Custom Bids
The key point of any optimization is rearranging your money flow from non-profitable to profitable placements. One way of achieving this is by setting a custom bid for any target/source in your campaign.
For more insights on custom bids for Commerce Media campaigns, Zeropark users can now access the Media Planner feature presenting real-time data, including average bids per brand.
Make sure to check out the Bid Suggestions tooltip that will display whenever you set up a new Zeropark campaign. It represents a value of bid that (due to historical analysis) should help you optimize your budgets better and increase the initial win rate.
- Setting a custom bid on a given source or target will allow you to:
- Receive more traffic from the source/target, if you raise the bid
- Lower the price of traffic from the source/target, if you lower the bid
- Hence, you have three options for source/target/keyword-level optimization:
- If you have a great ROI on traffic from a given source/target/keyword, increase your bid to get more traffic.
- If your ROI on traffic from a given source/target/keyword is marginally negative, lower the bid to pay less.
- If a given placement does not perform at all, just pause it.
- In order to set a custom value for the bid, perform the following steps:
- Go to the Sources, Targets, Keywords tab.
- Click the set custom bid button in the Bid column. The cell switches to the editing mode.
- Provide a custom bid for:
- A source: It will override both the default keyword and campaign bids.
- A target: It will override the source, keyword, and campaign bids.
- A keyword: it will override the default campaign bids.
- A category: you can now set a custom bid for the placement categories available in Commerce Media.
To ensure better optimization and boost performance, Zeropark users are now able to customize their bids on the keyword target level in one-GEO-targeted campaigns. It’s a granular tool for campaigns that operate on keywords, allowing to focus on the best-performing or most competitive audiences. The feature is not available for multi-GEO campaigns.
The above order (target > category > source > keyword > campaign bid) is the order of importance the system recognizes for adjusting bids.
