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- 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.
- 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.
- Find out which creatives are most effective, then run more creatives like those.
- Find out which components are best at getting the results you want, then update your campaign to favor those components.
- Find out which sites and apps bring the best response, then target more of them.
- Find out which components are driving the most revenue, then update your campaign to favor these components.
- Advertiser, campaign, insertion orders, and line items
- Bids, frequency, site targeting, and creatives
- Budget, pacing, geography, and inventory
- Loyalty, awareness, action, and consideration
- 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
- 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
- Three per day — build awareness, but don’t waste budget on unneeded reintroductions.
- Ten per day — spend some extra so they remember you.
- One per day — you’re just trying to meet new people.
- Unlimited — make sure they remember your brand.
- Decrease the frequencing setting
- Group multiple audiences using AND logic
- Include the audience that has been to the “Thank you” page
- Include similar audiences
- Delete any line items that don’t meet your cost-per-action (CPA) goal.
- Decrease all of your bids to ensure the best cost per thousand impressions (CPM).
- Let auto-optimization handle the last week of the flight.
- Make sure that the budget is spent in full on the highest-performing insertion orders.
- It can be expensive to implement and maintain.
- This can expand your reach to sites you do not intend.
- Doing so can significantly reduce the inventory your ads can appear with.
- Categories change so frequently that they have an unpredictable effect on reach.