See the target bid for keywords
The Target bid column in a Keywords reporting table shows you the bid that DoubleClick Search (DS) would have used the last time it evaluated that keyword’s bid if there were no secondary constraints (such as min/max strat bids or a secondary position goal) and just a primary goal.
This column is a great way to see if your existing min/max strat bids are too restrictive. For example, if the target bids are mostly in the $10-15 range, but your current min/max bid range is $8-12, you should consider expanding the min/max bid range. This would allow the Performance Bidding Suite to more fully optimize the bids on your keywords and earn a greater return on your investment.
The Primary constraint column shows which setting is actually the reason that the target bid is different from the max CPC bid for a particular keyword. You can then attempt to adjust the setting to give the Performance Bidding Suite a better chance at applying the target bid.
You can also use the Target bid column to get an idea about what DS would bid before giving more control to the bid strategies. Learn more.
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.
Please note the following:
- The subsequent times bid engine runs (i.e. when we have actual control) there will be new data for the bid engine to consider and as a result we are likely to calculate a different bid than we showed in target bid column. Target bid column gives you a good idea about in which direction and how aggressively the kw bids are likely to move once the bid engine takes over. However, future data and constraints may result in different bids.
- 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. You can switch to Change History mode to see the past target bids.
- 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
Once you navigate to a Keywords page, 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:
- 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 that are not constrained by bid limit or position constraints. For example, if Max CPC = Target bid, we don’t show the 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.
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.