In Display & Video 360 (DV360), a bidding strategy determines how the platform places bids for ad impressions to achieve the campaign objectives.
🔵 Types of Bidding in DV360
1️⃣ Manual (Fixed) Bidding:
- A constant bid amount is set for each eligible impression that meets targeting criteria.
- Offers precise control over bid values but lacks adaptability to fluctuating impression values.
2️⃣ Automated Bidding:
- Utilizes Google’s machine learning algorithms to adjust bids dynamically in real-time.
- Optimizes bids based on:
- The likelihood of achieving a desired outcome (click, conversion, view).
- Market-driven optimal pricing for impressions.
🔵 Automated Bidding Strategies
1️⃣ Maximize Performance
- Maximize KPI while ensuring full budget utilization:
- Bids increase until the allocated budget is fully utilized.
- Option to cap bids by setting a ceiling CPM.
- Maximize clicks or conversions while maintaining a target KPI:
- Prioritizes achieving the set performance goal over spending the entire budget.
- Enables targeting specific cost-per-click (tCPC) or cost-per-acquisition (tCPA).
- Maximize app installs (for app install line items only):
- Optimizes app install performance within the allocated budget or based on a tCPA.
- Allows limiting the average CPM.
2️⃣ Set a Max Average CPM (Optional)
- Users can define a maximum bid limit for CPM in the “Do not exceed average CPM of __” setting.
3️⃣ Prioritize Deals Over Open Auction Inventory (Optional)
- Gives preference to targeted deals rather than open auction spending.
🔵 Automated Bidding Strategies by Line Item Type
📌 Display Line Item:
- Max viewable impressions (recommended)
- Max clicks
- Max conversions
- Max value/cost
📌 Video Line Item:
- Max viewable impressions (recommended)
- Max 10-sec viewable impressions
- Max CIVA (Completed in-view and audible)
- Max custom value/cost
- Max clicks
- Max conversions
📌 Audio Line Item:
- Max conversions
- Max custom value/cost
📌 Mobile Installs Line Item:
- Max installs (recommended)
- Max clicks
- Max custom value/cost
📌 Ads in Mobile Apps Line Item:
- Max viewable impressions (recommended)
- Max clicks
- Max conversions
- Max value/cost
📌 YouTube & DemandGen Line Item:
- Awareness – Fixed CPM
- Consideration – Fixed CPV
- Conversion – tCPA
🔵 Key Definitions:
- Max CIVA: Prioritizes fully viewed and audible ads.
- Max Custom Value/Cost: Uses custom bidding rules tailored to campaign objectives.
- Max View10 Sec: Bids for ads that are viewed for at least 10 seconds.
By selecting the appropriate bidding strategy in DV360, advertisers can optimize campaign performance while ensuring efficient budget allocation and strategic bid adjustments.
