Overview
This strategy maximizes the total number of qualified clicks, that are clicks from visitors who click on an ad and land on a fully loaded page
This strategy adjusts your bids to get the most qualified clicks landing on the page. It will buy the best clicks while aiming for the lowest CPM value. If you set a Max CPM below, the strategy will not exceed that set amount.
As it aims to buy as many qualified clicks as possible, it requires a learning period that will let the strategy identify the relevant traffic sources and optimize media buying for them. The recommended period to allow the prediction engine to learn adequately is a minimum of three days.
You can set a maximum CPM, that’s an optional input recommended only when limiting CPM is specifically requested, as it may restrict budget delivery.
Characteristics | Description |
Primarily Goal | Maximise qualified clicks volume |
Use Case | Maximise the volume of clicks while respecting the max CPM |
Budget Pacing | Evenly |
Budget Types | Monthly, Daily, Lifetime |
Media Types | Display |
Recommendations
Learning Period:
You must take into account that buying qualified clicks requires a learning (exploration) period for the prediction model to identify the probability of a click and enable it to buy the most convertible traffic.
The learning period can take 2-5 days depending on the campaign setup and if optional targets are specified.
In the first week, you can see inconsistent results in reporting, which should not disturb you as it is standard optimization model behaviour for the exploration period.
Audience setup:
To drive the qualified clicks successfully we recommend you to go with the Automated Audience, the AI-drive audience that is calculated precisely for your campaign to streamline and enhance audience targeting by automatically identifying retailer site visitors who are most likely to interact with products from specific products categories or your brand
Please, explore audience setup best practices before assigning the audience to a line item and launching production trading.
Audience:
For successful and smooth budget pacing we recommend including at least 270,000 users per $10,000 of expected spend a month.
With strict targeting settings like specific geography (country with low brand presence / specific country region) and narrow supply (short allow list of domains or SSPs) the recommended audience size per budget should be increased accordingly.
Creatives:
For the qualified click optimizer, we recommend using the dynamic banner (DCO), because its AI-driven capabilities let us display the most relevant products to the specific user that affects the final campaign performance positively, and can increase the conversion rate.
DCO is maximally efficient in case you plan to drive users towards a wide set of unique products (that are not different sizes/colours/configurations of the same product).
10 unique products is a minimal required number that lets you avoid displaying blanc creative in case products switch statuses to out-of-stock and can’t be displayed in DCO.
The recommended number of unique products for an optimal work of DCO starts with 20 and optimizer efficiency increases with the number of unique products.
In case you want to focus on driving users towards a narrow set of products, we recommend you apply a static banner or HTML creative. In that case please explore the most popular creative dimensions for the target region and ensure you’ve added creatives of at least the top 5 dimensions to your line item to avoid losing the significant share of opportunities and maximize final performance.
Targeting settings:
The optimization model will benefit from accessing the widest possible audience, and narrowing the available audience with too strict targeting settings can decrease the optimization efficiency.
In case you apply strict targeting settings, we strongly recommend you increase the size of the audience.
In case you have strict supply quality requirements we recommend you to apply the exclude lists of domains/app bundles, but avoid activating narrow allow lists.
We advise against activating pre-bid viewability for click optimizer, as it may limit the potential audience. Additionally, there is no risk associated with targeting non-viewable impressions, as the strategy is specifically optimized for generating qualified clicks. Focusing solely on viewable impressions is essential for achieving these qualified clicks effectively.
When activating brand safety or IVT pre-bid services, it is advisable to concentrate on excluding high-risk categories that align with your brand's specific safety requirements. We suggest avoiding overly stringent lists of blocked categories, as this may lead to delivery issues and a decline in performance due to limited supply volumes.
If you’re facing delivery issues after the learning period is over, we recommend you follow the recommendations from this page and review the general checklist recommendations.
Strategy Settings
Budget
The total budget of the line item includes audience and vendors' fees, DSP and managed service fees (if applicable), and media costs. This strategy will spend 100% of the budget during the specified flight dates. The budget will not be fully spent if some settings, e.g. CPM, vendor settings, and targeting are too strict, or if the audience is too narrow as there will not be enough inventory to purchase.
CPM, Cost Per Thousand of Impressions (Optional)
The CPM in this strategy is an upper restriction for the optimization engine, i.e. the average CPM will never be higher than specified (except for the learning period exceptions). As the strategy has lifetime pacing, it can buy inventory with a CPM higher than specified, but the final average CPM will be equal to or lower than specified. If the strategy can’t buy impressions that result in qualified clicks within the specified CPM, it won’t buy any impressions and will stop media buying.
If your maximum acceptable CPM exceeds $5, we advise against specifying a target CPM. When a CPM target is not set, the strategy will focus on acquiring the most qualified clicks at the lowest possible CPM, resulting in a shorter learning period. The strategy optimizer aims to purchase traffic within a CPM range of $2 to $5, depending on the targeted audience, campaign geography, targeted supply sources, volume of activated paid vendors' services, and the retailer partner Audience Fee.