FOR TRAFFIC ACQUISITION
❓ Qualified visits definition:
🧠 Teads defines a qualified visitor as someone that spends at least 15s on the website OR has visited a minimum of 2 pages.
❓ What is an incremental visit?
🧠 All the people that have visited the website of the advertiser after the pixel has been set will be excluded during a 28 day moving window. This is all the traffic, no matter if they are coming thanks to a Teads ad, naturally, or with the ads of a competitor or naturally.
❓ Where should I place my pixel?
🧠 For optimum results, we recommend you to place our Teads Universal Pixel in your website's header, on all the pages.
❓Why reducing the targeting can impact the max price?
🧠 Less reach means that we will have less opportunities to find a user with a high change of visiting. The more inventory eligible we have, the better are our optimizations capabilities.
That being said, make sure to increase the bidding price depending on the reach you get.
N.B: We do not recommend applying data because this greatly reduces the reach and increases the clearing price of campaigns (since a data markup is added). In addition, our algorithm will automatically identify the type of users most likely to generate quality visits (when a pixel is set) or economic clicks and therefore being interested in the campaign (without having to apply data).
❓Why is it recommended to add as many tracking conversions (ex: Add to cart, Search, …) as possible ? I thought we could not optimize on them.
🧠 Even though we cannot optimize towards conversions, tagging the funnel allows us to:
keep an eye on our performances regarding these conversions. It's not because today we are not optimizing towards lower conversions that we can't get great results
identify where we lose most of our users down the conversion funnel to understand how we can optimize the campaign (for example: change the CTA in order to increase the customer intent)
you have access to 8 standard events as below. Ensure the conversions you create are correctly tagged, it will help you to gather results / insights on your campaign.
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❓Why can't I add the Teads Universal Pixel on a Branding campaign?
🧠 If you have a traffic generation goal, it would be more relevant to activate your campaign through the Traffic Acquisition tile which allows us to drive and optimize the campaign towards qualified traffic (thanks to our Teads Universal Pixel)
❓ Do you recommend me to activate the Dynamic Budget Allocation option on my Traffic Acquisition campaign?
🧠 This new feature allows users to control budget and pacing at the campaign level. DBA leverages Teads’ AI to distribute the campaign budget dynamically among various line items to maximize the scale of your campaign and not necessarily the best performing line items which may end up hurting your Traffic Acquisition campaigns.
DBA is a great tool to use when your campaign is struggling to deliver. If it is not, then there are no reason to add it as it could impact the optimizations.
GOAL BASED BUYING
❓What does the Traffic Acquisition solution offers in TAM:
🧠 Teads Traffic Acquisition is the market’s most advanced traffic solution, powered by predictive AI to optimize towards qualified visits by serving your message to those most likely to engage & generate a low bounce rate, multiple pages viewed & high time spent per session.
The solution is underpinned by Teads performance formula for success:
❓ Can I optimize to multiple traffic objectives e.g. bounce rate, CTR at once?
🧠 No - Our AI can only optimize toward a single KPI.
❓ Is there a different bid recommendation depending on the optimization I choose? maximizing my outcome or reaching a target?
🧠 Yes, for campaign optimization on a specific target, we highly encourage you to add + 50% on the current bid.
❓ What bidding strategies are available for Traffic Acquisition?
🧠 We can answer to 2 different objectives:
Drive quality visits on their website
Maximize Quality Visits (Recommended)
Reach Target Cost Per Visit
Minimize Bounce Rate
Reach Target Bounce Rate
Generate clicks on their ads:
Minimize Cost Per Click
Reach Target CTR
❓ Which bidding strategies require Teads pixel to be placed on my advertiser website?
🧠 Teads pixel is required when the event you want to optimize on happen on Advertiser website :
Maximize Quality Visits
Reach a Target Cost Per Visit
Minimize Bounce Rate
Reach a Target Bounce Rate
Please note that it is no longer possible to measure conversions when the objective is generating Clicks (CPC or CTR optimization). This option remains only available for Quality Visits.
❓ How does the target optimization work?
🧠 With a target bid strategy, Teads will do its best to maximize delivery at a controlled cost - the provided target. This is why we recommend to increase (by +50%) your bid and always start by a Minimize optimization. This strategy will limit the potential under-delivery, and allow you to find the lowest target you can achieve with your actual bid.
❓ Do we guarantee to hit the KPI target?
🧠 Yes - the target applied will be respected, it can be at the cost your campaign delivery.
❓ Why is the Target Bounce Rate optimization greyed out? And how can I get access to it?
🧠 Target Bounce Rate is the optimization that can have the biggest impact on campaign’s delivery. Choosing a target bounce rate that is too far from what can be achieved could completely stop the delivery. As such, we are limiting its usage. However, you can request the access, so that we can give you best practices.
If you want to use target bounce rate, we suggest using the Minimize Bounce Rate optimization first for 3 days, in order to observe an effective Bounce Rate.
If the effective bounce rate is far from your wished target, we recommend to lower the effective value by 10% till reaching desired value, while monitoring carefully delivery.
❓ Why can’t I add a CTR target above 2% / BR below 10%?
🧠 We have added a rule to make sure unrealistic CTR or Bounce Rate targets can not be saved. Indeed, setting aggressive targets can cause serious under-delivery issues.
❓ What is Dynamic Creative Optimization?
🧠 Creative Editor now supports Dynamic Creative Optimization (DCO) for the Single Image format, enabling you to use more asset variations to increase campaign performance. The Single Image DCO technology supports image, headline and CTA variations in the same dynamic creative. Using new machine learning algorithms, it automatically selects at delivery time the asset combination most likely to achieve the desired outcome. You can use up to 5 headlines, 5 images and 5 call to actions (up to 125 creative variations in total).
❓ How many creatives should be assigned to my campaign to maximize the performance?
🧠 We recommend:
to try our best performing formats (Single Image & Single Video)
at least 5 creative variations per line item (or a Single Image creative with as many asset variations as possible)
AMAZON ATTRIBUTION BETA
❓ Can we place the Teads Universal Pixel on Amazon?
🧠 No - Amazon retail does not permit 3rd party tracking on its retail store
❓ Does Amazon Attribution rely on Teads pixel?
🧠 No - the solution leverages Amazon Attribution pixels generated from the Amazon Attribution console
❓ What Traffic Acquisition bidding strategy is available?
🧠 As you will not be able to use Teads’ pixel, the recommended Teads bidding optimization is CTR
❓ Can I use Amazon Dynamic E-Commerce Ads?
🧠 No - Amazon Dynamic E-Commerce Ads are a proprietary Amazon format designed for conversions campaigns and only available via Amazon DSP
❓ Can we optimize towards Amazon retail metrics?
🧠 The solution only allows us to measure, not optimize towards Amazon retail metrics