There are four different types of optimisation goals to aim toward when launching a programmatic advertising campaign with Match2One.

CPM goal

In a campaign optimised towards a CPM (Cost Per Mille) 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 for reaching the full potential of your audience. The higher budget, the better reach the AI will get you.

Not sure what CPM goal value to set? Check CPM goal recommendations

CPC goal

In a campaign optimised towards a CPC (Cost Per Click) 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 CPC.

A CPC optimisation goal of between $2-4 is what we recommend to give full outreach to an audience that is most likely to click your ads and visit your landing page. Similar to CPM - a higher CPC budget will get you a higher reach as the AI will be targeting a broader audience.

Not sure what CPC goal value to set? Check CPC goal recommendations

CPA goal

Campaign with a CPA (Cost Per Acquisition) optimisation goal allows you to target users similar to those who have already made acquisitions on your website - that could be everything from buying one of your products to signing up for a newsletter. Our AI will search for the audience that is most likely to convert - at the lowest price possible.

Setting the right CPA goal might feel more complicated in the first place, but once you find more details on your clients' habits, you'll be able to predict the correct value easily. General guidance is to set the CPA goal value to 70% of the average order value.

Average Order Value

$10.00

$100.00

$1000.00

Recommended CPA goal

$7.00

$70.00

$700.00

Not sure what CPA goal value to set? Check CPA goal recommendations

Note: CPA optimised campaigns require installed Conversion Tracking (Standard or Advanced if you want to track the exact order value for each conversion).

ROAS goal

A ROAS (Return On Ad Spend) optimised campaign will help you find the most valuable customers by optimising towards customers that give you the highest revenue.

While setting a ROAS goal for your campaign, you'll also need to provide an average order value for the products you're advertising. In the table below, we're presenting our recommendations for the ROAS goal value depending on the campaign model you're planning to run.

Average ROAS goal values for different campaign models:

Campaign Model

Prospecting

Retargeting

Combination

Recommended ROAS goal

0.90x

4.50x

1.20x

Not sure what ROAS goal value to set? Check ROAS goal recommendations

Note: ROAS optimised campaigns require installed Conversion Pixel with order value.

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