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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Monthly spend bid strategy

DoubleClick Search bid strategies

If 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 biddable items, create a bid strategy that targets a monthly spend. Instead of adjusting bids to meet a specific CPA, ERS, or position target, a monthly-spend bid strategy adjusts bids to spend your budget exactly and evenly each month while maximizing the conversions you specify.

Spend the same amount each day, when possible

A monthly-spend bid strategy attempts to spend an even amount each day. But if you experience a large number of clicks on a given day, the DS bid strategy might spend more than on previous days. If this occurs, the bid strategy attempts to spend the remaining budget evenly for each day remaining in the month.

For example:

  • You set a monthly spend target of $300.
    The bid strategy attempts to spend $10 each day (in a month that has 30 days).

  • On the 10th day of the month, you start experiencing a larger number of clicks than on previous days, and so you spend $15 instead of $10 for a few days.

  • The bid strategy readjusts its daily spend target to $9 to stay within the remaining budget.

Starting in mid-month

A monthly-spend bid strategy applies the spend target to the current calendar month, even if the month has already started. If you start a monthly spend bid strategy in mid-month, the spend that's already occurred in the current month for the biddable items in the bid strategy will count toward the target. So you can start the bid strategy mid-month, and what you've spent so far will be deducted when calculating the remaining target.

For example:

  • On July 11th, you create a monthly-spend bid strategy with a $100,000 target.
  • The spend for the biddable items is already $30,000.
  • The bid strategy will set daily spend targets to attempt to spend $70,000 over the remaining 20 days of the month.

Campaign budget and bid strategy budget

The Performance Bidding Suite will control your spend to stay within the monthly target, but it won't exceed your campaign budgets to reach the target. Therefore, we recommend relaxing your campaign budgets to give the system a better chance to fully utilize your monthly target.

Create a monthly-spend bid strategy

  1. Start creating a Conversions, Revenue, or Clicks bid strategy.

  2. In the Target section, select the Monthly spend target and enter the amount to spend for the month.

  3. Finish creating the bid strategy.

Track the bid strategy's progress

To track a bid strategy's progress towards its budget, add columns to bid-strategy reporting tables:

  1. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    DoubleClick Search displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Click Bid strategies in the left navigation pane.

  3. If you only want to track progress for a specific bid strategy, click the bid strategy name in the Bid strategy column.
    Otherwise, stay at the current scope, which includes all of the advertiser's bid strategies. Adding columns at this scope will enable you to quickly scan and compare the progress for all of your monthly-spend bid strategies.

  4. To add columns, click the Columns button in the toolbar above the performance summary graph.

  5. Under Available columns, click Bid strategies.

  6. Click + next to the following columns:

  7. Click Apply to add the columns to the reporting table.

  8. Optionally save the report view so you can easily see this collection of columns again.

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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