No two campaigns are the same. Monitoring real-time performance and continually refining your strategy are crucial to ensure every dollar is spent efficiently—but this presents a challenge when you’re managing several campaigns simultaneously.

A Bid Model is a high-performance machine that you can steer to optimize your campaigns. You create a set of rules that the Bid Model deploys as the campaign runs. With intuitive controls, you can adjust bids with Bid Modifiers, allocate budgets with Spend Ratios, and define priorities with Dimension Priorities to optimize performance in real time.

All advertisers can manage Bid Model components for their campaigns; however, a campaign must meet certain conditions before it becomes eligible. These conditions differ based on the individual Bid Model component that you’d like to apply.

Refer to these resources for more information on component-level eligibility requirements:

Campaigns support Bid Modeling on up to 100 dimension values.

When you apply a Bid Model setting, you define rules across one or more Bid Model components for a particular dimension. These components include Spend Ratios, Dimension Priorities, and Bid Modifiers. The Bid Model also includes the option to add individual dimensions to a campaign’s Allowlist or Blocklist when those dimensions appear in the campaign’s ad-serving data.

While these granular adjustments are optional, they allow you to take greater control of your campaign’s optimizations and, ultimately, its performance.

Refer to Spend Ratio overview, Dimension Priority overview, and Bid Modifier overview for more information about these individual Bid Model components.

Dimensions are the different targeting parameters that you can adjust by applying one or more Bid Model components to them. Bid Modeling is supported across the Creative, Location, and Inventory dimension categories.

* Note that Spend Ratios aren’t supported for the Publisher Category dimension subcategory. Refer to Spend Ratio overview for more information.

** Note that only Bid Modifiers aren’t supported for the Deal ID dimension subcategory. Refer to Bid Modifier overview for more information on how Bid Modifiers are executed on campaigns targeting both Deal IDs and Open Exchange inventory or Publisher Categories.

Bid Model components can be applied individually or together. When you apply multiple settings for the same dimension, ad opportunities pass through a decision-making process.

The Bid Model engine assesses whether serving is enabled for a dimension at each stage. This assessment is based on the Bid Model settings you defined and the campaign’s current performance. Once the campaign confirms that the ad opportunity matches every campaign and Bid Model setting for that particular dimension, it places a bid in the programmatic auction.

* This graphic is a simplified version of the logic that a Bid Model applies to determine whether or not it should bid on an ad opportunity when multiple Bid Model components are defined for the same dimensions.

Refer to the examples included Spend Ratio overview, Dimension Priority overview, and Bid Modifier overview for more details and examples of how these Bid Model components work individually and in tandem.

In certain cases, the granular campaign rules that you apply via Bid Model settings can begin to limit the number of bids that your campaign places in programmatic auctions. If a campaign featuring Spend Ratios, Dimension Priorities, and/or Bid Modifiers is not performing as expected, we recommend generating a Campaign Bidding Insights report for it. The report highlights which targeting parameters are limiting the campaign’s number of bid requests, which you can use to apply strategic optimizations and increase scale.

Refer to Campaign Bidding Insights overview for more information, and review “Reporting and analytics” collection overview for a complete list of reporting and insights resources.