Optimize for Campaign Pace & Win Rate
The auction section of the TAM campaign dashboard is vital to look at through the lifetime of a campaign to monitor pace and win rates to see what needs to be done in order to scale to the desired amount.
Auction Report
Once your campaign is up and running, navigating to your campaign dashboard is a great way to get a quick screenshot of your pacing and performance. If your campaign is facing pacing issues the Auction tab is a fantastic way to gain insight on what certain campaign variables are affecting your campaign delivery.
The Auction report helps you:
See at a glance why a line item is not winning available inventory.
See specific reasons for why the impression opportunity was lost, at three separate levels and how much they weight in the filtering process.
Make strategic decisions on the line item’s setup.
The "Auction" report gives you an overview of the campaign level troubleshooting and allows you to drill down into the line item level to see the full-funnel.
The graph shows your full campaign’s bid analysis to date, with the list of all of your line items below it.
To further diagnose your campaign, click into any of your line items listed and you will be directed to the Teads Impression funnel.
Key Metrics:
Metric | Description |
Bid Requests | Number of impression opportunities that matched the line item inventory targeting criteria (website, tier). |
Bid Responses | Number of allocated impression opportunities that were compatible with all the line item’s targeting criteria, budget setup, creatives and advertiser. (Check out all the filtered eligible impressions and filtered by the auction reasons). |
Wins | Number of auctions where the line item was the winner. |
Win Rate | Percentage of auctions where the line item was the winner.
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Line Item Detail:
When clicking into a specific line item, the filtering process is illustrated into four different filtering steps:
Stage | Description |
Ad Opportunties | Filtering all ad opportunities that were available for your campaign by matching targeting and publisher requirements |
Eligible Impressions | Filtering all eligible impressions based off of the budget distribution, frequency and checked for broken placements and creatives. |
Bids Submitted | All the eligible impressions are now submitted to the buying engine auction were they are matched with the floor price and compared to competition bids. |
Ad Opportunities:
At this stage we are filtering all impression opportunities that were available for your campaign by matching targeting and publisher requirements. It is not uncommon to see 99%+ of the ad opportunities being filtered, however if < .50% of the ad opportunities are eligible impressions, consider loosening targeting based off the reasonings with the highest percentage.
In the above example, we can see here that user data, geolocation, and website language & brand safety are the top three targeting variables that are filtering the ad opportunities. With this info on hand, we can consider to make the following adjustments to your campaign such as:
Adding more relevant geo locations such as States, or switching from city targeting to DMA targeting.
Adding more relevant / broader data segments, or utilize Teads Audiences.
If Brand safety level is Very High, adjust to Standard level.
Eligible impressions
Impressions that matched the targeting and publisher requirements are now being matched with the budget distribution and checked for broken placements and creatives.
In the above example, we can attribute the Optimization goal below threshold reasoning accounts for 95% of the filtering process. This indicates that the minimum optimization goal that is set for that particular line item is too high and the goal value should either be lowered, or removed completely in order to increase eligible impressions.
Bids Submitted:
All remaining impressions are now submitted to the buying engine auction where they are matched with the floor price and compared to competitive bids. This stage is conducive that your set max bid might not be high enough to win the inventory needed.
In the above example, we can see that the majority of impressions are being lost to other campaigns that are bidding on the same inventory. To increase the win rate, we recommend the following actions to take:
Increase the max bid by 10%-20%
Expand your inventory targeting; add more sites to your site list, switch to target on Reach website tier etc.
Once all three filtering stages have taken place, we finally have the end result of all the impressions that have met all the campaign parameters and pricing.
Over pacing concerns:
As long as the pacing module is set to "ahead" or "even" then over-pacing against the declared budget should not be an issue. However, if you are concerned about over pacing please see below actions to slow pacing down:
Change pacing module to even
Input a frequency cap
Enable day-parting if applicable
Revise your flight dates
Increase the overall campaign/line item budgets
Increase your targeting to be more niche in order to have a small pool of users to hit which will naturally slow down pacing Enable a bid strategy
