Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Bid Adjustment

You can set adjustment rate for your keyword bid to adjust the bid amount to any particular value.

It helps you to manage multiple bid amount for several ad promotion within a campaign.

Learn more about Bid Adjustment feature from the followings.
Targetings you can set Bid adjustment
How to calculate the final bid
Sample setting this feature
When Auto Bidding is set

Targetings you can set Bid adjustment

You can set Bid Adjustment for the following targetings.

  • Device (PC, Tablet, Smartphone)
  • Geographic Location
  • Day of Week / Hours
  • Target list

Bid Adjustment rate for each device

Bid Adjustment set for PC/Tablet/Smartphone itself enables to adjust the bid for each device. Bid adjustment rate for each device can be set for campaigns and ad groups.

*The bid ranges are available for adjustment. (In increment of 1%, single-byte numerals)

  • Increase by : 0% - 900%(raise bid between 0% - 900%)
  • Decrease by : 1% - 90% (lower bid between 1% - 90%), or select 100%
  • If you don't need to display your ads for a specific device, select "Decrease by" and enter "100."

Please also refer the following topics to know how to setup Bid Adjustment for each device in details.
Create Campaign (for Standard) 
Create ad groups

Bid Adjustment rate for each area

Using the Bid Adjustment rate for each geographic area, you will be able to adjust the bid amount of keywords to particular value in the case of target area specified on Geo Targeting. Bid Adjustment rate for each target area can be set by Campaign.

*The bid ranges are available for adjustment. (In increment of 1%, single-byte numerals)

  • Increase by : 0% - 900%(raise bid between 0% - 900%)
  • Decrease by : 1% - 90% (lower bid between 1% - 90%)

Learn more on how to set Bid Adjustment by selecting an area in “Geographic Targeting.” 

Bid Adjustment rate for Day of Week/Hours

Using Bid Adjustment rate for each day or hours, you will be able to adjust the bid amount to particular value in the case of target day/hours specified on Day of Week / Hour Targeting. Bid Adjustment rate for each target day/hours can be set by Campaign.

*The bid ranges are available for adjustment. (In increment of 1%, single-byte numerals)

  • Increase by : 0% - 900%(raise bid between 0% - 900%)
  • Decrease by : 1% - 90% (lower bid between 1% - 90%)

Learn more on how to set Bid Adjustment by day of week and hours in “Day of Week / Hours Targeting.” 

Bid Adjustment rate for Target List

Using Bid Adjustment rate for “Set up Target List” setting, you will be able to adjust the keyword bid amount to particular value in the case when users on the list search keywords of the Ad Group setup to the Target List.

*The bid ranges are available for adjustment. (In increment of 1%, single-byte numerals)

  • Increase by : 0% - 900%(raise bid between 0% - 900%)
  • Decrease by : 1% - 90% (lower bid between 1% - 90%)

Learn more about “Target List Bid Adjustment and Target Users.” 

How to calculate the final bid

  • The final bid is calculated by using the bid set for the ad group or keyword as the base (100%) and multiplying the bid by the adjustment rate.
  • When multiple bid adjustment rates are applied to a single campaign or ad group, the final bid will be calculated by multiplying the bid of the relevant keyword by each adjustment rate. Depending on the Bid Adjustment you specify, the final bid may change significantly. The calculation is based on the bid set for the ad group or keyword (as 100%).
Example
ItemsValue
Bid100 JPY
Bid Adjustment Rate(Device)PC+10%
Bid Adjustment Rate(Geo Targeting)Tokyo+10%
Bid Adjustment Rate(Day of week / Hour Targeting)Monday 17:00-23:00+10%
Bid Adjustment Rate(Target List)+10%
  • Calculated Bid Adjustment Rate
    (100%+Device adjustment rate)×(100%+Geo adjustment rate)×(100%+Day of week / Hour adjustment rate)×(100%+Target List adjustment rate)
    →(100%+10%)×(100%+10%)×(100%+10%)×(100%+10%)
    →(1+0.1)×(1+0.1)×(1+0.1)×(1+0.1)=1.4641(146%)
  • Bid finalized
    100 JPY×146%=146 JPY
Example
ItemsValue
Bid100 JPY
Bid Adjustment Rate(Device)Smartphone+200%
Bid Adjustment Rate(Geo Targeting)Tokyo+50%
Bid Adjustment Rate(Day of week / Hour Targeting)Monday 10:00-16:00-5%
Bid Adjustment Rate(Target List)+5%
  • Calculated Bid Adjustment Rate
    (100%+Device adjustment rate)×(100%+Geo adjustment rate)×(100%+Day of week / Hour adjustment rate)×(100%+Target List adjustment rate)
    →(100%+200%)×(100%+50%)×(100%-5%)×(100%+5%)
    →(1+2)×(1+0.5)×(1-0.05)×(1+0.05)=4.48875(449%)
  • Bid finalized
    100 JPY×449%=449 JPY
 
