Google Simplifies Site-Specific Bidding on Display Network

Google is eliminating managed placement default bids in an effort to simplify bidding on its Display Network. Now Display Network advertisers who use managed placements will only have to deal with a regular default bid and a Display Network default bid.

The change will go into effect March 15. They effect managed placements only, which are placements that target specific web sites in the content network that accept display ads.

“We’ve heard feedback from advertisers that it’s confusing to work with these three default bids,” said Google in a blog post, adding that most advertisers don’t use the managed placement default bid, anyway, preferring to set bids individually.

The change will be phased in between now and March 15. Starting today, new ad groups created will no longer allow managed placement bids. New managed placements in existing ad groups won’t require a new default bid. If advertisers want to make the switch now, they can change the managed placements default bid to zero, which will cause it to disappear.

Advertisers using AdWords Editor 7.6 will need to download the latest version of AdWords Editor to manage their bids under this new system, as the 7.6 version isn’t compatible with this change.