When Granular Targeting Works Against You: 3 Tips for More Strategic Display Campaigns

Post by Kevin Theodore, Media Director

Often, advertisers fall into the trap of making too many assumptions when planning their display campaigns. Some campaigns are so finely targeted at launch that even if scalable, there’s little room for optimization. In early launch stages, it’s easy to put too much confidence and granularity behind audience targeting, frequency caps, bidding strategy, recency strategy, sites that will perform or underperform, etc. In this post, I step back and take a wider view on how to strategically create better performing display campaigns.

  1. Understand the Problem

All of the initial targeting layers available limit a vast majority of available inventory, particularly when utilizing first-party audiences. Here’s the problem: Inventory that has been cut by aggressive targeting could be of value to advertisers; this inventory just hasn’t been given the chance to perform.

  1. Develop a Baseline Strategy

Use a baseline strategy to get started. Leverage data to tell the story and guide campaign settings, rather than utilizing arbitrary figures. With that in mind, historical data can be used for guidance, but shouldn’t prevent re-testing or trying something new. Why? Because what once performed well in the past may not perform in the future and vice versa. There are too many outside factors that can change from one campaign to another to solely use historical data to drive your strategy.

One integral factor a brand must consider when creating a new launch strategy for a campaign is the size of its budget. With smaller budgets, you can be a lot more concise with targeting and settings. As budgets start to grow, it’s likely you’ll not be able to deliver the volume needed against those same settings and will need to test performance in new areas.

  1. Refine Opportunities

With display campaigns, there are plenty of choices for campaign control including: How to bid, at what price, and various targeting options, going all the way down to the sites you bid on.

At Performics, we’re constantly analyzing trends, evaluating all variables to find high performance areas in relationship to KPIs. By starting with an open-targeted campaign, there’s an expectation that performance will start slow, while learnings are gathered to make optimizations with statistical significance.

Over time, we can fine-tune to find the optimal settings for a campaign that may be underperforming to increase efficiencies for the advertiser. The settings will then be tailored to the best possible set-up for that specific initiative.

For more information about creating the most profitable display campaigns, please contact your performance account team today.

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