The first step of RTB bidding is understanding how the algorithm works and how this aligns with the KPIs and goals of the campaign. Throughout the years Yieldr has developed a wide arrange of strategies, each applicable for a specific goal.
Choose the kind of strategy for the campaign. The strategy refers to the type of algorithm. We can
divide the functionality of the algorithm in two main categories:
- Standard: The Standard algorithm is the type of algorithm that can give you more control over the bids. It’s the oldest type of algorithm we offer in this platform and it requires a lot of manual adjustments in order to get the desired result.
- Goal: The Goal Strategies algorithm can offer a more smart and efficient solution. It is the more recent type of algorithm that the Yieldr platform and it is proved from our side that can perform better than the Standard Algorithm, requiring at the same time less manual adjustments.
Choose which goal the campaign should reach. The goal refers to the Optimization Strategies available in the platform that will decide how the algorithm will optimize your campaigns and combines different buying and bidding strategies.
If you have selected the "Standard" algorithm in the previous sub-section 'Strategy Type', then in the "Goal" tab you can select the optimization strategy and the Bidding Strategy. So here you can choose whether to optimize based on one of these 3 optimization strategies:
- Dynamic CTR Floor: predicts the chance of click per user and won’t bid is CTR is lower. Calculates the predicted CTR of each impression. If the budget is approaching the pacing limit it will decide to bid only on impressions that are above the CTR floor. That way you will always buy the best clicking inventory. The easier Impulse can reach its budget pacing limit, the more picky it will be by increasing the CTR floor.
- Max Volume: will deliver as much volume as possible with the cheapest price, so decreases bids. modify the calculated bid down when it’s approaching its budget limit. That way Impulse will pursue to buy as many impressions, clicks or conversions as possible within the given budget, depending on your chosen pricing type.
- Standard: This will randomly decide if the bid should be placed or not. This is not an ideal strategy, but useful when the campaign must deliver across multiple publisher in private deals for example and should not optimize towards CTR and must remain bidding above a certain price floor.
After that you can select the bid strategy you want, either on:
If you have selected the "Goal" algorithm in the previous sub-section 'Strategy Type', then in the "Goal" tab you can select any of the following optimization strategies:
- CPA Goal: Monthly Budget: Optimizes on maximum number of conversions. Suited for campaigns with a fixed maximum CPA goal, for example, a retargeting campaign. After reaching the minimum CTR, the campaign will always strive to get the lowest possible CPA. The campaign will decrease spending if it can’t reach the CPA goal.
- Max Conversions: Optimizes on quality funnel traffic. Suited for campaigns with little learn on final conversion goal, for example prospecting. Campaign will first focus on reaching the defined minimum CTR and then focus strongly on reaching the set budget. Taking these into consideration campaign will then aim at reaching the intermediary goal and then on gaining the maximum number of final conversions. You can either choose Daily Budget or Monthly Budget.
- Maximize Volume - Daily Budget: Optimizes towards cheap traffic. Suited for suited for campaigns aimed at buying the cheapest possible traffic. The algorithm will try and decrease CPM as much as possible. You can either choose Daily Budget or Monthly Budget.
- Impressions: Optimizes on exact impression delivery. Suited for campaigns with a fixed impression goal. Campaign will deliver a predetermined number of impressions, while holding a minimum CTR and a maximum CPM.
Note: check the 'Bidding Strategies' pdf for further details