Decrease all of your bids to ensure the best cost per thousand impressions (CPM).
Delete any line items that don’t meet your cost-per-action (CPA) goal.
Make sure that the budget is spent in full on the highest-performing insertion orders.
Let auto-optimization handle the last week of the flight.
Whether the position was relative to the size of the screen
That you’re counting apps and sites equally
That viewability and ad position data are measurable
That below the fold inventory cannot also be “viewable”
Ten per day — spend some extra so they remember you.
Unlimited — make sure they remember your brand.
Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
One per day — you’re just trying to meet new people
This can expand your reach to sites you do not intend.
Categories change so frequently that they have an unpredictable effect on reach.
Doing so can significantly reduce the inventory your ads can appear with.
It can be expensive to implement and maintain.
To keep spend easy to track and report
When you want to ensure you don’t consume your budget too soon and miss valuable impressions
When your unclaimed budget can be reclaimed by your advertising department
To ensure you always get some of the very best inventory, no matter when it was auctioned
Include the audience that has been to the “Thank you” page
Decrease the frequencing setting
Include similar audiences
Group multiple audiences using AND logic
Add them to a blacklist so you can exclude them from bidding.
Bid higher for their entire insertion order.
Move them to their own line items and bid higher for them.
Update their visuals and messaging to make them even more compelling.
Audiences with many conversions and high costs per thousand impressions (CPMs)
Sites with low viewability and no conversions
Sites with low volume, but high conversions
Sites with high viewability and clicks
Including the “Thank you” page in your first-party audience targeting
Always targeting a filtered URL and app list based on where users have converted in the past
Setting the cost per action (CPA) goal 50 percent lower than your target CPA
Using recency targeting with first-party audience lists
Bid up on the highest-performing audience lists.
Increase targeting until the audience is under 1,000 users.
Bid up on the audiences with the highest impressions.
Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).
To ensure TrueView bids are not cost-per-view (CPV) because that could cause overspend
To ensure they have not been rejected due to ad policy
To ensure TrueView ads always pace ahead because they are more profitable
To ensure the daily budget has been manually calculated correctly.
Find out which components are best at getting the results you want, then update your campaign to favor those components.
Find out which components are driving the most revenue, then update your campaign to favor these components.
Find out which creatives are most effective, then run more creatives like those.
Find out which sites and apps bring the best response, then target more of them.
Sites, creatives, and time of day
Audience, creatives, and brand
Viewability, budget, and pacing
Spend, pacing, and frequency
Apps and URLs
By showing you what inventory more spend might have acquired
By helping you ensure your bids and budgets are not limiting impressions won
By showing you specifically what pacing should be set at in the next flight
By helping you ensure the frequency settings do not cause impression loss
It tells you how to configure your campaign to be effective until you have performance data to guide you.
Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns.
Bid Manager’s optimization wizard uses it to configure the campaign to drive your goal.
It’s the first field you fill out when starting a new campaign in Bid Manager.
Budget, pacing, geography, and inventory
Bids, frequency, site targeting, and creatives
Loyalty, awareness, action, and consideration
Advertiser, campaign, insertion orders, and line items
It shows how many clicks you’ve earned, and how many you are missing out on due to the bid.
It shows potential spend based on the audiences targeted for the line item.
It shows how many auctions you’re losing due to bids, budget, and frequency.
It’s an easy place to see all your bids.
You know the targeted audience is especially valuable and you want to make an extra effort to reach it.
Because you have enough performance data and no longer need the algorithm to make estimates
Because you can factor in more variables than Bid Manager
To see if your intuition can beat the algorithm
Set a $10 goal, and bid very high.
Set a $45 CPA, and then continue to lower it in $5 increments over time.
Set a CPA goal of $60, and then incrementally increase the goal over time.
Set the counting method to include only a percentage of the post-view clicks.