Table of contents
Campaign Launch Checklist
To help ensure a smooth launch for Onsite Sponsored Products, follow the Campaign Launch Checklist below. If you would like more details on any of the information, please explore the other Onsite Sponsored Product articles in the Help Center, including Getting Started with Onsite.
The Basics: Create your campaign with the dates, budgets and on the retailers of your choice.
Attribution: The default and recommended attribution is 30 days post-click (same product, same category) et 1 day post-view (same product).
Capping: You can choose to cap your campaign on a monthly budget or on a daily budget. For the daily budget, you can select either automated or manual pacing. We recommend automated pacing, as it will take your line item's remaining budget and spend evenly across the remaining days of the line item's flight. Capping can be integrated at the line item level or at the campaign level, however the campaign level will take precedence over the line item.
Balance: Ask your Criteo representative to add the budgets of the signed IOs. You can then link them to your campaigns.
Budget: Ensure you set up the budget at the campaign and line item level.
Products: We recommend adding all products listed in order to maximize the visibility and optimization possibilities. If you can't find a product in the platform, first check that it's available from the retailer (a product that is not available on the retailer's site will not be displayed in the platform). For additional support, contact your Criteo representative.
CPC: Sponsored Product campaigns work on a first price auction. We recommend starting a campaign with a CPC that is 20% higher than the minimum bid. The algorithm will vary the CPC around the one you set to maximize the performance of your campaigns based on the optimization model you choose. If there is no margin downwards, the campaigns will not be optimized. When you change your CPCs, do it gradually.
Optimization models: There are 3 optimization models depending on your objectives
Clicks Optimizer: Maximizing the click-through rate (CTR), the algorithm adjusts the delivery of your ads based on their likelihood to trigger a click.
Conversions Optimizer: Maximizing conversions, the algorithm adjusts the bid to minimize the cost-per-order (CPO) of your ads
Revenue Optimizer: Maximizing attributed sales, the algorithm adjusts the bid based on the best return on investment (ROAS).
Optimize your Campaign
Once your campaign has launched, you'll be able to optimize the campaign. To best optimize your campaign, use the below to understand
Optimize your campaign by page type: The bid multiplier allows you to optimize your bids by page type (homepage, category, keywords, product pages, checkout). You can increase the bid up to 500% and decrease the bid down to 50%.
Optimize your campaign by product: The product override tool allows you to adjust your bids by product. This will allow you to favor one or more products over others according to your objectives (priority innovations, promotions, etc.).
Optimize your campaign by keyword: Keywords are either automatically generated by the algorithm (targeting the most relevant and performing ones) or added manually to broaden the delivery. You can set an individual CPC bid per keyword as well as easily submit and exclude keywords.
Optimize your campaign by line item: Align the set up of your campaigns with your retail media strategy.
Line item per retailer and category: This will allow you to adapt your strategy for each product category including optimization model, CPC, bid multiplier, etc.
Line item per product and strategy: Group your products by price range, promotions, innovations, etc.
If ROAS is too low: Progressively adjust your CPC at the product level and page type level using the bid multiplier. If after ten days, you don't have a satisfactory impact, you can turn off low performing products.
If daily spend is too low: Increase CPCs to boost visibility and serve more frequently. You can also switch to the Click Optimizer.
If daily spend is too high: Lower CPCs to reduce your spend and add daily a cap to ensure you won't overspend.