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 

 

 

 

 ROI > 30% 

 Increase bid by 5-10% 

 

 

 ROI 0 - 30% 

 Keep current bid 

 

 

 ROI < 0% 

 Decrease bid by 5-10% 

 

 

 

 Aggressive Scaling 

 

 

 

 ROI > 50% 

 Increase bid by 15 - 25% 

 

 

 ROI 10 - 50% 

 Increase bid by 5 - 10% 

 

 

 ROI < 0% 

 Decrease bid by 10 - 20% 

 

 

 

 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 

 

 

 

 GEO 

 ROI 

 Action 

 

 

 

 

 US 

 45% 

 Increase bid 

 

 

 DE 

 28% 

 Keep 

 

 

 BR 

 -15% 

 Decrease bid 

 

 

 

 Device Optimization 

 

 

 

 Device 

 ROI 

 Action 

 

 

 

 

 Android 

 38% 

 Increase bid 

 

 

 iOS 

 12% 

 Keep 

 

 

 Desktop 

 -22% 

 Decrease bid 

 

 

 

 

 Best Practices 

 

 

 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. 

 

 

 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 

 

 

 

 Related 

 

 Statistics KPI 

 Statistics Overview 

 Blacklist and Whitelist Targeting 

 Automatic Rules for Blacklisting 

 Micro-bidding Too