Why should you optimize a CPA campaign?

You should optimize a CPA campaign to use your ad spend effectively. When your campaign’s CPA is low means your conversion is high. I will give you an example to understand this, 

Your campaign’s overall spend is $1000 and your campaign has received 100 conversions. In that case, your campaign’s CPA is $10. That means your campaign has spent $10 on average to acquire one conversion. 

CPA = Total Spend/Total Conversion 

Let’s take it, you optimized and reduced the CPA for this campaign to $5. In that situation, how many conversions you received? 200 conversions. 

Total Conversion = Total Spend/CPA 

So, when you reduce your campaign’s CPA your campaign will get more conversions. So only you need to optimize your campaign to reduce the CPA.

How to reduce the CPA of your DV360 campaign?

In the digital advertising industry, most job vacancies are available for DV360. So, this answer will help you to answer in the DV360 Interview. Note that you can apply a similar strategy to any DSP.

Some DV360 campaign managers set a very low CPA goal in their campaign at the start. This is not the correct way. When you set a very low CPA at the start, your campaign will aim to reach that CPA goal. So, it will restrict the delivery and aim to acquire the conversions. Mostly, this kind of campaign ends up with under-delivery with low performance. 

Whenever you start a performance campaign, you must set a reasonable goal (CPA). Once started, wait for one or two weeks to run. Suppose, your campaign is performing as you expected, you can slowly optimize your campaign to boost the performance. 

If not, it’s very important to analyze the campaign performance and make the necessary optimizations to improve the performance.

Bid Optimization

Let’s take it, initially, you kept the CPA goal as $15 and your campaign’s current CPA is about $15 or more. Also, this campaign delivered more impressions than we required. 

In that situation, your campaign has more opportunity for delivery. So, you can reduce the CPA goal slightly. For example, $12. When we change the CPA goal, it affects the current delivery pattern. So, suddenly do not reduce the more.

Creative Optimization

Many campaign managers ignore the creative part in their optimization. But, creatives play an important role in campaign performance. Creatives with compelling images and messages should help to bring more conversions. 

In DV360, you can use the A/B testing feature to test and optimize the creative performance. 

So, always focus on identifying and running the best creative that resonates best with your audience and brings more conversions.

Landing Page Optimization

Ad platform and all your strategies will help to bring audiences to the landing page. You have to optimize the landing pages to improve the conversion rate. For example, easy to navigate, places forms in the direct landing page, has less conversion journey, has good landing page speed, etc.

Site Optimization

To gain more conversions, you have to bring more users to your landing page. So, you have to improve the CTR. In your optimization part, run the site or app-level performance report and exclude the sites that have received low CTR.

I always start with site optimization when I tried to improve my campaigns performance.

Additional Optimization Tips

When you optimize your campaign, give time for optimizing. Then do the next optimization. Also, create more line items with different goals and targetings to identify the best targeting. 

Use different creative variations and continue to run the best performing creative sets.

Conclusion

To reduce CPA for your campaign, you have to optimize your campaign at various levels. By implementing the above strategies and closely monitoring the campaign performance, you can reduce the CPA of your campaign from $50 to $10.

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The post Your current CPA is $50, What are the possible ways to optimize towards a $10 CPA? first appeared on Marketing Strategy.

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Affinity Audience

Using an affinity audience, brands can show their ads to people who have a strong interest in specific topics or categories. Affinity audiences are much more suitable for brand awareness campaigns. Based on user’s online activities such as search queries, website visits, and content they are frequently reading are used to determine their interest or behaviors. 

Example

One travel agency company wants to run a digital ad campaign to “promote newly launched tour packages”. In this situation, they can reach people who have an interest in travel, adventure, tour, etc. So, they can use affinity types of audiences. So, they can reach people who may have visited travel blog websites, searched queries related to tours and travel, and read travel related contents.

Example For Affinity Audience

Action & Adventure Movie Fans

Action Game Fans

Adventure & Strategy Game Fans

Art & Theater Aficionados

Aspiring Chefs

Audiophiles

In-Market Audience

In-Market Audiences are helpful to reach people who actively searching for particular products or services with purchase intent. User’s online behaviours, search queries, and relevant indicators are considered to create In-Market audiences.

