Learn how to structure your bids for the most optimized bidding strategy.
In addition to your ad group's default bid, you can place custom bids on specific sites, apps, and channels. This allows you to structure your bids in a hierarchy from broad (ad group default bid) to specific (sites and apps).
TIP: Broadly bid on each ad group, then fine-tune your bids more granularly as you learn how specific sites, apps, and channels perform for your campaign.
When your ad is eligible for an impression, the most specific custom bid competes in the auction. For example, if your ad group has a $2.50 CPM default bid and you've placed a $2.75 custom bid on Channel N310 and a $2.95 custom bid on the site cnn.com, you'd pay a $2.95 CPM if you win the auction and Channel N310 serves your ad on cnn.com. In this same example, if you did not place a custom bid on the site cnn.com, you would pay the $2.75 CPM placed on Channel N310 if you win the auction with that bid.
If neither the channel nor the site or app has a custom bid when your ad is eligible to be shown, the ad group's default bid will be applied.
Applying Suggested Bids
Suggested bids are designed to help you bid competitively enough for optimal volume. Suggested bids are shown in two places:
1. In your ad group settings next to the Default Bid field
2. In the Suggested Bid column on the Channels tab within an ad group.
NOTE: If a channel's bid is higher or the same amount as the Suggested Bid, a Suggested Bid will not be shown.
Customizing Default and Custom Bids
When you haven't customized a bid for an app, site, or channel, the ad group's default bid will be shown in gray. If you have customized an app, site, or channel's bid, the custom bid will be shown in blue.
To customize a bid, click the bid amount to render it editable, enter a new bid, then click the checkmark to apply the change.
To remove a custom bid and revert to the ad group's default bid, click the bid, then click the "x" in the bid amount field to clear the field, then click the checkmark to apply the change.