BiddingStrategy

Settings that control the bid strategy. Bid strategy determines the bid price.

JSON representation 
{

  // Union field bid_strategy_scheme can be only one of the following:
  "fixedBid": {
    object (FixedBidStrategy)
  },
  "maximizeSpendAutoBid": {
    object (MaximizeSpendBidStrategy)
  },
  "performanceGoalAutoBid": {
    object (PerformanceGoalBidStrategy)
  },
  "youtubeAndPartnersBid": {
    object (YoutubeAndPartnersBiddingStrategy)
  }
  // End of list of possible types for union field bid_strategy_scheme.
}
Fields
Union field bid_strategy_scheme. Required. bid_strategy_scheme can be only one of the following:
fixedBid

object (FixedBidStrategy)

A strategy that uses a fixed bid price.
maximizeSpendAutoBid

object (MaximizeSpendBidStrategy)

A strategy that automatically adjusts the bid to optimize to your performance goal while spending the full budget.

At insertion order level, the markupType of line items cannot be set to PARTNER_REVENUE_MODEL_MARKUP_TYPE_CPM. In addition, when performanceGoalType is one of:

  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPA
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPC
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_AV_VIEWED ,

the lineItemType of the insertion order line items must be either:

  • LINE_ITEM_TYPE_DISPLAY_DEFAULT
  • LINE_ITEM_TYPE_VIDEO_DEFAULT ,

and when performanceGoalType is either:

  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CIVA
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_IVO_TEN

the lineItemType of the insertion order line items must be LINE_ITEM_TYPE_VIDEO_DEFAULT.
performanceGoalAutoBid

object (PerformanceGoalBidStrategy)

A strategy that automatically adjusts the bid to meet or beat a specified performance goal. It is to be used only for a line item entity.
youtubeAndPartnersBid

object (YoutubeAndPartnersBiddingStrategy)

A bid strategy used by YouTube and Partners resources. It can only be used for a YouTube and Partners line item or ad group entity.

FixedBidStrategy

A strategy that uses a fixed bidding price.

JSON representation 
{
  "bidAmountMicros": string
}
Fields
bidAmountMicros

string (int64 format)

The fixed bid amount, in micros of the advertiser's currency. For insertion order entity, bidAmountMicros should be set as 0. For line item entity, bidAmountMicros must be greater than or equal to billable unit of the given currency and smaller than or equal to the upper limit 1000000000.

For example, 1500000 represents 1.5 standard units of the currency.

MaximizeSpendBidStrategy

A strategy that automatically adjusts the bid to optimize a specified performance goal while spending the full budget.

JSON representation 
{
  "performanceGoalType": enum (BiddingStrategyPerformanceGoalType),
  "maxAverageCpmBidAmountMicros": string,
  "raiseBidForDeals": boolean,
  "customBiddingAlgorithmId": string
}
Fields
performanceGoalType

enum (BiddingStrategyPerformanceGoalType)

Required. The type of the performance goal that the bidding strategy tries to minimize while spending the full budget. BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM is not supported for this strategy.
maxAverageCpmBidAmountMicros

string (int64 format)

The maximum average CPM that may be bid, in micros of the advertiser's currency. Must be greater than or equal to a billable unit of the given currency.

For example, 1500000 represents 1.5 standard units of the currency.
raiseBidForDeals

boolean

Whether the strategy takes deal floor prices into account.
customBiddingAlgorithmId

string (int64 format)

The ID of the Custom Bidding Algorithm used by this strategy. Only applicable when performanceGoalType is set to BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO.

BiddingStrategyPerformanceGoalType

Possible types of performance goal for bidding strategy.

Enums
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_UNSPECIFIED Type value is not specified or is unknown in this version.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPA Cost per action.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPC Cost per click.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM Viewable CPM.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO Custom bidding algorithm.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CIVA Completed inview and audible views.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_IVO_TEN Inview time over 10 secs views.
BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_AV_VIEWED Viewable impressions.

PerformanceGoalBidStrategy

A strategy that automatically adjusts the bid to meet or beat a specified performance goal.

JSON representation 
{
  "performanceGoalType": enum (BiddingStrategyPerformanceGoalType),
  "performanceGoalAmountMicros": string,
  "maxAverageCpmBidAmountMicros": string,
  "customBiddingAlgorithmId": string
}
Fields
performanceGoalType

enum (BiddingStrategyPerformanceGoalType)

Required. The type of the performance goal that the bidding strategy will try to meet or beat.

