Glossary
Bid
The most you are willing to pay for a click or a thousand impressions in an auction-based source. A higher bid buys better placements and more volume; the right bid is the one that keeps the campaign profitable.
Also called: max bid, CPC bid.
Push, native, pop and teaser networks sell traffic by auction: for each impression the highest bidder wins. Google and Meta run auctions too, with quality and expected action rate weighed in.
The bid is a lever, not a setting. Start at the network's recommended rate, watch the win rate and the cost per conversion, then move the bid per placement: up where the traffic converts, down or off where it does not.
Related terms: CPC, CPM, Real-time bidding, Blacklist.