Bidtellect - Native Intelligence FAQs

The account settings icon at the top right allows you to customize both what shows up in the search bar (e.g. you can only see Campaigns if you'd like) and also if you want the graphs always minimized in your dashboards as well as the default status of your list views (e.g. only show IOs or campaigns that are set to running). You can also lock the left navigation bar to always show if you like.

Outstream Video Auto-Play: Video: No copy or image required. Format: 3GP, AVI, FLV, MOV, MP4 and WMV, VAST/VPAID tags File Size: 30 MB for every 30 seconds Aspect Ratio: (16:9) 1920x1080, 1280x720 or 640x360 Duration: Recommended 15-30 seconds Audio: Audio is supported. AAC audio is recommended. Native Auto-Play: Text Elements: Ad Title: Maximum 60 Characters Ad Description: Maximum 150 Characters Sponsored By: Maximum 30 Characters Landing Page Video: Format: 3GP, AVI, FLV, MOV, MP4 and WMV, VAST/VPAID tags File Size: 30 MB for every 30 seconds Aspect Ratio: (16:9) 1920x1080, 1280x720 or 640x360 Duration: Recommended 15-30 seconds Audio: Audio is supported. AAC audio is recommended. Native In-Feed Video: Text Elements: Ad Title: Maximum 60 Characters Ad Description: Maximum 150 Characters Sponsored By: Maximum 30 Characters Landing Page Video: (or Youtube) Format: 3GP, AVI, FLV, MOV, MP4 and WMV (MP4 / H.264 is recommended), VAST/VPAID tags File Size: 30 MB for every 30 seconds Aspect Ratio: (16:9) 1920x1080, 1280x720 or 640x360 Duration: Unlimited Audio: Audio is supported. AAC audio is recommended.

Q. Why isn't my campaign spending? A. If you just launched, it can take a few hours to start serving impressions. If your campaign has already launched, please check that your bid is sufficiently high, your targeting not too narrow or with too many layers (e.g. behavioral on top of contextual), that you have the IO, campaign, and creative all set to running, day parting is not too restricted, and that you have enough sites (categories or placements) selected. Please contact your account manager if spend still does not show. Q. How often is reporting updated? A. Every one to two hours. Q. Why don't my numbers in Google Analytics match Insights? A. Multiple clicks on the same ad from the same session are de-duped in Bidtellect. Clicks in general don't always equal visits since one is defined in the ad server(s) and one as a session based on web analytics. For instance, if a user bounces before the session loads, a click will be counted but a visit will not. Please check that the GA code is placed on all landing pages and that the GA parameters aren't getting stripped. Q. Is your conversion impression or click based? A. Click based. Q. How do you define the Engagement Score? A. Proprietary combination of Sessions, Page Views, Bounce Rate (50% of pixels in view for 1 continuous second for display and 2 seconds for video. We use geometric method. We can accept third party view monitoring tags as well. Both can only be used on sites that allow the use of JavaScript. Q. What are average CTRs, CPMs, and CPCs? A. It depends but network wide CTRs for desktop are 0.2% and 0.3% for mobile. CPMs, which will vary of course by targeting and vertical, for volume on premium publishers typically have a price floor of $4. CPCs will depend on CTRs since all inventory is bought on a CPM, but floors tend to be in the $0.3 range with average CTRs. Q. Do you have brand safety? A. We offer pre-bid brand safety via AdmantX. Q. Do you have fraud protection? A. We offer pre-bid fraud protection by default via Integral Ad Science. Q. Do you have behavioral third and first party targeting? A. Yes, via an integration with Lotame, we have access to most of the major behavioral targeting providers. We also have 1st party targeting available via Oracle/BlueKai, LiveRamp, Lotame, and Adobe DMPs. Q. What types of supply do you connect to? A. We connect to three difference types of supply: SSP exchanges like Pubmatic, Rubicon, and Google's AdX that carve out native inventory as well as native only SSPs like Triple Lift and Ads Native; direct publishers like CBSi and Answers.com where we have our own code on the page; and native endemic sources like Yahoo Gemini and Taboola which require a custom set up. Q. Do you have APIs? A. Reporting and campaign control APIs are soon to be released. Q. Do you have auto daily reporting? A. Yes, just ask your account manager to set it up.

