App Ads
What are the bid types available for App Ads? Which one should we recommend?
CPAC and OAB. OAB will always be the recommendation to your best possible performance at scale.
What is considered one of the most common attribution models?
Last touch
Where should I go if I want to see what custom audience (like website visitors) my advertiser has created in Ads Manager?
Audiences tab
Where should I go for all resources on our performance products?
go/performancerebuild
Where should you go to find the best practices for optimization?
go/gaphub
What is the charge point for OAB bidding?
App click
(optimizes to install)
Why will a campaign’s performance naturally look better the longer a campaign runs?
Because your attribution window will kick in and you’ll start getting credit for conversions driven at the beginning of the campaign.
If a client wants to place a DCM impression tag as well as a click-tracker, where should they go in Ads Manager?
For a DCM S2S impression tag, you place it at the campaign level.
Click trackers are placed within the URL on a website card.
What are some benefits of CM360 (updates to Doubleclick)?
Supports use of Twitter Click ID
No longer need to manually add click trackers to get creative level performance.
What are the A, B and C of optimization?
Audience
Bid/Budget
Creative
What’s one of the main reasons for discrepancies between Twitter and an MMP?
Mis-match of attribution windows since you can set the windows in the MMP and within Twitter. If they’re not aligned, we’re looking at different time frames around when we can claim an install.
Your advertiser has a 30 day click window, and 7 day view window, but only gives 25% credit for view conversions. What is the campaign CPA if you pulled the following results from the dashboard?
Spend: $25,000
Total Conversions: 12,424
Click conversions: 4,533
View conversions: 7,891
Answer = $3.84
7,891*.25 = 1,972.75 + 4,533 = 6505.75
25,000/6505.75 = 3.84275
What would you say to a client who is debating placing our Twitter Pixel but will use DCM as their ultimate measurement source?
You will find the most success with this campaign if you share your DCM data with us, so we can drive the strongest performance on Twitter based on your source of truth.
What parameter did Twitter add to it's website tags to more reliably track users and improve our click leakage problem?
Click ID
Bonus! Also helps to address industry wide cookie changes
Of the ABCs of optimization, which is the hardest to change (or impact) as an optimizer?
Creative
Are all MMPs MACT partners?
What do you say to a client who saw poor performance on Day 2 of their conversion campaign and wants to pull spend?
Wait it out! We need to give the campaign time to not only find performance on the platform, but also for the attribution window to kick in.
When would you use the Twitter Universal Website tag versus the Single Event tag?
Universal Website Tag is easier to place and will capture all activity associated within the given URL parameter. *Cannot track non-page load events (buttons, flash sites, etc.)
Single Event tag is best for tracking non-page load events, but is harder to place and you must create a new tag for each event you want to measure.
Why is it important to "qualify" a client for our performance products?
We're on a path to #Durable revenue. We know our performance product is under construction, so right now, we need to consider partners who are willing to meet us where our product is - rather than sell something we can't deliver.
If a campaign isn't scaling (i.e. hitting their daily budgets), which optimization levers (ABC) would you use?
Audience - need to expand or broaden your audience to serve to more users
Bid - need to increase bid in order to win more auctions
Why can’t you run OAB bidding for re-engagement campaigns?
There’s no install to optimize to. :)
What tradeoffs should you consider when trying to scale efficient attributions?
Yes - but only when exported.
Select "Website Conversions by tag"
What does aggregated measurement aim to do?
Recover lost attribution from audiences who have opted out of tracking, provide fuller view of website campaign performance in a privacy-preserving manner.
Why do we recommend a 1:1 ration between campaigns and ad groups?
The auction serves at the campaign level, so we lose control of performance within ad groups.
The auction will choose the best serving ad group, which means other ad groups will be excluded or the ad group with the worst KPI may be favored.