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 give high performance and which give lower performance.
Why is campaign optimization important?
Identifying high performing targeting parameters allow you to get the best results for your campaigns. By focusing your advertising spend on the right audience, your campaigns can 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 starts with geo-countries, then extends into other areas.
Target based optimization
Country targeting and traffic source can be optimized through using the optimization tool. This tool provides the 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 targeting option initially selected for your campaign.
By default, the initially selected targeting options are set to “Auto Managed”. Based on your performance metrics, if a specific area is not performing for your campaign, you can choose to change the status to excluded, to stop ads from being served there.
You can also change the status of any targeting option to “Forced”. When set to “Forced” ONLY that targeted option will receive traffic. Any others set to “Auto Managed” will not receive traffic if another targeting option is set to “Forced”. It is recommended that you exclude under-performing areas, instead of forcing the higher performing ones.
In order to effectively use target-based optimization, we recommend that advertisers include the desired tokens in their campaign landing URL, analyze their performance by targeting option 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.