Example

One mobile company wants to run a digital ad campaign to “increase mobile sales”. In this situation, they can use In-Market audiences to target people who have strong intent on purchasing mobiles. So, this company can reach users who recently viewed mobile review sites, recently viewed mobiles on shopping websites/apps.

Combined Audience

Under combined audience, you can combine Affinity, In-Market, Demo, and Remarketing audiences with AND, OR, and NOT operators. So, you can target a specific group of audiences from various audience types. 

Frequently Asked Questions

What is the difference between Affinity and In-Market audiences in DV360?

Answer: Under affinity audiences users who have long-term interests are available. Under In-Market audiences users who are actively searching with purchase intent are available.

How are Affinity audiences created in DV360?

Answer: User’s online activities such as search queries, website visits, and content they are frequently reading are used to determine their interest or behaviors. Based on this data, users are categorized into various topics and categories.

How can I use In-Market audiences effectively in DV360?

Answer: Actively researching with purchase intent type of audiences available under In-Market audience group. So, advertisers can use in-market audiences to improve their sales.

Can I combine Affinity and In-Market audiences in my DV360 campaigns?

Answer: Yes, it’s possible in DV360. Under combined audience, you can use both affinity and in-market audiences with OR, AND, NOT operators.

How do I select the most relevant Affinity or In-Market audience for my campaign in DV360?

Answer: Audiences are grouped into various categories. You can choose them based on your product, service, and intent.

The post Affinity vs In-Market Audience: When You Use Them? first appeared on Marketing Strategy.

Those who are all working on campaign manager 360 should be aware of this feature. Because most advertisers want to track impressions and clicks on third party platforms to cross check the performance. In this post, I will try to explain all about the “event tags” in google campaign manager 360.

Topic

What are event tags in campaign manager 360?

What are the types of event tags available in campaign manager 360?

Explain impression event tag properties and clicks event tag properties

How to apply event tags to the ads? 

Conclusion

What Are Event Tags?

An event tag is an option available in campaign manager 360. Advertisers can track impressions and clicks on third party platforms by implementing third party impression and click trackers on event tags. 

For example, Advertiser A generates ad tags on campaign manager 360. Normally, campaign manager 360 records the impressions and clicks for the ads created on this platform. Additionally, this advertiser wants to track impressions and clicks on third party server XXXX. 

In this situation, they generate the impression and click tracker on the third party server XXXX and implement these trackers to the ads using the event tags option. So, the impressions and clicks will be recorded on third party server.

What are the types of event tags available in campaign manager 360?

There are two types of event tags available in campaign manager 360. 

> Impression Event Tags 

> Click Event Tags 

Impression Event Tags: Here, advertisers can implement the third party impression trackers. So, it will trigger whenever the ad is served. The impression tag can be in Image or Script type.

Click Event Tags: Here, advertisers can implement third party click trackers. So, it will trigger whenever the ad is clicked. The click tag should be in URL format. 

Note: You should keep the impression and click tags in appropriate places.

Explain impression event tag properties and clicks event tag properties

Impression event tag properties

Name: The impression event tag name 

Application: Two options are available. Apply Automatically means this tag will be applied to all ads under this campaign until you override the settings. Apply Manually means this tag will not be applied to ads available under this campaign and manually need to add this tag in order to work. 

Enabled: It should be “Yes” to work properly. 

Tag Type: Two types of impression trackers are supported [Image, Script] 

Tag URL: Third party tracker URL

Site Filter: You can select up to 500 sites to allow or block. When you allow sites, Campaign Manager 360 only includes your tag in a creative if the ad serves to the allowed sites. When you block sites, Campaign Manager 360 excludes your tag for all blocked sites. You cannot allow and block sites at the same time.

Click event tag properties

Name: The click event tag name 

Enabled: It should be “Yes” to work properly. 

Tag URL: Third party tracker URL

Site Filter: You can select up to 500 sites to allow or block. When you allow sites, Campaign Manager 360 only includes your tag in a creative if the ad serves to the allowed sites. When you block sites, Campaign Manager 360 excludes your tag for all blocked sites. You cannot allow and block sites at the same time.

