A bid strategy with a position range allows you to keep a set of keywords in a particular position, or range of positions, while staying within the keywords' minimum and maximum bids. You can enter positions to one digit after the decimal point (e.g., a range of 1.7 to 3.5).
We strongly recommend that you pay close attention to the ad or keyword quality scores that the search engines provide. DoubleClick does not guarantee that you will be able to achieve any particular position using bid strategies.
Select the position range
When you specify a position range, you can enter either a closed range or an open range:
An example of a closed range is 1.0 : 1.0, meaning that the system will attempt to achieve position 1.0. To take another example, if you assign the keywords in a bid strategy to a position 3.2 : 3.2 range, the system will attempt to keep each of the keywords in position 3.2.
You may also specify an open range, such as 1.1 : 3.0 or 4.5 : 11.0. In this case, the system will work to keep the keywords assigned to the position rule within the specified range, inclusive.
If average position cannot be reached
In the If average position cannot be reached field, DoubleClick Search will take the action you choose if the keywords can't maintain a position within the desired range:
Use maximum strategy bid: Keep the keywords at the highest position possible using the maximum bid.
Use minimum strategy bid: Leave the keywords on the search engine, but use the minimum bid.
Set an optional monthly spend target
You have the option of setting a monthly spend target for position range bid strategies.
If you don't set the optional monthly spend target, DoubleClick Search will work to achieve the highest position in the range (for example, position 4.5 if the range is 4.5 : 11.0), while staying within the keywords' minimum and maximum bids.
- If you do set a monthly spend target, DoubleClick Search will attempt to maximize the clicks for the bid strategy's keywords while staying within the position range. To maximize overall clicks, DoubleClick Search may achieve a better position for keywords with a lower average cost-per-click (CPC). If, as the month goes on, the keywords are trending to exceed the spend target, DoubleClick Search will lower the position goal to attempt to get back on target. However, if DoubleClick Search needs to exceed the spend target to remain at the lowest position in the position range, it will do so. DoubleClick Search will not bid outside the keywords' minimum and maximum bids.
- Tip: If you don’t want to exceed the monthly spend target, set the lowest position in the range to 99.0 (for example, 3.5 : 99.0). A value of 99 indicates an open-ended range. In the example, DoubleClick Search will attempt to achieve up to a position of 3.5, but it will drop to the minimum bid in an effort to stay within the spend target (even if the keyword has no impressions and, therefore, no position).