Module 06: Budget and Bid Management — AI Mobile Ads

The Mobile Ads AI manages bid strategy and budget allocation automatically based on your campaign objective and performance data. This module explains the logic and how to configure it.

Bid strategies available

Lowest Cost (no bid cap) — platform spends your budget to get the most results at the lowest cost. Recommended for most campaigns.
Cost Cap — set a target average cost per result. Platform will not exceed this on average. Reduces volume but controls cost.
Bid Cap — hard maximum bid per auction. Most restrictive. Use only when cost control is more important than volume.

Budget types

Daily budget — maximum spend per calendar day. Good for ongoing always-on campaigns.
Lifetime budget — total spend over a defined date range. Good for time-bound campaigns (events, product launches).

AI bid optimization

Mobile Ads AI monitors cost-per-result daily. If CPA exceeds the configured threshold for 3 consecutive days, the system automatically: tests creative refresh, adjusts audience sizes, and flags the campaign for review. You receive a notification with recommendations.

Avoid editing campaigns during the learning phase. After launch, Meta and TikTok algorithms need 50 conversions to exit the learning phase. Editing budgets, audiences, or creatives during this period resets the learning. Let campaigns run for 7 days minimum before making changes.

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