There are many different tools in advertising networks, but it is not always clear what practical task each of them solves and what opportunities they provide. Let’s look at some of the popular tools from the point of view of their practical usage.
Evaluating Campaign Potential at the Setup Stage
Reach Forecast
Estimates the approximate number of users your campaign can reach with the current settings.
Benefits:
1. Pre-planning: Helps predict the number of ad impressions.
2. Timely optimization of settings: If the forecasted reach is low, you can adjust targeting settings to increase campaign’s coverage.
3. Saves time and resources: Reduces the risk of launching ineffective campaigns.
How to use:
Monitor the metrics as you set up your campaign and adjust them so that the potential reach is not too small, or, on the contrary, test your hypotheses on a narrow sample of users.
Result:
The reach forecast helps you understand at the campaign setup stage how effective your hypothesis can be and estimate the campaign scale in advance. Thanks to this, you can adjust the settings in time if you are not satisfied with the possible result.
Improving the efficiency of working with the target audience
Browser Language
Allows ads to be shown only to users with a specific browser language setting.
Benefits:
1. Reducing costs: Excluding irrelevant audiences allows you to effectively spend your advertising budget.
2. Higher conversions: By displaying ads only to interested and relevant audiences, the likelihood of a target action increases.
How to use:
Identify the primary language of your audience. For example, in Malaysia, in addition to the native population, there are many Chinese and Indian residents. In general, the country has a high level of English. Therefore, when working with this geo, it is necessary to determine among which group of residents your audience is the largest. You also need to understand who your ad will definitely not suit and exclude this group.
Result:
Ads are displayed only to the right users, increasing campaign efficiency and minimizing wasted budget.
Retargeting
Allows you to work with an audience that has already interacted with your campaigns.
Benefits:
1. Personalized offers: Show users ads tailored to their past behavior.
2. Budget efficiency: Focus on users already familiar with your product.
3. Additional sales. The tool helps to promote upsells or repeat sales among existing customers.
How to use:
Test different strategies. Check out our detailed retargeting scenarios guide.
Result:
The effectiveness of advertising campaigns is increased by working with a warm audience.
Boosting CTR
Automated A/B Testing
A/B testing helps determine the most clickable ad among several variants.
Benefits:
1. Ad optimization: Identifies the most engaging creatives.
2. Saves time: The algorithm automatically analyzes the indicators, eliminating the need for manual analysis.
3. Increase in CTR. Testing helps increase clickability by selecting the most attractive ads.
How to use:
Test hypotheses quickly and without overspending.
Result:
You save your budget and work only with creatives that are attractive to your audience.
Macros
This tool allows you to add dynamic elements to the titles and texts of ads. They automatically insert data relevant to the user: city, region, day of the week or month.
Benefits:
1. Personalization: Ads feel more relevant, capturing more attention.
2. Higher CTR: Personalized headlines increase the likelihood of a click.
How to use:
Depending on your offer, audience or geo, identify triggers that can impact your audience.
Result:
Using macros makes headlines more catchy and relevant to users. This helps to distinguish your ad from competitors and increase CTR.
Video teasers are a creative format that allows you to use video content in advertisements.
Benefits:
1. Higher CTR: Video teasers attract more attention, increasing click-through rates.
2. More information: Video content allows you to convey the key benefits of an offer in a few seconds, which increases the likelihood of conversion.
3. Audience loyalty: Users are accustomed to video content and are more likely to interact with such creatives.
How to use:
Compare the effectiveness of videos with standard creatives. Use them where it is important to clearly show the user the benefit they will receive.
Result:
Thanks to the combination of information content and emotional impact, video creatives become a powerful tool for promoting offers in any vertical.
Optimizing Bidding and Auction Positioning
Campaign Rating
Campaign Rating — one of the coefficients that is taken into account in the auction.
Benefits:
1. Increased Auction Positions: High-ranking ads get an advantage
2. Increased reach. Good positions help your ads show up more often.
How to use:
When creating a campaign, consider the criteria used to form the rating and get the best positions without changing the budget.
Result:
A high ranking helps you gain a better position, ensuring greater reach and better target audience engagement.
Recommended Prices
The tool suggests a bid that will provide maximum reach with the given campaign parameters.
Benefits:
1.Reach Optimization: This feature helps you increase your audience, such as changing your reach impact metrics.
2. Cost efficiency: Allows you to find a balance between the cost per click and the volume of reach.
How to use:
Recommended prices help you to understand where the optimal point for increasing your reach is. Your task is to analyze the data and make an effective decision.
Result:
Reduces the risk of overpayment and helps you achieve your goals with minimal effort.
Micro Bidding
Set individual coefficients for individual parameters: country, browser, operator, platform, time of day, optimizing costs and coverage.
Benefits:
1. Budget savings. Less relevant traffic costs you less.
2. Better traffic acquisition: You take the maximum amount of quality traffic.
How to use:
Example:
- you know that there are more conversions at some times of the day than at others, so you increase the buyout price for that period;
- there are many different telecom operators in the region, but you know that operator X brings quality leads, while Y brings in only a few; therefore, you reduce the cost of buying traffic from operator Y.
Result:
Microbidding helps to rationally distribute the budget, buying the most converting traffic.
From theory to practice
Now you know exactly how this or that option can be useful and how to use it for your own purposes. You can test any of these tools in the AdProfex advertiser account. Detailed instructions on how to work with them can be found in our blog.
If you have any questions or need help, you can always contact AdProfex managers.
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