You have a fixed monthly budget, or some money left over from a quarterly budget, and you want to make sure you spend that exact amount on a group of keywords. Also, you don’t have a lot of time to think about CPA, ERS, or target position; you just want to get the most return from your money.
With the new Target spend bid strategy, you can let DoubleClick Search (DS) do all the thinking for you. When creating a new bid strategy, simply:
Select an Actions, Revenue, Transactions, or Clicks goal.
Choose the Monthly spend option and enter the budget for the month.
(Actions, Revenue, or Transactions goals only) If desired, maximize the target spend against selected Floodlight activities.
Enter the default min and max bids for the bid strategy.
Our algorithms then take over and update the bids four time s a day to:
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Spend the budget exactly.
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Spend the budget evenly.
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Maximize the selected metric.
What happens if I start a Target spend bid strategy in mid-month?
The spend that’s already occurred in the current month for the keywords counts toward the budget. So you can start the bid strategy mid-month, and what you’ve spent so far will be deducted when calculating the remaining budget.
Track your budget’s progress:
You can select columns that show progress against the budget. As the goal is to spend all of your budget, adjust your budget as needed to get the results you want.
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Click the Columns button in the toolbar above the performance summary graph to open the column selection tool.
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Navigate to Bid strategy > Target spend under Available columns.
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Select to display Ideal budget spend, % of budget spend, and/or Budget spend remaining.