Analysis and optimization

Ad campaign delivery has to be monitored time to time, and needs to be optimized to meet the delivery goal. The optimization depends on the type of pricing model.

CPM optimization: Purely optimize the delivery based in impression delivery.

Over delivery: You can easily handle the over delivery by applying frequency capping.

Under-delivery: You might want to release some frequency cap, open the Ad to more geo locations, add more site sections, etc.

CPC optimization: Purely optimize based on CTR, keeping in mind the impression under-delivery scenario.

Low CTR: You might want to restrict delivery to low CTR performing site sections. Up-weight delivery on high CTR performing site sections.

High CTR: It is always good to leave it un-optimized in this case. Or if you still wish you can keep on studying the delivery and might want to apply the same settings to another relevant Ad campaign that is not performing.

CPA optimization: Purely optimized based on CPA.

Low CPA: It is good when your CPA is lower then your goal. You might still want to analyze and lower the CPA further.

High CPA: Sort the data based on low CPA and then probably high CTR for best optimization result.