Cost Controllers
What is a cost controller?
You have different options when it comes to how you can manage the spend of your ad set. The available options are connected to the objective you selected when you created your ad set.
Here are the cost controllers you can choose from your Criteo ad sets:
Automated (Criteo Smart bidding, recommended):
Automated bidding models are designed to help you easily and effectively achieve your goals. These models take the guesswork and heavy lifting out of setting bids manually. Also known as “Adaptive Optimization” and “Budget Optimization” models, these are Criteo’s most advanced solutions to improve your campaign’s performance.
Control by budget: you can set a budget and our AI will automatically adjust bids to maximize your chosen objective based on the budget you defined to control spend. 96% of advertisers using automated budget bidding hit spend targets.
Control by target: You can set a target for your Cost of Sale (COS) or Cost per Order (CPO). Performance is maximized by adjusting bid levels every hour. This ensures your target is reached with more precision than through manual CPC management. Advertisers using automated target bidding see an +7% sales uplift compared to manual bidding.
Manual:
Max CPC: You can manually adjust your Max CPC to control spend while our AI maximizes your chosen objective. Max CPC is the target maximum amount you are willing to pay for a click on your ad.