path: root/google/ads/googleads/v1/common/bidding.proto

// Copyright 2019 Google LLC.
//
// Licensed under the Apache License, Version 2.0 (the "License");
// you may not use this file except in compliance with the License.
// You may obtain a copy of the License at
//
//     http://www.apache.org/licenses/LICENSE-2.0
//
// Unless required by applicable law or agreed to in writing, software
// distributed under the License is distributed on an "AS IS" BASIS,
// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
// See the License for the specific language governing permissions and
// limitations under the License.
//

syntax = "proto3";

package google.ads.googleads.v1.common;

import "google/ads/googleads/v1/enums/page_one_promoted_strategy_goal.proto";
import "google/ads/googleads/v1/enums/target_impression_share_location.proto";
import "google/protobuf/wrappers.proto";
import "google/api/annotations.proto";

option csharp_namespace = "Google.Ads.GoogleAds.V1.Common";
option go_package = "google.golang.org/genproto/googleapis/ads/googleads/v1/common;common";
option java_multiple_files = true;
option java_outer_classname = "BiddingProto";
option java_package = "com.google.ads.googleads.v1.common";
option objc_class_prefix = "GAA";
option php_namespace = "Google\\Ads\\GoogleAds\\V1\\Common";
option ruby_package = "Google::Ads::GoogleAds::V1::Common";

// Proto file describing bidding schemes.

// Commission is an automatic bidding strategy in which the advertiser pays a
// certain portion of the conversion value.
message Commission {
  // Commission rate defines the portion of the conversion value that the
  // advertiser will be billed. A commission rate of x should be passed into
  // this field as (x * 1,000,000). For example, 106,000 represents a commission
  // rate of 0.106 (10.6%).
  google.protobuf.Int64Value commission_rate_micros = 1;
}

// An automated bidding strategy that raises bids for clicks
// that seem more likely to lead to a conversion and lowers
// them for clicks where they seem less likely.
message EnhancedCpc {

}

// Manual click-based bidding where user pays per click.
message ManualCpc {
  // Whether bids are to be enhanced based on conversion optimizer data.
  google.protobuf.BoolValue enhanced_cpc_enabled = 1;
}

// Manual impression-based bidding where user pays per thousand impressions.
message ManualCpm {

}

// View based bidding where user pays per video view.
message ManualCpv {

}

// An automated bidding strategy that sets bids to help get the most conversions
// for your campaign while spending your budget.
message MaximizeConversions {

}

// An automated bidding strategy which tries to maximize conversion value
// given a daily budget.
message MaximizeConversionValue {
  // The target return on ad spend (ROAS) option. If set, the bid strategy will
  // maximize revenue while averaging the target return on ad spend. If the
  // target ROAS is high, the bid strategy may not be able to spend the full
  // budget. If the target ROAS is not set, the bid strategy will aim to
  // achieve the highest possible ROAS for the budget.
  google.protobuf.DoubleValue target_roas = 1;
}

// An automated bidding strategy which sets CPC bids to target impressions on
// page one, or page one promoted slots on google.com.
message PageOnePromoted {
  // The strategy goal of where impressions are desired to be shown on
  // search result pages.
  google.ads.googleads.v1.enums.PageOnePromotedStrategyGoalEnum.PageOnePromotedStrategyGoal strategy_goal = 1;

  // Maximum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 2;

  // Bid multiplier to be applied to the relevant bid estimate (depending on
  // the `strategy_goal`) in determining a keyword's new CPC bid.
  google.protobuf.DoubleValue bid_modifier = 3;

  // Whether the strategy should always follow bid estimate changes, or only
  // increase.
  // If false, always sets a keyword's new bid to the current bid estimate.
  // If true, only updates a keyword's bid if the current bid estimate is
  // greater than the current bid.
  google.protobuf.BoolValue only_raise_cpc_bids = 4;

  // Whether the strategy is allowed to raise bids when the throttling
  // rate of the budget it is serving out of rises above a threshold.
  google.protobuf.BoolValue raise_cpc_bid_when_budget_constrained = 5;