The planning tool allows you to get the total number of available impressions/auctions and suggested bid price per the basic campaign parameters entered including date range, category for site targeting, device type(s), and location. Note any fees, e.g. behavioral, should be added to the suggested bid prices.

To create a new IO, hit the big red plus circle which takes you to the IO creation page. If this is an existing brand, you can search for it in Brand search box. If not, hit the plus bottom to add and save the new Brand to the system. If this is an existing IO, you can search for it in IO search box. If not, hit the plus bottom to add the new IO to the system. This includes a name, the flight dates, the IO level budget, and the status. As a reminder, the information here will apply to all campaigns placed under this IO, so the flight date range and the budget represent the max amounts that any campaign, in sum, can spend or run during. The status can be used to shut off all campaigns in one click running under the IO. Additional IO settings: 1. Frequency caps - you can set a universal frequency cap to apply to all campaigns under the IO 2. Fluid budgets - you can create budget pools for specific campaigns to pull from

Settings on the Targeting tab include: Target Name: note this will inherit the campaign name and the settings chosen here will be saved for future use in other campaigns if desired by clicking on Load Targeting Profile Behavioral: see below for details Retargeting: you can generated these pixels right here in the interface and only serve ads to those users who have been to the landing page on the brand’s site where the pixel was placed. Otherwise the campaign should be set to retargeting all audiences Product Type: You can run on all 3 of the IAB native ad types Bidtellect serves, i.e. In-Feed, Rec Widget, and In-Ad or any custom selection of interest Location: you can target up to country and down to the city/DMA/zip level as well as block at these levels. Bulk uploaded can be done here. Device Type: You can run on all 3 device types or any custom selection of interest Operating System Language - declared browser language for international campaigns Carrier Browser Campaign Targeting > Behavioral Creating a New Audience in the Behavioral setting opens Bidtellect’s Behavioral targeting tool. This requires CPM bidding due to the way the data fee is structured. Through a partnership with Lotame, Bidtellect has access to the top behavioral targeting data providers and the tool allows you to select audiences within and across these provides. The tool allows you to create a meta audience across providers using Boolean logic (AND, OR statements) and provides reach and cost information for each segment. + Adds in a single segment while the grouping icon will enable grouped segments like ((A or B or C) AND (D or E)). Once enabled, the campaign will only serve to users who have identifiers restricted to the audience(s) selected. Audiences previously created will be housed in the Audience section for future use where they can also be created and edited there as well. You also have the ability to target 1st Party audiences if your DMP is Oracle/BlueKai, Krux, LiveRamp, Lotame, or Adobe. You create the audience in your DMP, tell your Bidtellect contact the audience name and ID, and then we port over the audience on the backend to the Audience section to select. You can layer 1P on top of 3rd party targeting by choosing the option "user must be in both audiences" once two or more audiences have been created.

At every screen in the platform, you can use the universal search bar by clicking into the magnifying glass at the top of the screen. Using search key work terms, you can search IOs, Campaigns, Creative, and Audiences to select the respective Dashboard, edit that feature, or be taken to part of the platform housing that full feature.

The account navigation bar for the platform is located in the hamburger in the top left. This contains links to the Home dash (which houses all Insertion Orders and Campaigns in a list view), Audiences which houses all of the retargeting and behavioral audiences created, Manage Users (for user log in creation and control), Planning Tool for forecasting, Image Library to import all images, and the Insights section, which houses all of the reporting and available data filters.

The red circle is a universal action button, this allows you to quickly do common actions like creating new campaigns throughout the platform

There are three descending Dashboard "At a Glance" views of your account: Home, IO, and Campaign. Each Dashboard contains basic performance data, graphs, overall settings, as well as the ability to access the full suite of settings and reporting (Insights). Home: The first screen you are taken to after logging. A high level overview of your account is here, showing stats across your account. This includes a graph of what’s spent recently and below that the Brands, IOs, Campaigns, and Creative running where some basic trends in this list view are also shown. The information here is customizable, exportable, and filterable. IO: The IO Dashboard gives you customizable performance graphs and module information (e.g. budget) as well as the ability to edit the IO settings and clone whole IOs (which then will clone all of the campaigns under that IO). You can also access your full suite of Insights reporting directly from this dashboard. The campaigns and creative that live under the IO are shown in a list which can then be easily accessed and there is also an audit trail of changes shown in History. Campaign: The Campaign Dashboard gives you customizable performance graphs, a campaign summary, IO information, and the creative used in the campaign, all of which can be edited and cloned via quick links. There is also a more detailed look into the campaign's targeting parameters and settings applied as well as a campaign audit trail under History.

