ID 32. Maximize landings with CPL limit and fixed margin (pay for media cost)

This strategy buys as many landings as possible, achieving the specified margin goal, with CPL (cost per landing) less than or equal to the target amount. It will try to buy the cheapest landings available while achieving the target margin. This strategy is generally employed to drive as many users as possible to revisit the site.

Brief Overview

Budget Factor

Description

Payment Model

Pay for media cost

Primarily Goal

Buy maximum volume of landings while achieving the margin goal without exceeding the given cost per landing limit

Use Case

Drive returning users

Budget Pacing

Evenly

Budget Types

Lifetime

Warning

You need to assign a landing tracking pixel to the line item for this strategy to work correctly. Make sure the Optimize checkbox is active when assigning the pixel.

Recommendations

If no targeting restrictions are set, the strategy will buy the cheapest available inventory; this can negatively impact the inventory quality. We strongly recommend to use this buying strategy with inventory restrictions such as:

  • Traffic source lists, e.g. domains, URLs, app bundles.

  • User segments uploaded to BidCore or collected by segment pixels.

  • Specified supply sources, e.g. non-guaranteed deals.

Conversely, if the settings are too strict the strategy will buy all available traffic, but there may not be enough 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 CPL targeting premium supply sources, e.g. domains, app bundles, SSPs

Strategy Settings

Budget

The total budget of the line item includes extra fees and media cost. This strategy will spend 100% of the budget during the specified flight dates with evenly pacing. The budget will not be fully spent if some settings, e.g. CPL or targetings are too strict, as there will not be enough inventory to purchase.

CPL

The CPL (cost per landing) in this strategy is an upper restriction for the optimization engine. As the strategy has lifetime pacing, it can buy inventory with a CPL higher than specified, but the final average CPL will be equal or lower than specified.

Margin

Margin is a fixed percentage of the total media cost. The target CPL is automatically calculated according to margin and the strategy will bid with the CPL decreased to cover the margin. This ensures the buying strategy always takes margin into account and complies with the target CPL.