How to apply event tags to the ads?

You can automatically add the event tags to all ads under one campaign by enabling the “Apply Automatically”. Also, you can manually add or remove the event tags at the ad level. Once you edit the ad, you can find event tags section. There you can add the event tags and also can remove the automatically applied event tags for a particular ad.

Conclusion

Tracking impressions and clicks on third party servers is very much important to know the effectiveness of your campaign performance. Most advertisers use campaign manager 360 to generate their ad tags. In campaign manager 360, advertisers can implement their third party impression and click trackers on the event tags. Once advertisers implemented their third party trackers the impressions and clicks count were recorded on CM 360 and also on third party server. So, advertisers can compare both data and investigate the discrepancy if any. 

The post What are event tags in campaign manager 360? first appeared on Marketing Strategy.

The correct DV360 hierarchy is below, 

Partner > Advertiser > Campaign > Insertion order > Line item > Creative

DV360 Hierarchy Explained

Partner  : The first level hierarchy in DV360 is Partner. Here, partners simply represent agencies. Under a single partner, multiple advertisers are available. 

Advertiser : This second level hierarchy in DV360 is Advertiser. Under advertiser, you can manage many campaigns for any brand or company. 

Campaign : The third level hierarchy in DV360 is Campaign. Under the campaign, you can manage many insertion orders with a common business goal. 

Insertion Order : The fourth level hierarchy in DV360 is Insertion Order. Under insertion order, you can manage lineitems with different targetings.

Line item : The fifth level hierarchy in DV360 is Line item. Line item consists of budget, bid, targeting criteria, and creatives. 

Creative : The sixth level hierarchy in DV360 is Creative. You can create and manage creatives here. 

Why DV360 over Google Ads? 8 Key Differences Between Google Ads Vs DV360

The post What is the correct DV360 hierarchy? first appeared on Marketing Strategy.

Using the Google Ads (formerly Adwords) platform, advertisers can display their advertisements on the sites and apps connected with the Google Display Network. Around 2 million websites and apps are connected with the Google Display Network. So, Google Ads is suitable for Small and Medium level businesses. Also, limited inventories and targetings are only available on Google Ads. Whereas, Display & Video 360 (DV360) allows advertisers to show their advertisements on sites and apps connected with various ad exchanges. Also, numerous targeting possibilities are also available in DV360. DV360, the demand side platform suits big companies. Thus, we will discuss the major differences between Google Ads and DV360 platforms. 

1. Inventory 
2. Targeting
3. Third Party Data
4. Integrations
5. Creative Formats
6. Deal
7. Platform Fee
8. Video Exchange

8 Key Differences Between Google Ads vs DV360

Inventory

Google Ads : Marketers are able to show their advertisements only on the websites/applications available on Google Display Network. The Google Display Network comprises Google properties like YouTube, Google Finance, Gmail, and others that offer display advertising, as well as a network of millions of partner sites and mobile apps on which you can place your ads. Undoubtedly, Google Ads is suitable for small and medium category businesses. 

DV360 : Display Video 360 is a demand side platform and here marketers can access inventory from other exchanges. Thus, DV360 is connected with 80+ ad exchanges so marketers can show their advertisements on all sites and applications. For this reason, the inventory availability is higher here so marketers can get higher quality inventories. Therefore DV360 is suitable for large brands.

Targeting

Google Ads : In Google Ads, only audience and content targeting are available. 

DV360 : In DV360 marketers can access more targetings along with audience targeting and content targeting. Browser , Device, Connection Speed, Carrier & ISP, Brandsafety, Environments, Viewability and etc targetings available. So, marketers narrow down the audience and show their advertisements more effectively.

Third Party Data

Google Ads : In google ads, google’s own targeting data is only available. 

DV360 : In DV360, a lot of third party provider’s data is available to target. So, marketers can use a wide range of user data to run their campaigns more effectively.

Integrations

Google Ads : DMP and Ad Server integration are not available in Google Ads.

DV360 : DMP integration and DCM ad server integration are available in DV360. Using DMP integration, marketers can build customized audiences by combining first party and third party data. 

