There are many external, uncontrollable factors that can affect your campaign’s ROAS (return on ad spend) targets other than optimizations. A few are the promotional product itself, landing page experience, product cycle seasonality, and SKU revenue. Below are some best programmatic practices to tailor your campaigns to these variables that can unexpectedly sway your ROAS performance:
With dips in product cycles and seasonality, it’s best to re-budget and pace heavily during the cusp of incoming revenue. Also, use the available budget with tactics that have been working consistently for this time period and experiment and strategize with new tactics during ‘uptime’ will help discover tactics that will perform even during the ‘out of season’ time and will help counteract any associated risk.
With multiple conversion events on the same landing page, try and combine as many conversion events with the same tag. That way across multiple campaigns, you are able to optimize toward one conversion event. This provides the algorithm more data to make decisions off of. You can do this by placing the same conversion pixel on the same ‘conversion type’. If you have an ad server in place, you can do this by creating a floodlight to dynamically measure different conversions across one site.
Ensure your campaign is optimizing towards the best available goal in your DSP.
- ROAS or CPA: If the product prices have a large range, it might make more sense to optimize your campaigns based on Cost per Acquisition.
- CPC: There may not be enough data for your DSP to make the best revenue inventory decisions. In this case, it would make sense to set your campaign goal as CPC and switch it to ROAS when this data is available.
Brand & Product
Tailor your targeting to the product or brand you are advertising. Is the brand associated with certain publications? In this case, it may make sense for you to incorporate direct publisher deals into your tech mix. Is your product only available in certain geographical regions? That could bring a great opportunity to create a site list of local news sites in these areas.
We can apply this strategy to ecommerce vs. lead generation business models as well. With one of our lead gen clients, we recently implemented DCO – Dynamic Creative Optimization, tailoring the programs they offer with the programs that the user has researched about on their site. For one of our cosmetic ecommerce clients, we were able to create a mobile behavioral segment on users that own cosmetics apps of which they can use to make purchases. This level of targeting hones in only on users with an intent to purchase.