Correctly setting your bids (CPM/CPC) (#2019)

(Last Update: 30.04.2019)

Setting your Bids

Bids are given by each bidder in EUR in the sense of a first price auction. For a click (CPC) or an impression (CPM), the bidder pays exactly the price he has made as his bid. Bids (CPC / CPM) can be set at campaign, ad group and channel level. Bidding on multiple levels always applies the lowest level.

Advert ranking

If Billing per Click applies (Native Ads CPC), adverts are ranked in eCPMi order. This is a value calculated from CTR (% CTR) and current bid (CPC). It's not necessarily the highest bidder in first place, but the advert that has the best combination of clickthrough rate and price. In addition, there is some random rotation.

If Billing by Impression applies (Banners CPM), the ranking is only by price. So the highest bidder always wins the impression. In addition, there is some random rotation.


Examples:

Price only set on campaign
Price is applied to all adverts of this campaign
Price set only or additionally on adgroup
Price is applied to all adverts of this adgroup
Price only or additionally on channel
Price is applied to all adverts of this channel

Note: Applied prices are in black. Not applied in grey italics.

Any more questions?

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