Using DCM integration, you can import the creatives from the DCM platform.

Creative Formats

Google Ads : In google ads only standard formats [text, image, video]  of creative formats only available.

DV360 : In DV360, a wide range of possibilities are available to create engaging, interactive display ads.

Deal

Google Ads : Google ads completely work by open auctions method and here there is no option to use direct deals. 

DV360 : In DV360, marketers are allowed to use direct deals [preferred deals, private auctions & guaranteed deals] . So, they can buy premium inventories through deals.

Platform Fee 

Google Ads : Anyone can use Google Ads platform to run their ad campaigns. 

DV360 : The cost for DV360 varies depending on the ad spend and it varies for every reseller.

Video Exchange

Google Ads : In google ads, you can purchase ad space on youtube and show advertisements on In-Stream, In Search, and In-Display. 

DV360 : In DV360, you can purchase the ad space on youtube and you are only able to purchase In-Stream and In-Display formats. Along with youtube, you are able to purchase video ad inventories from a wide range of video ad exchanges. So, you can show the video ads on premium websites and apps.

Conclusion

As a result, a clear understanding of Google Ads vs DV360 gives you clarity when choosing the advertising platform for your business. Using google ads you can only show ads to the website or app connected to google ad network. For this reason, google ads suitable for small and mid level businesses. On the other hand, DV360 is more suitable for large cap businesses and businesses can show their advertisement larger group of websites and apps.

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The post Google Ads Vs DV360 8 Key Differences first appeared on Marketing Strategy.

Direct Out Of Home ads now in display video 360 demand side platform. Marketers can buy the ad screen spaces in public places like malls, airports, streets, stadiums, taxis and etc through DV360. So, marketers can manage their ad campaigns in one place and run them more efficiently.

SRIDARAN BASKARAN

For efficient marketing, marketers need to show their advertisements on various channels. DOOH is one of the fast growing and very popular media channel. The bigger advantage of DOOH advertising is “Efficiency”. For example:  Using DOOH advertising marketers can show their advertisements on big screens available in malls, stores, and shopping streets where people go to purchase something. They are true potential customers for the businesses. Showing advertisements on those big screens help the business to increase sales. 

What is DOOH advertising? 

What are the advantages of DOOH advertising? 

DOOH Ads now in DV360. How will this help marketers?

Conclusion

What is DOOH advertising?

DOOH advertising means – visual advertising shown on big digital screens which are placed out of the home, such as Mall Entrance, Theaters, Road Side Walls, Building Walls, Airports, Taxis, Buses, Trains, etc. Still, most marketers have a good interest in OOH advertising due to its advantage. Now the availability of technology and low-cost digital screens gives the opportunity to grow DOOH advertising. This DOOH advertising method gives more advantages to marketers.

What are the advantages of DOOH advertising?

Efficiency is HIGH

Mostly the DOOH big screens are placed in places where people go for purchase. So, marketers can show their advertisements to potential audiences. By showing attractive offers they can influence the people and increase the sales option for their business.

Low Cost

The installation cost will be high when implementing digital screens. But DOOH screens will cut off the printing and installation costs of traditional billboards. Content replacement is very easy in DOOH advertising.

Variety of Contents

If you want to attract customers you must act differently. In traditional billboards, a static image will stay up to 2 to 3 weeks but in digital billboards, it’s very easy to refresh the contents within a minute. Also, you can provide animative content, videos, etc

Save Money

Marketers save their money when using DOOH advertising. Also, marketers can use the same media content that they are already prepared for TV advertising.

Visibility is High

Advertisements showing on digital displays in high-traffic areas are seen by many people. Here there is no skip or blocking or switching to another channel option. So, the particular advertisement shows to the entire audience.

DOOH Ads now in DV360. How will this help marketers?

Now DOOH is available in DV360. So, marketers can buy the big screen ad spaces in a programmatic way. That means the marketers don’t need to contact the billboard owners directly and also they don’t need to negotiate the prices too. Instead, they can create a campaign in DV360 by including the interested ad inventories. Finally, they need to participate in a real time auction and the winner’s ad will show on the billboard. It’s very easy to purchase the ad space. 

