ID 5. Maximize margin with CPC limit (pay for clicks)¶
This strategy will buy the required volume of clicks as cheaply as possible and maximize margin. The strategy is recommended if you want to buy a fixed volume of clicks.
Budget Factor |
Description |
|---|---|
Payment Model |
Pay for clicks |
Primarily Goal |
Buy target volume of clicks and maximize margin |
Use Case |
Maximize margin by buying a target volume of clicks |
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
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. CPC 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. The system calculates the target volume of clicks dividing the given advertiser budget by the target CPC (e.g. the advertiser budget set to 100$ and the target CPC set to 10$ give the target volume of 10 clicks). While aiming to maximize margin, the strategy will minimize CPC, so the final average CPC will be equal or lower than specified.