ID 2. Maximize clicks with CPC limit (pay for media cost)¶
This strategy buys the cheapest inventory with the highest CTR available to maximize click volume. The strategy will have a margin in place if specified, and will not exceed the specified average CPC. This strategy is generally employed to drive the maximum volume of target users to the site.
Budget Factor |
Description |
|---|---|
Payment Model |
Pay for media cost |
Primarily Goal |
Buy maximum volume of clicks |
Use Case |
Drive site visits |
Budget Pacing |
Evenly |
Budget Types |
Lifetime |
Recommendations¶
If no targeting restrictions are set, the strategy will buy the cheapest available inventory; this can negatively impact the inventory quality. We strongly recommend to use this buying strategy with inventory restrictions such as:
Traffic source lists, e.g. domains, URLs, app bundles.
User segments uploaded to BidCore or collected by segment pixels.
Specified supply sources, e.g. non-guaranteed deals.
Conversely, if the settings are too strict the strategy will buy all available traffic, but there may not be enough to spend the allocated budget and achieve the volume goals. The possible causes of this may be:
The campaign targets user segments with a limited number of UUIDs and uses additional targeting parameters e.g. SSP or Geo that significantly limit the audience
Low CPC targeting premium supply sources, e.g. domains, app bundles, SSPs
Low CPC and high margin volume
Strategy Settings¶
Budget¶
The total budget of the line item includes margin, extra fees, and media cost. This strategy will spend 100% of the budget during the specified flight dates with lifetime pacing. The budget will not be fully spent if some settings, e.g. CPM, margin, or targetings are too strict, as there will not be enough inventory to purchase.
CPC¶
The CPC in this strategy is an upper restriction for the optimization engine, i.e. the average CPC will never be higher than specified. As the strategy has lifetime pacing it can buy inventory with a CPC higher than specified, but the final average CPC will be equal or lower than specified.
Margin¶
Margin is an optional parameter, therefore if you don’t need any margin leave the field empty. If a margin value is specified, the target CPC is automatically recalculated according to margin and the strategy will bid with CPM decreased to cover the margin. This ensures the buying strategy always takes margin into account and complies with target CPC.