You have an option of adjusting bids on the campaign and ad group level.
- Periodic Bid Adjustment: Bids can be increased or decreased according to the time of the day or day of the week. If a campaign is expecting more traffic during weekends and at a specific time period, then you can increase the bids for the specific days and time period.
For example, you can increase bids for Saturday and Sunday, from 12 PM to 5 PM. You have an option of adjusting bids for different time frames in a single day as well.
- Location-based Bid Adjustment: You can increase or decrease the percentage of bids based on location. If an advertiser serves in the Tri-state area and is getting more traffic from Brooklyn, the bids can be increased by N% for that location.
- Device-based Bid Adjustment: Bids can be optimized for specific devices. For example, if an advertiser has a website and an app and they are getting more traffic from their app. In that case, the advertiser has an option to increase bids for smartphone users.
- Publisher ID Based Bid Adjustment: If an advertiser is getting more of the traffic from particular PIDs in the network. In such cases, they have an option to increase bids for that PID, SPID, or SSPID.
- Domain-based Bid Adjustment: If an advertiser is getting most of the traffic from www.forbes.com the bids can be increased by N% for that particular domain.