Download as PDF, PPTX
Programmatic Decision Tree - The Campaign Checklist
- 1. PROGRAMMATIC DECISION TREE AGUIDE ON HOW TO IMPROVE CAMPAIGN PERFORMANCE WHEN… Campaign delivery is under pacing Are there disapprovals on the ad exchange or creative level? Resolve tech issues; break out high performing creatives and exchanges Is pacing on IO, campaign, line item level consistent? Increase RTG line items based on recency and page drop offs Is it a bid price issue? Check win/ loss bid reports Increase bid price by 10-20% and monitor Is targeting too narrow? i.e. too many "AND" conditions Keep targeting broad for now; remove unnecessary filters Are 3rd party ad server trackers implemented correctly? Is the campaign capped out on frequency? Increase frequency of line items depending on time taken for users to convert report. Rule out cosmetic inconsistencies between IO, Campaign and Line Item level Campaign delivery is on pace Check tracking metrics, such as CTR, landing rates and bounce rates. Tracking KPI is above or on- par with benchmarks Campaign delivery is pacing ahead Shift budget towards high performing line items Implement Above Fold, vCPC, PMPs to boost CTR Refine your whitelist based on high CTR and/or viewability from the domain report Layer on viewability broken down to 70%, 80%, 90% Tracking KPI is below benchmark Overlap line item with additional data layers to narrow targeting Implement CPA bidding algorithm Break out strategies into more granular sub- strategies targeting for more insight with the following Build out new strategies based on audience insight reports Increase pace by 10-20% to see if it is possible to scale performanceNo No No No No Yes Yes Yes Yes Yes Yes Is the campaign primarily reliant on retargeting for conversions Expand cookie pool by creating new prospecting strategies driving quality leads to site No Yes Implement a creative refresh Break out high performing creatives and exchanges Day Part Geography Higher Viewability Fold Position Keep testing! Audience interests In-market Behaviours Pause strategies that track below- par performance GohDanielle Check if ad servers have any filters applied to them