Bid Adjustment
01 Definition
Bid Adjustment meaning: A percentage change that raises or lowers bids for a specific device, location, time, or audience.
A bid adjustment shifts your bid up or down by a set percentage when certain conditions apply, such as mobile devices, a city, an hour of day, or an audience list. It fine-tunes where and when you bid more or less. Some automated strategies ignore or limit manual adjustments.
Also called
Why it matters
How Bid Adjustment fits the work
Bid adjustments let advertisers steer spend toward the contexts that perform best, improving efficiency without rebuilding campaigns.
In context
The advertiser added a plus 20 percent bid adjustment for mobile, raising a 2 dollar bid to 2.40 dollars on phones.
Practical note
Adjustments can stack, so a device and location modifier may combine into a larger change than expected. Review the combined effect before applying several at once.