Optimize a Quality Traffic Campaign

This article covers the bid strategies available to improve the performance of middle funnel campaigns using Quality Traffic solution.

Updated this week

The automated bidding strategies described below are designed to assist you in achieving your campaign objectives. These strategies harness the capabilities of Teads Buying Engine's AI to optimize for specific KPIs. To maximize performance, ensure that the campaign's targeting reach, creative variations, and budget allocation are optimized according to the guidelines outlined in our best practices.

For Quality Traffic campaigns, you have the option to select from the following bidding strategies:

  • Improving website-centric metrics: Use the automated bidding strategies available in Teads Ad Manager to optimize site-centric metrics like visits quality, time spent, and bounce rate. Note that the Teads Pixel must be properly implemented on the landing page in order to optimize these metrics.

    • Time Spent/Quality Visits:

      A Quality Visit is defined as 10 seconds or two page views. The optimization of quality visits should always be managed through the use of the automated bidding strategy "Optimizing for Quality Visits". Teads Ad Manager will seek to deliver the lowest cost per quality visit possible, while prioritizing the delivery of the budget.

      In order to set realistic objectives for these metrics, it's crucial to have an understanding of the user experience encountered on the landing page. By accessing the landing page and examining its content, you can address the following questions:

      • How long would it take for a user to read it?

      • Are there other pages that the user can easily navigate to?

    • Cost Per Visit:

      A visit is defined as a page view on the advertiser's website after a click on one of the campaign's ads. To align with your cost objective, select "Reaching Target Cost Per Visit" bidding strategy for your campaign.

      Teads Ad Manager will optimize the campaign delivery to attain the specified goal. However, during the learning phase, if the objective seems unattainable, campaign delivery might be temporarily paused.

      If your campaign falls behind the daily rate objective, consider lowering the cost per visit goal or expanding your targeting in order to restore the pace.

    • Bounce Rate:

      A user is considered to have bounced if they spend less than 10 seconds on the landing page or do not navigate to additional pages after landing on the page. The initial action to enhance this metric involves ensuring that the landing page contains sufficient content to engage users for a duration of at least 10 seconds, or having multiple pages directly accessible from the landing page.

      To automatically optimize and reduce your bounce rate while maintaining budget delivery, select the "Optimizing for Quality Visits" automated bidding strategy. Bounce rate and the rate of quality visits have an inverse correlation, meaning that taking action in this regard will lead to enhancements in your campaign's bounce rate metrics.

  • Conversions activity from Teads traffic:

    Set up multiple conversion events within your Teads Pixel using the Events Manager. This enables you to track a wider range of user interactions on your website. As a result, Teads Buying Engine gains access to additional optimization data, which ultimately contributes to improving user engagement on your site.

For additional guidance or information on benchmarks for specific markets, reach out to the Teads support team via Intercom.

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