Jul 21 2016
Basis Technologies

Centro DSP Spotlight: Campaign Optimization – Don’t Just Set It and Forget It

Running a successful campaign starts well before launch. Demand-side platforms, such as Centro DSP, offer a wealth of targeting options, data providers, and inventory sources, which makes it vital to set a clear objective when putting together a plan.

Whether you are trying to increase awareness, traffic, or sales, it is important to match the goal to a measureable KPI. The two most common ways to do this are click-based and conversion-based KPIs. For both metrics, make sure you factor in costs and use a CPC or CPA to compare performance. A certain site might deliver 5 times the average click-through-rate, but if the CPM is 10 times higher, then you are not getting the perceived value.

Don’t forget: Regardless of KPI, have conversion pixels placed.

What are some of the known factors for achieving a CPC or CPA goal? Centro’s experienced services team has found retargeting and mobile to be especially effective at driving clicks. With a best-in-class mobile DSP experience, Centro allows you to take advantage of this proven strategy. For conversion-based campaigns, a healthy prospecting effort and a separate retargeting tactic transforms leads into customers.

Once a campaign is live, follow these three simple steps:

  1. Accrue data. Waiting to accumulate sufficient data in reporting ensures your optimization decisions will be sound.
  2. Make minor adjustments. Minor adjustments to bid and frequency can make a big difference to delivery and performance.
  3. Implement major optimizations. Pausing or excluding creative and inventory sources will further hone your campaign.

Did you know? Centro DSP has in-line editing at the placement level to make optimizations a breeze.

Finally, don’t be afraid to make changes to your campaigns. A good DSP should allow you to observe the effects and use real-time insights to dictate optimizations. Remember: You can always change something back. The real risk is not doing anything at all.

Want to learn more? Check out the full presentation here.

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