A method and apparatus for adjusting an advertisement resource value are disclosed in an embodiment of that present application, and may be executed on the server of the advertisement placing party. As the advertise, the value of the impact index in different time periods may be known, impact indicator values such as conversion rate, according to the influence index value in the former time periodand the influence index value in the latter time period, adjustment resource values that need to be increased or decreased can be identified, if the impact indicator value in the latter time period is better than the impact indicator value in the previous time period, the current advertisement resource value and the adjustment resource value can be added to obtain the updated advertisement resource value, if the influence index value in the latter time period is not better than the influence index value in the previous time period, the current advertisement resource value and the adjustment resource value can be subtracted to obtain the updated advertisement resource value, so that the advertisement resource value can be adjusted more accurately as an advertisement placing party.