Discover how our platform considers the interrelationships of items in optimizations.
Items optimized later benefit from the cumulative impact of prior actions.
A campaign's performance can be analyzed by breakdowns of different "items"- such as landing pages, ads, carriers, devices, and placements. Each of the values within these items (ie. "miniclip.com" and "games.com" for placements) have varying performance, which cumulatively determine how a campaign performs. For example, the same $1,000 in revenue generated by a campaign can be shown as a breakdown of landing pages, but also by the device types of visitors.
A typical campaign optimization process entails analyzing each of these item values, and then pausing/modifying ones that don't satisfy your campaign goal.
If an underperforming landing page is paused, the benefit of this would cascade to all other dependent items. For example, if pausing Landing Page #3 improves the campaign's profitability by 20% - all dependent item values (ie. mobile devices) missing the goal by 20% or less would no longer need to be paused. In reverse, if underperforming devices were paused first, the currently suboptimal landing pages may have benefited enough to not warrant pausing.
You may thus optimize items that impact audience sizes last (such as devices or placements), so that they can benefit from the impact of all prior optimizations.
Important items can benefit from prior actions with optimization hierarchies.
Our platform allows you specify the order of manual optimization rules. Rules optimizing items that impact audience sizes can then be defined last, so that they can benefit from the cumulative optimizations of lesser important items. To truly benefit from prior optimizations, the estimated impact of actions must be continuously calculated - and immediately applied - to subsequent calculations.
Aside from defining the order of item optimizations (ie. "placements" last), you can specify in what order all item values are optimized based on performance metrics. For example, you can opt to optimize items from least-to-most profit (or vice versa). Console devices with $10 profit would then be optimized before "miniclip.com" with $40 profit, so that the latter benefits from the prior's action.
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