This article addresses commonly asked questions about Teads' Lower Funnel Conversions solution.
Teads Pixel FAQ
For questions related to Teads Universal Pixel's features and measurement, refer to this article here.
Lower Funnel Solution FAQ
Where can I find the Lower Funnel solution within Teads Ad Manager?
Where can I find the Lower Funnel solution within Teads Ad Manager?
The Teads Lower Funnel solution for Conversions is currently only available as a limited release to a selected number of Teads Ad Manager seats. For more information, contact our Customer Support team via Intercom.
How does the Teads Ad Manager Lower Funnel Solution benefit brands?
How does the Teads Ad Manager Lower Funnel Solution benefit brands?
Teads Performance solutions for middle and lower funnel objectives leverage predictive AI to optimize 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:
What preventive measures does Teads have in place to protect advertisers from fraudulent clicks or impressions?
What preventive measures does Teads have in place to protect advertisers from fraudulent clicks or impressions?
Teads Ad Manager leverages advanced fraud prevention systems, using both internal and external tools:
All inventory on Teads undergoes pre-bid vetting by DoubleVerify to ensure that every impression in our clients' campaigns is served to a human audience.
To further safeguard our clients' investments, Teads Ad Manager utilizes unique technology that prevents accidental clicks, thereby guaranteeing genuine intent from users who click on the ads.
What bidding strategies are available for Lower Funnel campaigns in Teads Ad Manager?
What bidding strategies are available for Lower Funnel campaigns in Teads Ad Manager?
Teads Ad Manager's Conversion solution offers the choice between two bidding strategies:
Minimize Cost Per Action (Recommended)
Reach Target Cost Per Action
How do Standard and Advanced bidding strategies work?
How do Standard and Advanced bidding strategies work?
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.
Can Teads Ad Manager guarantee the achievement of a KPI target?
Can Teads Ad Manager guarantee the achievement of a KPI target?
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.
Should my bid change depending on the optimization selected? i.e. maximizing my outcome vs reaching a target?
Should my bid change depending on the optimization selected? i.e. maximizing my outcome vs reaching a target?
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.
Why is the clearing price of a line item equal or close to the max price?
Why is the clearing price of a line item equal or close to the max price?
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.
Why is my campaign under-pacing?
Why is my campaign under-pacing?
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:
Expanding the targeting reach
Increasing the maximum bid
Extending the flight duration
For more information about the Auction Report and other troubleshooting tips, refer to the articles within our Troubleshooting section.
What could be causing the performance of my campaign to decrease over time?
What could be causing the performance of my campaign to decrease over time?
There are several factors that could lead to a decline in a campaign’s performance over time. Some common reasons include:
Ad fatigue: After running for several months or weeks, audiences may lose interest in the campaign, leading to decreased performance. It is advisable to refresh creatives with new imagery and/or text to combat ad fatigue.
Restricted audience size: Running a campaign with a small, restricted audience can result in decreased performance. Expanding the targeted audience allows Teads Ad Manager to reach more users and provides greater flexibility for optimization.
Seasonality effect: Campaigns may be impacted by seasonal trends, such as holidays or special events, which can lead to increased competition for media inventory. This can make high-performing inventory less available or more expensive, affecting campaign costs and efficiency.
How does relaxing the targeting requirements impact the clearing price?
How does relaxing the targeting requirements impact the clearing price?
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:
Allowing Teads Ad Manager to be more selective with bids, achieving a better balance between delivery and cost per outcome.
Providing more freedom for TAM buying algorithm to identify users most likely to achieve the desired outcome, leveraging machine learning and signals beyond those of the data segment.
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.
What type of audience targeting is available for Conversions campaigns?
What type of audience targeting is available for Conversions campaigns?
1st Party audiences
Selected Teads audiences that have been curated to deliver accuracy while maximizing scale listed below:
Automotive - Automotive Interest
Entertainment - Entertainment Interest
Entertainment - Movies Interest
Entertainment - Music Interest
Fashion - Fashion Interest
Beauty - Beauty Interest
Luxury - Luxury Interest
Food & Drink - Food & Drink Interest
Food & Drink - Healthy, Bio & Organic
Food & Drink - Restaurants / Dining Out
Finance - Finance Interest
Finance - Business News Interest
Sport - Sport Interest
Tech - Tech Interest
Tech - Social Media Interest
Tech - Gaming Interest
Travel - Travel Interest
Other - Environment & Ecology Interest
Other - Outdoor Activities
Other - Politics
Other - News Interest
Other - Home And Garden Interest
Other - Health Interest
Other - Science Interest
Is remarketing on creative exposure available for Conversions campaigns?
Is remarketing on creative exposure available for Conversions campaigns?
Remarketing is only available for campaigns with a Clicks objective, and not available for Quality Traffic or Conversions objectives. This is because remarketing has not demonstrated any benefit in terms of visitor engagement or conversion events activity.
Does Teads support App Install campaigns?
Does Teads support App Install campaigns?
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:
The Teads Pixel does not work within in-app environments, preventing Teads from optimizing beyond the initial click. This limitation hinders the ability to drive efficiency around app installs and actions, both of which are vital for successful CPI campaigns.
Teads works mostly with web-based publishers, resulting in limited in-app inventory availability. Furthermore, Teads currently cannot support targeting or excluding users via IDFAs and Android IDs, which are essential for in-app ad delivery.
Web-focused publishers like Teads often receive lower attribution from popular app campaign managers due to web-to-app conversion discrepancies.
