Bid
A bid is the amount a buyer is willing to pay per click, impression, or conversion in an ad platform's auction. The bid decides whether an ad wins the impression against competitors at that exact moment.
How bid size affects results
A bid set too low limits reach and volume — the platform simply won't hand over impressions at a price that doesn't work for it. A bid set too high burns budget quickly without a proportional gain in traffic quality, so most buyers tune it iteratively, watching downstream conversion rather than just the click price.
Bidding in PWA arbitrage
Judging a bid in isolation from conversion doesn't make sense — a cheap click with zero ROI is worse than an expensive one that pays for itself. APEX's postbacks/S2S feed conversion events back into the ad platform (for example, through an FB CAPI link), which helps the platform's own auction algorithm optimize more accurately instead of relying purely on manual bid adjustments.
FAQ
- Is manual bidding better than the platform's auto-strategy?
- There's no universal answer: auto-bidding works well once there's enough conversion data, while manual bidding gives more control early in a campaign or on a small budget. In practice, many buyers combine both — starting manual, then switching to auto once enough data has accumulated.
- How do you know it's time to raise the bid?
- The main signal is falling reach or impression volume with traffic quality holding steady — if the platform is throttling a campaign because the price is too low, reach visibly drops compared to previous periods.
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