A bid strategy allows you to optimize the impressions to prioritize or how aggressively to bid. There are a couple of ways to create a bid strategy.
Set a budget cap
To set a cap for your campaign’s Maximum Daily spending:
Open the Bid Strategy panel.
Select the Budget Capping slider button.
Enter the maximum daily spending limits for your campaign in the Maximum Daily section to set spending caps for impressions, clicks, and conversions that can be won per day.
To set a cap for your campaign’s Maximum Total spending:
Open the Bid Strategy panel.
Select the Budget Capping slider button.
Enter the maximum total spending limit for your campaign in the Maximum Total section to set spending caps for the cost of impressions, clicks, and conversions that can be won over the span of the campaign.
Set an impressions cap
To set a cap for the number of user impressions that can be viewed:
Open the Bid Strategy panel.
Select the Impression Capping slider button.
Use the +/- buttons to set the maximum number of impressions you want to display per day.
Set Bid Pacing
When Bid Pacing is enabled, your bids will be evenly distributed throughout it’s scheduled display times according to your daily budget.