Once a campaign goes live, there may be additional changes that need to be made to obtain the required performance levels.

There are a number of different things that can be optimized, the first priority is always delivery.

 

Optimizing Delivery

Until your campaign is delivering a daily number of impressions or clicks required by the Insertion Order, then that should be the focus of your optimization efforts.

RTB Campaigns

If your RTB campaign is failing to deliver enough impressions then the list of things you should check (in order) is:

  • Templates: Have you used all templates for the product.
Some ROC and Profile+ products have multiple RTB templates (for Apps, Mobile and Segment groups).
Make sure you have one campaign for each template.
Note: This may require making sure you have all possible creative formats enabled.
  • Targeting: Is there any targeting you could remove that would permit more reach.
For example, time or day targeting that can be broadened. Device targeting that could be removed.
  • Pacing. Do you have the Line Item set to pace evenly through the day?
If the campaign is delivering impressions but not enough, then you can set your daily pacing to custom budgets that split the total evenly across that dates, but deliver as fast as possible through the day.

Direct Campaigns

If your Direct campaign is failing to deliver enough impressions then the list of things you should check (in order) is:

  • Templates: Have you used all templates for the product.
Some ROC and Profile+ products have multiple Direct templates (for Direct and Segment groups).
Make sure you have one campaign for each template.
Note: This may require making sure you have all possible creative formats enabled.
  • Targeting: Is there any targeting you could remove that would permit more reach.
For example, time or day targeting that can be broadened. Device targeting that could be removed.
  • Pacing. Do you have the Line Item set to pace evenly through the day?
If the campaign is delivering impressions but not enough, then you can set your daily pacing to custom budgets that split the total evenly across that dates, but deliver as fast as possible through the day.

If the Direct component is still failing to deliver enough impressions, then you can move some of the inventory onto RTB campaigns for the same product set. i.e. Use the RTB ROC or Profile+ templates to deliver the remaining impressions.

 

Click Delivery

If the campaign is CPC and the issue is that it is not delivering enough clicks, this is usually because the campaign is exhausting its daily budget before it reaches its click goal.

The solution is to optimize for a cheaper CPC.

This Wiki page outlines that process in detail: Optimizing CPC

If you have set the campaign up like this and your

Optimizing Performance

Once a campaign is delivering the required impressions or clicks, you can then engage in optimizing its performance criteria.

 

CTR

For many campaigns this will only mean optimizing CTR. The following wiki page outlines this process: Optimizing CTR

Beyond the Click

If the performance criteria is something post-click, i.e. form completions, sign-ups, mSite engagements etc, then you will need to look at the document Optimizing Beyond the Click


This page written by Hawkeye