If a Naver search ad campaign targeting mobile users in Seoul is underperforming during specific evening hours, what bid adjustment strategy should be implemented?

The appropriate bid adjustment strategy involves implementing a negative bid adjustment specifically for mobile users in Seoul during the underperforming evening hours. First, analyze the performance data within Naver Ads Manager to confirm the underperformance during those specific hours. Identify the exact time range where the conversion rate or click-through rate significantly declines, while cost per acquisition increases. Once the problematic hours are identified, create a time-based bid adjustment rule. This rule should reduce the bid amount for mobile devices in the Seoul location during the specified evening hours. The percentage of the bid reduction should be determined based on the degree of underperformance; a greater decrease in performance justifies a larger negative bid adjustment. For instance, if the conversion rate drops by 50% during 7 PM to 10 PM, a corresponding negative bid adjustment of 30-50% might be appropriate as a starting point. Closely monitor the campaign's performance after implementing the adjustment to ensure that it improves the overall ROI. If the campaign continues to underperform, consider further refining the negative bid adjustment or exploring alternative strategies, such as adjusting ad copy or landing page relevance for those specific hours.