Campaign Optimization is essential for increasing the campaign performance on the DV360 platform. Including DV360, I have worked on many demand side platforms and have solid experience on optimizing programmatic advertising campaigns.
Campaign optimization steps for each campaign differ based on the objectives and goals. Here, I have consolidated the campaign optimization steps that suit campaigns created on all platforms.
What is campaign optimization?
Campaign optimization is the process done by campaign managers to achieve the desired goals. Example: Reach, CTR, VCR, Conversions, etc.
As I said before, campaign optimization is essential for increasing the campaign’s performance. So, campaign managers should implement the optimization strategies to run their campaigns successfully.
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How do I optimize the DV360 campaigns?
Here is the list of optimization steps to improve the campaigns performance on dv360. You can also use the same optimization steps in any DSP.
- Do primary checkup
- Identify the cause
- Optimize the site and app list
- Redefine your audiences
- Use bid multipliers wisely
- Conduct A/B test
- Expand audience
- Try new creative
- Control Frequency Cap
Do primary checkup
Many advertisers run programmatic advertising campaigns to acquire leads like yours. So, you should be perfect to get the expected performance from your campaigns.
Before setting up the programmatic advertising campaigns, you need to conduct a primary checkup to avoid under performance issues.
Does your target have enough audience availability?
Are your creatives properly designed?
These are some common questions you have to ask before setting up the campaign.
Does your target have enough audience availability?
All demand side platforms can optimize themselves to achieve the declared goal, except for certain circumstances. One potential reason is “low audience availability.”. So, audience availability is very important for delivery as well as performance.
Are your creatives properly designed?
A clear CTA button, appealing images, a dark background, and attractive captions are very important for increasing performance. If your campaign’s creatives don’t meet these requirements, inform your client and get the updated creatives.
Identify the reason and react
Your campaign has enough audience availability, creatives are designed well but your campaign is struggling to perform. In that situation, you need to identify the reason for this under performance. For that, you need to run the below type of reports and take actions based on the results.
Bid Exclusion Report : Run bid exclusion report for your campaign with exclusion reason and amount of bids have been excluded. Mostly, higher amounts of bids are excluded due to low bid prices. Your campaign lost the opportunity due to low bid price. In that situation, raise the maximum CPM price to increase the performance.
If bids excluded due to other reasons, take actions based on it.
Site/App Performance Report : Including me, most campaign managers follow this step to improve the performance. Run site and app level performance report for your campaign. Based on the results, filter the low performing sites and apps and then exclude them from your campaign.
Gradually exclude the sites, otherwise it will impact your delivery.
Redefine your audiences
If you show a well designed shoe ad to the audiences who are interested in the sports category, it will bring low performance. Because, you target broad audience. In that situation, you have to redefine your audience and target people who have interest in shoe products.
- Avoid targeting broad audience
- Target particular group of audience
- Exclude converted users
Use bid multipliers wisely
Adjusting bid prices using the bid multiplier option will help to raise your campaign performance.
In a few DSPs, you can raise the bid price by specific targeting. For example, if you want to give more importance to the certain demo people it can be possible to raise the bid price by using a bid multiplier.
In a few DSPs, you can raise the bid price by 10% or 20% and more for the best performing targeting eg. Sites. Also, you can reduce the bid price for the poor performing sites.
Use the bid multipliers option that is available in your DSP to increase the performance.
Read more : What is Bid Multiplier? How does it work?
Conduct A/B Test
A well knowledgeable campaign manager always prefers to run the A/B test to identify the best inputs for the main campaign.
For example, Your client decided to allocate a huge budget to promote their new brand. They have multiple creative designs to promote their brand. In that case, you can allocate a small budget to run a test campaign to identify the best performing creative design. Likely, you can conduct ab test for identify best performing targeting, frequency cap, etc.
Based on the result, you can run your main campaign with a remaining budget. So, you can get better performance from your campaign.
Expand Audience
Demand Side Platforms has the capability to perform themselves to achieve the goal. With a small audience, it is very difficult to perform better.
If your campaign is delivering very tightly with low performance, you must expand your audience availability. So that the platform can look up new audiences suitable for your campaign.
Try New Creative
The creative play an important role in campaign performance. Even though you optimized your campaign it will not perform well if creatives aren’t compelling.
Wait for half the duration of the campaign. If the campaign doesn’t perform at the expected level then change the creative immediately.
Control Frequency Cap
By controlling the frequency cap, you can control delivery as well as the performance. Strict frequency cap, helps you to restrict the delivery and it pushes the platform to look up new users.
The correct level of ad exposure always helps increase the performance. So, try a different frequency cap and identify the suitable one for your campaign.
Conclusion
Campaign Optimization is very important for improving the performance. Here, I have listed the important optimization strategies you can implement for low performing campaigns. Campaign Optimization steps are mostly the same for all DSPs.
If your DSP has any specific features to improve the performance then please use it.
Free Programmatic Advertising Course Available Here
