When setting up the campaign it is worth to keep in mind that the more rules you add, under "Audience" and "Media" for each Bidding Plan, the inventory that the campaign is able to access will decrease. This will then limit your possibility of doing optimizations. And for doing optimizations it is best practice to be able to access as much of the available inventory as possible and to have as many formats as possible.

To begin optimizing your campaign towards reducing cost with retained quality we've gathered some step by step recommendations here to get you started. When following the below recommendations, please wait at least an hour, or even a full day in-between, to see the results before moving on to the next step.

Step by step

1. Reduce cost by lowering your Target eCPM for each bidding plan.

2. Work with Site Pools to retain quality inventory.

3. Remove the most costly sites in DrillDown.

4. Use the Price-optimizer.