Target and Bid vs Bid Only | #AdWordsAnswers
Hi AdWords Community,
I’m Priyanka from the AdWords team, and today I’d like to talk about two targeting options: Target and Bid and Bid Only.
Target and Bid and Bid Only are terms you’ll come across while setting up ads on the Display Network or when setting up Remarketing Lists for Search Ads (RLSA) on the Search Network.
Let’s start by defining them:
Target and Bid:
For the system to serve your ads, it needs a target. How will it find users for your ads? The answer to that is your targeting method. You can instruct the system to target a specific website(s), keyword(s), topic(s) and so on. Think of it as a game of darts--if the darts are ads, the dartboard is the target.
In addition to Target and Bid, you can also have the system bid differently on a specific targeting option without having it as a mandatory condition. Think of this as the “bullseye” on a dartboard. It’s not mandatory to hit it, but it’s definitely a bonus!
Why do I need “Bid Only”? Can’t I just use the “Target and Bid” option?
It is important to remember that all Target and Bid targets are mandatory targets. All targets need to be satisfied in order for the user to be eligible to see your ad. You’ll see in the examples mentioned below that layering targets on top of the “Target and Bid” option will streamline your targeting without the negative effect of a loss in traffic.
We’ll clarify the need for “Bid Only” with an example. Let’s say you’re an ecommerce site that specialises in mobile phones. You have created an Ad Group with Display Banner ads to serve on youtube.com. Let’s say that you would like to bid $1 on the ads. In addition to that, you add the “Mobile Phones” topic as Bid Only with a $2 bid.
The system interprets it this way:
1. The user must be on youtube.com to see the ad
- The user need not be interested in the topic: Mobile Phones
- The default bids for the ad is $1
- If the user is interested in “Mobile Phones,” then the bid is automatically increased to $2.
Let’s understand these settings better with an example
In this case above, we have chosen Placements Targeting for youtube.com and m.youtube.com and kept it on Target and Bid. At the same time, we’ve added a Topic Targeting of “Cats” on Bid Only.
What happens next? This means that the ad will only run on youtube.com or m.youtube.com. Since Cats is on Bid Only, it means it’s an optional targeting setting. We can set a specific bid for cases where videos about Cats on YouTube come together.
In this case, we’ve kept both the targeting options of Placements (youtube.com, m.youtube.com) and Topic Targeting (Cats) on Target and Bid.
What will happen next this time? The ads will only show when both criteria are fulfilled, i.e. on pages on YouTube that are related to Cats. If you’ve specified two different bids for the targeting options, the one that’s higher will be taken into consideration during the auction.
Note that by adding just one more layer of “Target and Bid” targeting, we are now looking at a smaller fraction of the original traffic estimate (5 billion impressions to 5 million impressions). These are just estimates by the system, but keep in mind that layering too many targets might not only lead to a sharp decline in traffic but also, in some cases, even prevent your ads from showing.
Points to keep in mind while using these settings
- There has to be at least one targeting method on “Target and Bid” in order for the ad group to run successfully.
- Display Keywords are always on “Target and Bid” by default.
- Want to check your settings at a glance? Add the "Targeting setting" column located under "Attributes" in the "Column" drop-down menu to see which of your methods are set to "Target and bid" or "Bid only."
I hope this was insightful! If you have any questions, do leave a comment below and we’d be happy to answer them. If you’d like to discuss the targeting options in detail, feel free to get in touch with the AdWords Support Team.
Have a great day ahead!
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