AdWords
4.3K members online now
4.3K members online now
Improve your AdWords performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Display network bid

[ Edited ]
am
Follower ✭ ☆ ☆
# 1
am
Follower ✭ ☆ ☆

Hi,

 

Recently we have got the following message in our adwords panel:

 

"We noticed you have a display network bid: We recommend removing it to take full advantage of keyword-level optimization. If you have any questions, please reach out to your account manager. Learn More"

 

The link to Learn More is: https://support.google.com/adwords/bin/answer.py?hl=en&answer=2580293

 

What does it mean?

 

In the past we have always specified Display Network Max CPC for our display campaigns. Is there any recent change that requires this Display Network Max CPC to be removed and instead Default Max CPC of the adgroup to be specified?

 

Thanks

 

am

1 Expert replyverified_user

Re: Display network bid

Google Employee
# 2
Google Employee

Hi am, 

 

That's a good question! 


What that messaging is referring to is that it is now possible to set individual bids for your keywords/topics/placements on the Display network rather than just using an Ad Group default bid. The benefit of this is that you can place individual bids for your Display Network keywords based on their relative worth to you, rather than having to use the default Ad Group level bid.

 

It's not a requirement to use Keyword or Topic level bidding, you can still continue to use the ad group default bid, but bear in mind that if you have a keyword level bid on the Display Network this will take precedence over your Ad Group default bid. If you only want to use an ad group level bid I would recommend removing any keyword/topic level bids or making these the same as your ad group level bid. 

 

Hope this helps!

 

A. 

Re: Display network bid

am
Follower ✭ ☆ ☆
# 3
am
Follower ✭ ☆ ☆

Hi Alys,

 

Thanks for your response.

 

Isn't keyword level bidding available since March, 2012 (http://adwords.blogspot.in/2012/03/better-way-to-buy-display.html)?

 

Why is this message showing now? Is there anything that has changed recently?

 

am