How to Choose the Right Bidding Strategy — Step-by-Step Guide

When launching a crypto ad campaign, advertisers usually start with one of two basic pricing models:

• CPM (Cost per Mille) – pay for every 1,000 impressions
• CPC (Cost per Click) – pay for every individual click

But here’s the catch: what truly matters isn’t the payment model itself, but the quality of traffic that leads to conversions.

The Common Problem

When you first run ads on CPM or CPC, you’ll likely face one of these issues:

So, what’s the solution?

Which Bidding Strategy to choose?

First, create a new advertising campaign and enter its name.

Next, name your ad group.

Then, set up targeting.

The following step is choosing a Bidding Strategy — let’s take a closer look at this stage.

Types of Bidding Strategies

Bitmedia offers three bidding strategies. Below, we describe and compare each one, so you can choose the option that best fits your campaign.

1. Fixed Bid Strategy

Set a fixed price for all traffic. Choose your ad group type - CPM, CPC, or Web3 Audiences - and manage your bidding manually.

This is the simplest bidding model, the one we described earlier, where the advertiser selects a payment method (either CPM or CPC) and sets the price.

In the Set Adgroup Bid section, you’ll find a Recommended Bid calculated by Bitmedia. We strongly advise using this value, as it ensures you can capture the majority of available traffic within your chosen targeting.

Advanced Option: Web3 Audience Targeting

Now let’s return to the Please select your adgroup type section. Here you’ll discover an advanced feature called Web3 Audience Targeting.

• Fixed Cost Per 1,000 Impressions
• Target users based on their on-chain activity and interests
• Set a specific CPM price to reach only the audience segment you want

By choosing this option, you’re able to focus your campaign on the audiences most relevant to your goals.

Available audience blocks include:

• Balance-based audiences (e.g., Small Balance holders)
• Interest-based audiences (e.g., Gambling enthusiasts)
• Investment-based audiences (e.g., Memecoin investors)

2. Smart Bid Strategy

Set your desired CPM and our algorithm will automatically adjust bids to match publisher floor prices while keeping your average bid close to your preference.

This is an algorithmic bidding approach that lets you define your target CPM, for example $1.51, and access traffic from both low-cost and premium publishers.

It works by balancing:

• buying cheaper traffic (e.g. at $0.35 CPM)
• while still gaining access to premium traffic valued at $8 CPM

As a result, you don’t need to limit yourself — you can tap into the full spectrum of publisher inventory right from the start.

We also recommend applying the Recommended Bid calculated for you. This helps the algorithm learn faster and deliver higher-quality results tailored to your campaign.

3. Exact Bid Strategy

Choose a predefined package of websites targeting the same audience. Buy traffic across all sites in the package at set CPM rates, with no bid adjustments.

In this strategy, Bitmedia has grouped publisher websites into predefined packages based on specific characteristics. Examples include:

• Gaming Package – run your ads on sites that primarily create content for gamers and deliver the best performance for online gaming campaigns.
• Exchanges Package – use ad inventory from websites that have a proven track record of high results for crypto exchanges.

You can see the full list of available packages in the Choose Your Package section.

How It Works

Click View Details under the package description to see:

• The list of publisher IDs included in the package
• The CPM rates at which traffic from these publishers will be purchased

Essentially, this is a whitelist of sites with predefined bids for their traffic. This information is added to your targeting and can be adjusted during campaign optimization. For example, if a site in the package underperforms, you can remove it while continuing to buy traffic from the remaining sites.