Ad Bidding Strategies

Overview

Bidding strategies determine how much an advertiser pays per auction. Range from manual CPC (full control) to automated strategies (Target CPA, Target ROAS, Maximize Conversions) that use ML to optimize bids in real-time based on contextual signals.

When to Use

Trigger conditions:

• Choosing between manual and automated bidding strategies
• Setting up or troubleshooting Target CPA / Target ROAS campaigns
• Analyzing bid strategy performance and making adjustments

When NOT to use:

• When designing the auction mechanism itself (use GSP/VCG)
• When building a CTR prediction model (use CTR prediction skill)

Algorithm