{"id":8832,"date":"2015-10-14T18:32:57","date_gmt":"2015-10-14T17:32:57","guid":{"rendered":"http:\/\/okodigital.wpengine.com\/?p=891"},"modified":"2015-10-14T18:32:57","modified_gmt":"2015-10-14T17:32:57","slug":"adsense-bid-types","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/","title":{"rendered":"AdSense bid types explained"},"content":{"rendered":"<p>AdSense is best known as a Cost Per Click network, but any publisher who has ventured into the bid types report will know that advertisers aren\u2019t all paying per click.\u00a0 Understanding bid types is crucial to making informed layout decisions, so here is our quick guide to the bid types you will find in Google AdSense.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-897\" src=\"https:\/\/oko.uk\/wp-content\/uploads\/2015\/10\/adsensebidtypes.png\" alt=\"adsense bid types\" width=\"600\" height=\"265\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>CPC bids \u2013 Cost Per Click<\/h2>\n<p>CPC bids make up the bulk of impressions on Google AdSense and are what AdWords\/AdSense are best known for as this mimics the model used to advertise on Google itself.\u00a0 With a CPC bid the advertiser only pay for ads that are clicked on.\u00a0 \u00a0CPC is often preferred by smaller advertisers and those with a \u201cbottom of funnel focus\u201d who want precise reporting on the impact of their ad spend.<\/p>\n<h2>CPM bids \u2013 Cost Per Mille or Cost Per Thousand<\/h2>\n<p>A CPM bid is the amount that the advertiser will pay for their ad to be shown 1000 times (\u2018Mille\u2019 being French for thousand). CPM bids on placements that are above the fold and more likely to be seen will tend to be higher.\u00a0 CPM buying is the most common in online advertising.\u00a0 Paying per impression is the most similar model to traditional media where prices are governed by viewers\/readership. It might not be surprising then that CPM bidding is popular with brand advertisers who are more interested in generating awareness than securing the final sale.<\/p>\n<h2>Active View CPM bids \u2013 or CPMAV bids<\/h2>\n<p>As CPM bids are paid by ads displayed, advertisers are often paying for the display of advertising that is never seen.\u00a0 Active View is Google\u2019s measurement of which impression are actually viewed. Bids of this type are the price the advertiser will pay for 1,000 viewable impressions. An impression is deemed to be viewable when at least half of the ad is on-screen for at least one second.\u00a0 If the impression doesn\u2019t meet that criteria then the advertiser doesn\u2019t pay.<\/p>\n<p>When Active View CPM bids first appeared in the AdSense dashboard these were simply labelled as <a href=\"https:\/\/oko.uk\/blog\/what-cpmav-adsense-reports\">CPMAV bids<\/a>. \u00a0The label could be set to change again soon as <a href=\"https:\/\/oko.uk\/blog\/adsense-to-stop-paying-on-unviewed-impressions\">all CPM bids will soon be for Active View impressions only<\/a>.<\/p>\n<h2>CPE bids &#8211; Cost Per Engagement<\/h2>\n<p>Cost Per Engagement ads are less common in AdSense, but do appear to be increasing.\u00a0 As a bid type CPE is closest to CPC in that the advertiser is not paying for the ad to be shown, but for it to be interacted with by hovering over to either expand the ad or play a video. If there is no engagement the advertiser doesn\u2019t pay, but the user doesn\u2019t have to click the ad and leave the publishers website.<\/p>\n<h2>Unbillable?<\/h2>\n<p>If you are checking the bid types report (undre advanced reports) you might also see a number of impressions listed at Unbillable. \u00a0These impression numbers can sometimes be very significant, so seeing high numbers with no revenue associated can be a shock.<\/p>\n<p>Unbillable impressions refer to units such as link units where there is an impression element that doesn&#8217;t generate revenue. \u00a0Link units can be very effective, but revenue isn&#8217;t generated as soon as a user clicks. \u00a0When the link unit is clicked a page with ads appears. Revenue is then only generated when those ads are clicked. \u00a0This extra step creates the unbillable impressions.<\/p>\n<h2>Which bid type is best?<\/h2>\n<p>If you haven\u2019t read up on bid types before you might be surprised at the number of ways that there are to <strong>not<\/strong> get paid for an ad impression.\u00a0 Active View bids into units below the fold and ignored CPC or CPE ads will eat into your ad impressions without generating a penny in revenue.\u00a0 It\u2019s not surprising that many publishers believe that CPM ads are the best solution.<\/p>\n<p>At the heart of Google\u2019s ad system is a mechanism that enables all bid types to compete: The ad auction.\u00a0 The auction is determined not just by the total bid, but by the likelihood of that ad actually generating money (through a mechanism called quality score). This means that a High CPC ad that is unlikely to be clicked on your site won\u2019t win over a lower paying ad that would earn more as a result of being clicked more frequently.<\/p>\n<p>The end result is a system that allows advertisers utilising different bid types to compete in a near instant auction designed to secure the highest fair bid.