Bid adjustment (BidModifier)

    A bid adjustment lets you raise or lower the bid when ads are displayed to a certain audience. For more information, see Bid adjustments in the Help for Yandex.Direct.

    Types of adjustments

    You can modify bids using the following types of adjustments:

    • MOBILE_ADJUSTMENT — Bid adjustment on mobile phones: a coefficient is applied to the bid when serving ads on smartphones.
    • DESKTOP_ADJUSTMENT — Bid adjustment on computers, tablets, and Smart TVs: a coefficient is applied to the bid when serving ads on all devices other than smartphones.
    • DEMOGRAPHICS_ADJUSTMENT — Bid 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 — Bid 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 — Bid adjustments by display region: a set of regions and bid coefficients that are applied when serving ads in these areas.
    • VIDEO_ADJUSTMENT — Bid adjustment for video extensions: a bid coefficient that is applied when serving ads with video extensions.

    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
    • Ad group type
    Mobile Computers, tablets, Smart TV Gender and age Target audience Display region Video extensions
    TEXT_CAMPAIGN
    • TEXT_AD_GROUP
    +

    +

    +

    +

    +

    +

    +

    +

    +

    MOBILE_APP_CAMPAIGN
    • MOBILE_APP_AD_GROUP

    +

    +

    +

    +

    +

    DYNAMIC_TEXT_CAMPAIGN
    • DYNAMIC_TEXT_AD_GROUP
    +

    +

    +

    +

    +

    +

    +

    CPM_BANNER_CAMPAIGN
    • CPM_BANNER_AD_GROUP, subtype KEYWORDS
    • CPM_BANNER_AD_GROUP, subtype USER_PROFILE

    +

    +

    +

    +

    +

    +

    Disabling adjustments

    You can enable or disable the bid adjustments for gender and age, target audience, and region.

    This immediately enables or disables the entire set of the selected type of adjustments for a specific ad group, or for a specific campaign.

    How adjustments are applied

    1. If a campaign has a manual bid management strategy set up, adjustments are applied to the bids set by the advertiser.

      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.

    2. If an ad group has at least one adjustment set (and this type of adjustment is not disabled), the same type of adjustments set for the campaign are not applied when displaying ads from this group.

    3. If a user is selected by multiple retargeting lists that have adjustments set for them, the largest coefficient is applied.

    4. 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.

    5. Multiple types of adjustments can be applied to a bid simultaneously. In this case, the coefficients are multiplied.

    6. After applying the coefficients, the bid cannot be less than the minimum value or more than the maximum value for the advertiser's currency.