It’s the first field you fill out when starting a new campaign in Bid Manager. It tells you how to configure your campaign to be effective until you have performance data to guide you. Campaign budget is based on goal, from lowest when creating loyalty to highest for awareness raising campaigns. Bid Manager’s optimization wizard …
Bid Manager Optimization
Set a $10 goal, and bid very high. Set a CPA goal of $60, and then incrementally increase the goal over time. Set a $45 CPA, and then continue to lower it in $5 increments over time. Set the counting method to include only a percentage of the post-view clicks.
Geography Audience Lists Demographics Apps and URLs
Whether the position was relative to the size of the screen That below the fold inventory cannot also be “viewable” That viewability and ad position data are measurable That you’re counting apps and sites equally
By showing you what inventory more spend might have acquired By showing you specifically what pacing should be set at in the next flight By helping you ensure your bids and budgets are not limiting impressions won By helping you ensure the frequency settings do not cause impression loss
Decrease the frequencing setting Group multiple audiences using AND logic Include the audience that has been to the “Thank you” page Include similar audiences
Advertiser, campaign, insertion orders, and line items Bids, frequency, site targeting, and creatives Budget, pacing, geography, and inventory Loyalty, awareness, action, and consideration
You know the targeted audience is especially valuable and you want to make an extra effort to reach it. Because you can factor in more variables than Bid Manager Because you have enough performance data and no longer need the algorithm to make estimates To see if your intuition can beat the algorithm
Bid up on the highest-performing audience lists. Increase targeting until the audience is under 1,000 users. Bid up on the audiences with the highest impressions. Bid up on the sites with the highest cost per thousand impressions (CPMs) and the lowest number of clicks (because they’re guaranteed to be premium inventory).
Bid higher for their entire insertion order. Update their visuals and messaging to make them even more compelling. Add them to a blacklist so you can exclude them from bidding. Move them to their own line items and bid higher for them.