How do you define Campaign Objectives?
Reach: The platform will bid to maximize the reach to the target audience (at the desired frequency) while prioritizing spending the full budget.
Video Views: The platform will bid to maximize completed video views while meeting your selected viewability goal and prioritizing spending the full budget.
Clicks: The platform will bid to maximize driving clicks while prioritizing spending the full budget
Traffic: The platform will bid to maximize driving website visitors while prioritizing spending the full budget..
Conversions: The platform will bid to maximize driving the lowest cost per conversion while prioritizing spending the full budget.
App Promotion: The platform will bid to drive users to install and engage with your app. Available On Mobile.
What are Primary Objectives?
Primary objectives are set when creating/editing a campaign in Ads Manager, such as “CPA Goal” for a Conversion campaign or “CPSV Goal” for a Traffic campaign. The bidder will always prioritize hitting primary objectives, but it also considers secondary objectives.
What are Secondary Objectives?
Secondary objectives also have two types: Filters and Goals. These are set when creating/editing an ad set.
A Filter is a strict constraint on the ad set that the bidder must respect. If a bid opportunity does not exactly match that constraint, the bidder will not bid on that opportunity. Location is a great example of a filter: If you want to advertise in the UK, you set the Location to the UK, and the bidder will then only bid on opportunities for cookies known to be in the UK; it won’t consider any opportunities outside the UK.
Goals are so named because the bidder will certainly bid on opportunities matching these constraints but it will also consider opportunities that it considers valuable for other reasons even though the match isn’t a strict one. Demographics are goals and illustrate this concept well: If you set up an ad set to target Males 24-39 in the UK, the bidder will honor the Primary objective so it will only consider opportunities in the UK, then from within this group of cookies it will bid on the most valuable opportunities, respecting the Secondary Objectives as much as needed/possible while continuing to prioritize meeting the Primary Objective set in the campaign.
In this example, given the Secondary Objectives stated above, the bidder will prioritize cookies we determine to represent 24-39-year-old Males. Still, if it sees a less expensive opportunity (e.g., a cookie is Male but outside the stated age range), it’ll bid on that one. That’s because it’s keeping the Primary Objective as the most important criterion to meet for the whole campaign. However, when considering equally valuable opportunities, it will bid on the one that matches the demographic constraints, thus honoring the secondary objective.
What are some potential use cases for the traffic objective?
Some example use cases include:
A Travel brand wants to target users in the consideration phase: those looking for inspiration on potential places to travel to.
An Insurance brand wants to target users who may need insurance based on a life event like getting married or having kids but haven’t decided on a specific insurance provider yet.
A Finance brand wants to target users who have demonstrated an interest in cars to drive more traffic to its site, which features its newest credit card offering discounts on gas.
How does the traffic objective work?
Traffic objective campaigns will optimize toward Cost Per Site Visit. A site visit is counted for every page a user touches. It is not based on unique site visits.
Using OR logic, you can select multiple site events against any targeting strategy (e.g., Event A or Event B).
Any tagged event can be defined as a site visit. If you want to drive site visits to a specific page, first define a rule-based event. A rule event enables you to fire events automatically based on URLs or interactions with specific DOM (Document Object Model) elements. If you would like to optimize purchases or checkouts, we recommend using the conversion objective.
Note: For simplicity of explanation, we refer to a user in our descriptions of the traffic objective. However, please note that some consumers may use more than one device and/or more than one browser on each device, each of which may have a separate cookie.
How is the Quantcast Platform Video Views Objective differentiated from the competition?
Balancing different viewability, completion rate, and frequency targets effectively drives better quality scores. Other players like Facebook and MediaMath optimize towards just a single KPI (video views) and cannot manage multiple KPIs concurrently.
All of our video is delivered in brand-safe environments without sacrificing the scale or performance of other key video metrics.
What does Focus on Completed Video Views mean?
When creating a video views campaign, you can optimize for completed video views (Cost per Completed Video View). We have built specific models to optimize for the completion rate. The model gets updated in real-time based on feedback on every single impression served. Pricing is dCPM.
This capability provides another option to run less restrictive video campaigns (e.g., AVOC campaigns), reducing instances of underdelivery.
What is the Video Views Objective?
When using video to drive brand awareness, we believe in the power of creating an immersive and holistic brand experience by optimizing towards ads that are not only seen but also heard. We raise the bar on video standards by enabling marketers to optimize for more than just viewability—marketers can set up viewability targets, completion rate targets, and frequency targets to deliver a premium video experience. Our viewability standards are higher than those of MRC because we optimize for audible and completed video views as a default.
What are the limitations of the traffic objective in the Quantcast Platform?
We currently do not support the ability to optimize or report on-site engagement metrics such as time on site and number of pages visited. We recommend using third-party partners such as Google Analytics, DCM, or in-house analysis for further site engagement metrics.
We currently do not support the ability to optimize towards CTR.
We currently do not support the ability to recommend which page or pages to focus on when selecting the traffic objective.
How is Quantcast different from other solutions in terms of the traffic objective?
We understand the importance of driving qualified traffic to your site. Every campaign is grounded in Quantcast’s proprietary technology for brand safety and pre-bid fraud detection to remove fraud.
To support a holistic marketing approach, we provide reporting for traffic objective campaigns not just on the Cost per Site Visit but also on deeper site metrics such as Sessions, Page Depth, Average Pages per Session, and Average Pages per Unique Visitor.
How do you describe the traffic objective?
The traffic campaign objective is designed to drive qualified traffic to your site. It helps you reach customers in the consideration phase - when they may be actively researching and looking for inspiration to take action. They may or may not have your specific brand, product or service at the top of their minds.
By bringing in more visitors to your site, you increase the potential pool of visitors against whom to retarget, which results in an increased impact on the bottom line.
This can help you understand your tagged site's deeper engagement metrics, including session, page depth, average pages/session, and average pages/unique visitors.
Can we optimize things other than conversions or revenue?
You can optimize toward Conversions, Revenue, Reach, Video Views, Clicks, and App Installs.