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