Table of Contents
Overview
When creating a Line Item, a bidding strategy must be selected to apply to the line item. Only one strategy may be used per line item. There is an additional option to use Beeswax's out-of-the-box bidding strategies, or, create a custom bidding strategy in conjunction with a Bidding Agent. To determine how the line item budget is spent through the life of the campaign, a type of Pacing must also be selected. The pacing must be selected separately from the bidding strategy.
The below table summarizes the out-of-the-box bidding strategies available. These bidding strategies are set at the line item level under General > Essential Settings.
Note that if using a custom bidding strategy, it will appear in the same drop down as the other bidding strategies.
Bidding Strategies
Strategy | Behavior |
| Flat CPM | This bidding strategy will always bid the CPM entered in the UI whenever it receives an ad requests that matches the line item targeting. |
| CPC Goal | This bidding strategy will optimize towards a goal eCPC set at the line item level, as well as stay within the parameters of a max CPM bid set at the line item level. Note that this does not take companion ad clicks into consideration. CPC bidding strategy functions exclusively for Banner and Native ads. |
| Video Completion Rate | Choose a target Video Complete Rate for a video Line Item and the Beeswax algorithm will aim to hit that target rate for the given CPM. This algorithm will not take delivery into account, so if you set the target rate too high (90%+) delivery may be significantly reduced. VCR bidding strategy is only effective for Video line items. |
CPA Goal (Cost per Acquisition) | The CPA bidding strategy uses machine learning to train a model on data generated from a specific event created within Beeswax to optimize toward the desired CPA goal. The Event to optimize towards can be selected from the CPA Event dropdown. Only Events that have enough attributed conversion data (at least 1,000 Beeswax-attributed conversions in the past 30 days) will be selectable. When selecting CPA Goal, a CPA Event must also be selected. The Events will be available via dropdown, and each event will display a status that represents the stage of the model training. This status will be automatically updated as the training progresses. It is important to understand the training will begin once the line item has been saved. Below are the definitions of each status:
The model will take roughly one hour to be trained once the line item has been saved. The line item will automatically start bidding once the CPA Event status reaches "Trained" (provided all other setup components of the line item are complete and correct). |