Outstream Video Auto-Play: In content, expands and plays once in view Sound on hover over; user clicks on video and goes to landing page VAST and VPAID compliant mCPM video play pricing Desktop and Mobile Selectable as one of two video options for your campaign in the DSP Auto-Play Programmatic from sources like Teads and Unruly Outstream Video Autoplay Example Native In-Feed Video: Native In-Feed Video (modal/lightbox only) User initiated play with auto sound; user clicks on ad, expands on the publisher page Click to play. Second click to any destination URL VAST and VPAID compliant mCPM pricing Selectable as one of two video options for your campaign in the DSP Desktop and Mobile Native In-Feed Video Example Autoplay Native Video: Premium In-Feed Unit Auto-Play in view thumbnail Click to sound and expands on page Secondary click to destination URL VAST and VPAID compliant CPM video play pricing (Video starts playing once creative unit is 50% in view) Desktop and mobile LIVE VIDEO EXAMPLE HERE

In Insights, you can chose the two metrics as KPIs to be shown on the Y axis per your KPI(s) within each data filter (e.g. Daily).

The image library is where you can bulk upload a set of images to store and associate with creative for your campaigns:

The Insights section of the DSP allow advertisers to analyze their campaign in a multitude of ways: by day, IO or Campaign, Creative, Native Ad Type (Product), Device, Site (Domain), and Placement (a more granular level than Site, corresponding to ad placement within a site). Within Insights, you can move across these data filters by selecting the tab of interest. Data from each data filter (e.g. Daily) can be exported into Excel by clicking “Export” or across all data filters (Device, Product, Campaign, Site, Placement) can be downloaded at once by using the “Export All” button. The metric columns in the metrics table below the graph can also be customized in Columns. You can also email your account manager for daily auto reports with more granular cross tabs (e.g. creative by day). You can filter Insights to the specific brand / IO / campaign that you're interested in looking at (note the search bar here can be used too):

Accessible in the left hamburger navigation menu, you can create Retargeting and Behavioral Targeting audiences as well as access your first party audiences and shows the reach of the audience, its creation date as well as providing the ability to edit them. You can also access specific audiences in your Campaign settings Targeting tab as well as by using the universal search bar. You can also create audiences at any time using the red action circle.

The Users section is where you can create and control the access settings for each of the log-ins associated with your account down from the broadest Brand level to the most granular Campaign level.

You can create specific budget pools in your IO that you can associate multiple campaigns to and these campaigns will spend the pool budget according to its performance. In other words, you can have a set of campaigns share a single budget. This is a useful feature if you want to separate out a number of campaigns, each with different targeting parameter, to test and report how these targeting variables perform without having to specify budgets for each. The system will automatically spend where performance is best, creating significant efficiencies in the campaign set up, optimization, and target reporting process. Pool details: 1. You can have one or more pools in a given IO 2. You can have both fixed, non-fluid budgets and fluid-pool associated budgets in a given IO 3. A pool must have a single KPI that all associated campaigns will share. You can however have different pricing structures (e.g. CPM or CPC) and prices for each campaign 4. Existent pools are associated to campaigns within Campaigns > General during set up 5. You cannot change a fixed, non-fluid budgeted campaign to a fluid budget. You must actualize the fixed campaign's spend, then clone the fixed campaign and associate it with the pool when cloning to accomplish this task. 6. You can create pools at the campaign level that then future campaigns can be added to. However it is recommended to do it at the IO level for sake of clarity. 7. Cloning IOs with pools clones those pools as well as the campaigns in them Budget pool concept: Pool in Campaign > Settings: Pools in IO:

