AdRoll's BidIQ®

BidIQ® is the artificial intelligence engine that drives AdRoll’s bidding and optimization for web display ads. Built on over a decade of machine learning, BidIQ® leverages data from thousands of advertisers and billions of user behaviors to maximize ROI on ad campaigns. It handles critical tasks such as bidding, ad optimization, budgeting, and audience discovery across multiple platforms, including web, social, native, and mobile devices.

What Sets BidIQ® Apart?

Data-Driven Precision: BidIQ® processes an immense dataset of 1.2 billion online profiles and trillions of intent signals, helping businesses of all sizes—from small startups to Fortune 500 companies—optimize their campaigns. BidIQ® consumes two times more data than the New York Stock Exchange, providing it with the scale and quality to make highly informed decisions.
Smarter Bidding: Leveraging millions of data points, BidIQ® finds the right audience at the best possible price. By predicting the likelihood of user engagement, conversions, and auction success, it ensures optimal ad placement and pricing in real-time.
Full-Funnel Optimization: BidIQ® enables advertisers to make data-driven decisions across the entire customer journey. As it continuously learns from each campaign, it becomes more intelligent with every action, providing actionable insights to improve future strategies.
Flexibility and Control: BidIQ® supports a wide range of goals and attribution models, allowing you to optimize for CPC, CPM, or CPA/ROI. With AdRoll’s Bid Strategies feature, you can customize campaigns to focus on specific objectives, whether it’s maximizing reach or driving conversions, without being locked into a single model.
Holistic Campaign Management: Beyond bidding, BidIQ® offers advanced capabilities like product recommendations and real-time optimization. It adapts to evolving campaign strategies, ensuring your ads are always aligned with performance goals and customer behavior.

By harnessing the power of machine learning and vast amounts of high-quality data, BidIQ® ensures that AdRoll’s advertisers achieve top performance across every digital marketing channel, delivering smarter campaigns and measurable results.

How BidIQ® Works

BidIQ® considers a range of factors when determining bids, including:

Publisher Data: Evaluates page content, ad formats, and placements to optimize ad performance.
Advertiser Information: Assesses historical campaign performance to improve bidding accuracy.
User Data: Tracks user behaviors such as site visits, ad exposure frequency, and location to identify high-intent users.

By submitting higher bids for high-quality impressions and lower bids for less promising ones, BidIQ® ensures that your budget is spent wisely. The average of these bids sets your CPM (cost per thousand impressions), but there is no imposed maximum CPM, allowing campaigns to pursue high-intent users who are more likely to convert.

Evaluating Campaign Performance

When reviewing campaign performance, it’s important to consider all cost metrics:

CPM measures your operating costs.
CPC (cost per click) and CPA (cost per acquisition) provide insight into the campaign’s value by showing how efficiently it drives engagement and conversions.

A higher CPM may result in fewer impressions, but if these impressions lead to more clicks or conversions (lower CPC or CPA), your campaign is hitting the right audience, offering a "quality over quantity" approach.

Setting Campaign Goals

If you have specific CPM goals, you can adjust them using AdRoll’s bid strategy settings. This gives you more control over how BidIQ® aligns with your campaign objectives, whether focused on reach or conversions.

By continuously refining its approach based on bid and campaign data, BidIQ® helps ensure optimal performance, delivering the right impressions to drive meaningful results.

Set a Target CPC or CPM

Learn more about bid strategies and performance targets.

Geotargeting and BidIQ

BidIQ will automatically adjust bids to factor in location and time of day. If your product or service is only available in certain regions, use the broadest geotargets possible so that BidIQ can optimize across all possible locations.