> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/advertisers/campaigns/bidder.md).
# Bidder
As an Advertiser, you want to avoid wasting money displaying your ads in ad zones that do not get conversions. There are several ways to do this:
* You can block underperforming ad zones or sites in [Step 5: **Zones**](/advertisers/campaigns/creating-a-campaign/step-5-zones.md) of creating a campaign.
* Set a low price for underperforming zones in Step 5: **Zones** so that you only pay when the price is very low.
OR
* Use **Bidder**:
* **Automatic Bidding Optimization** adjusts bids using conversions and blocks non-converting zones.
* **Blocking Rules** blocks underperforming browsers, countries, devices, languages, mobile carriers, operating systems, sites, and zones.
To use the bidder, you set up a Bidder Algorithm in the **Campaigns** > **Bidder** tab.
***
{% hint style="info" %}
To use Automatic Bidding Optimization, a campaign must have at least one conversion goal set up. However, you do not need to set up conversion goals to use the Blocking Rules. The tool works for both pixel and S2S tracking.
{% endhint %}
***
## Naming the Bidding Algorithm
Name each new bidder algorithm so you can identify it in campaigns.
## Data Period
Set the **Data Period**. Bidder uses this period to adjust bids and block non-converting zones. Available periods:
* Today
* 2 days
* 3 days
* 7 days
* 30 days (default)
* 90 days
* 180 days
## Part 1: Automatic Bidding Optimization
**Automatic Bidding Optimization** adjusts the price on each zone based on the [conversion value](/advertisers/campaigns/conversion-tracking/setting-up-conversion-tracking.md), and block zones that do not convert.
### 1. Select a Conversion Goal and a method to obtain Conversion Value
Select a conversion goal from **Conversion Tracking**. Then choose one conversion-value method:
* **Use the Goal's Conversion Value**: Use the value from a Dynamic or Fixed goal.
* If a Dynamic goal has a low or missing value at the time of optimization, Bidder ignores optimization and makes an entry in the Bidder history showing **Automatic Optimization Ignored**.
* **Set Target Conversion Value**: Enter a conversion value for Bidder to use.
***
{% hint style="info" %}
The ability to choose the method **Use the Goal's Conversion Value** is only possible for Dynamic and Fixed conversion value goals. For a No Value goal, the bidding algorithm optimizes to a value of 0.
{% endhint %}
***
Once the **Automatic Bidding Optimization** is running, it will adjust the bids up or down, to keep them under the conversion value for the selected conversion goal.
### 2. Set a Maximum Test Budget
Bidder needs campaign data before optimization begins. Set the **Maximum Test Budget** you will spend to collect it.
Set the **Maximum Test Budget** in one of two ways:
* **Automatic**: Sets the budget to 5 times the target conversion value.
* **Set Maximum**: Sets a custom maximum test budget.
***
{% hint style="info" %}
The highest **Maximum Test Budget** you can set is 20 times the target conversion value.
{% endhint %}
***
### When Automatic Bidding Optimization Starts
* If the campaign gets more than three conversions, then the Bidder will start optimizing whether your **Maximum Test Budget** is reached or not. In this case, the automatic bidding might adjust the CPM price higher than the original bid set in the campaign.
* If the campaign has less than three conversions, and the **Maximum Test Budget** has been reached, then the bidder will start optimizing. In this case, the bid might be too low according to the eCPA of the ad zone.
* If the campaign has zero conversions on a particular ad zone and reaches the **Maximum Test Budget**, the bidder will block that ad zone for the campaign forever.
***
{% hint style="info" %}
Once Automatic Bidding Optimization starts, the algorithm will use data generated from then on. As the campaign progresses through time, the bidder will only take data from the last 30 days. The algorithm will check data multiple times an hour for optimization. This will be displayed in the Bidder History (see below).
{% endhint %}
***
### Assigning the algorithm to a campaign
Assign the algorithm to an existing or new CPM, CPC, CPV, or Smart CPM campaign. In [Step 4: **Pricing & Limits**](/advertisers/campaigns/creating-a-campaign/step-4-pricing-and-limits.md), enable **Bidder** and select the saved algorithm.
***
{% hint style="info" %}
When any bidding algorithm is applied to an existing campaign, any previous zone optimization will be reset and manual ad zone optimization disabled.
{% endhint %}
***
## Part 2: Blocking Rules
Enable **Blocking Rules** to automatically block dimensions that match your rules.
Base each rule on **Impressions**, **Clicks**, **Spending**, **CTR**, **Conversions**, **eCPA**, **ROI**, or **Profit**. Combine these elements to define which dimensions get blocked.
