> For the complete documentation index, see [llms.txt](https://help.citrusad.com/retail-media-interface/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.citrusad.com/retail-media-interface/campaign-creation-and-editing/strategy.md).

# Strategy

In the **Strategy** stage of your campaign setup, you’ll define your budget and bidding strategy. This includes setting optional spend limits and specifying your campaign bid.

## Steps to configure

{% stepper %}
{% step %}

### **Review selected wallet**

* The UI displays your selected wallet
* The **wallet balance**
* Any **daily budget** set on the wallet

{% hint style="info" %}
To change the wallet, go to the **Campaign set-up** stage.

To set your wallet's daily budget, edit it in the **Wallet Manager**.
{% endhint %}
{% endstep %}

{% step %}

### **(Optional) set a campaign spend limit**

{% hint style="success" %}
We recommend **not setting a campaign spend limit** and instead using your wallet’s daily budget for overall control. Use campaign spend limits only for fine-tuning.
{% endhint %}

Available campaign spend limits (subject to retailer support):

* **Total Spend**: Sets a maximum total spend for the campaign.
* **Daily Spend**: Sets a daily cap on campaign spend.
  {% endstep %}

{% step %}

### Set your campaign bid

* Set your campaign-level bid. This bid is used in the auction process, so it is best to ensure your bidding is competitive.

{% hint style="info" %}
Check to see if your campaign is charged on a CPC (cost per click) or CPI (cost per impression). **Product ads** are charged on a CPC basis, and **Banner ads** are charged on a CPI basis. Certain placements can also override to an alternate charging method.
{% endhint %}
{% endstep %}

{% step %}

### Set any keyword bids

* Available on search placements. Set a specific bid for each keyword to fine-tune which keywords to bid high on, and which will use your campaign's bid.
* Use the Search Volume, Minimum Bid, and Average winning bid to inform your bidding strategy.
  {% endstep %}
  {% endstepper %}

Take the guided tour below for a step-by-step walk-through:

{% embed url="<https://epsilon.storylane.io/share/p90lbi59gznw>?" fullWidth="true" %}

Take the full wizard tour by following the prompts, or check out the [**Demo Hub**](https://epsilon.storylane.io/hub/demo-hub)**.**


---

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