What is the term for the practice of adjusting ad bids based on factors such as device, location, and time of day to maximize ROI?

The term for the practice of adjusting ad bids based on various factors like device, location, and time of day to maximize return on investment (ROI) is known as Bid Optimization. This strategy is crucial in digital marketing and pay-per-click (PPC) advertising, as it allows advertisers to efficiently allocate their budget by considering where, how, and when their ads will perform best.

Bid optimization can involve various techniques, such as automated bid adjustments or manual strategies tailored to specific campaigns. For instance, advertisers may choose to increase bids for users on mobile devices if they see higher conversion rates from that segment, or they may adjust bids based on region if certain locations yield better results. Time-of-day bidding adjustments can be applied as well, allowing advertisers to enhance their visibility during high-traffic hours or days.

Overall, effective bid optimization helps in maximizing ad spending efficiency, ensuring that marketing efforts yield the best possible results in terms of visibility, engagement, and conversions.