Best practices for Branding Campaign

In this article, you can find Branding campaign & creative best practices for a smooth campaign setup and to drive good results.

Updated over a week ago

After you have gone through how to set up your Branding campaign here, you can learn more about our suggested best practices to ensure a seamless set up & to drive better performance.

Best practices for campaign settings

  • Ensure that the correct advertiser is selected. If you cannot find the advertiser, reach out to us via Intercom to have it added in the drop-down.

  • Make sure that the overall campaign budget encompasses all the line item budgets combined.

  • Wait up to 24 hours after the campaign goes live before analyzing the initial results.

  • Keep frequency capping disabled if possible as Teads' natural frequency is low & will not lead to user saturation.

Best practices for line item settings

  • Ensure that the correct timezone is selected.

  • Leave default pacing set to 'Ahead'.

  • If you have issues with pacing, change your budget to a daily cap and set it to be ASAP mode. This ensures that we are maxing the daily budget without spending the full budget too quickly. Keep an eye on clearing rates after this change is made to ensure that your campaign is yielding cost efficiencies.

  • Do not use day parting if possible.

Best practices for creative settings

  • Have multiple creatives assigned to the same line item to allow the Teads Buying Engine to select the best performing creative.

  • Enable automatic pool rate for the assigned creatives.

  • Recommend having >2 creatives attached to each line item.

  • Try to refrain from using creative flighting as this could lead to human error.

  • Have multiple iterations of the creative and not just multiple creatives (same design) with different tags.

  • Utilize the creative editor (for social on branding) for quick activation.

  • Ensure all creatives meet the Heavy Ads Intervention criteria so they can deliver across chrome and edge browsers. If you see an alert on your campaign, refer to the troubleshooting guide here, or reach out via Intercom to get suggestions on how to resolve HAI issues.

  • Use the bulk upload tool if you have many 3rd party VAST tags, for ease of implementation.

  • Avoid having any special characters (& %, etc) in the creative file/title name (that can block the upload or delivery of the creative).

  • If you have a Teads Studio VAST, preview the demo link before uploading it to TAM in order to confirm the format. Do not upload a display format in the video field. Metrics and billable events can affect your campaign.

Best practices for targeting settings

  • For Audience section:

    • Geo:

      • If city targeting is needed, utilize the DMA targeting of the given city.

      • If zip code targeting is needed, ensure that there are enough zip codes being used.

    • Teads audience:

      • Limit the amount of audience layers applied on a given line item to ensure scale.

      • The more granular the segments used, the lower the amount of daily bid requests will be. Intent segments are the most restrictive.

    • Custom audience:

      • Create your custom audience before hand on the Data tab at your campaign home page so that you can apply it directly to your line item during campaign set up.

      • Use custom audience only when you need to address a specific audience need that is not met with Teads audience segments. Once created, custom audience segments can be used across multiple campaigns.

      • Check the total reach to ensure that it is sizeable enough against Teads inventory to ensure scale is not limited.

    • First party audience: Ensure that your first party audience has been mapped to your Teads Ad Manager seat prior to campaign set up.

  • For Inventory section:

    • Brand safety: The default for each campaign uses Teads standard brand safety which is optimized for maximum reach while avoiding high risk unsafe content. If your advertiser has a specific brand safety requirement, you may adjust where necessary. To learn more about Teads brand safety, see this article here.

    • Websites: The minimum requirement is 20 sites but we recommend having more to ensure your campaign has sufficient scale. To learn more about website targeting, read this article here.

    • Website Category: Is based on IAB category. Recommend using Teads contextual instead as it runs across each article's content whereas website category will categorize the entire site and not each article.

  • For Technology section:

    • Recommended to run across all devices, operating systems and browsers. These categories can be used for performance optimizations later.

Best practices for Bidding settings

  • Increase your bid by 10-15% during competitive seasons of the year to maintain a healthy win rate.

  • When using CPCV, we recommend having a 15 second creative and set CPCV to 15 seconds.

  • When using vCPM, we recommend implementing vCPM at 2 seconds for video, and vCPM at 1 second for display to align with MRC standards.

  • Do not set a target value for Optimization KPI when utilizing CPM bidding model.

  • Use Dynamic auction type to drive best cost efficiencies while delivering a larger number of outcomes.

  • Use Fixed price if you need to meet a certain number of adserving impressions.

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