Already many marketers run their ad campaigns on DV360. Now, the DOOH channel is also included in DV360. So, marketers can manage all their advertising campaigns in one place. 

Shreya Mathur, the product manager of the DV360 published a post regarding this release. As per their blog post information “Today Display & Video 360 already partners with exchanges Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH, and Vistar Media. These exchanges give access to large media owners around the world like Clear Channel Outdoor, Intersection, JCDecaux, Lamar, and Ströer. All of this inventory can be secured via programmatic deals.” 

Also, they clearly mentioned that they won’t use any user identifiers or user location data. They mentioned “Digital out-of-home ads placed through Display & Video 360 are not personalized, and we do not use individual identifiers or any user location data. Instead, advertisers can reach people based on contextual information of the screen location, like a traditional out-of-home ad, but with the flexibility and ease of programmatic. For example, a fast food spot can quickly advertise on a billboard in a bustling business district during the lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.”

Conclusion

Marketers can’t avoid the DOOH because its efficiency is increasing every year. Programmatic advertising enables automatic ad purchase on a real time basis. Using programmatic DOOH, anyone can participate in a real time auction and purchase the ad spaces. So, small businesses can compete with large businesses and show their advertisements in important places. 

Now, DV360 includes the DOOH. Marketers already using the DV360 platform can purchase the Direct Out Of Home ad spaces. So, they can manage all format digital advertising campaigns in one place. They can run the DOOH ad campaigns and optimize the campaigns on DV360 platform.

The post DOOH Ads now in DV360 | How will this help marketers? first appeared on Marketing Strategy.

People use search engines to know about the services, offers, products, etc. In this smartphone world, people use search engines if they want anything from the internet, it may be an answer, Product Review, Product Rate, Location, etc. Normally, Search engines crawl every content available on the internet. So when people search their queries, search engines do a simple search on their data. The search engine shows the suitable results on its search results page.

Every day lots of new data is added to the internet. Normally, search engines have similar answers for the same question from more than 100+ websites. Search engines list out the suitable results one by one. Normally, most users click the top results and get their information. So, website owners/service providers optimize their webpage to get the top most places on the search result page.

For example, If you search “Domain Registration” in google search then Google looks at its database and shows the suitable answer from various websites one by one. Before showing the search results to the user, Google is concerned about many factors like user location, user language, user previous browsing sites, information on the website, website size, website age, website speed, backlink size, site quality score, etc. Then the search engine shows the results one by one. These are called organic search results and it’s free. So, websites are doing search engine optimization to get the top places in the organic results.

If anyone starts a new business or website then they can’t get the top places on the search results. Those who all need quick success then they can use the alternative way “Paid Search Advertising”. Advertisers need to spend a certain amount to show their advertisement on the first results page. It’s called sponsored results.

In this article, we will discuss the below topics.

• What is Paid Search Advertising?

• How does Paid Search Advertising work?

• What is Ad Rank?

• What are the top Paid Search Advertising networks?

• Difference between Display Advertising vs Paid Search Advertising?

What is Paid Search Advertising?

Paid Search Advertising is a marketing method that helps advertisers to advertise on the search results page. Advertisers need to pay a small fee whenever users click their advertisements. So, Paid Search Advertising method is also called Pay Per Click Advertising, Search Advertising, Google Search Advertising, Search Marketing”.

How does Paid Search Advertising work?

Almost all major search engines are currently supporting Paid Search Advertising and most of them follow the same process. Here we are going to see how the google paid search advertising network works?

Similar to all other internet advertising methods “Paid Search Advertising” also works by auction-based system. Advertisers need to create a campaign in the Search Network System. For example, If advertisers want to place their ad in google search results then they need to create a campaign in Google Ads. Bing does it via Bing Ads….etc.

Advertisers need to create a campaign and bid on a certain keyword along with other targetings like geography, demo, language, etc. If many advertisers bid for the same keyword then search advertising networks will show the advertisements based on Ad Rank that is similar to Page Rank. 

What is Ad Rank?

