Bidding Best Practices
Last updated, May 2024

This article equips you with best practices for bidding to help you craft your bidding strategy. Bidding too low can mean your ads are not getting delivered and bidding too high can be a losing business model, but by following these best practices, you can strategize bidding.

Tips for Getting Started

  • ​We suggest selecting Cost Cap as your bid strategy if controlling your daily cost per results is most important to you.

  • We recommend that advertisers using auction with brand objectives (reach and video view) use cost cap with the suggested bid.

  • ​When you are running a Conversion campaign with Conversion as your optimization goal, we suggest selecting Maximum Delivery as your bid strategy, if consuming your daily budget is most important to you.

  • For conversion focused advertisers using Cost Cap, we recommend setting your bid as your target cost per acquisition (CPA).

  • If you are running an App Install campaign and want to optimize it based on users taking a specific action in your app, we recommend using App Event Optimization (AEO). For AEO, your bid should be set as your target CPA.

Tips for Optimization

  • ​Choosing Accelerated as the delivery type won't help you increase the amount of budget you consume, it only increases how fast you spend your budget.

  • ​We suggest you increase your budget if you are noticing that the daily CPA is continuously below your bid. You are acquiring users below the amount you were willing to pay. Increase your budget to scale up this winning strategy.