Automated bid strategies

Use Display & Video 360's powerful bid optimization
To help meet campaign goals, new line items will be automatically defaulted to the appropriate automated bid strategy.

You can use an automated bid strategy to have Display & Video 360 optimize your line item's bid based on the likelihood that an  impression will lead to a chosen outcome (for example a: click, conversion, view, etc.).

How does Display & Video 360 predict the performance of impressions?

Display & Video 360 uses a combination of signals to predict how well an individual impression might perform, as compared to your chosen bidding strategy KPI.

Some variables used by automated bidding include

  • First-party Audience lists an impression is associated with and audience list recency
  • Effectiveness of your available creatives
  • Geographic information of an impression
  • Time of day
  • URL of the impression
  • Page category of the impression
  • Website or app where the impression came from
  • Frequency cap and number times you've already displayed your creative to the same cookie
  • Exchange through which the impression is sold
  • Tactic of your line item (e.g. prospecting, behavioral, remarketing)

Use automated bidding

Automated bid strategies can be enabled from the details page of any new or existing line item. Display & Video 360 will continuously learn how to improve your line item's bids, as your line item serves. If your advertiser wants to optimize toward conversions, but doesn't have historical data in Display & Video 360, opt into the enhanced automation pool.  You can also start your campaign with optimization based on clicks or ActiveView.

Consider setting the bidding strategy at the insertion order level to allow Display & Video 360 to control both bidding and budget allocation, and to maximize performance across the entire Insertion Order.

Types of automated bid strategies

Maximize performance

  • Use "Maximize {KPI} while prioritizing spending my full budget" to get the best performance possible for your chosen KPI. Line items that use this type of automated bid strategy may not spend their entire daily budget in the first week of the flight, but will spend the flight's budget as long as the flight lasts at least 2 weeks.

    Considerations

    • When using this strategy, Display & Video 360's primary goal will be to attempt to spend your full budget. If your budget can't be spent, Display & Video 360 will raise your line item's bid until your budget can be spent or the line item's bid is capped by the "Do not exceed average CPM of ___" field.  
    • Don't use this setting with impression-based budgets, since this setting won't be able to guarantee the amount of currency spent and may lead to overspending.
  • Use "Maximize clicks/Maximize conversions, while prioritizing  a target {KPI}" to hit a specific performance goal. If Display & Video 360 can't both hit your performance goal and spend your line item's entire budget, the priority will be hitting your performance goal. So, watch out: If your line item's goal is overly aggressive, your line item may not be able to spend its entire budget.

    Line items that use this type of automated bid strategy may experience fluctuations in performance or spend over the first 2 weeks of the line item's flight (while the algorithm learns from the line item's performance). Additionally, if the performance goal is too aggressive, the line item may have difficulty spending its entire budget over the flight.

  • (App install line items only) Use "Maximize installs", to optimize app install performance for your budget, or for a target cost per install. You can also limit the average CPM (see below).

(Optional) Limit the maximum average CPM
You can set a ceiling for the maximum average CPM that Display & Video 360 can bid in the "Do not exceed average CPM of ____" field.

Considerations

  • Don't use this setting if you must stay under an absolute maximum CPM at all times. Although Display & Video 360 will attempt to honor a line item's maximum average CPM over the line item's entire lifetime, a line item's average CPM may exceed this ceiling at isolated points during its flight.
  • Display & Video 360 calculates maximum average CPM over a line item's entire history, not just when an automated bid strategy was active. So, if your line item had a low fixed bid early in its flight, Display & Video 360 may be able to bid more aggressively when automated bidding is turned on, while still keeping a line item's maximum average CPM underneath its ceiling, compared to a scenario where automated bidding was turned on from the very beginning. 
(Optional) Apply advertiser floor price for targeted deals
You can check the box for "Apply advertiser floor price for targeted deals", for Display & Video 360 to take deal floor prices into account and bid accordingly. This bid is above the floor price associated with the deal inventory source. If there is still under delivery towards the deal, you can increase the floor price in My Inventory  > Settings

Considerations

  • Don't use this setting if you must stay under an absolute maximum CPM at all times. Although Display & Video 360 will attempt to honor a line item's maximum average CPM over the line item's entire lifetime, a line item's average CPM may exceed this ceiling at isolated points during its flight.
  • Display & Video 360 calculates maximum average CPM over a line item's entire history, not just when an automated bid strategy was active. So, if your line item had a low fixed bid early in its flight, Display & Video 360 may be able to bid more aggressively when automated bidding is turned on, while still keeping a line item's maximum average CPM underneath its ceiling, compared to a scenario where automated bidding was turned on from the very beginning. 

Maximize brand impact

With the "Maximize Brand, while prioritizing spending my full budget" strategy, Display & Video 360's primary goal will be to spend your full budget. If your budget can't be spent, Display & Video 360 will raise your line item's bid until your budget can be spent or the line item's bid is capped by the "Do not exceed average CPM of ___" field.   Don't use this setting with impression-based budgets, since this setting won't be able to guarantee the amount of currency spent and may lead to overspending.

  • "Completed in-view and audible" (video only) to prioritize buying impressions where the video was visible at completion of the video and the audio was audible.

  • "That were viewable for at least 10 seconds" (video only) to prioritize buying impressions where the video was visible for 10 seconds or more.

  • "Viewable" (display and video) to prioritize buying impressions where the display or video ad was viewable according to Active View.

    • Use "Optimize for viewable CPM bid" to have Display & Video 360 change your bid based on the probability that an impression will be viewable (powered by Active View). For example, if you set a viewable CPM goal of $2 and an impression is 40% likely to be viewable, Display & Video 360 will bid $0.80 CPM (which is 40% of $2).

Limitations

  • The bidding algorithm can take up to 2 weeks to learn and calibrate before judging performance.
  • Using ActiveView based autobidding and viewability targeting at the same time may severely limit your ability to spend your budgets or reach your desired performance goal.
  • Specific KPI target values can lead to underspending (if too aggressive) or under performance (if not aggressive enough). In most cases "Maximize {KPI} while prioritizing spending the full budget" will work best.
Was this helpful?
How can we improve it?