High-volume targets are the most competitive, which drives up bid prices. We recommend bidding the Suggested Bid if you want maximum volume, but you can get traffic with lower bids, too.
TIP: You can set Proxy Bids on Pops to cut costs while bidding competitively.
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It's also a good idea to make sure your targets aren't competing for the same traffic, which can cause your Suggested Bids to increase every time they match for the same impression.