Bid control is a way to control the reach and video view objectives using a customized bid control interface. You'll be able to view an estimated range for reach based on your ad group settings and bid.

Bid control offers:

• Simplified UI: Cost Cap and Maximum Delivery strategies are combined for more effective decision making when bidding.

• More Control: Cost Cap is the new default, so you gain more control over your brand auction costs.

• More Confidence: By adding a competitive and pre-filled suggested bid, you can feel confident in your campaign's ability to succeed without figuring out how to choose the right bid for you.

• Reach Estimator tool: Allows you to forecast your total reach and impression results for advertisers using the reach and video view objectives. Learn more about the reach estimator for Brand Auction.

Note: If you prefer to use maximum delivery, you can remove the suggested bid. Learn more about bidding strategies.