The main goal of the search engine is to display the information relevant to the user’s search query. So Google uses the ad rank concept to rank the advertisements. Google calculates ad rank based on the below factors,

At a high level, think of Ad Rank as having six factors:

Your bid – When you set your bid, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.

The quality of your ads and landing page – Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.

The Ad Rank thresholds – To help ensure high quality ads, we set minimum thresholds that an ad must achieve to show.

The competitiveness of an auction – If two ads competing for the same position have similar ad ranks, each will have a similar opportunity to win that position. As the gap in ad rank between two advertisers’ ads grows, the higher-ranking ad will be more likely to win but also may pay a higher cost per click for the benefit of the increased certainty of winning.

The context of the person’s search – With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

The expected impact from your ad extensions and other ad formats – When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance.

Read More Here : https://support.google.com/google-ads/answer/1722122?hl=en

What are the top Paid Search Advertising networks?

Below are the top Paid Search Advertising Networks,

Google Ads.

Bing Ads.

Yahoo

Baidu

Ask

Google Ads: Worldwide nearly 3.5 billion searches are done on Google every day. Due to this huge volume of searches, Google has always been the top search advertising platform.

Bing Ads: Bing is a growing search engine platform and nearly 145 million searches are done on bing daily. Advertisers can import “Google Ads” campaigns here directly.

Baidu: Baidu is one of the fast-growing search engine in China. Baidu also provides services like google. Approximately it holds 8.13% of the overall search volume. Yahoo holds 5.6% and Ask holds 0.13%. 

Display Advertising vs Paid Search Advertising

Using the internet advertisers can reach their potential customers in many ways. Search advertising and display advertising are the two effective advertising methods currently available. Here, we are going to discuss the difference between display advertising and search advertising.

Paid Search Advertising

In this advertising method, advertisements are placed above or bottom of the organic search results based on the user’s search keyword. Paid Search Advertising is one of the most popular PPC [Pay Per Click] models of advertising.

Basically, search ads have three main components – Headline, Display URL, and Description Text. Ad Extensions are also available here to give more features. Ads will be shown based on Ad Rank.

Display Advertising

In this advertising method, advertisements are placed on websites/apps. In search advertising, advertisements are displayed to the user based on the search keyword whereas here advertisements are displayed based on various targeting parameters – Interest, Behavioural, Contextual, Demo, Geo, etc.

Display Advertising has many pay models – CPM, CPC, CPA etc.

Potential Advertising

The big difference between these two types of ads is that display ads use a push approach, while search ads use a pull approach. People who come in search ad networks are already looking for a specific product but in display ad networks, advertisements are shown to the users by many targeting factors. So paid search advertising is more potential than display advertising.

Effectiveness

We can calculate the effectiveness of a digital campaign based on CPC and Conversion Rate. The average conversion rate across all industries is 4.40% for search campaigns, while the average for display campaigns is only 0.57%. The average Google Ads CPC is $2.41, and $0.59 for display network ads.

When do you choose search advertising or display advertising?

Both display and search advertising methods are having their own purpose.

When you choose Search Advertising,

Increase organic traffic: Today many advertisers are not happy to spend more time on SEO. Search advertising brings traffic to their sites very quickly.

Local Service: If you are providing a service like a call taxi, food delivery, etc then search advertising is the best solution to reach potential customers.

Promote emergency products: If you are providing “urgent” or “emergency” services like plumbers, locksmiths, tow trucks, emergency veterinarians, electricians, etc it’s a good idea to start with search ads.

When you choose Display Advertising,

>> Promote visually best content: In search advertising, you can’t include visual content but in display advertising, you can include images, and videos with sounds to promote your brands. So services that need visual demonstrations like new car sales, home decors can use display advertising.

>> Longer Cycle Sale: If your products aren’t typically purchased immediately and it has a longer sales cycle, then Display Advertising is the best option. If you want to target the users who have interacted with your brand in the past then display advertising is the best option.

>> Brand Awareness: Display advertising is suitable for running brand awareness campaigns. You can display the advertisements for users who meet certain targeting criteria.

Conclusion

Search Advertising is essential to promote business online. Each type of advertising has its own benefits and advantages. So, choose the right advertising platform for your business before starting to invest in advertisement.

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