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What Does the Column 'Bid Efficiency' Show?

The 'Bid Efficiency' column gives you a quick overview of how your set target bids compare to your actual click costs.

Answer

The Bid Efficiency column shows the ratio of your target bid to the actual average CPC (calculated as bid divided by CPC) for your selected time range. A value of 1.00 means you are bidding exactly what a click costs on average. If the value is above 1.00, you have some buffer – your bid is higher than the current click costs, which means there may be room to lower your bid. The higher the value, the greater your potential for cost savings. If the value falls below 1.00, this signals that your average CPC already exceeds your set bid, which can be caused by dynamic bidding strategies or competitive pressure. This may result in reduced reach, as your bid might be too low.

The colored badge in the column helps you interpret the value:

  • Green: Positive ratio; your bid is sufficient or allows room to reduce it further.
  • Gray: Your bid roughly matches the CPC.
  • Orange/Red: Significant overrun due to CPC, with a risk of losing reach.

If the value exceeds 200%, special attention is called to potential risks that may arise.

If the field is empty, there were no clicks in the selected period – a CPC cannot be calculated in this case.

Accessing the Function

You can find the Bid Efficiency column in the Analytics section under the Targets tab. If it is not visible, you can add it via Edit Columns.

Settings & Options

  • You can customize your column layout: Go to Edit Columns. Here you can enable or hide Bid Efficiency. Your selection will be saved to your user account.
  • A filter is available for targeted work: Under Add Filter in the Targets area, select the Bid Efficiency option. Using operators like Greater than CPC or Greater than or equal to CPC, you can choose which targets to display with a buffer above CPC. Simply enter the percentage you want; the system will calculate the right ratio automatically.

Limitations & Special Notes

  • The Bid Efficiency column is only available in the Targets tab.
  • The value always refers to the currently selected date range and is calculated only if there was at least one click in that period. If there are no clicks, the field will remain empty.

Tips & Best Practices

  • Sort the table by Bid Efficiency to quickly find target bids with a large buffer and, if needed, safely reduce your bids.
  • Use the Greater than CPC filter, for example at 50%, to only show targets with bids far above the current click costs.
  • For targets with a negative value or a warning badge, check whether your bidding strategy (such as dynamic adjustments or placement multipliers) is causing your effective bid to be too low, and whether your reach is dropping as a result.
  • Set the date range to at least seven days so you have enough clicks for a meaningful evaluation.