# Bid Adjustments

##### Summary

This guide explains how to optimize campaign performance by adjusting bids based on traffic quality, conversion rates, and profitability.

##### Before You Begin

- Role: Advertiser
- Required information: 
    - Active campaign with traffic data
    - At least 500–1000 impressions or several conversions
- Estimated time: 5 minutes

##### What is bid adjustment?

Bid adjustment is the process of increasing or decreasing your bid to maximize ROI and campaign performance.

Increasing bids may help you:

- Win more auctions
- Receive more traffic
- Scale profitable placements

Decreasing bids may help you:

- Reduce spending
- Improve ROI
- Eliminate unprofitable traffic

##### When should you adjust bids?

Recommended situations:

**Increase bid when:**

- ROI is positive
- Conversions are consistent
- Traffic volume is limited
- High-performing zones lose auctions

**Decrease bid when:**

- ROI is negative
- CPC is too high
- Traffic does not convert
- Cost exceeds revenue

##### Bid adjustment strategy

**Conservative Optimization**

<table border="1" id="bkmrk-roi-%3E-30%25-increase-b" style="border-collapse: collapse; width: 100%;"><colgroup><col style="width: 26.6902%;"></col><col style="width: 73.2701%;"></col></colgroup><tbody><tr><td>ROI &gt; 30%</td><td>Increase bid by 5-10%</td></tr><tr><td>ROI 0 - 30%</td><td>Keep current bid</td></tr><tr><td>ROI &lt; 0%</td><td>Decrease bid by 5-10%</td></tr></tbody></table>

**Aggressive Scaling**

<table border="1" id="bkmrk-roi-%3E-50%25-increase-b" style="border-collapse: collapse; width: 100%; height: 88.3749px;"><colgroup><col style="width: 26.6902%;"></col><col style="width: 73.2701%;"></col></colgroup><tbody><tr style="height: 29.4583px;"><td style="height: 29.4583px;">ROI &gt; 50%</td><td style="height: 29.4583px;">Increase bid by 15 - 25%</td></tr><tr style="height: 29.4583px;"><td style="height: 29.4583px;">ROI 10 - 50%</td><td style="height: 29.4583px;">Increase bid by 5 - 10%</td></tr><tr style="height: 29.4583px;"><td style="height: 29.4583px;">ROI &lt; 0%</td><td style="height: 29.4583px;">Decrease bid by 10 - 20%</td></tr></tbody></table>

##### Optimization by Traffic Source

**Zone / Placement Optimization**

Increase bids for:

- Top converting zones
- High CTR placements
- Consistent profitable sources

Decrease bids for:

- High spend, no conversions
- Low-quality placements
- Sources with poor ROI

**GEO Optimization**

<table id="bkmrk-geo-roi-action-us-45" style="width: 61.0714%;"><thead><tr><th style="width: 23.2836%;">GEO</th><th style="width: 25.9701%;">ROI</th><th style="width: 50.597%;">Action</th></tr></thead><tbody><tr><td style="width: 23.2836%;">US</td><td style="width: 25.9701%;">45%</td><td style="width: 50.597%;">Increase bid</td></tr><tr><td style="width: 23.2836%;">DE</td><td style="width: 25.9701%;">28%</td><td style="width: 50.597%;">Keep</td></tr><tr><td style="width: 23.2836%;">BR</td><td style="width: 25.9701%;">-15%</td><td style="width: 50.597%;">Decrease bid</td></tr></tbody></table>

**Device Optimization**

<table id="bkmrk-device-roi-action-an" style="width: 60.9524%;"><thead><tr><th style="width: 31.875%;">Device</th><th style="width: 22.9687%;">ROI</th><th style="width: 45.4687%;">Action</th></tr></thead><tbody><tr><td style="width: 31.875%;">Android</td><td style="width: 22.9687%;">38%</td><td style="width: 45.4687%;">Increase bid</td></tr><tr><td style="width: 31.875%;">iOS</td><td style="width: 22.9687%;">12%</td><td style="width: 45.4687%;">Keep</td></tr><tr><td style="width: 31.875%;">Desktop</td><td style="width: 22.9687%;">-22%</td><td style="width: 45.4687%;">Decrease bid</td></tr></tbody></table>


##### Best Practices

<div id="bkmrk-avoid-large-bid-chan">- Avoid large bid changes.
- Adjust bids gradually.
- Wait for sufficient data before making decisions.
- Review campaign performance daily.
- Combine bid adjustments with blacklists and whitelists.

</div>##### Common Mistakes

❌ Increasing bids without enough data

❌ Optimizing after only a few clicks

❌ Ignoring ROI and focusing only on CTR

❌ Making multiple bid changes within a short period

❌ Scaling unprofitable traffic

<div id="bkmrk-after-saving-the-cam"></div>
##### Related  


- [Statistics KPI](https://wiki.dao.ad/books/optimization-reporting/page/statistics-kpi "Statistics KPI")
- [Statistics Overview](https://wiki.dao.ad/books/optimization-reporting/page/statistics-overview "Statistics Overview")
- [Blacklist and Whitelist Targeting](https://wiki.dao.ad/books/optimization-reporting/page/blacklist-and-whitelist-targeting "Blacklist and Whitelist Targeting")
- [Automatic Rules for Blacklisting](https://wiki.dao.ad/books/optimization-reporting/page/automatic-rules-for-blacklisting "Automatic Rules for Blacklisting")
- [Micro-bidding Too](https://wiki.dao.ad/books/optimization-reporting/page/micro-bidding-tool "Micro-bidding Tool")