Optimize for optimal Campaign Pacing & improve Win Rate
Monitoring the auction section of the TAM campaign dashboard is crucial throughout the campaign's duration. It allows you to track its pacing and win rates, enabling you to make necessary adjustments to scale the campaign to the desired level.
Once your campaign is active, accessing the campaign dashboard provides a quick overview of pacing and performance. If your campaign encounters pacing issues, the Auction tab offers valuable insights into the factors impacting delivery.
The Auction report offers the following benefits:
Identify reasons why a line item is not winning available inventory.
Analyze specific factors contributing to the loss of impression opportunities at different levels of the filtering process.
Make informed decisions regarding the setup of your line items.
The Auction report provides a comprehensive troubleshooting overview at the campaign level and allows you to delve into the line item level to assess the entire 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.
Number of impression opportunities that matched the line item inventory targeting criteria (website, tier).
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).
Number of auctions where the line item was the winner.
Percentage of auctions where the line item was the winner.
Line Item Detail
Upon selecting a specific line item, the filtering process is visualized through four distinct filtering steps.
Filtering all ad opportunities that were available for your campaign by matching targeting and publisher requirements
Filtering all eligible impressions based off of the budget distribution, frequency and checked for broken placements and creatives.
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.
During this stage, we filter all available impression opportunities for your campaign by matching targeting and publisher requirements. It is common to observe a high percentage of ad opportunities being filtered, often exceeding 99%. However, if less than 0.50% of the ad opportunities are deemed eligible impressions, we recommend considering adjustments to your targeting based on the reasons with the highest percentage.
Based on the example above, it is evident that user data, geolocation, and website language & brand safety are the primary targeting variables affecting the filtering of ad opportunities. With this information, we can consider making the following adjustments to your campaign:
Expand geolocation targeting by adding more relevant locations, such as specific states or switching from city targeting to DMA targeting.
Enhance targeting by incorporating additional relevant or broader data segments, or utilize Teads Audiences for improved results.
If the brand safety level is set to "Very High," consider adjusting it to the "Standard" level for potentially broader reach while maintaining a reasonable level of brand safety.
Impressions that meet the targeting and publisher requirements are now being matched with the budget distribution while also being checked for broken placements and creatives.
In the given example, the majority (95%) of the filtering process is attributed to the Optimization goal being below the specified threshold. This suggests that the minimum optimization goal set for that particular line item is too high. To increase the number of eligible impressions, it is recommended to either lower the goal value or remove it entirely.
All the remaining impressions undergo the buying engine auction process, where they are matched with the floor price and compared to competitive bids. This stage highlights the possibility that your set maximum bid may not be sufficiently high to secure the desired inventory.
Based on the example provided, it is evident that the majority of impressions are being lost to other campaigns that are bidding on the same inventory. To enhance the win rate, the following actions are recommended:
Increase the maximum bid by 10%-20% to make your campaign more competitive.
Expand your inventory targeting by adding more sites to your site list or considering targeting based on reach website tier.
Once all three filtering stages have been completed, we arrive at the final outcome, which consists of impressions that meet all campaign parameters and pricing criteria.
Over pacing concerns
If the pacing module is set to "ahead" or "even," exceeding the declared budget should not be a concern. However, if you are worried about over-pacing, consider the following actions to slow down the pacing:
Change the pacing module to "even" to distribute impressions evenly over the campaign duration.
Implement a frequency cap to limit the number of times an ad is shown to a user.
Enable day-parting if applicable to control when your ads are displayed.
Adjust your flight dates to spread the campaign's duration and pace more evenly.
Increase the overall campaign or line item budgets to accommodate the desired pacing.
Refine your targeting to reach a more niche audience, which naturally slows down pacing.
Enable a bid strategy to optimize bidding and pacing.
These actions can help manage and control the pacing of your campaign effectively.