The bid strategy defines a bidding rule that instructs the system to bid on certain ad inventory with certain filters at a certain CPM and pace. A campaign may contain only one or several bid strategies.
A bid strategy combines several elements:
- A sitelist representing the inventory that will be bought. Mandatory
- An adgroup containg the ad creatives that will be displayed. Mandatory
- An audience to filter the buying based on user data. Optional
- A target share percentage defining the intended final share of the strategy compared to the campaign as a whole. Optional
- A geo target object that filters the buying based on geospatial information extracted from the IP. Optional
- A filter object that defines additional filtering, frequency capping, etcetera. Optional
- An optimization strategy that defines automatic optimization behaviour. Optional
Bid strategies are used to:
- Isolate different types of buying into individual units that can be iteratively optimized.
- Vary bid levels for different types of buying. For example, an adgroup containing large size formats may need to command a higher bid CPM than an adgroup with smaller formats target smaller inventory.
- Combine different types of buying in one campaign. For example, one bid strategy may use an audience for retargeting, a second bid strategy may target a specific site list of branding inventory, and a third strategy may target a wide vertical of sites.
- Experiment and try out hypotheses about different types of supply and their fit to the campaign.
Working with target shares
- If the sum of the entered target shares (%) for all bid strategies are above 100 %, each strategy target share will be scaled down proportionally, to make the sum 100%.
- If you like to have one bid strategy take as much part of the delivery as possible, and use other strategies to "backfill" what remains, put a target share of 100% on the bid strategy, and leave the other target share fields empty.