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Buying Strategy & Strategy Targets

Commerce Max Help CenterReporting, Optimizations, & TargetingCampaign PerformanceOffsite Optimizations
Table of contents

Buying Strategy & Strategy Targets

Buying Strategy

In this step, you'll select the Buying Strategy you would like to optimize towards for your campaign.

  • Optimize for Complete Video Views (Video only): This strategy will buy as many completed views as possible while delivering your line item budget. You pay for impressions with a Target CPM.

    • Viewability target (optional): Entering your viewability goal will get as many video completed views as possible while achieving your target viewability rate as a secondary objective. 

  • Optimize for Clicks (Image Banner only): This strategy will buy as many clicks as possible while delivering your line item budget. You pay for impressions with a Target CPM.

    • Viewability target (optional): Entering your viewability goal will get as many clicks as possible while achieving your target viewability rate as a secondary objective.  

  • Spend Budget Evenly: This strategy will buy the required number of impressions to deliver your budget while bidding for relevant bid requests within a fixed CPM.

Strategy Targets

Next, you will input an amount you would like to target for your ads. The Target CPM or Average CPM can be adjusted at any time during the flight of a campaign.

If you selected to Optimize for Complete Video Views or Optimize for Clicks above, the amount defined for this strategy is the maximum amount you are willing to pay for 1,000 impressions.

If you selected to Spend Budget Evenly above, some impressions may be purchased at a higher CPM, however, the average CPM will never be higher than what you've specified as your Strategy Target amount.

Budget Allocation

If you selected Automatic Budget Allocation, you will have an additional Creative step in the fifth step of building a line item, Buying Strategy.

  • You will see a Creative Type section that is greyed out. This is because Creative Type is selected at campaign level and applies to all line items under that campaign

  • Next, select the creatives want associated with your ad

  • Finally, you will see your buying strategy is grayed out. This is because the Automatic Budget Allocation will handle the buying strategy piece

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