Creative which is the last tab in the campaign creation process where you can add new creative either one at a time or in a bulk upload. You can download the bulk template in Bulk Upload to see what’s required for bulk input (please follow the instructions there closely, for example, you cannot have nested zip files in your upload). You also can edit or clone creative here too. The required elements to create the native ad are: 1. Name 2. Destination URL, which can also be a click tracker 3. Video information if it’s a video creative For In-Stream video: VAST/VPAID tags go in the Video URL field and a secondary click through (or click tracker) goes in the Destination URL field. The required additional fields like VAST version and bit rate can be found by putting the VAST URL into your browser and then searching for the fields in the XML result If you upload the MP4 video for us to host, the hosting URL will populate in the video URL field once uploaded YouTube links go in the Video URL field while the secondary click (or click tracker) goes in the Destination URL Campaign must be priced on a CPM Please see creative spec sheet for additional details 4. Copy including short and long text 5. Sponsored by line 6. Status 7. Image: a 1200x900 sized unit or 1:1 ratio. This can pulled in from the image library. 8. Pixels (optional): third party impression trackers or view tags go here. Note the pass back dynamic parameters {} listed that can be entered in the impression tracker or Destination URL field as a query string add on. This will allow you to view these ids in your own analytics tools

BIDTELLECT SPEC SHEET Recommendation Widgets Imagery: Standard 1200x900 900x900 non branded *Max image size:2MB Headline: *not all sites accept JS tags VIDEO FORMAT Bidtellect supports nearly any video format for uploading. Examples are 3GP, AVI, FLV, MOV, MP4 and WMV. There are a few noteworthy formats that are not supported: Quicktime (MOV) files that use the Apple Intermediate Codec (used in Final Cut Pro). DRM protected files from Microsoft (WMV) or the iTunes Store (M4V, MOV). WMV videos using the MSS2 video codec (for screencasting). Videos generated by GoToMeeting. If you are in control of the format (e.g. when exporting the video from your editor), we advise you to always upload videos using: The MP4 container format The H.264 video codec The AAC audio codec Dimensions & Bitrates for video In terms of dimensions, bigger is better. Video in 720p is today's standard and a great option. We also see an increase in 1080p uploads. If your original video is full HD, we suggest you upload 1080p too. If your source footage is standard definition (NTSC, PAL), we suggest 360p as the dimension to use. Anything smaller than 360p is not recommended. Since H.264 and AAC are excellent codecs, the upload bitrates do not have to be extremely high. They should be sufficiently high to not introduce any data loss though. Remember that Bidtellect creates the final encodes to be streamed. If the input format already has compression artifacts, the final transcodes may look quite bad. Here is an overview that includes the preferred format, dimensions and audio/video bitrates to use. If you upload video in these formats, Bidtellect will be able to build high quality transcodes and deliver smooth playback across devices. FORMAT 1080p 720p 360p Dimensions 1920x1080 pixels 1280x720 pixels 640x360 pixels Video Bitrate 15,000 kbps 10,000 kbps 5,000 kbps Audio Bitrate 256 kbps 256 kbps 256 kbps Note that our built-in transcoding will generate smaller versions of your uploaded video. If you upload video in 1080p, only viewers whose device and connection support 1080p playback will see that resolution. Other viewers (e.g. on older computers or phones) will see lower resolution transcodes (e.g. 360p or 180p). Bidtellect Pixels: CONVERSION PIXEL The conversion pixel should be placed at the confirmation page or a thank you page post transaction. This would be after a user has made a purchase, registered for something, or any action you would like to measure for the campaign. Additionally, the conversion pixel can also be placed on any page where you'd like to measure post-click activity, regardless of transaction or not. For example, if there is a secondary click that an advertiser wants to measure after landing on the homepage, the Bidtellect conversion pixel can be placed there. At this point, advertisers can only utilize one conversion pixel per IO. RETARGETING PIXEL The retargeting pixel should be placed on any page on an advertiser's site where they'd like to collect a pool of users to remarket on the same or subsequent campaign. For best practices and scale, we recommend that the advertiser place the RT pixel on their homepage or any page that generates the most volume in order to collect the largest user pool. The RT pixel can also be placed on multiple pages, including the advertiser's landing page. BIDTELLECT ENGAGEMENT CODE The Engagement Code should be placed in the template header (common head HTML tag) so that we can track user behavior across multiple areas of your site. If the template header is not possible,The Engagement Code can be placed in a common container footer that runs across your site's subdomains.

