in Moscow.

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

Adjustments can range from minus 80% to plus 1200% of the bid.

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

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

You can set bid adjustments for impressions on different types of devices. To find out which devices users are on when they engage with your ads or open your site, use the Device type segment in Report Wizard and the “Technologies — Devices” report in Yandex.Metrica.

Note. In display campaigns, bid adjustments by device type are only available for the Banners and Geo banners ad types.
Bid adjustments allow you to increase or decrease the bid for impressions of:
  • On smartphones: only on iOS, only on Android, or on all smartphones (iOS, Android, Windows, and others).
  • On desktops: this category includes desktop computers and laptops, tablets, Smart TVs, and other devices.

The bid adjustment can range from minus 100% (in this case, impressions are turned off) to plus 1200% of the bid. However, you can't decrease the bid by 100% for all types of devices at once.

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

To disable a bid adjustment, delete it or set its value to “0%”.

Note.

The adjusted bid cannot be less than the minimum value for your currency.

Examples of use

If you advertise a mobile app for iOS and want to show ads only to those who use devices running iOS, disable impressions on Android and desktops.

If you want to use a special landing page for mobile devices (you can create it using Turbo Page Builder, for example), specify it when creating ads and disable impressions on desktops using an adjustment.

You can set bid adjustments for certain types of inventory in your display campaigns. Bid adjustments allow you to increase or decrease the bid for impressions of:

  • Image and HTML5 banners of all sizes.
  • Instream web video ads which are embedded in the video stream and played back before, after, or in the middle of the main video.
  • Inpage video ads embedded on website pages.
  • In-banner videos, which are embedded in a banner within the app.
  • Rewarded videos are usually shown in game apps. The user receives an award or in-game currency for viewing these videos.
  • Interstitial video ads are played back in mobile apps before loading or changing content. The adjustment is only applied to full-screen blocks (Interstitial, learn more in YAN Help).

The bid adjustment can range from -100% (i.e. impressions are turned off) to +1200% of the bid. However, you can't decrease the bid by 100% for all types of inventory at once.

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

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

Note.

The adjusted bid cannot be less than the minimum value for your currency.

More information about bid adjustments by inventory type.

You can set the bid adjustments based on weather conditions, such as air temperature, precipitation intensity, and cloud cover.

For example, you can use weather adjustments to:
  • increase the bid on ads for food delivery when it rains or snows.
  • Advertise garden furniture only when it's sunny and warm.
  • Add creatives for different products and use them depending on the weather: advertise winter clothing when it's cold and snowy, and lightweight clothing when it's warm and sunny.

Read more about ways to use bid adjustments.

Adjustments use data from Yandex.Weather with granularity down to the hour and are applied based on the user's region. They are available at the ad group level for display banners, video ads, outdoor ads, Text & Image ads, and image ads.

You can specify whether all the criteria or just one of them must be met. If multiple adjustments can apply, the adjustment with the maximum bid change is selected.

The bid adjustment can range from -100% (i.e. impressions are turned off) to +1200% of the bid.

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

For outdoor advertising, you can configure bid adjustments based on the traffic conditions in front of the ad surface. For example, you can use traffic-based adjustments to display creatives with text when the driver has time to read them.

Yandex.Direct uses Yandex.Maps to get data on traffic conditions in front of the advertising surface. Only the traffic segment with vehicles moving towards the advertising surface is taken into account.

Adjustments are available at the ad group level. To specify an overall adjustment for several selected traffic conditions, enter the adjustment type and coefficient in the Bid field.

The bid adjustment can range from -100% (i.e. impressions are turned off) to +1200% of the bid.