Gemini and Fire & Forget®
Overview
Gemini works a little bit differently than other networks due to how they use Publisher Group bids to set bids across placements. Because of this, there are some ways in which Gemini differs from other networks and it is important to be mindful of how updates happen and how to best optimize your campaigns.
What are Publisher Group Bids?
Gemini directs traffic to six different publisher groups. These publisher groups are based on ad placement and device.
- Group 1-A: Serves Verizon Media sites and apps like AOL, MSN, and Yahoo on large format devices
- Group 1-B: Serves Verizon Media sites and apps like AOL, MSN, and Yahoo on small format devices
- Group 2-A: Serves higher tier third party sites and apps on large format devices
- Group 2-B: Serves higher tier third party sites and apps on small format devices
- Group 3-A: Serves lower tier third party sites and apps on large format devices
- Group 3-B: Serves lower tier third party sites and apps on small format devices
These all bid as a multiplier of the campaign CPC. You can see the current group bids in the Gemini Settings section of Campaign Details or during Add Campaign.
As an example, the following campaign has a Gemini CPC of $0.10 and the effective bids are shown next to the additive multiplier entered. Note that the numbers entered are added or subtracted from 100% of the bid, so a +30 is 130% of the current CPC.
Fire & Forget® Optimization
When you're creating a campaign, or on the campaign details page of an existing campaign, the Gemini Settings area lets you select a Group to use for Fire & Forget optimizations.
Campaign level Fire & Forget optimizations will only happen for a specific Publisher Group for Gemini campaigns. Slow and Stop Amount happen for all sites and publisher groups.
This means all changes like Acceptable Profit, CPA Goal, and Desired Click Pacing will work with a the group selected here.
Fire & Forget CPC Updates
When performing optimizations, Fire & Forget will set the Gemini CPC to the lowest value possible. Setting the lowest possible Gemini CPC reduces exposure to unwanted sites such as Others that can negatively impact campaign performance. Open Gemini Settings to view the bid of the specific Publisher group.
Campaign Level Fire & Forget CPC Updates
When Desired Click Pacing, Day Parting CPC windows, or campaign level Acceptable Profit go into effect, Fire & Forget will lower the group bid adjustments of all groups except for the publisher group that is enabled under the "Fire & Forget Optimization" of Gemini Settings.
Optimization Modes
Since campaign level updates can happen for campaign Acceptable Profit, we recommend utilizing None Optimization Mode to prevent conflicting updates that can raise your Gemini CPC and thus raise all bids across the groups as they work on a multiplier of the Gemini CPC.
Day Parting with Gemini
Day Parting CPC Limits
Networks have different minimum day parting CPC values depending on which one you are using. With Gemini, you can manually set the day parting cpc value to $0.05 at the lowest for Desktop campaigns, and $0.03 for Mobile campaigns.
The Gemini Desktop minimum of $0.05 is achieved with a Gemini CPC of $0.05 and a Group 1A bid of 0%. Maximus handles this modification for you - simply set the minimum to $0.05 when adding day parting.
The Gemini Mobile bid of $0.03 achieved with a Gemini CPC of $0.05 and a Group 1B bid of -40%. Maximus handles this modification for you - simply set the minimum to $0.03 when adding day parting. When your campaign is in day parting the CPC will appear as $0.05 in Maximus but is effectively bidding lower with the group bid adjustment that is automatically set.
When Gemini CPC day parting windows go into effect, all other group bid adjustments are set to their minimum.
Day Parting with Gemini
If you are using day parting with a Gemini campaign, Fire & Forget removes site bids so everything is bidding at your Gemini CPC. Fire & Forget will set the Gemini CPC to the lowest value possible to reach the static CPC you have set for day parting for the publisher group that is enabled under the "Fire & Forget Optimization" of Gemini Settings.
This means if you have a day parting static CPC of $0.20, and your Fire & Forget optimization group is set to Group 1A, the Gemini CPC is set to $0.05 and the Group 1A bid adjustment will be set to 300%. When a Gemini campaign enters a CPC day parting window, all group bid adjustments are set to the lowest possible value.
Once your campaign exits CPC day parting, your sites will continue to have the base bid equal to the Gemini CPC.
Day Parting Restore CPC with Gemini
Fire & Forget will save the Gemini CPC (campaign level CPC) and Fire & Forget Optimization Group (the group you select in Gemini Settings) modifier before entering day parting, and when exiting day parting will reapply these settings so your campaign will bid at the same effective bid as it was before day parting started.