An IO at Bidtellect is a set of budget and flight date controls associated with a given brand that are applied to every campaign created under that IO. For instance, if you know you are going to spend $75k for the Georgia-Pacific brand for the year, you would enter this information into the IO and then can create as many campaigns, each with its own targeting, for Georgia-Pacific as you like under the IO. The campaigns will just be restricted to the budget total on the IO and flight dates entered; in other words, the IO is a high level set of checks and balances for your campaigns. You may also set up multiple IOs to house campaigns for a given brand if that better suits your needs. A Campaign at Bidtellect is a set of targeting parameters applied to an entered budget and flight dates for a given brand. A Campaign can also be thought of as a line item on traditional insertion orders. Targeting settings at Bidtellect, as well as the associated reporting, exist at this Campaign level, not at the lower creative or higher IO level. To create an IO or a campaign at any time, you can click on the big red + circle:

Supply is where you determine where your ads will run. Just like in the Targeting tab, the Profile Name will be saved for future use in new campaigns if desired with the previous settings accessible in the Load Supply Profile. Estimated reach is updated per your selections in the right rail (caveat: anything with page level data via AdmantX will not be available here). Sections: 1. Site Tiers: our categorization of the quality of domains that pass through our platform. Whichever selection you chose you will be at that level inclusive of the more premium tiers. So choosing 3, which is the default, includes level 1 and 2. You will now only run on sites deemed level of and lower. 2. Category targeting: select the environment in which you want to serve the ads. You can do this three ways: contextual, channel, and contextual + channel. The contextual tool is provided by AdmantX and is at the page level. So you if select second hand cars here you'll only serve ads on pages specifically about that content. For channel targeting you'll serve on domains categorized as auto if you select auto. Note each of Bidtellect’s site domains can be set to one or more categories. 3. Brand Safety: via AdmantX, you have the ability to use brand safety technology to make you your campaign is not showing up next to the selectable parent categories listed as well as the child segments categories of Negative Feeling (to the right). 4. Keyword targeting or blocking for both positive and negative sentiment (using the smiley emoticons). 5. Supply Source and Domain targeting. You can white and black list exchange level Supply Sources or at the more granular cross source Domain level. To implement a black or white list, you can upload a text file in the Domain section.

