Systems and methods for improving a content provider's bid efficiency in an auction are disclosed. A bid efficiency improvement module of a data processing system identifies a keyword on which a third-party content provider has placed a bid to serve at least one third-party content item. The module retrieves third-party content performance data for the identified keyword. The module determines that the third-party content performance data is sufficient to calculate one or more bid multipliers for the identified keyword. The bid multipliers are calculated based on the retrieved third-party content performance data. The bid multipliers are based on one of a geographic region in which the third-party content item is to be served, a time-of-day at which the third-party content item is to be served, or a type-of-device on which the third-party content item is to be served. The calculated bid multipliers are stored in a memory.