It is assumed you have already setup your advertiser account and are running campaigns. If not, please follow the Advertiser Getting Started Guide here.
Campaign optimization is important to achieve the best results from your campaigns.
What is campaign optimization?
Campaign optimization involves reviewing your campaign performance and determining which targeting parameters, sites or creatives give high performance and which give lower performance. For example, a specific site or a specific 320×480 sized interstitial creative may provide the click or conversion results for your campaign that are better when compared to other site placements or similar sized creatives.
Why is campaign optimization important?
Identifying high performing targeting parameters, sites or creatives allows you to get the best results for your campaigns. By focusing your advertising spend on the right placement, ads and audience, your campaigns will generate a higher return on your investment (ROI).
How do I optimize my campaigns?
The easiest way to think about campaign optimization is to understand that your campaigns will appeal to a selected audience and that you use the campaign targeting to reach that audience, then get their attention and engagement through the message conveyed by your specific ads and creatives.
Target based optimization typically starts with campaign categories and geo-countries, then extends into sites, region, platform, carrier, device even time of day. Ad optimization utilizes a split testing approach that encourages trying different sizes and messages then pausing those that are under performing.
Target based optimization
Sites, country and category targeting can be optimized through using the optimization tool. This tool provides the site, country and category specific breakdown of campaign traffic, allowing you to pinpoint high performing targeting opportunities and focus your spend on these opportunities.
After your campaign has received sufficient traffic, click on the “Optimize” button, located under the campaigns settings menu. This brings up the optimize window. Using this tool you can view the performance of each individual site, category and country initially selected for your campaign.
By default, the initially selected site, categories and countries are set to “Auto Managed”. Based on your performance metrics, if a site, category or country is not performing for your campaign, you can choose to change the status to excluded, to stop ads from being served to that site, category and country.
You can also change the status of any site, category or country to “Forced”. When a site, category or country is set to “Forced” ONLY that site, country or category will receive traffic. Sites, categories and countries which are set to “Auto Managed” will not receive traffic if another site, category or country is set to “Forced”. It is recommended that you exclude under-performing sites, categories or countries, instead of forcing the higher performing ones.
In order to effectively use target-based optimization, we recommend that advertisers include the [SITE_ID] token in their campaign landing URL, analyse their performance by site and include Leadbolt conversion tracking where possible in landing pages.
Other target based optimizations
Campaigns can also be optimized using any targeting or display settings that you can measure and compare between. By split testing campaigns with varied settings or using landing page tokens (and third party reporting) you can measure which targeting parameters achieve the best results for your campaigns and focus your spend accordingly. Some ways that campaigns can be optimized include:
- Time Scheduling: your audience may be more receptive or active during particular times of day. For example, some app users might be more active after regular working hours.
- Geo Region: your campaigns may be more effective in particular areas due to language, climate or region relevance. For example, a campaign advertising surfing lessons might only be relevant in coastal regions.
- Carrier: your campaign might be more relevant to certain audience based on their carrier.
- Platform: if your campaign supports multiple platforms, certain platforms might have higher engagement than others.
- Device: if your campaign supports multiple devices, certain platforms might have higher engagement than others.
Ad based optimization
Campaigns can be optimized by monitoring the performance of ad formats and their associated ad creatives. Depending on your campaign, different sized ads or different text or image creatives can be more effective than others. Optimizing your ads can be highly effective allowing you to increase your return on investment (ROI) by focusing spend on the highest performing ads. Some ways that ads can optimized include:
- Pausing Underperforming Ads: ad text, styles or formats which are not meeting your performance goals can be paused to focus spend on high performing ads.
- Identify High Performing Marketing Messages: by comparing ad styles or marketing messages which are highly effective, you can learn which types of ads work well for your audience and use this knowledge when creating new ads.
- Identify High Performing Ad Sizes/ Formats: identifying specific ad sizes (eg 768×1024) which generate the highest performance for your campaigns and ensure new ad styles in this size are added to your campaign.
It is recommended that you regularly review your ad performance and refresh your ad creatives to ensure your messages are always relevant to users.