Teads Ad Manager offers a selection of bidding strategies that are designed to assist you in achieving your campaign's objectives. These automated strategies harness the capabilities of the Teads Buying Engine's AI to optimize for specific KPIs.
Types of Bidding Strategies Available
Standard bidding strategies are aimed at improving the performance of your selected KPI overtime as the AI continues to learn, while prioritizing the delivery of your line item's budget in-flight.
Advanced bidding strategies are designed to prioritize the achievement of a target KPI, and will slow down delivery of your line item's budget if the Teads Buying Engine AI determines that the KPI cannot be achieved within the existing parameters (e.g. bid amount, targeting, etc).
KPI optimization for a Clicks Campaign
KPI optimization for a Clicks Campaign
For Clicks campaigns, Teads Ad Manager offers the following bidding strategies:
Cost per click (Standard)
The optimization of cost per click performance should always be managed through the use of the automated bidding strategy for "Minimizing Effective Cost Per Click". Teads Ad Manager will automatically seek to deliver the lowest cost per click possible while prioritizing the delivery of the budget.
Click-through rate (Advanced)
Select the bidding strategy "Reach Target Click-Through Rate" and apply your CTR objective as the target. Teads Ad Manager will optimize the delivery of your campaign to reach the specified goal, but will stop delivery if the goal is deemed unachievable after the learning phase. If the campaign begins to pace below the daily rate objective, the CTR goal will need to be lowered or the targeting expanded in order to restore the pace.
For additional guidance or information on benchmarks for specific markets, reach out to the Teads support team via Intercom.
KPI optimization for a Quality Traffic Campaign
KPI optimization for a Quality Traffic Campaign
Teads Ad Manager offers two bidding strategies to optimize website-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 on these metrics:
Time Spent/Quality Visits (Standard)
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?
Bounce Rate (Standard)
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 "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.
Cost Per Visit (Advanced)
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.
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, and provides the Teads Buying Engine with 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.
To ensure that all campaign settings are appropriately configured to make the most of Teads Buying Engine's capabilities, refer to our Middle Funnel Campaign best practices.