See a bid strategy's target bid

The Target bid column for a biddable item shows the bid that DoubleClick Search (DS) would have used the last time it evaluated that item’s bid if there were only a primary goal with no constraints (such as minimum/maximum bids or a secondary position goal).

This column is a great way to see if your existing minimum/maximum 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 (either for the bid strategy as a whole or for the specific biddable item). This would allow the Performance Bidding Suite to more fully optimize bids and earn a greater return on your investment.

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 Primary constraint column shows which setting is actually the reason that the target bid is different from the max CPC bid for a particular biddable item. You can then attempt to adjust the setting to give the Performance Bidding Suite a better chance at applying the target bid.

How to see a bid strategy's target bid

  1. Do one of the following:

  2. If the Target bid and Primary constraint columns aren't already displayed in the reporting column, do the following:

    1. Above the performance summary graph, click the Columns button.

    2. Next to Available columns, type the column name in the search box and press the Enter key.

    3. Click + next to the column name in the Available columns list.

  3. To see only the biddable items that are constrained from optimal bids, click Filter and specify Target bid > 0.

    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, the report doesn’t show the target bid.

To see how the target bid has changed over time, click Change history, which appears above the reporting table. Every time a bid strategy evaluates a bid it updates the Target bid column.

Please note the following:

  • The Target bid column shows the target bid from the most recent evaluation by the bid strategy. It’s not affected by the date range you selected. You can switch to Change History mode to see the past target bids.

    In addition, the bid strategy might change the target bid the next time it evaluates bidding if new data suggests that a change would be optimal.

  • If you remove a biddable item from a bid strategy, the Target bid column will continue to show the value from the last evaluation.


Does the report show a target bid for paused bid strategies?
No. The target bid is only displayed for bid strategies with a status of Active.

Does the report show a 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.

If a bid strategy has Target CPA + position constraint + bid limits, what does target bid show?
The max CPC that the bid strategy would set if there were no bid limits and no position constraint (i.e., purely a Target CPA bid strategy). In this case, target bid shows 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 max CPC that the bid strategy would set if there were no bid limits, but just a position goal.