Use goal builder for custom bidding

Goal builder allows you to optimize impressions without having to write script. Use Goal Builder for custom bidding to assign value to impressions using simple weighted conversions.

To create a custom bidding goal:

  1. Expand Resources and then Custom Bidding in the left menu.
  2. Choose New algorithm.
  3. Enter a name for your algorithm.
  4. For Algorithm source, choose Goal builder.
  5. In the Algorithm definition section, choose Add goal.
  6. Fill out the following parameters for your goal:
    1. Floodlight activity: Select one or more relevant floodlight activities. For each Floodlight activity, specify the following:
      • Action: Select your key performance indicator (KPIs): Number of conversions, Sales quantity, or Sales revenue.
        • If selecting Number of conversions: Indicate the priority by assigning a Weight value to each Floodlight.

          Note:

          The option to specify a Weight is only available when the Floodlight activity Action tracks the Number of conversions.

      • Conversion counting: Set the goal to Count all conversions, Only post-click conversions, or Only post-view conversions.
    2. Under Aggregation, choose a method of scoring conversions.
      • If you want to account for all conversions, choose the default option: Sum of values.
      • If you want to focus on the conversion with the highest value only, choose: Maximum value.

      Example

      Given the following:
      Conversion Assigned weight / value
      Visits to homepage 1
      Items added to cart 5
      Items purchased 10

      A car dealer may want to account for all conversions. Choosing the sum of values adds the total value of all conversions, aggregating a total score of 16.

      A retailer may want to focus on high-priority conversions such as items purchased. Choosing the maximum value aggregates a total score of 10. Accounting for the conversion with the highest weight.

  7. Select a Floodlight attribution model:
    • Floodlight attribution model (primary): An attribution model you've previously set as the primary. A primary attribution model is the default model for all line items you associate with the Floodlight. For more information, go to change primary attribution models.
    • Linear: A default attribution model which gives equal credit to each channel a user interacts with on their way to a conversion.
    • Outcome-based buying - pay-per-active view (read-only) — The default attribution model if using billable outcome and pay per active view or clicks. For more information, go to outcome-based buying.
    • Base last interaction: A default attribution model which gives 100% credit to the last channel the user interacted with.
    • Data-driven attribution (DDA) model: A model you create in Campaign Manager 360. You can train data-driven attribution models using your own consumer behavior data. Recommended if you're new to attribution. For more information, go to create a new data-driven attribution model in Campaign Manager 360.

    It's important to monitor the data you provide to attribution models. Inaccurate or unstable data may lead to unexpected bidding outcomes.

  8. When you're done, choose Create.

For more information about the default attribution models, go to about attribution modeling.

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