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AdSense is best known as a Cost Per Click network, but any publisher who has ventured into the bid types report will know that<\/p>\n","protected":false},"author":1,"featured_media":9116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[13],"class_list":["post-8832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips","tag-adsense"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)\" \/>\n<meta property=\"og:description\" content=\"AdSense is best known as a Cost Per Click network, but any publisher who has ventured into the bid types report will know that\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/\" \/>\n<meta property=\"og:site_name\" content=\"Supply-Side Platform\" \/>\n<meta property=\"article:published_time\" content=\"2015-10-14T17:32:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"pavlo.shyian@sigma.software\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"pavlo.shyian@sigma.software\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/\"},\"author\":{\"name\":\"pavlo.shyian@sigma.software\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/#\\\/schema\\\/person\\\/560f05b9e421019c8159b150285a5517\"},\"headline\":\"AdSense bid types explained\",\"datePublished\":\"2015-10-14T17:32:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/\"},\"wordCount\":752,\"image\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2015\\\/10\\\/header-6.jpg\",\"keywords\":[\"Google AdSense\"],\"articleSection\":[\"Tips\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/\",\"url\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/\",\"name\":\"AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2015\\\/10\\\/header-6.jpg\",\"datePublished\":\"2015-10-14T17:32:57+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/#\\\/schema\\\/person\\\/560f05b9e421019c8159b150285a5517\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#primaryimage\",\"url\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2015\\\/10\\\/header-6.jpg\",\"contentUrl\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2015\\\/10\\\/header-6.jpg\",\"width\":1920,\"height\":640},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/adsense-bid-types\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AdSense bid types explained\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/#website\",\"url\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/\",\"name\":\"Supply-Side Platform\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/#\\\/schema\\\/person\\\/560f05b9e421019c8159b150285a5517\",\"name\":\"pavlo.shyian@sigma.software\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g\",\"caption\":\"pavlo.shyian@sigma.software\"},\"sameAs\":[\"https:\\\/\\\/cool.co\"],\"url\":\"https:\\\/\\\/cool.co\\\/supply-side-platform-home\\\/author\\\/pavlo-shyiansigma-software\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/","og_locale":"en_US","og_type":"article","og_title":"AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)","og_description":"AdSense is best known as a Cost Per Click network, but any publisher who has ventured into the bid types report will know that","og_url":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/","og_site_name":"Supply-Side Platform","article_published_time":"2015-10-14T17:32:57+00:00","og_image":[{"width":1920,"height":640,"url":"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg","type":"image\/jpeg"}],"author":"pavlo.shyian@sigma.software","twitter_card":"summary_large_image","twitter_misc":{"Written by":"pavlo.shyian@sigma.software","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#article","isPartOf":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/"},"author":{"name":"pavlo.shyian@sigma.software","@id":"https:\/\/cool.co\/supply-side-platform-home\/#\/schema\/person\/560f05b9e421019c8159b150285a5517"},"headline":"AdSense bid types explained","datePublished":"2015-10-14T17:32:57+00:00","mainEntityOfPage":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/"},"wordCount":752,"image":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#primaryimage"},"thumbnailUrl":"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg","keywords":["Google AdSense"],"articleSection":["Tips"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/","url":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/","name":"AdSense bid types explained | Supply-Side Platform | COOL Media (formerly OKO Digital)","isPartOf":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/#website"},"primaryImageOfPage":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#primaryimage"},"image":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#primaryimage"},"thumbnailUrl":"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg","datePublished":"2015-10-14T17:32:57+00:00","author":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/#\/schema\/person\/560f05b9e421019c8159b150285a5517"},"breadcrumb":{"@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#primaryimage","url":"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg","contentUrl":"https:\/\/cool.co\/supply-side-platform-home\/wp-content\/uploads\/sites\/4\/2015\/10\/header-6.jpg","width":1920,"height":640},{"@type":"BreadcrumbList","@id":"https:\/\/cool.co\/supply-side-platform-home\/adsense-bid-types\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/cool.co\/supply-side-platform-home\/"},{"@type":"ListItem","position":2,"name":"AdSense bid types explained"}]},{"@type":"WebSite","@id":"https:\/\/cool.co\/supply-side-platform-home\/#website","url":"https:\/\/cool.co\/supply-side-platform-home\/","name":"Supply-Side Platform","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/cool.co\/supply-side-platform-home\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/cool.co\/supply-side-platform-home\/#\/schema\/person\/560f05b9e421019c8159b150285a5517","name":"pavlo.shyian@sigma.software","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/915b509c0ee970a486962d4bc9f102ea4ebf29ea9fa4fc5ca6f12ac21b5cf3e9?s=96&d=mm&r=g","caption":"pavlo.shyian@sigma.software"},"sameAs":["https:\/\/cool.co"],"url":"https:\/\/cool.co\/supply-side-platform-home\/author\/pavlo-shyiansigma-software\/"}]}},"_links":{"self":[{"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/posts\/8832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/comments?post=8832"}],"version-history":[{"count":0,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/posts\/8832\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/media\/9116"}],"wp:attachment":[{"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/media?parent=8832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/categories?post=8832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cool.co\/supply-side-platform-home\/wp-json\/wp\/v2\/tags?post=8832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}