With the By-Site Report, Taboola customers get more flexibility with how you manage your campaigns. You are able to make by-site bid adjustments to SmartBid campaigns without the Bid Strategy automatically changing to Fixed Bid for that site. This feature allows SmartBid’s logic to continue to operate alongside your manually-adjusted Bid Amount. 

Bid Strategy Column

On the by-site tab within campaign summary you can select whether you want to target that site on SmartBid or on fixed bid.

We recommend keeping to SmartBid when bidding by site to continue to gain the benefits of SmartBid's network learnings and intelligence when increasing or decreasing the bid.

To change the bid strategy, click on the cell that says either 'Fixed Bid' or 'Smart Bid' where you can toggle between the two.

Note: sometimes the Actual CPC can be higher or lower than expected when comparing to the Bid Modification and/or Bid Amount. 

In the below example, you can see that against one Taboola site, the Actual CPC is higher than the Bid Amount, even though the Average Bid Modification is -34%.

This is possible because there are many more impressions than winning clicks. Here, the higher "Actual CPC" represents the fact that the impressions that garnered actual clicks (9,733) were very valuable, though, on average, Smart Bid reduced the bids for each impression by 34% for this site.

Bid Modification Column

The “Bid Modification” column represents the overall average boosts that the campaign got on the selected time period per publisher site. The percentages are calculated from the base CPC bid on the campaign level.

“Overall boosts” = all the different boosts (mainly SmartBid’s boost/deboost and the advertisers own manual Bid Per Site boost/deboost) that the base CPC received until it participated in the auction. i.e it reflects boosts on both items that were served & not served eventually.

[Example scenario]

The campaign’s base CPC is $1.00. The manual bid for site A is +50% boost, leading to a $1.50 bid. SmartBid’s average deboost is -50% - leading to a $0.75 CPC. So in that case the “Bid Modification” column will show -25% (because $0.75 from $1 is -25%).

Boosting Thresholds

For additional questions, please reach out to your Taboola account manager or Taboola Support.