***
{% hint style="info" %}
In the second drop-down menu, if you select **Conversions**, **eCPA**, **ROI**, or **Profit**, you must then select which goal is associated with them from the **Select a Goal** drop-down menu that appears.
{% endhint %}
***
In the Block field, select what to block:
* **Zone** (default)
* **Browser**
* **Country**
* **Devices**
* **Language**
* **Mobile Carrier**
* **Operating System**
* **Site**
Add unlimited rules to the algorithm to further fine-tune the automation by clicking **Add**.
***
{% hint style="info" %}
Each rule will be applied on an OR basis and not an AND basis, which means that each rule is applied individually. Whichever of the set rules fulfills the condition first will be triggered and will block the ad zone.
{% endhint %}
***
Click **Update** after adding rules. The new **Blocking Rule** then begins working.
## History and campaigns using this bidding algorithm
Once you have created a few bidder algorithms, you will see them in the list in the **Bidder** tab. Click Edit to view or edit an algorithm's details.
If the algorithm has been running for a period, below the **Rules** creation section, there are two links: **History** and **Campaigns using this bidding algorithm**.
### History
This section shows a list of detailed information of all previously created campaigns set using a specific algorithm. This section shows any optimization events (such as increasing or lowering the bid) and blocking events that have occurred over the last 30 days.
You can filter the results by date, or choose whether to see **Optimized Bids** or **Blocked Zones**. You can also search by **Campaign Name**, **Campaign ID**, **Site/Zone Name**, **Site/Zone Name ID**, **Browsers**, **Countries**, **Languages**, **Mobile Carriers**, **Operating Systems**, **Devices** or any **relevant ID**.
If you hover over the information icon of a blocked dimension in orange, you will see the reason why the dimension is blocked, based on the campaign targeting. For the bidding under the **Action** header, you will see the **Optimized Bid** in blue. Under the **New/Old Bid** header, you will see the new bid obtained by the Bidder and the original bid set.
***
{% hint style="info" %}
If the bidder looks to block the only remaining value for a specific dimension, the blocking rule will be ignored so as to keep the campaign running.
{% endhint %}
***
### Campaigns using this bidding algorithm
This shows a full list of all the campaigns using this specific bidding/rules algorithm. It will show **Campaign ID**, **Campaign Name**, and **Type of ad format**. On the left of this list, if you tick the boxes next to each campaign and click **Remove selected**, the specific algorithm will be removed from those selected campaigns.
**Insights:**
As soon as an ad zone is blocked, it cannot be unblocked, and manual ad zone blocking is disabled (from the **Statistics** tab and the **Campaign** tab).
When editing a campaign, it is not possible to change from one bidding algorithm to another, because it will erase all previous data and optimization. However, it is possible to keep refining the settings within the bidding algorithm already assigned to that campaign. This applies to the **Automatic Bidder** and the **Blocking Rules** algorithm.
Furthermore, it is not possible to re-use the results of the Bidder on another campaign because each campaign is optimized individually, so you need to start from scratch with the Bidder on a new campaign.
The Bidder is very flexible, so you can mix and match the disable options. You can:
* Disable Automatic Bidding but leave Rules working.
* Disable Rules and keep Automatic Bidding working.
* Disable both Automatic Bidding and Rules.
If the algorithm is disabled in an existing campaign, the current optimization is saved. For example, imagine an algorithm that works for a week and has blocked sufficient ad zones. We might consider that it has done its job and we can now return to manual bidding. By disabling the bidding algorithm, all excluded zones remain blocked.
***
{% hint style="info" %}
If the auto-bidding feature is used and then switched off or disabled, then the bids set by the auto-bidding for each ad zone will revert back to the default as defined in the campaign.
{% endhint %}
***
{% hint style="info" %}
You can use Network Selection (**All**, **RON**, **Premium**, **Members Areas**) and **Partner Networks** settings separately with the bidder.
{% endhint %}
## Benefits
* Remove an offer immediately when it does not convert on partner networks.
* Create separate campaigns for RON, Premium, and Members Areas.
***
{% hint style="info" %}
When targeting with the Bidder enabled, the maximum number of zones that can be blocked is 4000.
{% endhint %}
***
The Bidder needs a minimum amount of data to start working, therefore:
* For CPM and Smart CPM, at least 500 impressions are needed.
* For CPC campaigns, at least 20 clicks are needed.
* If you have rules set with goals, for all the payment models the campaign needs at least 3 goals.
---
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