Bids represent how valuable the audience is to your business. A higher bid on an audience means you will win more impressions for that audience and have more reach. Structure your bids so you reach the most valuable audiences effectively.
Campaigns targeting high funnel users (maybe 2+ page views, or a specific category) should have a lower bid CPM than a low funnel campaign (such as cart abandonment).
Suggested CPM's by Campaign Type Below:
|Channel||Campaign Type||Funnel Level||CPM Recommendation||Predicted Win Rate|