For line item level usage, the value must be one of:

  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPA
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPC
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM
  • BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO.
performanceGoalAmountMicros

string (int64 format)

Required. The performance goal the bidding strategy will attempt to meet or beat, in micros of the advertiser's currency or in micro of the ROAS (Return On Advertising Spend) value which is also based on advertiser's currency. Must be greater than or equal to a billable unit of the given currency and smaller or equal to upper bounds. Each performanceGoalType has its upper bound:

  • when performanceGoalType is BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPA, upper bound is 10000.00 USD.
  • when performanceGoalType is BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CPC, upper bound is 1000.00 USD.
  • when performanceGoalType is BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM, upper bound is 1000.00 USD.
  • when performanceGoalType is BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO, upper bound is 1000.00 and lower bound is 0.01.

Example: If set to BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM, the bid price will be based on the probability that each available impression will be viewable. For example, if viewable CPM target is $2 and an impression is 40% likely to be viewable, the bid price will be $0.80 CPM (40% of $2).

For example, 1500000 represents 1.5 standard units of the currency or ROAS value.
maxAverageCpmBidAmountMicros

string (int64 format)

The maximum average CPM that may be bid, in micros of the advertiser's currency. Must be greater than or equal to a billable unit of the given currency. Not applicable when performanceGoalType is set to BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_VIEWABLE_CPM.

For example, 1500000 represents 1.5 standard units of the currency.
customBiddingAlgorithmId

string (int64 format)

The ID of the Custom Bidding Algorithm used by this strategy. Only applicable when performanceGoalType is set to BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO.

YoutubeAndPartnersBiddingStrategy

Settings that control the bid strategy for YouTube and Partners resources.

JSON representation 
{
  "type": enum (YoutubeAndPartnersBiddingStrategyType),
  "value": string,
  "adGroupEffectiveTargetCpaValue": string,
  "adGroupEffectiveTargetCpaSource": enum (BiddingSource)
}
Fields
type

enum (YoutubeAndPartnersBiddingStrategyType)

The type of the bidding strategy.
value

string (int64 format)

The value used by the bidding strategy.

When the bidding strategy is assigned at the line item level, this field is only applicable for the following strategy types:

  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPA
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_ROAS

When the bidding strategy is assigned at the ad group level, this field is only applicable for the following strategy types:

  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MANUAL_CPM
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MANUAL_CPV
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPA
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPM
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_RESERVE_CPM
  • YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_ROAS

If not using an applicable strategy, the value of this field will be 0.
adGroupEffectiveTargetCpaValue

string (int64 format)

Output only. The effective target CPA for ad group, in micros of advertiser's currency.
adGroupEffectiveTargetCpaSource

enum (BiddingSource)

Output only. Source of the effective target CPA value for ad group.

YoutubeAndPartnersBiddingStrategyType

Possible types of bidding strategy for YouTube and Partners resources.

Enums
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_UNSPECIFIED Type is not specified or unknown.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MANUAL_CPV A bidding strategy that pays a configurable amount per video view.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MANUAL_CPM A bidding strategy that pays a configurable amount per impression.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPA A bidding strategy that automatically optimizes conversions per dollar.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPM A bidding strategy that pays a configurable amount per impression.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_RESERVE_CPM A bidding strategy for YouTube Instant Reserve line items that pays a fixed amount per impression.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MAXIMIZE_LIFT An automated bidding strategy that sets bids to achieve maximum lift.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MAXIMIZE_CONVERSIONS A bidding strategy that automatically maximizes number of conversions given a daily budget.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_CPV A bidding strategy that automatically optimizes cost per video view.
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_TARGET_ROAS A bidding strategy that automatically maximizes revenue while averaging a specific target Return On Ad Spend (ROAS).
YOUTUBE_AND_PARTNERS_BIDDING_STRATEGY_TYPE_MAXIMIZE_CONVERSION_VALUE A bidding strategy that automatically sets bids to maximize revenue while spending your budget.

BiddingSource

Source of the bidding value.

Enums
BIDDING_SOURCE_UNSPECIFIED Bidding source is not specified or unknown.
BIDDING_SOURCE_LINE_ITEM Bidding value is inherited from the line item.
BIDDING_SOURCE_AD_GROUP Bidding value is defined in the ad group.