Best Practices for Setting up Performance Campaigns

Find new audiences that are likely to convert using the following tactics:

• Look-alike modeling from a data management platform (DMP), such as Adobe Audience Manager.
• Behavioral targeting using third-party data.
• Contextual targeting.
• Site/category targeting.

Use run of network (RON) targeting: It’s important to include a run of network placement without audience targeting and with broad inventory targeting. This allows the Adobe Sensei algorithm to find valuable users who may have newer cookies that haven’t yet been categorized into an audience.

If the advertiser is an Adobe Analytics or Adobe Audience Manager customer, then you can build first-party segments (such as homepage visitors, product pages, or cart abandoners) and use them as placement targets in DSP.

Avoid assigning too much budget to an audience-targeted placement. As a general rule, budget $30 per 1,000 users per month.

Pacing & Capping: To select a CPA or ROAS optimization goal, the package must use package-level pacing. This ensures that all placements within the package are optimized to distribute spend based on performance and scale to the selected goals.

Flight Dates: (Prospecting packages) When your campaign runs for longer than 25 days, use the Activate Custom Flighting feature. First, set a custom flight for the first 10 days at approximately 75% of the necessary daily budget to reduce spending during the learning phase. Then set a second custom flight for the remainder of the budget.

For example, if you have $100,000 to spend in 30 days, then set the budget for Flight 1 (Days 1-10) to $25,000 (75% x $100,000/30 days = $2,500 per day). Use the remaining budget of $75,000 for Flight 2 (Days 11-30).

Budget: DSP always tries to allocate 100% of the package budget evenly between all placements in a package. If a placement has low spend or no spend, we recommend budget capping the placement to allow more of the budget to allocate to placements with scale. Allow 24-48 hours for budget changes to calibrate.

Optimization Goals: Use one of the two performance optimization goals, Highest Return on Ad Spend or Lowest Cost per Acquisition, depending on the package goal. These goals auto-optimize the package towards the Highest ROAS or Lowest CPA placements, respectively.

Custom Goals:

• If a new package has the same goal as an existing package, you can optionally link the existing package so that the algorithm can use the existing machine learning data.
• Enter the appropriate Target CPA or Target ROAS.

Flight Pacing and Intraday Pacing: For both types of pacing, select Even to maximize your performance goals by pacing uniformly throughout each day and throughout the entire flight.

Max Bid:

• For prospecting placements, use a low maximum bid ($5).
• For retargeting placements, use a high maximum bid ($12).

Pre-bid Filters: Minimize, or ideally avoid, setting aggressive pre-bid filters, which prevent the placement from achieving scale. Best practices include the following:

• Use one (1) pre-bid filter per placement. Using multiple pre-bid filters requires that both are met, which reduces scale.

• Consider setting less strict pre-bid filters in cases where additional targeting (such as audience, geo, and site targeting) is applied.

Included Audiences:

• For prospecting placements, group similar audience categories and similar audience sizes into one placement. Then, based on performance, do one of the following:

  • Remove under-performing audiences from existing placements.
  • Move top-performing audiences into a separate placement to better control budgets.

• For retargeting placements, you should ideally include one audience segment per placement to easily control bids and budget.

Frequency Capping:

• For prospecting placements, use tight frequency caps (one impression per day).
• For retargeting placements, set the primary placement cap to 6-10 impressions per day, and the secondary cap to one impression per hour.

Device Targeting:

• Include Computer, Mobile, and Tablet.
• Don’t target Firefox and Safari because of targeting and measurement limitations. Contact your Adobe Account Team for more details about Adobe support for Safari ITP.
• If you target mobile web traffic, then disable all mobile browsers except Chrome and Edge.