It allows us to make a custom bid for a parameter and treat it differently within a campaign. There are 13 such parameters (which you can combine), for example:
Micro bidding saves you money and time because you don't need to create multiple split campaigns, blacklists, or whitelists anymore.
Let's look at some examples to see micro bidding in action.
Let's say your target CPA is $2.5. Android 8 is the most converting OS, but the overall CPA is $2.9. Typically people think about blacklisting, but blacklisting Android 8 will cut 78% of traffic. Reducing CPC just for Android 8 i.e. by 20% would be a much better solution.
Two of the most converting publisher are way below the target CPA. Win Rate is a measure that shows how much traffic you buy from the parameter. In this case 62.5 and 43.8 respectively. By raising CPC for them we can buy the rest of the most relevant traffic left.
Micro bidding parameters (the full list)
The structure is the following: parameter:value:operation with a bid.
|sub_list_id||enter an Subscribers List ID, e.g. 1197||sub_list_id:1197:-0.2|
|publisher_id||enter a publisher ID, e.g. 48965||publisher_id:48965:+1|
|site_id||enter a site ID, e.g. 41563||site_id:41563:/0.5|
|carrier||enter a carrier, e.g. SFR||carrier:SFR:+0.4|
|device||mobile, computer, tablet, other||device:mobile:*0.4|
|connection_type||enter a connection type: wifi, cellular, ethernet||connection_type:wifi:-0.1|
|ISP||enter an Internet provider, e.g. Orange||isp:orange:+0.1|
|OS||enter an operating system, e.g. android 6||os:android 6:-0.9|
|weekday||MO, TU, WE, TH, FR, SA, SU||weekday:fr:*0.4|
|hour||put the number from 0 to 23||hour:15:-0.3|
|ip||enter an IP, e.g. 220.127.116.11||ip:18.104.22.168:-0.7|
|region / city / zip||region / city / zip||region:ca:+0.1|
|creative_id||enter a creative id, e.g. 38746||creative_id:38746:+0.7|
Register is of no importance.
Operations with a bid:
+ --- add to a bid
- --- deduct from a bid
* --- multiply a bid
/ --- divide a bid
NB! If you use more than one rule, e.g. country: usa:+0.2 and device:mobile:+0.3 in case, when both rules are followed 0.5 (0.2+0.3) will be added to the bid.