Per placement targeting

You can create bids that override your ad group bid for specific targeted placements. Each placement type you bid on has its own "specificity," meaning Ad Exchange first looks at the placement (e.g., category=sports) to find a match for the bid; if a match is not found, Ad Exchange moves on to the next level of specificity.

Default ad group-level bids appear in grey and can be overwritten by entering the per placement bid in the Max CPM column. You can specify bids at the following levels of granularity, in increasing order of specificity:

  • Ad group-level bid: the default bid entered when you create the ad group; it is overwritten at the placement level when you enter per placement bids.
  • Category-level bid: applies to managed placements that target categories. Learn more about category targeting.
  • Site-level bid: applies to managed placements that target specific sites (URLs). Learn more about placement targeting
  • Placement/channel-level bid: applies to managed placements that target channels. (Use the placement tool to target channels set-up by publishers.)
  • User list-level bid: applies to placements that target remarketing lists you create in the Audiences tab.

More specific bids take precedence over less specific bids. For example, if an ad group targets both sites and user lists, and you also create per placement bids for both sites and user lists, then the user list-level bid takes effect for an impression call that matches both the site and the user because it's more specific.

As another example, if you create site-level bids and also target a user list, but you do not specify user list-specific bids, the ad group-level bid is the default bid for the user list-level bid. Again, this user list-level bid takes precedence over the site-specific bids.