Optimization

An optimization tool is crucial in maximizing the efficiency and effectiveness of advertising campaigns. This tool uses data, algorithms, and automated processes to make real-time adjustments and decisions, ultimately improving the performance of ad campaigns.

Where and how can we use this tool?

You can access to the optimization interface in two ways:

• You can access it quicky from the ‘Menu’ option.
• *Or access it directly from the ‘Campaigns’. You just have to click on the three buttons that appear next to each campaign or line, and from there select ‘Optimization’. 

In order to check the stats, you will need to specify the filters. You can do it with one or some of the following filters:

• Inventory
  You will be able to filter by inventory, but only individually. You will not be able to filter by different inventory group.

• Campaigns
  Here you can select the campaign or campaigns you want to optimize. Keep in mind that all its lines are selected by having the chosen entire campaign. Therefore, you will optimize all the campaign lines.

• Lines
  In case you don’t want to optimize the entire campaign, but some lines.

• Exchanges
  You can only filter the specific exchanges you want, so only the inventories of the selected ones will appear.

• Data range
  The data range is usually from the last day or the last 8 days.

• Numeric Filter
  This allows you add any other type of filters you want to be displayed.

*Small note: If you have accessed directly from the line, or campaign, those characteristics will be filtered. You can change and adjust them further if you need to.

Once you have selected all the filters you want. Click ‘RUN’ to update the data. 

The interface is organized in three pages:

• Blacklisting Inventory
• Micro bidding
• Publisher Scan

Blacklisting inventories

You can view and analyze which of the inventories you see are not performing well.

If you see that there is an inventory that is not achieving your objective you can blacklist it for the hole line.

You can blacklist one by one. Or, if you have filtered out certain functions and want to blacklist everything, simply click the “Add to blacklist” button.

Micro bidding

This strategy allows you to optimize bids for individual impressions or users, maximizing the likelihood of winning impressions at the right price. Micro-bidding leverages real-time data and algorithms to adjust bids granularly, enhancing campaign performance.

If you set up the Micro bidding view option, you will be able to see the data by creative.

The bid per inventory is by default the bid set up in the line. You can change the bid for a specific inventory and creative. The rest of inventories will remain with the bid of the line.

Some benefits of Micro bidding are:

• You can get more volume from the best performing inventories.
• You have more control over the campaign.
• Micro bidding works whether the automatic optimization is ON or OFF.

Publisher Scan

If you set up the Publisher Scan view option, you will be able to see the data by bundle/domain.

Each row shows the current status for all bundle/domains. You can restart the scanning if it’s stopped (this takes some time to be updated).

You can also build bundle/domain lists directly from this interface.

• • Adding all the bidding to a new or existing list.
  • Adding all the stopped to a new or existing list.
  • Adding all the selected ones to a new or existing list.

How to optimize a campaign?

Optimizing a campaign involves the ongoing process of fine-tuning various elements to enhance its performance and achieve better results. 

Here are some key steps to optimize a campaign:

• Analyze Data: Regularly review campaign data, including key performance indicators (KPIs) like click-through rate (CTR), conversion rate, and return on investment (ROI). Identify which aspects need improvement.

• Inventory blacklisting: Inventory blacklisting is an important aspect of campaign optimization. By blacklisting specific placements or websites where your ads are underperforming or not aligned with your brand’s goals, you can improve the overall efficiency and performance of your advertising campaigns.

• Adjust Targeting: Refine your audience targeting. Consider demographics, interests, and location. Exclude or include specific segments to improve relevance.

• A/B Testing: A/B testing different ad variations can help identify which elements resonate with your audience.

• Budget Allocation: Adjust daily and lifetime budgets based on campaign performance. Allocate more budget to well-performing segments and reduce budget for underperforming ones.

• Bid Management: Optimize bids to ensure your ads are competitive in auctions. Increase bids for high-converting placements and decrease bids for those that aren’t delivering results.

• Ad Scheduling: Analyze when your ads perform best. Adjust ad schedules to ensure your ads are running during peak times for your target audience.

• Landing Page: Ensure that the landing pages your ads direct users to are user-friendly, mobile-responsive, and load quickly. A positive landing page experience can boost conversions.

• Geographic Optimization: Optimize targeting based on geographic performance. Concentrate budget and efforts on regions that drive the best results.

• Remarketing: Implement remarketing campaigns to re-engage users who have previously interacted with your website or ads.

• Monitor Competitors: Keep an eye on your competitors’ strategies. Adjust your campaign if necessary to stay competitive in the market.

• Testing and Learning: Continuously test new strategies and tactics. Keep a record of what works and what doesn’t to inform future optimizations.

Remember that campaign optimization is an ongoing process. It’s essential to monitor your campaigns regularly and be ready to make adjustments based on the evolving performance data and changes in your advertising goals

If you have any questions about how to optimize your campaign, please do not hesitate to contact your account manager.