We have seen Optimizations required for Awareness campaigns. In this article, we shall focus on Consumers who are in the Consideration stage and it is campaign goal now

From Awareness campaign data, we can get to know consumers who are interested and the right people who show interest in your campaign’s product or service and offers related to them.

With the performance data from the Awareness campaign, we can focus on learnings and further steps which make the Consideration campaign successful. This helps in focus more on consumers, who are interested in

In case if you haven’t run any awareness campaign before, directly running consideration, that’s fine. What you can do is, just wait for some data once the campaign goes live, and then we can go through the performance data.

This helps to see what is actually working in your campaign

For any dimensions,

High performers are with

high CTR, High conversions, Lower CPMs, low CPC, Lower CPVs (video), High VTR, High Viewability etc.

Low performers are with

Low impressions, Low CTRs, Low engagements, low Completion rate(video), Low conversions, less Viewability

 

Line items Performance:

Adjust daily Budgets for the lines as per the pacing of the Insertion order.

Buyers can increase the budget on line items not only for sake of pacing also to win more impressions that are performing well.

Since the Line item in the platform is the main level in the overall campaign hierarchy, one can focus on this to optimize towards the campaign’s goal and KPIs

When it comes to optimization at the line item level, the buyer must consider below:

Buyers create multiple Line items under single IO, based on various reasons to measure the overall performance by dividing according to strategies, time of the day, geo-targeting, Remarketing, ad formats, Ad lengths, and many more

After the campaign is live for few days, you will have enough historical data ready to look into performance metrics like high impressions, clicks, CTRs, VTRs, Viewability

Cross-check if all the line items are serving impressions. If you notice, if they are not serving, troubleshoot and find out the reason. You can also reach out to the support team.

Pull the report with line item as dimensions with other metrics like impressions, clicks, and other interaction metrics

Consideration campaigns focus on Interactions like clicks, conversions, etc. So check out which are performing well

From the report, sort out by spend and interaction metrics to find the best performers

Increase daily budgets for best performing lines that are meeting the daily budget cap

increase the bid for high-performance lines which are not hitting daily caps. This makes line item to win more auctions and increase spend on it.

Similarly, you can bid lower for low-performing lines, so that it loses auctions and which makes the Budget spends less on these. If you consider it the worst-performing one, you can also pause it. The choice is yours.

From the impression loss chart in the dashboard, you can find various reasons why line items are losing impressions and work towards it.

Allocating, shifting, or distributing of budget on Line items must be according to the line item performance as a priority instead of its potential spend

Just a few days before the end of the campaign, focus on reallocating more budget to high-performance line items

Finally, adjusting the budget to the line items, keeping in mind that the highest bid and budget always goes to the best performers

 

Audience data:

Identify Audience data that is having good performance and shown interest in your ad campaign

This can be done by sorting out which one got more clicks or converted. These audiences are valuable in the consideration stage

Create a separate line with the audience data which is collected as valuable and bid higher for those lines

Even small audiences are still valuable. Add this to the new line to expand the reach

Check how high spending lines are performing in terms of clicks, CTR, conversions, etc. If you can remove or pause the worst-performing which are having more spend that will increase the overall performance of the lines and campaign too.

Apps/URLs

In terms of Apps/URLs, you already have the awareness data.

Find out sites on which your ads are already shown and give Importance to them.

How to check which sites can be in this consideration stage.

1. Pull the report including Apps/site dimension and other performance metrics.

2. Sort impressions higher to lower, remove sites with least served impressions around 10% to 30%.

3. From the remaining sites with enough numbers of impressions were ads served on them, it’s time to check what are all the sites meeting KPIs

4. You can use this to find which URLs have received more clicks or conversions for Display, VTR, or conversions for Video.

4. Also, check other performance metrics Viewability (display and video) for sites. Highlight Sites with higher impressions, low viewability, and no conversions too

5. For Expensive sites, bid lower and you can use automated bidding with Max CPM

Keywords & Categories:

If you target only a few keywords, it definitely limits the scale of inventory, and pacing falls down. So if you include keywords means add more keywords. Otherwise, keep it open.

If you have run an Awareness campaign having keyword inclusions, Check out which type of keywords served more impressions.

In this consideration campaign, you can research keywords related to them and check which type of keywords got more performance like clicks, conversions, CTR, VTR, viewability, etc

It’s all up to you to include keywords or to keep it open.

If you want to include keywords, do research for those keywords which performed well in the awareness stage and add the best performing one and also any new keywords which are relevant to them to test and learn.

There are various tools like keyword planners to increase the size of your audience pool.

You can also exclude worst-performing keywords, to avoid spending on them unnecessarily consideration too. Other Bad keywords in general which affect Brand image can be added as exclusions too.

The same points apply to Categories too. If you select parent categories, the chance of having more reach.

 

Viewability:

If you set a high viewability percentage like 80% – 90% for the line by expecting to increase overall viewability.

This practice may severely limit the targeting and effects pacing of the line in most cases.

So balance between the main KPI and viewability and pacing of the campaign too.

You can set it 70% initially, then increase or decrease the viewability setting as per the requirement

In case if you want to include sites, categories, audience, keywords, etc which are having high viewability only, this will also restrict the overall targeting. That’s fine if you consider bit low viewability levers too along with high ones.

Third-Party audiences:

It is suggested to avoid targeting multiple 3rd party audiences with AND logic. This restricts the scale of audience and leads to high eCPMs

Creatives:

Discover which creatives are having more impressions/views also high engagement and interactions

Figure out which video length & ad formats is more effective and has high performance

You can try with different video lengths and ad formats which are more effective

When multiple creatives are added in rotation, which one gives best performance in terms of Interactions and engagements etc

Pausing the worst performing one, make other creatives serve frequently. This increases overall performance

By DWS

Online Advertising Professional, Aims to create a platform to fill the gap in Education System

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