Fixed CPC-Billing Goals

A fixed CPC-billing goal is a goal specified for a display line using CPC billing.

Fixed CPC lines are billed at a fixed rate based on the specified cost-per-click rate. Although the line is billed on a CPC basis, the line is optimized to deliver on the goal you specify in the Goal Type field (CPC, CPA, CPI, Max Viewability, or ROAS).

CPC Goals

A cost per click (CPC) goal defines a display line that is optimized towards ad placements deemed likely to deliver clicks.

Fixed CPC-billing CPC lines are billed at a fixed rate based on the specified CPC rate (Bill Price). The CPC goal is defined by a profit margin goal (Profit Margin Goal%) that specifies the percentage over the bill price that is the line’s objective.

fixed-cpc-cpc-goal

The DSP supports fixed-CPC CPC goals for display lines.

To configure a fixed CPC-billing CPC goal:

  1. Choose the CPC option in the Billing Method drop-down list.
  2. Choose the CPC option in the Goal Type drop-down list.
  3. Specify the profit margin goal in the Profit Margin Goal % field.

CPA Goals

A cost per action (CPA) goal is optimized to bid on ad placement opportunities that are more likely to deliver the events (actions) specified by line’s conversion rules.

A fixed CPC-billing CPA goal is defined a maximum CPM price (maximum cost per one thousand impressions), a target CPA price, and at least one conversion rule.

fixed-cpc-cpa-goal

Although fixed CPC-billing CPC lines are billed at a fixed rate based on the specified CPC rate (Bill Price), they are optimized to deliver actions (events) that are defined as conversions.

The target CPA price and maximum CPM price specify the goal targets for the line.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPA Specifies the cost-per-acquisition objective, the amount the advertiser wants to pay per acquistion.
Conversions Specifies the action (event) that is the objective of the line. The line must be defined by a least one conversion rule. To learn more about conversions, see Conversions

The DSP supports fixed-CPC CPA goals for display lines.

To configure a fixed CPC-billing CPA goal:

  1. Choose the CPC option in the Billing Method drop-down list.
  2. Choose the CPA option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPA in the Target CPA field.

CPI Goals

A cost per (app) installation (CPI) goal is a mobile-based goal that is optimized to bid on ad placement opportunities that are more likely to deliver the events (app installations) specified by line’s conversion rules.

A fixed CPC-billing CPI goal is defined a maximum CPM price (maximum cost per one thousand impressions), a target CPI price, and at least one conversion rule.

fixed-cpc-cpi-goal

Although fixed CPC-billing CPC lines are billed at a fixed rate based on the specified CPC rate (Bill Price), they are optimized to deliver actions (events) that are defined as conversions.

The target CPI price and maximum CPM price specify the goal targets for the line.

Property Description
Max CPM Price Specifies the maximum price the advertiser is willing to pay per one thousand ad impressions.
Target CPI Specifies the cost-per-installation objective, the amount the advertiser wants to pay per installation.
Conversions Specifies the action (app installation) that is the objective of the line. The line must be defined by a least one conversion rule. To learn more about conversions, see Conversions

The DSP supports fixed-CPC CPI goals for display lines.

To configure a fixed CPC-billing CPA goal:

  1. Choose the CPC option in the Billing Method drop-down list.
  2. Choose the CPI option in the Goal Type drop-down list.
  3. Specify the maximum price you are willing to pay per one thousand impressions in the Max CPM Price field.
  4. Specify the target CPI in the Target CPI field.
  5. Lines with CPI goals require you to associate the line with at least one app URL conversion rule in the Conversions area of the Line Properties page. See App URL Rules for information on creating app URL rules.

To associate the line with an app URL rule, do the following:

  • Select your app URL conversion rule from the Pixel Name drop-down list.
  • Type a value for the rule.
  • To define the click window– the time period after a click that the conversion is tracked, select an option in the Click Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 30 Minutes.
  • To specify the view window– the time period after an impression that the conversion is tracked, select an option in the View Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 7 Days.

Max Viewability

ROAS