Announcement: Target Bidding



Starting May 26, 2015, for line items with website clicks or conversions (WEBSITE_CLICKS) objectives, we’ve introduced a new pricing mechanism for bid amount that lets you specify a target cost per link click you want to pay. Our ad platform dynamically bids on your behalf to help you drive more link clicks, while working to keep your average cost per link click within 20% of your specified target. Therefore, we’ve replaced the automatically_select_bid boolean on line items with a new bid_type field that allows explicit specification of MAX, AUTO, and TARGET:

  • MAX, the default value, corresponds to automatically_select_bid = false (or null).
  • AUTO corresponds to automatically_select_bid = true.
  • TARGET attempts to make the line item’s bids average to the specified bid_amount_local_micro.

Before general availability, we’re making this feature available in beta to partners. Please note that it is not ready for production campaigns and should only be used for testing. For beta access, please contact us.

Until late-July, both bid_type and automatically_select_bid will be available before we permanently deprecate automatically_select_bid. You will be able to set one or the other, but not both simultaneously, on the same line item.

During this period, calls to the GET accounts/:account_id/line_items/:line_item_id endpoint and all others that return line item objects will return values for both automatically_select_bid and bid_type, regardless of whether you are part of the beta.

On POST accounts/:account_id/line_items and PUT accounts/:account_id/line_items/:line_item_id, setting bid_type to TARGET will cause automatically_select_bid to return false. If you have been inferring that automatically_select_bid = false means that a maximum bid has been set, you will need to update your code. But note that setting automatically_select_bid = false will retain the same behavior as before, effectively setting bid_type to MAX.

For more information, see Target Bidding.


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