Teads Performance solutions for middle and lower funnel objectives leverage predictive AI to optimize campaigns for Clicks, Quality Traffic, or Conversions KPIs. These solutions target users with a strong probability of achieving the desired outcome, leading to success in areas such as ad engagement, website page views, time spent on site, and cost per acquisition. The effectiveness of each solution is supported by Teads' performance formula:

Teads Ad Manager leverages advanced fraud prevention systems, using both internal and external tools:

Teads offers solutions that answer to 2 distinct Middle Funnel objectives:

Standard bidding strategies are intended to minimize or maximize the desired KPI outcome at the most efficient cost, while prioritizing the delivery of the line item's budget.

Advanced bidding strategies require the user to input a specific KPI target value, and Teads Ad Manager will aim to maximize the delivery while prioritizing the achievement of the specified KPI target.

It is recommended to start campaigns using a Standard bidding strategy. Advanced strategies should only be employed if the campaign's performance is unsatisfactory. This approach helps prevent under-delivery and enables you to automatically determine the lowest achievable target with your current bid.

Yes, when an advanced bidding strategy using a KPI target is selected, Teads Ad Manager prioritizes the KPI over the delivery. This guarantees that the target will be respected, even if it results in a decrease or stoppage in delivery where the targeting is unachievable with the current line item setup.

Yes. For line items switching from standard to advanced bidding strategies, it is recommended to use a higher bid (+30-50%). Higher bids increases the chance of achieving the intended KPI target by providing more flexibility and inventory availability.

It is common for line items to show a clearing rate that is equal or just below the max bid during the initial stages of a flight. The reason is that the buying algorithm is in the exploration phase during this period, which prioritizes the buying of inventory as it tries to identify the dimensions (e.g. publishers, format, devices, users, etc) that are most likely to deliver the intended objective.

Once Teads Ad Manager has completed the exploration phase, the clearing rate should begin to decrease as the efficiency increases during the exploitation phase. If this is not the case, it is possible that the max bid of your campaign is too low or not competitive enough. In this case, do review the line item's impression funnel using the Auction section within TAM's campaign dashboard for more insights.

To understand why a line item is not spending at the required pace, review the impressions funnel in the Auction section of the campaign dashboard in Teads Ad Manager.

The most common cause for line items under-pacing is that the maximum bid is not competitive enough to win sufficient inventory from the targeted audience. In such cases, the Auction Report of your line item will show a high rate of impressions lost due to "Bid below floor" or "Outbid by another campaign."

If a low bid is causing the under-pacing issue, potential solutions include either one or a combination of:

For more information about the Auction Report and other troubleshooting tips, refer to the articles within our Troubleshooting section.

Dynamic Budget Allocation (DBA) is not recommended for Clicks or Quality Traffic campaigns, as it could negatively impact results. This is because DBA works by distributing the campaign budget dynamically across all the line items to maximize scale and delivery, regardless of the performance of each line item.

The AI in each one of the advertising solutions in Teads Ad Manager is designed to optimize towards a single KPI. It is not possible to optimize towards multiple objectives simultaneously.

There are several factors that could lead to a decline in a campaign’s performance over time. Some common reasons include:

A line item's targeting significantly influences the clearing price because narrowing the targeting reduces available ad opportunities. With fewer opportunities to deliver impressions, bids tend to increase as the buying algorithm aims to improve the changes of winning bids.

In addition, applying audience segments also increases a line item's clearing price due to the associated data cost. It is advisable to use higher bids on line items using third-party data targeting to offset the impact on bids/auction outcomes.

In contrast, having a larger eligible inventory pool increases cost efficiency by:

Having a targeting strategy that is as open as possible, also referred to as Smart Targeting, is the recommended setting to take full advantage of the Teads Ad Manager buying algorithm and the signals of the Teads Pixel for visits and conversions optimization.

Teads Ad Manager offers a unique set of targeting solutions for each objective:

Remarketing is only available for campaigns with a Clicks objective, and not available for Quality Traffic objectives. This is because remarketing has not demonstrated any benefit in terms of visitor engagement or conversion events activity.

