What is a Bid?
When you run a Feathr Ad Campaign, every ad you show is the result of Feathr winning a programmatic micro-auction on your behalf. While a member of your target audience is loading a web page, advertisers are competing in a near-instantaneous micro-auction to "win" the ability to display an ad on that page to that person. How much you're willing to bid, like in a traditional auction, affects how often you will win. In Feathr, you can adjust your bid settings. Since each micro-auction costs fractions of a penny, the unit of ad inventory you are bidding on is CPM (cost per mille), or price per 1000 ads. See more about CPM here.
Understanding Bid Settings
The Advanced Options menu in the Feathr Campaign Wizard allows you to make adjustments to the bid settings of your campaign. These will affect the overall performance of the campaign, and the old axiom of "you get what you pay for" applies here: generally the higher your bid range, the better your campaign will perform. That is because higher bids win more ad placements and help your ads to be seen on websites with higher ad performance.
Bids will default to the most common settings, but they can be adjusted to unique specifications. The default base bid for all Feathr Ad Campaigns is $5 ($10 for audience sizes below 5000), and the maximum base bid is $15. The maximum possible bid for any campaign is 3x whatever the base bid is. Each campaign has a bid range with the minimum bid at the bottom and 3x that bid at the top of the range. Having a range offers Feathr the greatest flexibility in winning bids for you.
Adjusting Bid Settings
To adjust bid settings, you may either select from the Advanced Options dropdown or type your own specific bid between $5-15. Read more below.
There are three primary settings in the Advanced Options section.
The Frequency Cap allows you to set a number of impressions an individual can see over the course of a set period of time. The higher the cap, the more impressions an individual will see over the course of the campaign. The lower the cap, the fewer impressions.
The Frequency Period is the set period of time impressions are measured for their frequency cap. A longer frequency period will ensure that individuals see fewer impressions over the course of the campaign. A shorter frequency period will show the opposite behavior.
The Base Bid is the estimated CPM (cost per mil for 1000 impressions) for the campaign. A higher base bid will allow you to reach your audience at higher-cost websites. This can lower the total number of impressions seen because there will be a higher CPM, but the impressions may be more valuable if they are seen in a higher-quality space.