How can we help you?


Does Adspert support bid adjustments?

Adspert sets bids for various dimensions such as time, gender, device, interest and location combined with multiple match types. Thereby, Adspert calculates more than 10000 different bids for all combinations.

This way Adspert for instance knows that it needs to set a higher bid for a male user with an iPhone 7 who lives in New York compared to a female user being in Berlin in front of a tablet.

Adspert supports most AdWords bid adjustments for Search and Display networks. That means in detail bid adjustments for:

 

* AdWords only allows this bid adjustment in the Display network


If day and time bid adjustments are not gapless (adjustments were already done), Adspert doesn't change them. In this case bid adjustments are set but without changing the determined structure. If day and time bid adjustments are gapless, Adspert adjusts intervals optimally and sets bid adjustments in the arranged time intervals.

Adspert sets all bid adjustments automatically unless you have added negative criteria in your AdWords account (e.g. a certain city) or in case of mobile set the bid adjustment to -100% (exclusion). Then Adspert does not change anything on your settings.

Adspert sets bid adjustments for device, audience & remarketing lists for search ads and display targeting methods on the lowest possible level. Bid adjustments for ad scheduling and location are set on campaign level.

 

Ad scheduling bid adjustments

With the help of ad scheduling bid adjustments bids can be increased or decreased for certain weekdays and daytimes.

Adspert adds 4 time intervals (each 6 hours) for every day of the week and sets the bid adjustments on campaign level. Thereby, Adspert compares the conversion rate of the specific ad scheduling with the overall performance of the campaign. If the conversion rate is better than the overall performance, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

Adspert doesn’t set any bid adjustments for weekdays and daytimes that you have excluded.

 

Device bid adjustments

With the help of device bid adjustments bids can be increased or decreased depending on if a person uses a mobile, tablet or desktop device.

Adspert compares the conversion rate of the mobile area with the overall performance of the campaign. If the conversion rate is better than the overall performance, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

Adspert sets device bid adjustments on ad group level. If you have excluded something (set to -100%), Adspert will keep it. You don’t need to do anything.

 

Location bid adjustments

With the help of location bid adjustments bids can be increased or decreased depending on whether a user is in a specific country, city or region.

Adspert only sets bid adjustments for existing locations. Bid adjustments are set on campaign level. Thereby, Adspert compares the conversion rate of the specific location with the overall performance of the campaign. If the conversion rate is better than the overall performance, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

If you have excluded a certain location, e.g. if you add Germany as negative criterion in AdWords, Adspert will keep it. You don’t need to do anything. 

 

Remarketing lists for search ads (RLSA) bid adjustments

If you would like to show ads to people that are in the remarketing lists of your ad groups, your can determine bid adjustments for these lists.

Adspert sets bid adjustments for remarketing lists on ad group level. Thereby, 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, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

If you have excluded something, e.g. by adding a negative criterion in AdWords for users that haven’t been on your website for 60 days, Adspert will keep it. You don’t need to do anything.

 

Demographic Bid Adjustment

With the help of demographic bid adjustments, bids can be increased or decreased depending on whether a user is in a specific group of age, gender and parental status.

  • Parental status: Your target a certain parental status, e.g. "Parent", "Not a parent".
  • Gender: Your ads can target a certain gender, e.g. female users.
  • Age: Your ads should address a certain age group, e.g. 25-35 years.

Adspert sets bid adjustments for demographics on ad group level. Thereby, Adspert compares the conversion rate of a specific demographic parameter with the overall performance of the ad group. If the conversion rate is better than the overall performance, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

 

If you have excluded something, e.g. by adding a negative criterion in AdWords for a certain demographic group like “male users ”, Adspert will keep it. You don’t need to do anything.

 

Display targeting methods bid adjustments only

In the context of Display campaigns it is possible to increase or decrease bids for the following Display targeting methods:

  • Interest: Your ads should be displayed for a target group that shares same interests, e.g. fashion.
  • Topic: Your ads should address websites with a specific topic, e.g. sewing.

 

Adspert sets bid adjustments for Display targeting methods on ad group level. Thereby, Adspert adds automatically age groups and gender and sets bid adjustments. Interests and topics are not added automatically.

To set bid adjustments Adspert compares the conversion rate of a targeting method with the overall performance of the ad group. If the conversion rate is better than the overall performance, bid adjustments will be increased. In case the conversion rate is less than the overall performance, bid adjustments will be decreased.

If you have excluded something, e.g. by adding a negative criterion in AdWords for a certain topic like motorcycles, Adspert will keep it. You don’t need to do anything.

 

How Adspert determines bid adjustments

Whether Adspert increases or decreases a bid on a percentage basis, depends on the conversion rate and on the conversion value.

For instance, it might be the case that the conversion rate for a region is slightly worse than the average of the campaign. However, the values of the generated conversions are significantly higher. Despite worse conversion rate, Adspert would set a positive bid adjustment. These effects can only appear if conversion values are provided via the AdWords-API or if you set conversion values on criterion level via the Adspert-API.

 

Examples for bid adjustments

  • If the conversion rate of a specific criterion is over-average in comparison to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or of the campaign (for ad scheduling, locations), Adspert sets the bid adjustment to a positive value (increased bids).
  • If the conversion rate of a specific criterion is average in comparison to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or of the campaign (for ad scheduling, locations, Adspert sets the bid adjustment to 0% (non-modified bids).
  • If the conversion rate of a specific criterion is below average in comparison to the conversion rate of the ad group (for devices, remarketing lists for search ads, display targeting methods) or of the campaign (for ad scheduling, locations), Adspert sets the bid adjustment to a negative value (reduced bids).
Have more questions? Submit a request