We’ve taken a big step forward in making it easier for anyone to launch expertly optimized campaigns that hit your exact performance goals, served up with the transparency and control that you count on from AdRoll. Welcome, bid strategies.

To use bid strategies, simply create or edit a new campaign and tell us your goal. The default setting automatically balances reach and performance to help drive the most overall value for your budget. Alternatively, you can manually tune your strategy with a performance target, for example cost per click (CPC). Whatever you choose, enjoy the peace of mind that comes with knowing that no matter how busy you get, we’re optimizing your campaign ‘round the clock.


Get control and transparency with CPC bid optimization.

Regardless of how you pay for your campaign, all ads are served by buying impressions at auction on a dynamic, cost-per-thousand-impressions (dCPM) model; interested parties bid on space and the highest bidder wins the opportunity to make an impression on the qualified viewer. This is where BidIQ, our proprietary bid algorithm, steps in.

BidIQ processes hundreds of intent signals—taking into account things like user intent, device type, inventory quality, and viewability—in order to predict outcomes, like clicks and conversions, and determine the right price for each impression we bid on. After every move it makes, BidIQ learns from the outcome so it can play even smarter the next time. After all, machine learning isn’t just for board games.

Bid strategies plugs into BidIQ directly to layer your exact CPC or CPM performance requirements over how BidIQ evaluates each impression, which takes the guesswork out of setting up a campaign so you can be confident in your goals. Built-in guidance uses your campaign data to provide you with instant feedback on how your performance target impacts budget fulfillment and clicks or impressions volume.

All in all, you get the flexibility to define success your way and drive predictable performance outcomes while maintaining control over the targeting, creative, and inventory sources you get when you work with AdRoll.

What’s next?

We’re continuously making improvements to BidIQ so it can be even more efficient at delivering results. The last time we announced a new version of BidIQ (back in November 2015), average CPC had dropped by 35%. [Spoiler alert!] We’ll be announcing the next version in the coming month! Alongside improvements to the engine that powers it all, we’ll be releasing additional bid strategies throughout the year—including CPA and ROI—to give you even more flexibility to optimize for what you need.

What are you waiting for? Get more with retargeting without breaking a sweat.

Visit our Help Center to learn more about setting bid strategies and choosing the right strategy for your goals. At this time, bid strategies is only available for self-serve customers. In the meantime, if you have an account manager, reach out to them to discuss your advanced optimization options!