We recommend optimizing bids based on category-level performance that will move the needle for your business. Therefore, bid strategy can vary widely from increasing bids on top-revenue drivers, to bidding across all relevant categories to spread campaign awareness. We advise exploring these changes once your campaign has had ample time to ramp up, which could take anywhere from two to four weeks. We highly suggest reviewing the average bid column for competitive category insight. These bid ranges will also surface on your current bid file, available through the “Import” tool. Note: the average bid feature is only available for category bidders at this time.