Adbrew's Dayparting system uses multipliers from the Dayparting schedule to adjust the bids for specific targets. Once the Dayparting feature is activated, the system examines the bid for each keyword or target and saves it as the base bid.
The methods of handling changes in bids differ depending on your choice of Conflict Resolution mode, whether it is "Override" or "Adaptive".
In the "Override" mode, any manual or automated bid changes made at specific times will replace the base bid completely. On the other hand, the "Adaptive" mode adjusts the bids based on specified multipliers if it detects a conflict, instead of solely relying on the new bid as the base bid. This adaptive approach ensures a more effective bid management strategy.
To understand this in detail, let us take an example:
Let's assume that a keyword has a bid of $2 when dayparting is enabled. The Dayparting schedule is configured as seen in the table:
Both the modes will behave in a similar manner when no conflict is detected, as shown in the below table:
|
|
|
|
|
| In Override Mode | In Adaptive Mode |
Time | Multiplier | Base Bid | Calculation | Bid Value | Base Bid | Calculation | Bid Value |
1 PM | 2x | $2 | $2 X 2 | $4 | $2 | $2 X 2 | $4 |
2 PM | 3x | $2 | $2 X 3 | $6 | $2 | $2 X 3 | $6 |
Let's say that the bid is changed to $30 at 2:30 PM, either manually or through bid management automation scheduled to run at this time, then the further calculations will differ as:
|
| In Override Mode | In Adaptive Mode |
|
|
|
|
Time | Multiplier | Base Bid | Calculation | Bid Value | Base Bid | Calculation | Bid Value |
3 PM | 4x | $30 | $30 X 4 | $120 | ($30/3) = $10 | $10 X 4 | $40 |
|
| In Override mode, the system considers the newly entered bid (i.e., $30) as the base bid. | In Adaptive mode, the system considers $10 (i.e., 30/3, where 30 is the newly entered bid and 3 is the previously set multiplier at 2 PM) as the base bid. |
|
|
|
|
The succeeding changes will happen in the manner explained below:
|
|
|
|
|
| In Override Mode | In Adaptive Mode |
Time | Multiplier | Base Bid | Calculation | Bid Value | Base Bid | Calculation | Bid Value |
4 PM | 5x | $30 | $30 X 5 | $150 | $10 | $10 X 5 | $50 |
5 PM | 1x | $30 | $30 X 1 | $30 | $10 | $10 X 1 | $10 |
Recommended best practices:
In Adaptive Mode: We recommend changing the bids through Adbrew only. However, if you choose to modify the bids directly in AMS or any other platform outside Adbrew, make sure to perform a Force Refresh immediately. It is crucial to perform this step; otherwise, if Adbrew's data sync schedule does not run before the next dayparting change, the adjusted bid may get overridden.
In Override Mode: Make changes (through Adbrew any other platform) during the hour where the multiplier is set to 1x, or while making changes in other hours ensure you are taking the base bid for that hour into consideration. If you are making changes through the AMS (or any other platform outside Adbrew), make sure to perform a Force Refresh immediately or the changes could get overridden.