Introduction

Bid Override, or Manual Campaign Bid Adjustments feature is designed for users to adjust the bids manually. This allows you to modify the bids when you think it is needed without sacrificing any of the benefits of using Machine Learning algorithms that automate the bid management. 

Note：
The use of bid adjustments has the potential to both negatively & positively impact the performance of the campaign and should be applied with careful consideration.

Our Suggestions 

Using algorithms is the right approach over the long term, they tirelessly, and consistently, iterate and fine-tune the multitude of bids and multiplier options available in the interest of your commercial success. The algorithms rely on historical data to optimize. In the instances when the available data is limited or not representative of future performance, the algorithms will take time to adapt. 

We are continuously developing new mechanisms for overcoming the data sparsity challenge, which will improve our ability to adapt automatically. Events such as:

• A new hotel has been added to your account.
• The launch of a major promotion with a large increase in available budget.
• A geopolitical event affecting demand to or from a market.

In these situations, the longer and more consistent the event, the better able the algorithm is able to iterate in a considered way to arrive at the right bid. But if you determine the response to these events needs a quicker, more dramatic change to the bid landscape, then bid adjustments allow you to do that. 

Note：
What should be noted is that these events are exceptions. Manual bid adjustments are a useful tool for you to use, but they should be submitted sparingly, and not used as part of day-to-day optimization.
There, the focus should be on ensuring the right budget & target has been established per campaign.

If you apply a bid adjustment outside the events described above, please ensure you are aware you are overwriting the bids defined by the algorithm as those most appropriate based on historical data in order to hit your objective. If the bids do not appear correct, we’d recommend first ensuring the bids are not limited by factors outside the platform's control:

• Max Bid constraints
• Price Parity status v.s. Competitors
• Uncompetitive funnel conversion rates