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Search Publishers

Home > English > Search Publishers > Google > How To Articles: Google > Google Content Bid Setting in Display Network Only Campaigns

Google Content Bid Setting in Display Network Only Campaigns

Introduction

Google does not allow (non-zero) values for the content bid field in groups that belong to Display Only campaigns. Additionally as of March 2014, Google moved all Max Content CPC (Content bid) values for groups in Display only campaigns to the Max CPC field (search bid), and changed content bid values to zero.  You can read the original blog post here.

Platform 

To adopt the changes made by Google, we made a few changes to the Platform:

Settings page, Multi-edit, and Bulk edit for Google Groups

  • Current Bid is the only available field to edit your entire group bid.

  • The Current Bid field in the Group settings page is the same as the Search Bid shown in the grid view for Display only campaigns.

Automated bidding

  • When bidding on Google groups in Display only campaigns, the calculated bid is set in the Bid field.

  • All folder bidding rules such as Bid Cap and Bid Dampening are still honored, and Bid as the current baseline bid.
     

As an example, If you have the following groups:

Group Name

Search Bid (Max CPC)

Content bid (max Content CPC)

Campaign Network Setting

Group A

$1.00

$1.10

Display only

Group B

$1.50

$1.65

Display only

Group C

$1.25

$1.38

Search and Display

Group D

$2.10

$2.31

Search only

And you submit the following (simplified) bulk sheet:

Group

Search bid

Content Bid

Group A

2.00

 

Group B

 

2.35

Group C

 

2.10

Group D

1.00

1.50

The end result will be like this:

Group Name

Search Bid (Max CPC)

Content bid (Max Content CPC)

Campaign Network Setting

Group A

$2.00

$0

Display only

Group B

$2.35

$0

Display only

Group C

$1.25

$2.10

Search and Display

Group D

$1.00

$1.50

Search only

You will receive relevant warnings for Group A and Group B in the bulk results file. For example, Warning: Publisher uses Search bid (Max CPC) for Display only campaigns. Search bid updated and content bid set to zero.

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