See the target bid for a bid strategy-managed keyword

The Target bid column shows you the bid that DoubleClick Search (DS) would have used if there were no secondary constraints (such as min/max strat bids or a secondary position goal) and just a primary goal. This is useful for advertisers who want to first see what DS would bid before deciding to relax their bid or position limits. It also gives some guidelines on how much to relax the bid limits.

The following secondary constraints are ignored for the calculation of target bid:

  • Min/max bid: These are user-specified constraints on the range of bids the bid strategies can set per keyword.

  • Position as a secondary goal: In bid strategies where there is a secondary position constraint (e.g., Target CPA + Position limit), the Target bid column shows the bid if there were no position limits.

  • Internal “bid increment” limit: This limits how much the bid engine can change bids at every run. We apply an internal rule on how much we can adjust the bid each time we change the bid. The Target bid column shows the bid that we would set if there was no such constraint.

  • Campaign budget limit: Keyword bids can’t be larger than the campaign budget. When we set a bid, we make sure it doesn’t exceed campaign budget. However, the Target bid column shows you the unlimited bid.

  • The keyword is already at position 1 but still much lower than the target (e.g., keyword CPA is $4.00 while the goal is $40.00): In this case, we typically don’t increase the keyword max CPC because there is no potential for more click traffic (and therefore more conversions). The Target bid column shows what we would bid if the keyword was not at position 1.

Please note the following:

  • Soon we’ll add a column that shows which one of these constraints is actually the reason that the target bid is different from the max CPC bid for a particular keyword.
  • This column shows the target bid for the most recent run of the bid engine. It’s not affected by the date range you selected.
  • If you remove a keyword from a bid strategy, the Target bid column will continue to show the latest value from the last run.

See the Target bid column

You can see this column in any of the following:

  • You can use the column selection tool to choose this column, under one of the following sections:
    • All
    • Bid strategy > Bid limits
    • Attributes > Bids and match type
  • The Bid strategy performance default view.

  • Change History: At every bid engine run we log the target bid, so you can see it throughout time.

Filter by Target bid

The Target bid column is left empty for those keywords where Max CPC = Target bid.

This allows you to easily filter to keywords that have a target bid different from the Max CPC bid. These are cases where the bid engine is unable to bid what it would bid due to user-set constraints.

On the Keywords tab, filter on Target bid > 0 to see a list of keywords that are constrained in some way.

FAQs

Which bid do we show as the target bid for Bing Ads keywords (given that they have up to 4 bids)?
We show the one with the highest bid. Bids for other match types are proportionally derived from this highest bid.

Do you calculate target bid for paused bid strategies?
No. The target bid is only displayed for bid strategies with a status of Active.

Do you calculate target bid when the bid strategy is on hold due to the 24-hour manual override period?
No. The target bid is only calculated when the engine is run on the keyword. The engine does not run for keywords that are manually overridden.

Do you save historical target bids?
Yes. You can see them in Change History.

If a bid strategy has Target CPA + position constraint + bid limits, what does target bid show?
The bid we would bid if there were no bid limits and no position constraint (i.e., purely a Target CPA bid strategy). We show what we would bid if there were no secondary constraints and only a primary goal. This is the same for ERS and Floodlight bid strategies.

If a bid strategy has primary position goal + bid limits, what does the target bid show?
The bid we would bid if there were no bid limits, but just a position goal.