While it is technically possible to run app installation campaigns using Teads Ad Manager's Clicks solution, it is not recommended due to the following drawbacks:

Yes. It is possible to use WhatsApp's click to chat feature with your Teads Ad Manager campaign. Follow the steps below to activate this:

Once a user clicks on your ad, a WhatsApp chat with the user will automatically open. Click to chat works on both the WhatsApp app and WhatsApp Web.

All TAM bidding models are tailored to optimize specific campaign objectives. For Clicks and Quality Traffic, the CPC and CPM bidding models have been determined to be the most effective in driving positive outcomes, while CPCV and vCPM have proven to be better suited for Branding objectives.

Every Performance solution comes with distinct creative features.

Clicks campaigns benefit from a comprehensive range of Creative Editor formats as well as custom formats crafted in Teads Studio.

Meanwhile, Quality Traffic campaigns utilize a curated selection of Creative Editor formats, strategically designed to optimize reach and performance through Automatic Positions.

For more information about creative format details and specifications, refer to this article here.

Yes. Although delivery is non-guaranteed, using the CPC buying model will ensure that the cost-per-click achieved remains in line with or below your specified goal.

It is currently only possible to optimize towards one KPI per line item. Maximizing CTR focuses on media impact while CPC is price-oriented, and it is recommended to focus on the goal that matters most to your campaign or brand.

Using a fixed CPM limits the flexibility of the Teads Ad Manager AI, reducing its ability to optimize delivery to yield clicks at an efficient cost.

This target cap is implemented to avoid setting unrealistic CTR goals that often lead to campaign under-delivery.

The Teads Ad Manager Clicks solution is designed to optimize campaign performance by delivering on ad placements that drive higher click rates or lower cost per click. To enhance user engagement with the landing page post-click, consider implementing the Teads Pixel on the website. Additionally, transitioning to one of the visits-focused bidding strategies offered in TAM's Quality Traffic solution can be beneficial.

Teads Ad Manager defines a qualified visitor as a user who spends at least 10 seconds on the website OR views a minimum of 2 pages (also known as engaged visits or sessions based on your analytics platform).

If the Teads Pixel has been implemented on your website, it is possible to maximize traffic incrementality by excluding any user who has visited the website in the previous 30 days. The exclusion also applies to previous visitors from other sources of traffic (e.g. Teads, Social, Search).

Bounce rate is inversely correlated to qualified visits. Use the Optimize for quality visits bidding strategy in your line items to automatically optimize bounce rate.

By tagging the funnel, we are able to:

A lookback window refers to the specific timeframe during which conversion events on your website are attributed to a particular campaign touchpoint, such as an impression or click. For example, if a user clicks on an ad and later completes a purchase within the defined lookback window, the conversion (i.e. the purchase) is attributed to the ad click. The length of the lookback window can vary depending on your marketing platform, campaign objectives, and industry standards.

Teads Ad Manager supports lookback windows for both impressions and clicks, ranging from 1 to 30 days. The recommended setting is 30 days post-click and 14 days post-view.

Amazon Attribution provides brands with the ability to generate attribution click tags that can be leveraged with TAM creatives. It empowers TAM users to utilize Teads inventory, creative capabilities, and AI driven click optimizations, to drive maximum traffic to their Amazon retail store and measure retail ROI via the Amazon console. For more information, visit the Amazon Ads website.

Amazon Attribution is available to brands that sell products on Amazon and have an Amazon Attribution Account (US, CA, UK, FR, IT, ES, and DE markets only). The recommended campaign duration is a minimum of 2 weeks.

Clients using Amazon Attribution should use the Teads Clicks solution, which offers CPC and CTR bidding strategies for best results.

Start by generating the attribution tags from the Amazon Ads console (for detailed instructions, refer to the Amazon Ads site). The click URLs generated will then be used as the click-through destination for the creatives of your TAM Clicks campaign.

No - Amazon retail does not permit 3rd party tracking technology like the Teads Pixel on their retail platform. The Amazon Attribution solution leverages proprietary URLs/click tags generated from the Amazon Attribution console to measure performance.

No - Amazon Dynamic E-Commerce Ads are a proprietary Amazon format designed for Conversions campaigns and only available via Amazon DSP.

This is not possible. Without the Teads Pixel, Teads Ad Manager can only optimize towards CTR/CPC objectives.

Amazon's default attribution model is 14-day post-click look-back window, with last-touch attribution.