Standard CPM
For an Auction campaign, you can set a CPM bid for each selected page type, provided a compatible creative has been added. You will also see a suggested CPM bid range below each input field.
This range is calculated based on the page type by identifying all compatible ad formats.
The minimum value of the range reflects the lowest CPM among these formats, while the maximum represents the highest.
This approach provides you with a more informed bidding framework, enabling you to bid more efficiently and competitively based on the available inventory.
Remember:
When you go to enter your bid, you will see a minimum bid floor. That is the lowest price that you can bid.
Remember, other brands may be bidding on the same inventory as you, so you may need to bid above the minimum to win the inventory and serve your ad if you want to have a good chance at winning the inventory.
Minimum bid prices will vary from retailer to retailer, so try to plan accordingly and know that bid prices that work on one retailer may not work on others.
After you’ve entered the bid amount, click Next on the bottom right side of the page to move to the review process.
Adaptive CPM
Onsite Display Auction line items also support Adaptive CPM, an automated bidding mode that replaces per-page-type CPM bids with a single Max CPM ceiling. The system then adjusts bids automatically throughout the day based on pacing and auction signals.
To set up Adaptive CPM:
Select Adaptive in the Bid Strategy field.
Choose your pacing. For Adaptive CPM you can choose between Even, Ahead, and Daily Budget Cap (Note: ASAP pacing is not compatible with Adaptive CPM. For ASAP, choose standard bidding).
Choose a Max CPM to optimize per auction at the page type level. Adaptive CPM removes the need to set individual bids per page type.
You can switch a line item back to standard bidding at any time.
To learn more, see Adaptive CPM for Onsite Display Auction Line Items.