You decide how you price your bid. Make sure that your pricing is in exact accordance with the requirements outlined in the client's project brief. Provide all the information requested in the order and format specified. Cost is usually an essential factor, but you don't want to place your bid on wishful thinking that, "Lowest bid usually wins." and thus unintentionally under quote. Being the cheapest isn't necessarily the best. Offering an unrealistically low cost can be a red flag, as it may suggest that you don't fully understand the scope of the project. Study the project brief carefully before placing your bid.