Skip to main content
Bid Adjustments

What are bid adjustments and when should I be using them?

Mitchell Bergin avatar
Written by Mitchell Bergin
Updated over a month ago

Quick Links:


What are Bid Adjustments?

Bid Adjustments is a powerful feature that combines Human + AI interaction to strategically experiment with Perpetua's Ad Engine. The goal of this feature is to allow you to use human logic to aid in the engine's bidding algorithm.

Our engine's bidding algorithms have certain constraints to prevent the engine from taking on "risk", meaning bidding higher or lower than we can statistically determine "safe".

The goal of this feature is to allow our users to accept the risk on behalf of the engine and aggressively bid above or below the thresholds that constrain the engine. The engine will take the data from these experiments and train the algorithms for your specific account - using both the good and bad results.

All the experiments can be adjusted on the dedicated "Experiments" tab, where you can change the bid, adjust the duration, or stop the experiment.

🚨 Note 🚨
Bid Adjustment applied to Custom Goal or Mutli-Ad groups taken over campaigns will not be shown in the "Experiments" tab.



Why Use Bid Adjustments


🌟 Drive spend on keywords with no impressions but are deemed strategic.

🌟 Reduce spend on poorly performing or “expensive” keywords that are not part of your strategy.

🌟 Drive spend on well-performing keywords.

🌟 Experiment with new keywords the Ad Engine is not spending on.



What Bid Adjustments Can I Apply?

You can choose a :

  • fixed bid;

  • or a bid multiplier.

which will be optimized for a set duration that you choose.

💡 Learn more about the type bid adjustments and best practices by reading the Help Centre article attached below:


During that time, you can analyze the impact of the change and its results within the original goal and in the "Experiments" tab. With the ad engine's continuous learning, it will take all the data collected during the experiment to further improve its machine learning and better optimize goals.

  • Fixed Bid
    Use a fixed bid if you want to choose the exact bid price. The bid will be permanent for the chosen duration and Perpetua will not optimize/change it.

  • Bid Multiplier

    Use a bid multiplier if you want a dynamic bid that will change over time. Perpetua will multiply the bid it calculates by the value you input.

    • Upward Bid-Multiplier Adjustment: any value above 100%

    • Downward Bid-Multiplier Adjustment: any value below 100%

🚨 Note 🚨
Setting the Bid-Multiplier Adjustment to 100% will keep the bid value unchanged.



How to Apply Bid Adjustment

Click on the ▶️ icon to expand and see the steps for the selected dashboard or method.

[From Goal Deep-Dive Dashboard]


1️⃣ Access the goal and navigate to the "Targets" tab (1). Select the target(s) that you want to apply a bid adjustment to. You can select more than one target at once by ticking off the box beside them (2). Click the "$" Adjust Bid icon (3).

2️⃣ Select your bid adjustment type by using the drop-down menu.


3️⃣Input the bid price for a fixed bid, or enter in the multiplier percentage value if you chose a bid multiplier (1). For example, if you want Perpetua's ad engine to 2x (double) the bid it calculates, you will enter 200.

In the last drop-down menu, select the duration (2). "Always On" means that this bid adjustment will never expire and Perpetua will not automate it.
Click Next (3).


4️⃣ A new window will appear, displaying the approximate value of the bid after the adjustment has been applied. Click "Adjust Bids" to save your bid adjustment.

5️⃣ A message will pop up informing you about the successful edit.

[From Targets & Search Tab]


The following procedure will allow you to apply bid adjustment to multiple targets belonging to your Sponsored Products goals directly from the Perpetua app.

💡 For further details and important notes, please refer to the related Help Centre article here.


1️⃣ Go to the "Targets & Search" tab from the left side panel of your account (1). Select the "Targets" tab within it (2) and click on the "Sponsored Product Targets Management" tab (3).



2️⃣ You can select more than one target at once by ticking off the box beside them (1). Click the "$" Adjust Bid icon (2).

3️⃣ Select your bid adjustment type by using the drop-down menu.

4️⃣ Input the bid price for a fixed bid, or enter in the multiplier percentage value if you chose a bid multiplier (1). For example, if you want Perpetua's ad engine to 2x (double) the bid it calculates, you will enter 200.

In the last drop-down menu, select the duration (2). "Always On" means that this bid adjustment will never expire and Perpetua will not automate it.
Click Next (3).

5️⃣ A new window will appear, displaying the approximate value of the bid after the adjustment has been applied. Click "Adjust Bids" to save your bid adjustment.

6️⃣ A message will pop up informing you about the successful edit.

[In bulk via CSV File]

  • Find out the whole process explained in this Help Centre article attached here.



How to Edit & Delete Bid Adjustments

Click on the ▶️ icon to expand and see the steps for the selected dashboard or method.

[From Goal Deep-Dive Dashboard]

1️⃣ Navigate to the goal and go to the "Targets" tab (1). To see only the targets with active bid adjustments, apply a filter by selecting "Match Types > Active Bid Adjustment" from the filter options (2).

🚨 Note 🚨
The filter mentioned above is currently available for SP goals only.

Click "Apply" to activate the filter. A badge will appear, similar to the one outlined in red in the image below, indicating that the filter has been applied.

2️⃣The applied-filter will generate a list of targets where bid adjustments have been applied (1). You can review the applied bid adjustments by checking the "Bid" metric in the table (2)

3️⃣ Select the target you want to adjust by checking the box next to it (1). Then, click on the "$" icon to update the bid accordingly.


4️⃣ Edit the bid adjustments (1)and click "Next" to confirm the edits (2).

[From the Experiments Tab]


1️⃣ Access the "Experiments" tab from the left side panel (1). Then, select the "Bid Adjustments" tab (2). Apply the "Status" filter to help you locate the specific type of bid adjustments you want to view (3).

2️⃣ Navigate to the right side of the target until the three dots icon will appear (1). Click on it,and select the "Edit" option from the drop-down menu (2).

3️⃣ Edit the bid adjustments (1)and click "Next" to confirm the edits (2).

4️⃣ To delete, select the "Delete" option from the menu.

[From Targets & Search Tab]

🚨 Note 🚨
The following procedure is only available for SP goals only.

1️⃣ Go to the "Targets & Search" tab on the left side panel of your account (1) Select the "Targets" tab (2) and navigate to the "Sponsored Products Targets Management" tab within it (3).

2️⃣ Search for the targets with bid adjustments applied and click on the three dots icon beside the target to edit, or delete, the adjustment:


[In bulk via CSV File]

  • Find out the whole process explained in this Help Centre article attached here.


Article last updated October 2024. If you find this information to be out of date, please contact hello@perpetua.io.

Did this answer your question?