Setting a Campaign Performance Goal
Setting your performance goal is the first and most important step in the campaign process as it will inform every other aspect of your campaign.
This article will focus only on Exchange campaigns. Click on the following links if you’d like to learn more about setting up Guaranteed or Non-Guaranteed Direct Sold/House campaigns.
Setting Your Performance Goal
After choosing the Exchange campaign type, you will have to select your performance goal.
Types of Performance Goals
Impressions Goal
Optimization: Reach, clicks
Objective: Brand Awareness, Engagement
When to use: When you want to deliver a set number of impressions at a flat CPM.
A great option for audience extension campaigns when the goal is to reach a specific group of people.
Maximize Clicks
Optimization: Clicks
Objective: Brand Awareness, Website Visits, Engagement
When to use: When you want to drive high-quality traffic to your site at the lowest possible Cost Per Click (CPC) while spending your budget in full.
A great option for any top-of-funnel campaigns that want to drive high-quality and “right-priced” traffic. While this does not take a CPA Goal into account, you can still track conversions as a secondary KPI.
Maximize Conversions
Optimization: Conversions
Objective: Website conversions (email signup, product purchase, form fill, lead generation)
When to use: If you want to achieve the lowest possible Cost Per Acquisition (CPA) while evenly spending your budget in full.
Achieve CPA
Optimization: Conversions
Objective: Website conversions (email signup, product purchase, form fill, lead generation)
When to Use: If you are willing to spend as much as possible on any given day while coming in at or below the specified Cost Per Goal. Keep in mind the only lever to pull to drive scale is adjusting the CPA goal.
Campaign Basic Details
Campaign Name: Enter the name you would like the campaign to be.
Conversion Tracker: If you are using a conversion tracker, enter in that name.
IAB Category: This will automatically populate from the advertiser you’re working under.
Frequency Cap: If you want to set a frequency cap across the entire campaign, include the number of exposures you’d like to cap per hour, day, week, or month.
Campaign Label: Enter a label for your campaign, if desired.
Schedule and Budget
Start Date: The start date for your campaign.
End Date: The end date for your campaign.
KPI: Enter the metric your campaign will optimize on. This will be different depending on the performance goal selected.
Impressions goal: CPM
Maximize clicks: Target eCPC
Maximize conversions: Target eCPA
Achieve CPA: Target eCPA
Then you’re ready to create a line item.