There are 3 different type of optimisation goals to aim towards when launching a Programmatic Advertising campaign. 

CPA

CPA is short for Cost Per Acquisition, and allows you to target users similar to those who have already made acquisitions on your website. An acquisition could be everything from buying one of your products to signing up for a newsletter.

With our tracking installed, your campaigns may be optimised towards a CPA optimisation goal, where the AI searches for the audience that is most likely to convert - at the lowest price possible.

It's hard to determine an exact optimisation goal dependant on your product/conversion, but a general guidance is to set it to 70% of the average order value.

CPM

CPM stands for Cost Per Thousand impressions (Cost Per Mille). In a campaign optimised towards a CPM goal, the AI will be looking for the best exposure for your ads - at the lowest cost possible.

A CPM optimisation goal of between $2-4 is said to be optimal to reach the full potential of your audience. The higher budget, the better reach the AI will get you.

CPC

CPC stands for Cost Per Click. In a campaign optimised towards a CPC optimisation goal, the AI will be targeting the audience that is most likely to click your ads and visit your landing page. The more clicks the campaign gets, the better the AI will become in targeting the right audience, always optimising towards lower Cost Per Click.

A CPC optimisation goal of between $2-4 is what we recommend to give full outreach to an audience who's most likely to click your ads. Similar to CPM - a higher CPC budge will get you a higher reach 

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