ID 13. Maximize imps with CPM limit and target CTR (pay for media cost, monthly budget)¶
This strategy aims to buy the maximum available volume of impressions, achieving a specified CTR goal, with CPMs less than or equal to a target amount. It will try to buy the cheapest impressions available while achieving the target CTR. The strategy is recommended if you want to maximize the volume of impressions and clicks while maintaining a fixed CTR. It is usually used to maximize the impression and click volumes with a fixed CTR as a traffic quality indicator
Pay for media cost
Maximize impressions volume with target CTR
Maximize the volume of impressions and clicks while maintaining a fixed CTR
If the settings are too strict the strategy will buy all available traffic, but it may not be enough to spend the allocated budget and achieve the volume goals. The possible causes of this may be:
Low CPMs with strict targeting
High CTRs with limited traffic volumes
The total budget of the line item includes margin, extra fees, and media cost. This strategy will spend 100% of the budget during the specified flight dates with lifetime pacing. The budget will not be fully spent if some settings, e.g. CPM, margin, targetings are too strict, as there will not be enough inventory to purchase.
The CPM in this strategy is a restriction for the optimization engine, i.e. the average CPM will never be higher than specified. The strategy will aim to minimize the CPM and maximize the volume of impressions while respecting the CTR goal. As the strategy has lifetime pacing, it can buy some inventory with CPMs higher than specified, but the final average CPM will be equal or lower than specified.
The CTR in this strategy is a goal for the optimization engine i.e. the average CTR will never be lower than specified. The strategy will aim to achieve the specified CTR. If the strategy can’t buy the required volume of impressions with the specified CTR, it will buy all the available traffic with this CTR without the margin and then stop buying.
Margin is an optional parameter, therefore if you don’t need any margin leave the field empty. If a margin value is specified, the target CPM is automatically recalculated according to margin and the strategy will bid with CPM decreased to cover the margin. This ensures the buying strategy always takes margin into account and complies with target CPM.