Campaign & Line Item Set Up Best Practices

If your campaign isn’t hitting its original goals, there are a number of variables that may be responsible. However, there are some distinct issues that are most commonly the culprit of underperforming campaigns. These are outlined below, along with recommendations for optimization.

While the internal “setup hierarchy” has campaigns above line items, campaigns themselves are used for grouping together line items with the same conversion event/goal and allocating budgets. However, the actual spend and targeting take place on the line item level.

Suggested CPA Goals

• Email Signup: $3 – $20

• Product Purchase:

  • Single Purchase (Avg. Price Point: $50 or less): $50

  • Single Purchase (Avg. Price Point: $50 – $100): $100

  • Single Purchase (Avg. Price Point: $100+): $100 – $200

  • Subscription: $100+

• Form Fill: $15-$50

  • If basic, non-sensitive information is required (Name, Email), expect CPA to fall on the lower end ($15 range)

  • If sensitive, PII-related information (Phone Number, Social Security #, Address, Income, etc.) is required, expect CPA to fall on the upper end ($50 range)

  • Depending on the length of the form and the information required.

• All new campaigns and line items should be started at the beginning of the week. This is because Monday is the biggest inventory day for our publishers, so it provides the optimal starting point for any new campaign to gain learnings.

Need Advice?

If you’re still unsure of what the best optimization option is for your campaign, contact your account manager.