Micro bidding is a pro feature for those who want to optimize their campaigns for maximum performance and accuracy.

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:

  • Publisher;
  • Device;
  • OS;
  • Location;
  • etc.

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.

Example 1

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.

Example 2

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_identer an Subscribers List ID, e.g. 1197
publisher_identer a publisher ID, e.g. 48965publisher_id:48965:+1
site_identer a site ID, e.g. 41563site_id:41563:/0.5
carrierenter a carrier, e.g. SFRcarrier:SFR:+0.4
devicemobile, computer, tablet, otherdevice:mobile:*0.4
connection_typeenter a connection type: wifi, cellular, ethernetconnection_type:wifi:-0.1
ISPenter an Internet provider, e.g. Orangeisp:orange:+0.1
OSenter an operating system, e.g. android 6os:android 6:-0.9
weekdayMO, TU, WE, TH, FR, SA, SUweekday:fr:*0.4
hourput the number from 0 to 23hour:15:-0.3
ipenter an IP, e.g.
region / city / zipregion / city / zipregion:ca:+0.1
creative_identer a creative id, e.g. 38746creative_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.