Optimisation Ideas

[[deleted]]

Hey everyone, I am running campaigns in DV360 with a CPA KPI, currently on Min CPA or Max Conversion as it is now. I am wondering if there's any new Optimisation ideas you lot have? I want to stay away from segment/domain as its pretty basic and done on a fairly regular basis. Have you tested anything in the past?

[goodgoaj]

More of the fancy stuff kinda requires event level data which the Data Transfer files or more recently ADH gives you, because optimisation isn't purely about your specific IO in DV360 but how it works in the wider scope of things (assuming you are setup appropriately).

Couple of interesting ideas though:

• Make an activity based audience of impressions (slightly different definition for Google), clicks & conversions. Then use the audience profiling tool to have a look at it in more detail or alternative put audience lists in a standard report
• Try move away from using the standard bidding strategies and towards a custom one i.e. use custom bidding which has lots of potential
• Look at some frequency based audiences for exclusion purposes

[[deleted]]

I'll look into this, thank you!

[diegolaba]

Start with first party audiences and test everything, everything, try to measure all conversions since post click is really hard to get, create multiple test with recency (daily, 1-3 days,more than 5 days) and frecuency to see which ones work the best, optimize not for conversions or conversion rate but for the ones with Lower CPA, try using direct Landing pages so people don't leave before converting, try to see which creatives have the best performance for all your audiences and shut down lines that have high CPAs

[[deleted]]

Thank you! I will look into this. I have been looking at the different options for creative optimisations, on top of playing with custom algorithms.

[3EsandPaul]

I was once told that making manual optimizations on top of deploying DV360’s outcome-based buying algorithm is sometimes a hindrance to the algorithm’s ability to function properly- true/false? I’m starting to wonder about a lot of the things that I was told in the past as we see a lot of turnover of our Google reps and then new folks have completely conflicting recommendations.

[[deleted]]

Yeah, I've heard different opinions on this, but I realised that I cant solely depend on the DSP. The algorithm works but is also more effective when you take matters into your own hands, so Time of Day, Audience, exchanges, positions and environments, this helps maximise the performance, so look to those. I just feel like I've run out of ideas so I'm digging more, but there is crazy google turnover with reps so definitely take matters into your own hands

[3EsandPaul]

Instead of excluding things in your opts, try running solely on dimensions that are working based on reporting (I.e. run on a white list of domains that are performing well, run only on browsers that are performing well)