(Offsite) Best Practices

• Low delivery:  

  • If you are using Performance Optimizers, remove the targets to increase delivery. 

  • Check audience size and increase volume (check audience section). 

  • Relax on any pre-bid targeting, viewability, or inclusion/exclusion list if possible. 

• Reducing bids on the low-performing line items could improve performance. Increasing the bids on the top-performing line items could improve it. 

• Pausing the line items with the lowest performance and moving their remaining budgets into performing lines may increase the overall performance. 

• Decreasing the frequency cap on the low-performing line items would shrink their impact on campaign performance. 

• Increasing the frequency cap on the top-performing line items would expand their impact on campaign performance. 

• To increase delivery, remove or increase the line item frequency cap threshold. 

• This will avoid hitting the user multiple times (increasing spend) while within the attribution window.

Making optimizations to your line items is an important step to ensure your line items are successful. There are many different levers within the platform where optimizations can be made. Understand the key areas where you can make adjustments to help your line items succeed. 

• Audiences only apply to the Onsite Display and Offsite Display campaign types. Audiences are where you select a group of shoppers you want to see your ads. 

• It is recommended to include users who saw your brand’s products or added them to the basket. It will drive more sales and will make sure your audience is not too restrictive (in number).  

• Manual audience is recommended to be attached to a line item 24h before launch, while the Automated audience can be selected during the line item creation and is computed instantly. 

• On products that are not purchased frequently (e.g., electronics), we recommend excluding recent purchasers. This will allow you to spend your campaign budgets on users who haven’t yet purchased your product. 

• Audience not scaling: Audience size optimization. 

  To improve scale: 

  • Increase the lookback window gradually, using 30 days at a time as a recommendation. 

  • Add more categories or brands. 

  • Use the displayed audience size as a guide for an optimal starting point.   

  • Consider adding line items targeting, automated audience, or cross-complementary categories (depending on your objective and setup). 

• Audience not performing (low sales): Test out new audiences 

  • Test shorter lookback windows to target users who have more recently shown interest, but always be mindful of the audience size. 

• Audience Size Alerts 

  • Certain combinations can result in infinite audiences, making them impractical for use. The Builder blocks three specific scenarios that would cause issues or errors with the audience. 

    • Exclusion without any inclusions. 

    • Exclusion of a segment within an "OR" grouping. 

    • Exclusion of two segments within an "AND" grouping. 

• Depth of Nesting 

  • The Audience Builder supports up to three layers of depth in nested algebra logic. 

• Logical Combinations 

  • Understand the implications of using "AND" and "OR" logic. "AND" narrows down the audience, while "OR" broadens it. 

• Audience Size Management 

  • Regularly check audience size to ensure alignment with campaign goals without overly limiting their reach. 

  • We recommend including at least 270,000 users per $10,000 of expected spend a month 

Key sizes include: 

• Display: 300x250, 300x600, 728x90, 160x600 

• Mobile: 320x50, 300x250, 300x480, 300x50 

• 320 x 50, 300 x 250, 728 x 90, 300 x 600 accesses 90% of inventory 

• Consider relaxing pre-bid targeting to improve scale. 

• Removing low-viewable websites from the targeted supply may improve the campaign. viewability. Applying a viewability pre-bid may reduce campaign scale.