ID 28. Maximize clicks and volume of viewable impressions with target CPM¶
This strategy will try to achieve the target percent of viewable impressions and then buy inventory with the highest CTR available to maximize click volume. The strategy will not exceed the specified average CPM. The strategy is recommended if you want to reach a specific viewability percentage for impressions you buy, while driving the maximum volume of target users to the site.
Budget Factor |
Description |
|---|---|
Payment Model |
Pay for media cost |
Primarily Goal |
Buy target percentage of viewable impressions without exceeding the CPM cap and maximize clicks |
Use Case |
Drive impression views and site visits |
Budget Pacing |
Evenly |
Budget Types |
Lifetime |
Recommendations¶
This strategy won’t buy the cheapest traffic, the minimum average CPM being at 75% of maximum average CPM. If the settings are too strict, there may not be enough traffic to spend the allocated budget and achieve the volume goals. The possible causes of this may be:
The campaign targets user segments with a limited number of UUIDs and uses additional targeting parameters e.g. SSP or Geo that significantly limit the audience
Low CPM targeting premium supply sources, e.g. domains, app bundles, SSPs
Strategy Settings¶
Advertiser budget¶
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.
Maximum average CPM¶
The CPM in this strategy is an upper restriction for the optimization engine, i.e. the average CPM will never be higher than specified. As the strategy has lifetime pacing, it can buy inventory with a CPM higher than specified, but the final average CPM will be equal or lower than specified.
Percent of viewable impressions¶
The strategy will aim to buy the percent of viewable impressions that cannot be lower than the preset target value.