Adspert sets bids for different dimensions as soon as the respective platform supports them.
For Google Ads, for example, time, gender, device, interest and location and combines them with several keyword match types. This way, Adspert calculates more than 10000 different bids for all combinations.
Thus, for example, Adspert knows that it has to set a higher bid for a male user who uses an iPhone 7 and lives in New York than for a female user who is in Berlin with a tablet.
Adspert sets all bid adjustments automatically unless you have added negative criteria in Google Ads (e.g. a specific city) or set individual bid adjustments to -100% (exclusions). Then Adspert does not change this setting.
Adspert sets bid adjustments for devices, remarketing lists for search ads and display targeting methods at the lowest possible level, usually ad group level. Bid adjustments for ad times and locations are set at campaign level.
Adspert supports most of the bid adjustments of Google Ads for the Search and Display Network. Specifically, these are bid adjustments for:
Bid adjustments for ad planning
Bid adjustments for ad scheduling can be used to increase and decrease bids for specific days of the week and selected times.
Adspert adds 4 time ranges (6 hours each) for each day of the week and sets the bid adjustments at campaign level. Adspert compares the conversion rate of the respective advertising time with the overall performance of the campaign. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is lower than the overall performance, the bid adjustments are reduced.
Adspert does not set bid adjustments for excluded days or times.
If the airtimes in an account are not gapless, Adspert does not change them. In this case, bid adjustments are set, but without changing the structure of the advertising times set by the client. If there are no gaps in the advertising times, Adspert optimally adjusts the intervals and then sets bid adjustments in these set-up time intervals.
Bid adjustments for devices
With bid adjustments for devices, bids can be increased and decreased depending on whether the user is using a mobile device, a tablet or a computer.
Adspert compares the mobile conversion rate with the overall performance of an ad group. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is worse than the overall performance, the bid adjustments are reduced.
Adspert sets bid adjustments for devices at the ad group level. If you have set an exclusion (set to -100%), Adspert will keep it. You do not have to do anything.
Bid adjustments for locations
With bid adjustments for locations, bids can be increased and decreased depending on whether the respective user is located in a selected country, a specific city or a specific region.
Adspert only sets bid adjustments for existing sites. These are set at campaign level. Adspert compares the conversion rate of the respective sand location with the overall performance of the campaign. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is lower than the overall performance, the bid adjustments are reduced.
If you have made an exclusion, e.g. if you add Germany as a negative criterion in Google Ads, Adspert will keep it. You do not have to do anything.
Bid adjustments for Remarketing Lists for Search Ads (RLSA)
If you want to serve ads to users who are in the remarketing lists of your ad groups, bid adjustments can be set for these lists.
Adspert sets bid adjustments for remarketing lists for search ads at ad group level. Adspert compares the conversion rate of a remarketing list with the overall performance of the ad group. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is lower than the overall performance, the bid adjustments are reduced.
If you have made an exclusion, e.g. by adding users who have not been on your website for 60 days as a negative criterion in Google Ads, Adspert will keep it. You don't have to do anything.
Bid adjustments for demographics
If you want to serve ads to users who belong to a specific demographic group consisting of age, gender and parental status, bid adjustments can be set for that group.
Parent status: You target your ads to the parent status, e.g. "Parent" or "No parent".
Gender: You target your ads to one gender, e.g. female users.
Age: You target your ads to a specific age group, e.g. 25-35 years.
Adspert sets bid adjustments for demographic groups at the ad group level. Adspert compares the conversion rate of a specific demographic group with the overall performance of the ad group. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is lower than the overall performance, the bid adjustments are reduced.
If you have made an exclusion, e.g. by adding a certain demographic group like male users as a negative criterion in Google Ads, Adspert will keep it. You don't have to do anything.
Bid adjustments for display targeting methods
Within the framework of display campaigns, bids can be increased and decreased for the following directions:
Interest: Your ads should appeal to a target group with common interests, e.g. fashion.
Theme: You target your ads to websites with specific themes, e.g. sewing.
Adspert sets bid adjustments for display targeting methods at ad group level. Adspert automatically includes age groups and genders and sets bid adjustments. Interests and topics are not automatically added.
To set a bid adjustment, Adspert compares the conversion rate of the respective targeting method with the overall performance of the ad group. If the conversion rate is better than the overall performance, the bid adjustments are increased. If the conversion rate is lower than the overall performance, the bid adjustments are reduced.
If you have made an exclusion, e.g. by adding a specific topic like motorbikes as a negative criterion in Google Ads, Adspert will keep it. You do not have to do anything.
How Adspert sets bid adjustments
Whether Adspert increases or decreases a bid percentage depends on the conversion rate and the value of a conversion.
For example, it may be that the conversion rate for a region is slightly worse than the average for the campaign, but the values of the conversions obtained above it are significantly higher. In this case, Adspert would set a positive bid adjustment despite the poorer conversion rate. These effects can only occur if conversion values are provided via the AdWords API or if you set conversion values at criteria level via the Adspert API.
Adspert only makes bid adjustments incrementally (maximum 25% per day) because simultaneous CPC adjustments may result in changes to bid adjustments.
Examples of bid adjustments:
If the conversion rate of the respective criterion is above average compared to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or the campaign (for ad times, locations), Adspert sets the bid adjustment to a positive value (increased bids).
If the conversion rate of the respective criterion is average compared to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or the campaign (for ad times, locations), Adspert sets the bid adjustment to +0% (unmodified bids).
If the conversion rate of the respective criterion is below average compared to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or the campaign (for ad times, locations), Adspert sets the bid adjustment to a negative value (reduced bids).