There are a number of Strategy settings that you can use to manage your bidding more effectively. Under the Columns link above the grid, the data in the table below can be selected.
Strategy Settings
| Name | Source | Definition |
| Strategy | Application Setting | A collection of campaigns using the same financial target to calculate bids |
| Revenue Model | Application Setting | The business model for a Strategy and is set to Cost Per Lead, Performance Marketer, E-Commerce or Per Conversion Type |
| Bid Calculations | Application Setting | Status of automatic bidding. Options are: Preview (bids are calculated but not pushed to the publisher) or Traffic (bids are calculated and pushed to the publisher) |
| Cost per Lead $ | Application Setting | Specified Value per Conversion used to calculate the Gross Profit for each conversion (for Cost Per Conversion and Performance Marketer revenue models) |
| Max. CPL $ | Application Setting | Maximum Cost per Lead allowed for keywords with calculated bids less than the publisher specified first page bid |
| Boost % | Application Setting | % increase applied to the original calculated bid for all keywords in the Strategy |
| Target Margin % | Application Setting | Target Margin for the Strategyer as specified by the user. Not used for CPL model |
| Min. Margin % | Application Setting | Minimum margin allowed for keywords with calculated bids less than the publisher specified first page bid |
| Target ROAS % | Application Setting | Target ROAS for the Strategy as specified by the user. Not used for CPL model |
| Min. ROAS % | Application Setting | Minimum ROAS allowed for keywords with calculated bids less than the publisher specified first page bid |
| Bid Cap | Application Setting | Maximum bid allowed |
| Bid Floor | Application Setting | Minimum bid allowed |
| Max Bid Chg % | Application Setting | Maximum allowed percent bid change |
| Min Bid Chg $ | Application Setting | Minimum allowed amount of bid change (only recommended to use this setting for Strategies with >500,000 keywords in order to save time posting bids with the publishers) |
| Pos. Cap | Application Setting | Bids will not be increased for keywords north of the position cap |
Traffic/Cost
For Campaigns, Groups, Keywords, and Creatives, choose to display the following traffic metrics:
| Name | Source | Definition |
| Impressions | Publisher | Number of times ad was displayed by publisher |
| Clicks | Publisher | Number of times an ad was clicked, as reported by the publisher |
| CTR % | Publisher | Click Through Rate: Clicks / Impressions |
| Pub. Cost | Publisher | Traffic acquisition cost, as reported by the publisher. |
| Avg. CPC $ | Publisher | Average Cost Per Click: Pub. Cost / Clicks |
| Avg. Search Bid $ |
Calculated | Click weighted average bid for the selected time period |
| Headroom % | Calculated | Headroom % is the percent difference between the bid and what was actually paid, click-weight averaged at the Keyword level: (Avg. Bid - Avg. CPC) / Avg. Bid |
| Cost $ | Publisher | Traffic acquisition cost, as reported by the publisher |
| Avg. Pos. | Publisher | Average position for a given day as reported by the publisher, further averaged over each day of the period (weighted by daily impressions) |
Conversions/Revenue
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Conversions | Publisher/Upload /Tracker |
Conversions are also known as Leads, Actions, Orders, Acquisitions, Sales, or Actions. Conversions represent a specified action taken on a website by a consumer who has clicked on an ad |
| Conv. Rate % | Calculated | Conversion Rate: Conversions / Clicks |
| Cost/conv $ | Calculated | Cost per Conversion. Also known as Cost Per Lead (CPL), Cost Per Action (CPA), Cost Per Order, Cost Per Sale, or Cost Per Acquisition. Pub. Cost / Conversions. If Conv=0, Cost/conv will = Pub. Cost |
| Revenue | Tracker/Upload | Value paid by consumers as a result of Conversions. Revenue is uploaded by a third party or tracked by the publisher |
| Rev./Conv. $ | Calculated | Revenue per Conversion: Revenue / Conversions |
| Rev / Click | Calculated | Revenue per Click: Revenue / Clicks |
| ROAS | Calculated | Return On Ad Spend: Revenue / Pub. Cost |
| Assist Rev. $ | Calculated | Added Revenue due to Assists. Note: Gross Profit = Revenue + Assist Rev. - Assist Adj. |
| Assists | Tracker/Upload |
A non-last paid click that was involved with a conversion event on a later paid click. Note: Conversions used to calculate bids = Assists + Conv. |
| Assist Adj. $ | Calculated | Subtracted Revenue, reallocated to assisting keywords. Note: Gross Profit = Revenue + Assist Rev. - Assist Adj. |
Gross Profit
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Gross Profit $ |
Calculated | Value used in the bidding algorithm. Gross Profit is determined from the Value per Conversion set at the Strategy level (as a value or a % of Revenue) under Settings -> Bidding.For the E-Commerce revenue model, Gross Profit can be set to equal Revenue minus a Cost of Goods Sold before marketing costs |
| GP/Conv. $ | Calculated | Gross Profit per Conversion: Gross Profit / Conversions |
| GP/Click $ | Calculated | Gross Profit per Click: Gross Profit / Clicks |
| GPOAS % | Calculated | Gross Profit On Ad Spend: Gross Profit / Pub. Cost |
Profit
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Profit $ | Calculated | Profit: Gross Profit - Pub. Cost |
| Margin % | Calculated | Margin percent: Profit / Gross Profit |
| Profit/Click $ | Calculated | Profit per Click: Profit / Clicks |
| ROI % | Calculated | Return On Investment: Profit / Pub. Cost |