Why is it not possible to use vCPM or CPCV bidding for Conversions campaigns?
Why is it not possible to use vCPM or CPCV bidding for Conversions campaigns?
All TAM bidding models are tailored to optimize specific campaign objectives. For Conversions, 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.
Why is retargeting recommended for Conversions campaigns?
Why is retargeting recommended for Conversions campaigns?
Most users often need multiple visits before converting. Using website retargeting to display ads to previous site visitors can keep your product top of mind, and assist your Conversions campaign in guiding these users through the conversion funnel.
Why are frequency caps not available for Conversions campaigns?
Why are frequency caps not available for Conversions campaigns?
Users often require multiple interactions with your campaign throughout the conversion journey. By removing frequency caps, Teads Ad Manager AI gains full control over the number of impressions or clicks necessary to guide a user towards conversion.
Can I use a website inclusion list with my Conversions campaign?
Can I use a website inclusion list with my Conversions campaign?
Although it is possible to narrow delivery by using website inclusion lists, campaigns generally perform better when they have a wider reach. It is therefore recommended not to limit delivery by employing website inclusion lists.
Can I optimize a Conversions campaign manually?
Can I optimize a Conversions campaign manually?
It is not advisable to manually optimize elements like creatives and websites. The Teads Ad Manager AI is designed to perform these optimizations automatically and in a more detailed manner than manual adjustments could achieve.
How I often should I make changes to the settings of my Conversions campaign?
How I often should I make changes to the settings of my Conversions campaign?
There is no fixed formula for determining the appropriate frequency for making changes in your campaign, but the following tips can be helpful:
Consider the diversity of conversion journeys based on your products or verticals. Keep in mind the "average time to convert" for your website visitors.
Allow sufficient time for Teads Ad Manager AI to learn and adapt after making changes. This learning period can vary, and modifications may require several days to take effect, based on the volume of delivery and conversions for each campaign.
Prioritize performance optimizations over pacing optimizations. Begin with slower delivery (i.e. "Even Pace") in the early stages of your campaign. This approach helps ensure optimal campaign performance before ramping up the delivery pace.
Conversions Measurement
What is an attribution model?
What is an attribution model?
The attribution model serves as the framework for a marketing platform to allocate credit for conversions and other desired outcomes across different touchpoints in the customer journey.
There are several types of attribution models, including:
First-touch attribution: Credits the first interaction a customer had with the brand or marketing channel for the conversion.
Last-touch attribution: In contrast to first-touch attribution, this model assigns all credit for a conversion to the last interaction before the conversion event.
Linear attribution: This model distributes credit evenly across all touchpoints in the customer journey.
Time-decay attribution: Assigns more credit to touchpoints closer to the conversion event, with diminishing credit for interactions further in the past.
Position-based attribution (U-shaped): Gives more weight to the first and last touchpoints, with the remaining credit distributed evenly among the interactions in between.
Algorithmic attribution: This model uses machine learning algorithms to analyze historical data and determine the most effective touchpoint combination for driving conversions.
Teads Ad Manager uses a Last-touch attribution model, attributing conversion credit to the last interaction before a conversion event.
What is a lookback window?
What is a lookback window?
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.
What events should be configured to use with a Conversions campaign?
What events should be configured to use with a Conversions campaign?
In order to optimize your campaign to a specific event, it is mandatory to first configure the event in your brand's Teads Pixel from the Events Manager section of Teads Ad Manager.
While it is only a pre-requisite to configure the event that the campaign will be optimized towards, it is recommended to configure as many events along the conversion path as possible, in order to use the Teads Pixel to track the full user journey, and benefit from additional insights and retargeting opportunities.
It is also recommended, whenever possible, to use Code-based events that leverage event metadata.
Are the conversion events in my Conversion campaign deduplicated?
Are the conversion events in my Conversion campaign deduplicated?
Conversion events are only attributed to one campaign and line item across the Teads network. However, it is possible to count multiple conversions for the same user (except in the case of two identical conversions in a single hour).
Using the example of a user that clicks on a Teads ad and completes multiple actions on the website:
Click => ViewContent => AddToCart => ViewContent => AddToCart => Purchase
Teads Ad Manager would measure these actions as 1 visit with 5 conversions (2 ViewContent, 2 AddToCart, 1 Purchase).
Why is the conversions volume shown in TAM different from the numbers reported in my Campaign Manager/Analytics platform?
Why is the conversions volume shown in TAM different from the numbers reported in my Campaign Manager/Analytics platform?
The count or volume of conversions often differs between platforms due to potential overlap between publishers or media channels, as well as variations in technologies, tracking methods, attribution models, and settings used. To minimize these discrepancies across platforms, consider the following steps:
Ensure consistency in the date range and time zone settings on both platforms, and exclude conversions from previous campaigns to avoid double-counting.
Match the conversion lookback windows across platforms. This refers to the period after an ad is clicked or viewed within which a conversion will be attributed. Keeping this window consistent helps align conversion counts.
Confirm that both platforms are measuring the same touchpoints or events, and that both conversion pixels or tags are firing correctly and simultaneously.
Understand the attribution model applied on your platforms. Note that Teads Ad Manager uses a Last Touch attribution model, which attributes conversions to the last interaction before the conversion event.
Lower Funnel Creatives
What creative formats are available for Conversions campaigns?
What creative formats are available for Conversions campaigns?
The Teads Ad Manager Conversions solution utilizes a curated selection of Creative Editor formats, strategically designed to optimize reach and performance through Automatic Positions.
For more information on creative format details and specifications, refer to this article here.