Voluum Documentation

Campaign Creation Tips

Voluum DSP Campaign Best Practices

The following article goes over some best practices and tips that you should consider when providing general campaign info and budget settings.

I. Campaign Creation: Basic Tab
  1. General section.

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    • Name of a campaign:

      Naming of a campaign is very important. The name must be unique and meaningful, so you will be able to quickly recognize the contents of a given campaign. Think about the naming of your campaigns as the quickest way for you to verify what’s going on inside them in terms of targeting, type of the offers, geo etc.

      By default, the name of the campaign will start with Voluum DSP prefix but the rest is entirely up to you. While coming up with the naming, our recommendation is to include the following:

      • Name of the Ad Exchange of your choice

      • Targeted Geo / Country

      • Type of the Offer / Affiliate Network included

      Such an approach allows you to evaluate the performance of different types of offers with the glimpse of an eye and to dig through Voluum panel in the fastest way possible.

  2. Destination section.

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    • Destination:

      In the Destination part we highly recommend using a flow with a lander configured instead of a Destination URL. Benefits include:

      • Overall better performance of campaigns with landing pages.

      • Increasing the attractiveness of the offer you are promoting by gaining additional online space for you to advertise on.

      • Tracking clicks, which is possible only with a lander element used. Such a practice makes it possible for you to use Auto-Optimization based on CTR. To learn more, read the Auto-Optimization article.

  3. Advertiser section:

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    • Advertiser domain: Make sure that you provide the top domain of the product you are promoting. Do not put a landing page domain in the Advertiser domain text field. Note that an ad exchange may reject the advertiser domain if it’s on their blacklist hence your entire campaign may not get traffic.

    • Payout: A payout is the amount of money earned for a conversion. To properly track payouts in Voluum, you have to use a dynamic payout token or enter a fixed value. Voluum DSP gives you 5 different options to determine the revenue model of your campaign. The default is CPA (Dynamic) which takes the conversion value from the postback or pixel. Most of our advertisers track conversions with the CPA method (fixed or dynamic). We strongly recommend doing so you can optimize your campaigns.

      The payout amount will be populated/populated in the Revenue column which will allow you to monitor the profitability of your campaign.

      The Payout option is visible only if the Destination URL was selected as a destination. If you have selected to use a flow, Payout options are available in the offer's setup.

    • Frequency capping: Frequency capping is a feature that limits the maximum number of ad impressions for a single device within the specific period of time. Consider how many times a visitor should see your ad: one might not be enough to get this person's attention but five might be too much and may overwhelm a visitor and discourage him or her from clicking further.

  4. Time:

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    • Day parting: After a couple of days, based on the Hour of day report, you can pause hours which generate high costs with no revenue. Once you have gathered the data from at least 2 weeks, you can also pause traffic for a specific day, if again it was not profitable or its spend was at least 2-3 times higher than the revenue.

II. Campaign Creation: Targeting Tab

We recommend you to create separate campaigns per specific geo, ad exchange and device. It will be much easier to control your budget and optimize to get the best performance.

  1. Inventory targeting:

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    • Placement control: Based on the performance of single placements, it is recommended to create a whitelist with websites/widget IDs that resulted in positive ROI or generated high numbers of visits, comparing to the other placements.

      Once you add such list of placements as a whitelist to your campaign, it is also recommended to run simultaneously a duplicate of this campaign with the same list of placements used this time as a blacklist - to test the rest of the traffic for a bit longer. To learn how to create whitelists or blacklists, read the Using Whitelists and Blacklists article.

  2. Device targeting

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    • Device type:   To create three campaigns split by device type enable the One campaign for each selected device type option. You will get identical campaigns with the exception of device type.

  3. Optimization:

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    • Auto-Optimization: To automatically optimize cost or number of clicks on you creative, we strongly recommend using our Auto-optimization feature. It lets you meet a certain goal for the following parameters:

      • iCTR: (Impression click through rate) which optimizes the number of clicks in your banners

      • CPV: (Cost per visit) which optimizes cost of visits

      • CPC: (Cost per click) which optimizes cost of clicks on a landing page. This option is only applicable when a lander is added to the campaign’s flow

      Remember to adjust the goal gradually for the selected parameter. Otherwise, the algorithm may stop your campaign from buying traffic from profitable placements. Note that when running Auto-Optimization, bid adjustments do not restart the algorithm. In contrast, adding creatives and changing the targeting do restart the learning period. To learn more, read the Auto-Optimization article.

III. Campaign Creation: Budget Tab
  1. Budget section:

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    • Max Bid: Price of the traffic varies depending on the combination of geo, ad exchange, and device type. If you wish to get access to higher volumes of traffic increase your daily budget. Bear in mind that setting up budget components (i.e max daily spent per placement) must be connected to the targeting criteria of your campaign.

    • Bid distribution: Bid distribution presents how much traffic is potentially available for the recommended bid price. The Bid distribution field is divided into four ranges: 0-25%, 25-50%, 50-75%, and 75-100%. By hovering with your mouse cursor over each range you will find out what is the recommended bid value to get impressions from a given range in the ad exchange that you have selected.

      The best option would be to select the bid value which will allow you to win at least 50% of the traffic to start with.

    • Total budget: Make sure to set your Total Budget limit high enough, so you will be able to test different placements and various volumes of traffic. Such an approach will allow you to spot a potential well performing campaign.

    • Daily budget: Provide a value that will allow you to win a considerable amount of impressions to learn what will deliver results.

    • Unlimited budget: If you’re using the Unlimited Budget option make sure to set Daily Budget or Max daily spend per site / app options to avoid overspending.

    • Spend strategy

      • Select the Smooth option if you wish to run a test campaign. Such an approach will allow you to determine how an offer performs throughout the day. You will learn what time and day delivered the best performance so you could later optimize the campaign by adjusting the day parting.

      • Select the ASAP option for well-optimized and profitable campaigns. It is also a good moment to remove the Max Daily Spend Per Site/App limit, if you had one, and let your campaign buy large amount of profitable traffic.

    • Max daily spend per site / app: Always use this feature when creating a new campaign. It protects a campaign budget from being burnt out on the most expensive placements which are delivering poor performance.

    • Max daily spend per ad exchange: This feature should be used when you wish to test multiple ad exchanges within one campaign and you want the budget to be evenly distributed. Keep in mind that some ad exchanges offer higher volumes of traffic at lower prices and this may result in your campaign spending the whole budget on one ad ex. That is why we highly recommend targeting one Ad Exchange per campaign to avoid such situation and ensure easier optimization.

IV. Campaign Creation: Creatives Tab
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Be creative! Each creative and headline needs to present the product from a different angle. Think what you would like to read as a potential buyer and what is important for you. Put the product in different contexts.

Creative examples:

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Always make sure that your creatives meet the requirements and compliance policy of a targeted ad exchange and Voluum DSP. This will allow you to avoid campaign rejection, and consequently, wasting precious time. Read Compliance Policy and Campaign Rejection Reasons  articles to learn more.

Headline examples:

  • 1 In 2 Mac Users Unaware Of This Computer Trick

  • Do This Every Day Before You Turn Off Your Mac

  • 37% New Mac Users Have No Idea About Data Protection

We recommend testing 3 different creatives with 3 different headlines from which Voluum will create 9 versions of your ad. Keep description different than the headline. It is a good idea to have a shorter headline and add more text in the description. Most of ad exchanges require short headlines. Dynamic tokens resolve only in English. Do not use them if your headlines are in any other language.

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