Hey there.
I run eCom stuff and am new to the native scene. I launched my first native campaign on Ob one week ago.
Got a few questions about optimization in Ob:
1. When you have multiple multiple ads that are bringing consistent sales but the ones with the highest CTR and highest spend are out of target CPA while the one with less CTR and less Spend is within KPIs:
Hey,
1.If you pause your highest ctr ads, just for keeping the ones that are within kpis, you might risk killing your campaign. Try to adjust to lower bids, but don't go very low either you might lose momentum.
2.it really depends for how long you've been running the campaign
3.it can be both A and B-but depends on how your profitability looks like for that day.You need to watch it constantly and adjust according to the performance you're getting.
4. If you're doing it manually, then yes you need to adjust throughout the day.
5.It depends- if you have a control already, the campaign lenght, how old is the campaign. But always test, even if you're profitable already.
Just looked at your profit margins too from the attachment. These are really good. Usually on native 25-40% is a good profit margin.
Your margins don’t look bad at all, maybe in the current stage it might not be worth touching too much the campaign if the results are stable.
For ads that exceed the goal CPA I’d first check on drill-down reports how Ad > Section and Ad > Publisher traffic delivery is distributed.
If ads are getting similar delivery and CTR, but a few specific ones are generating higher avg CPCs, then you may try to lower the CPC on the ad level via API (not available on OB interface). It should override the campaign level bid, as well as the section level bid.
One thing to keep in mind when playing with bids on the section and ad level is that it will have direct influence on OB optimization algorithm. If I’m not wrong those ads and sections with individual bids, get excluded from the optimization.
About scaling on profitable days. To properly do it, you should have your budget allocation set to daily instead of monthly. This will tell OB to spend your daily budget as soon as possible since the daily budget allocation forces the campaign to switch to accelerated pacing mode. So, if you’re already using this mode, I will first try to increase the daily budget by 20%-30% every few hours if the ROI is positive and you are close to 80%-90% of your daily cap. If when doing so, you see that your daily cap is not being reached, then most probably you should try increasing bids to help the traffic delivery.