Tips
  • Using the Calculator for Bid Adjustment, the final bid adjustment rate and bid amount set for a campaign can be calculated.
    Learn more about “Bid Adjustment Calculator.” 
  • If Bid Adjustment for each device is set with Auto Bidding Type 'Target CPA', the bid adjustment will be applied to "Target CPA". In this case, to get Final Bid Adjustment Rate, calculate by replacing the “Bid” with “Target CPA.”
Note
  • “Bid Adjustment Calculator” will not consider the Bid Adjustment rate for each device set on the Ad Group level.
  • “Bid Adjustment Calculator” will not consider the Bid Adjustment rate for Target List.

Sample setting this feature

Sample setting A (a hotel in Kyoto prefecture)

  • Advertising goal: Attracting customers
  • Assumed audience: A person planning a trip while relaxing at home on the weekend.
  • Trends in hotel users by location:
    • There are almost no users from Kyoto prefecture.
    • Most of the visitors come from Tokyo, Saitama, and Chiba prefectures.
      →The target locations for ad deliveries are Japan-wide, and bid adjustments are set for the following areas.
      • The bid adjustment for Tokyo, Saitama, and Chiba prefecture is set to “Increase by 20%.”
      • The bid adjustment for Kyoto prefecture is set to “Decrease by 40%.”
TargetingTargetBid adjustment
Geographic LocationJapanTokyo:+20%
Saitama pref.:+20%
Chiba pref.:+20%
Kyoto pref.:-40%
Day of Week / HoursSat・Sun
All day of week / hours
-

Sample setting B (a karaoke chain store in Tokyo)

  • Advertising goal: To promote a weekday-only offer during the daytime on weekdays when there are a few customers.
  • Main users of daytime on weekdays: Mostly searched via smartphone by students.
    →The target location for ad deliveries is Tokyo, target time is 10:00 to 16:00 on Monday to Friday, the bid adjustment is set for the following devices.
    • The smartphone Bid Adjustment is set to “Increase by 50%.”
TargetingTargetBid adjustment
Geographic LocationTokyo-
DeviceAll DevicesSmartphone: +50%
Day of Week / HoursMon-Fri
10:00~16:00
-

When Auto Bidding is set

When Auto Bidding is set, Bid Adjustment will not be valid for some targetings. See the following table for details.

 Bid Adjustment Rate by deviceBid Adjustment Rate by locationBid Adjustment Rate by Day of Week / Hours TargetingBid Adjustment rate for Target List
Maximize Clicks    ValidValidInvalidValid
Maximize Conversions
Invalid
*Becomes valid only when “Decrease by: 100%” is set. No ad delivery to the selected device.

InvalidInvalidInvalid
Target CPA
Valid
* Bid adjustment is valid for “Target CPA” and not “Bid.”
InvalidInvalidInvalid
Target ROAS
Invalid

*Becomes valid only when “Decrease by: 100%” is set. No ad delivery to the selected device.

InvalidInvalidInvalid

Learn more in the following help pages.