Optimization Fundamentals
What are the three main optimization levers?
Audience, Bid/Budget & Creative
@VICETV (18ce54746qk) is promoting #VICENewsTonight returning to TV on March 4 (under “VNT Soft Launch”). Let’s assume they want to increase their view rate. Is there an obvious optimization here?
Yes, pause the underperforming creative.
Where can you find a list of groups Twitter is not allowed to target?
go/sensitivecategories
Your client has a video asset and wants to drive the lowest CPM possible. What objective would you recommend?
Awareness
Which optimization lever is the hardest to change?
Creative
Is @GreysABC’s (18ce55232p0) campaign data actualized in the dashboard? Why or why not?
No - it's showing overspend right now because we're within the 48 hour actualization window.
What should we say to CAMs or clients who want to target a potentially sensitive category?
(multiple answers)
What optimization lever(s) (A, B, C) would have the greatest effect on completion rate?
Creative length and 6s bidding
Where should you focus your energy when optimizing a campaign?
Top spenders. Don't waste time on non-spenders that won't have an impact!
@BankfofAmerica is currently running a Q1’20 funding source focusing on Consumer Priority Markets. Of the website clicks campaigns, what type of ad unit is getting the most spend?
Video Website Card
Can GAP take on an account as managed service under a restricted vertical?
No (with the exception of OLV).
Is it possible to optimize to a low CPM AND a high view rate within the same campaign?
Not likely. The client will need to choose a primary goal - or run two different campaigns with two different objectives.
What are the four components of telling an optimization data story?
#1. What did we do?
#2. Why did we do it?
#3. Did it work?
#4. Next Steps
For that same @BankofAmerica funding source. What is the CPLC (cost per link click) for the promoted video views campaign? Is this higher or lower than the website clicks objective?
$115.21
This CPLC is much higher (all website click campaigns are driving closer to $2 CPLC).
Can GAP upload creative if we have only AM Permissions?
No - there is an additional legal rider that's required for us to upload creative.
For awareness objective, why would CPM increase the more narrow your target gets?
Because you’re looking for a much more specific user and it’s harder for the auction to find. You have to bid (and pay) more for niche users.
When would you use a campaign split versus an overlay in optimization?
Use a split when you want to truly test something (i.e. males v. females). Use an overlay when you’ve identified something that works and want to add to it. (i.e. females and females + males).
Between the @GreysABC campaign and the @BankofAmerica campaign, which one would the auction serve?
??
Do we need approval from PolicyOps before we upload creative?
Yes!
Is there a difference in the way a video views campaign would serve an ad versus an awareness campaign?
Yes - video views will optimize to the highest video view rate while awareness objective doesn’t typically favor any ad*