Bidding and Algorithms All auctions are real time bidding auctions (except for Yahoo campaigns which are API based). Third party exchange supply sources are generally second price auctions. All impressions are purchased on a CPM. For CPC campaigns, we model the CTR, take on the CTR risk, bid on a CPM, but charge the CPC. The eCPM for your CTR campaigns give a good indication of your bidding CPMs. Fees including usage, optional behavioral and brand safety, and agency margin are taken out of the max bid price. For example, if a $10 mCPM is set, a $2 Behavioral audience is selected, and the max usage fee is $2 if the most expensive inventory is purchased and is optimized to spend the max, then the effective max bid is now $6 ($10 - $2 - $2) but you will be charged the original $10 if you win the auction and this is the price that will show up as Spend in reporting. Algorithmic optimization, which is set by the Goal type, starts at and requires a statistically robust sample sample size at the most granular creative-placement-device level. In the absence enough data at this lowest level, information at higher, aggregated levels is used to inform bidding optimization. This hierarchy explains how, with a CTR goal selected, you can have a creative with a relatively higher CTR yet fewer overall impressions as there might not be enough information at the most granular creative-placement-device level to inform the bidding strategy for this creative. The exact nature of the bid curve and the impressions required depends on the goal type selected. For Conversion campaigns, a multiple of the input target CPA is required per placement to inform the optimization. In general, bids are reduced in price if performance is relatively weak on a given placement and bids are maxed out on relatively strong placements. Max bidding: if auctions are won at a price below the max bid due to bidding optimization and you are bidding a CPM, then these cost savings are automatically passed onto you. DR optimization strategy Generally speaking, we recommend a two prong approach: first, set up a broadly targeted campaign, ideally targeting all categories, all devices, and all products. This campaign will serve as lead or learning generation campaign where you will find the sites, types of sites, devices, creative, and products that convert well. Even with this being an exploratory campaign, it should be manually optimized as well first in terms of blocking sites/placements that are spending a lot of money relative to the budget and CPA goal. Second, set up one or more finely targeted campaigns that take the learnings from the broad, lead generation campaign and hone in on one or more of its successful elements like proven white-listed sites, creative, devices, and ad types. Bids for this more targeting campaign can generally be more aggressive than the exploratory campaign since the parameters chosen have been proven to be effective. Information for targeted campaigns can also be culled from campaigns run with other partners: for instance, sites, categories or creative that have worked well. Enter in a target eCPA when generating the Conversion Pixel and a target CTR when using a CTR goal. This will help focus the algos on sites that are in your goal range and help stop spend per site outside of the goal range Performance over Delivery should be chosen in the General targeting section, as this will more aggressively focus on the CPA goal independent of the budget and end date of the campaign ('Delivery' will take into account the budget, end date, and performance) If our conversion pixel cannot be placed on the landing page action, then we encourage the use of our dynamic passback parameters for optimization purposes to tie in our site and creative ids to the conversions as measured in your analytics software and then used for manual optimization purposes. We also recommend using the Site Tier optimization Goal Type since the sites that the campaign will initially deliver on have been historically high performers. Our conversion pixel will measure clickthrough, not viewthrough conversions. The look back window is 30 days In-Feed tends to be a high performing product in terms of overall conversions Consider use of frequency caps and/or relevant product purchase related day parting Consider retargeting campaigns at various levels of the customer journey on site to reach pre-engaged consumers Branding optimization strategy Generally speaking, for branding campaigns that have numerical KPIs (e.g. CTR, TOS, $/PV, etc) we suggest a strategy similar to DR where the campaign is continually manually optimized by first the site/placement list according to the KPI performance per site followed by creative, device, and product blocks. We encourage the use of the extensive audience, including first and third party behavioral targeting, and campaign targeting tools available to reach your target audience using the platform. However we caution against the use of too many targeting settings crossed together or layered on top of each other in a single campaign or else volume can be a concern: for instance, the use of behavioral targeting along with frequency caps and narrow category targets can create an extremely nice audience where budget pacing can be impacted. There is always a proper balance to be sought between performance optimization and budget delivery; the pacing preference type of Delivery or Performance can help shift the balance in either way and can be changed as the campaign progresses. For instance, if under-delivering after a few weeks of Performance pacing you can select Delivery to spend more towards the end of the campaign. You could also open up targeting or raise the bids if you want to keep Performance selected. As in DR optimization, we encourage the use of our dynamic passback parameters for optimization purposes to tie in our site and creative ids to the branding KPIs as measured in your analytics software. Behavioral audiences are available through Lotame and their DMP partnerships First party audience uploads are available through Liveramp, Oracle/BlueKai, Lotame, and Adobe DMPs White and black listing of sites is permitted to reach pre-qualified audiences Campaigns broken out by different verticals/categories in the Supply tab allows for different audiences to be targeted with different creative In-Feed native video is a great branding tool where the video plays on-page and overlaid in the publisher content feed. VAST/VPAID, MP4, and YouTube links can be served In-Feed. This campaign must be set at a CPM price Oustream auto play video is a great tool for getting cost efficient plays and completed views. The campaigns must be set at a CPM price. Viewability can be selected as a Goal type and pricing metric to drive viewable branding impressions Pre-bid brand safety technology is available through our integration with AdmantX Pre-bid page level contextual targeting is available through our integration with AdmantX Pre-bid fraud protection is available through our integration with IAS Brand safety, viewability, and brand studies impression tags are accepted allowing a full independent analysis of your branding campaign Creative Tips: http://nativemarketing.com/2016/05/11/steps-to-success-with-bidtellect/ Reach Arts & Entertainment, News, Business, Tech, and Sports are the largest categories respectively. If you are having trouble delivering, please consider the use of one or more of the categories if relevant. Site Tier 3 should be selected to start and then moved down based on delivery to hit the most premium supply if on pace If using Behavioral Targeting, we recommend targeting all categories since the audience is being pre-defined at the user level. If contextual targeting must also be used, please use one or more of the above categories. Retargeting reach can be limited since user ids must be set and synced with cookies in third party exchanges. Countries with the most supply are the US, UK, CA, UK, and AUS General tips If bidding a mCPC, ~$1.50 tends to be the floor for sufficient volume (CTR dependent) If bidding a mCPM, ~$4 tends to be the floor for sufficient volume For In-Feed and Outstream video, ~$8 floor CPM are suggested, as these are premium, competitively sought, highly viewable placements In general, your bid price is a combination of your performance metric (CTR, CPA, or Engagement) and your input max CPC/CPM All fees (e.g. data and usage) get taken out of the bid price, so the max price should be adjusted upward If wanting to spend less, reducing the campaign budget is generally preferred over reducing the bid price since the latter can impact the quality of sites the campaign can show up on. Mobile and Tablet traffic tends to be cheaper and have higher CTRs When pacing behind, consider raising the bid price or opening up the targeting parameters (e.g. adding more categories, removing a frequency cap, adding more day part hours, site tier, etc)