Ad Manager offers a variety of best practices designed to optimize your campaigns, ensuring improved performance, better reach, and higher overall quality.
Optimization and bidding best practices
Please note that the platform has a delay of ± 4 hours before the first results will be shown in the UI.
Allow the algorithm to gain learnings in the first phase of the campaign before changing your strategy immediately. The algorithm requires a certain period to gather sufficient data and optimize the campaign to your campaign objective.
When using a CPC, vCPM or CPCV bid, you will have the option to implement several optimization methods. These methods indicate if performance or delivery should be given greater emphasis when bidding. You can choose to prioritize performance, balance performance and delivery, or prioritize delivery.
> Prioritize performance
Will prioritize hitting the target value over delivering the budget by adding more strict optimization conditions. Choosing this method may result in underdelivery of ad group budgets.
> Balance performance and delivery (recommended)
Will find the optimum balance in achieving the set target value whilst maintaining delivery. This is the recommended option to start with.
> Prioritize delivery
Will prioritize delivery over hitting the target value by loosening optimization conditions. Choosing this method may result in not achieving the set target value.
Targeting best practices
Within the audience targeting section, Ad Manager works with AND/OR relationships . It is important to note that there is an 'AND' relationship between different targeting options (such as age and gender). And within each targeting option, there is an 'OR' relationship, allowing multiple selections (e.g., ages 18-24 OR 25-34). The 'OR' relationship also applies within detailed audience selections.
In terms of location targeting, please note that users are targeted based on their home location and that this does not reflect their current physical location. For more granular targeting, such as postal codes or workplace location, use Datalab.
Budget best practices:
Ensure that your entire campaign budget is distributed across all Ad Groups. Utilize the budget bar, which is visible at both the campaign and Ad Group levels, to effectively manage and monitor your budget allocation.
Additional best practices for your campaign set-up:
Confirm that both the campaign and all Ad Groups are set to active.
Run an impression forecast to ensure your targeted audience is sufficiently large, especially when using narrow audience targeting.
Ensure your bid is high enough for your ad type by reviewing the recommended bids. These can be found by clicking the information icon during bid setup.
Verify that your ad has been assigned to the correct Ad Group and has been approved.
If your ad was uploaded using a third-party tag without a click macro, ensure the macro is validated before saving the ad; otherwise, clicks won't be tracked.
If required, add the Purchase Order number on campaign level for invoicing purposes.
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