  // Whether the strategy is allowed to raise bids on keywords with
  // lower-range quality scores.
  google.protobuf.BoolValue raise_cpc_bid_when_quality_score_is_low = 6;
}

// An automated bid strategy that sets bids to help get as many conversions as
// possible at the target cost-per-acquisition (CPA) you set.
message TargetCpa {
  // Average CPA target.
  // This target should be greater than or equal to minimum billable unit based
  // on the currency for the account.
  google.protobuf.Int64Value target_cpa_micros = 1;

  // Maximum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 2;

  // Minimum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_floor_micros = 3;
}

// Target CPM (cost per thousand impressions) is an automated bidding strategy
// that sets bids to optimize performance given the target CPM you set.
message TargetCpm {

}

// An automated bidding strategy that sets bids so that a certain percentage of
// search ads are shown at the top of the first page (or other targeted
// location).
// Next Id = 4
message TargetImpressionShare {
  // The targeted location on the search results page.
  google.ads.googleads.v1.enums.TargetImpressionShareLocationEnum.TargetImpressionShareLocation location = 1;

  // The desired fraction of ads to be shown in the targeted location in micros.
  // E.g. 1% equals 10,000.
  google.protobuf.Int64Value location_fraction_micros = 2;

  // The highest CPC bid the automated bidding system is permitted to specify.
  // This is a required field entered by the advertiser that sets the ceiling
  // and specified in local micros.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 3;
}

// An automated bidding strategy that sets bids based on the target fraction of
// auctions where the advertiser should outrank a specific competitor.
message TargetOutrankShare {
  // The target fraction of auctions where the advertiser should outrank the
  // competitor.
  // The advertiser outranks the competitor in an auction if either the
  // advertiser appears above the competitor in the search results, or appears
  // in the search results when the competitor does not.
  // Value must be between 1 and 1000000, inclusive.
  google.protobuf.Int32Value target_outrank_share_micros = 1;

  // Competitor's visible domain URL.
  google.protobuf.StringValue competitor_domain = 2;

  // Maximum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 3;

  // Whether the strategy should always follow bid estimate changes,
  // or only increase.
  // If false, always set a keyword's new bid to the current bid estimate.
  // If true, only updates a keyword's bid if the current bid estimate is
  // greater than the current bid.
  google.protobuf.BoolValue only_raise_cpc_bids = 4;

  // Whether the strategy is allowed to raise bids on keywords with
  // lower-range quality scores.
  google.protobuf.BoolValue raise_cpc_bid_when_quality_score_is_low = 5;
}

// An automated bidding strategy that helps you maximize revenue while
// averaging a specific target return on ad spend (ROAS).
message TargetRoas {
  // Required. The desired revenue (based on conversion data) per unit of spend.
  // Value must be between 0.01 and 1000.0, inclusive.
  google.protobuf.DoubleValue target_roas = 1;

  // Maximum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 2;

  // Minimum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_floor_micros = 3;
}

// An automated bid strategy that sets your bids to help get as many clicks
// as possible within your budget.
message TargetSpend {
  // The spend target under which to maximize clicks.
  // A TargetSpend bidder will attempt to spend the smaller of this value
  // or the natural throttling spend amount.
  // If not specified, the budget is used as the spend target.
  google.protobuf.Int64Value target_spend_micros = 1;

  // Maximum bid limit that can be set by the bid strategy.
  // The limit applies to all keywords managed by the strategy.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 2;
}

// A bidding strategy where bids are a fraction of the advertised price for
// some good or service.
message PercentCpc {
  // Maximum bid limit that can be set by the bid strategy. This is
  // an optional field entered by the advertiser and specified in local micros.
  // Note: A zero value is interpreted in the same way as having bid_ceiling
  // undefined.
  google.protobuf.Int64Value cpc_bid_ceiling_micros = 1;

  // Adjusts the bid for each auction upward or downward, depending on the
  // likelihood of a conversion. Individual bids may exceed
  // cpc_bid_ceiling_micros, but the average bid amount for a campaign should
  // not.
  google.protobuf.BoolValue enhanced_cpc_enabled = 2;
}