Question:

Why would you use fixed manual bidding for a line item instead of leaving it to automated algorithmic bidding?

Answer:

  • You know the targeted audience is especially valuable and you want to make an extra effort to reach it.
  • Because you can factor in more variables than Bid Manager
  • Because you have enough performance data and no longer need the algorithm to make estimates
  • To see if your intuition can beat the algorithm

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