Your Bid Strategy is a goal for your campaign that AdRoll uses to automatically optimize which impressions to prioritize, and how aggressively we bid. For example, a goal could be to maximize the total number of Conversions, Clicks, or Impressions. Or, you can set a specific target cost-per-acquisition (CPA), cost-per-click (CPC), or cost-per-1,000-impressions (CPM).
Find your Bid Strategy settings within the Campaign Settings section of the campaign launch and edit pages.
Typically, people choose CPA if they want to maximize conversions by having people take direct action on your site. Your conversion tracking is already defined.
A CPC bidding strategy will focus on maximizing clicks on your ads to generate traffic to your website.
A CPM bidding strategy is generally chosen if your goal is to increase your brand awareness by putting your message in front of customers. This strategy is not used to drive more traffic to your website.
Note: Bid Strategy defaults to maximizing CPC if you do not select one.
How do I edit my bid strategy on an existing campaign?
- Navigate to your Campaigns tab and click on Social & Display Ads.
- Hover over the campaign you want to edit and click the Ellipsis Icon >Edit.
- Make your edits and click Save.