What is the term for the practice of bidding more aggressively for ads that are performing well and reducing bids for underperforming ads?

The term for the practice of bidding more aggressively for ads that are performing well and reducing bids for underperforming ads is known as "Bid Optimization" or "Dynamic Bidding." This strategy involves analyzing the performance of various advertisements to determine which are driving the most conversions or sales. For ads that yield a high return on investment (ROI) or engagement, advertisers may increase their bids to maximize visibility and reach. Conversely, for ads that are underperforming and not meeting desired performance metrics, the bids may be lowered to manage budget effectively and redirect resources to more successful campaigns. This approach allows advertisers to allocate their budgets strategically and improve overall campaign performance by gaining better results from their advertising spend.