|
Bidding Structure Type |
When to Use |
When not to Use |
Notes |
|
Fixed Bids |
When you are lacking impressions, or for new product launches with strict budget controls New campaigns - switch to down and up after 20 orders. |
To control ACOS or for overspending bids. To rank KW on product launch. |
|
|
Dynamic Down Only |
For controlling campaigns where ACOS climbs too high, or for new campaigns with strict ACOS or budget goals |
When seeking to gain additional traffic (impressions, sessions etc), for campaigns where data is not accumulating quickly enough |
|
|
Dynamic Up and Down |
New campaign set up with less stringent budget control (emphasis on data acquisition) |
When account is overspending, when budgets are running fast/inefficiently |
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|
Rule Based Targeting |
To meet certain ACOS Goals for Client |
On new campaigns without much data |