After selecting an optimisation strategy, which defines what your campaign will aim towards in general, it is time to decide on optimisation goal value.
There are 2 different approaches you can take - a manual option or one of the automated strategies.
Manual strategy
The traditional way of managing your campaign goal. It will work best for experienced marketers with a history of running programmatic campaigns or when you've been Match2One's client and have run campaigns with us before.
Target goal - manually set a CPM, CPC, CPA, or ROAS goal.
Our recommendations for specific strategies:
Impressions (CPM goal) - CPM goal recommendations
Clicks (CPC goal) - CPC goal recommendations
Conversions (CPA goal) - CPA goal recommendations
Return On Ad Spend (ROAS goal) - ROAS goal recommendations
If you have been our client for some time now, you will be able to see specific goal recommendations that we'll show under the goal value input:
Automated strategies
Leave the heavy lifting and guesswork to us, and automate your bidding! Our automated strategies will work best for less experienced marketers when planning to run a campaign with a complex targeting set or when you're a new customer to Match2One.
Maximum delivery - once selected, our algorithms will get you the most possible impressions, clicks, conversions, or order value within a set daily budget.
Maximum performance - once selected, our algorithms will get you the most optimal CPM, CPC, CPA, or ROAS within a set daily budget. Most optimal means as low as possible for CPM, CPC, and CPA and as high as possible for ROAS.
What auto strategy should you choose?
Maximum delivery | Maximum performance |
Maximizing budget delivery and metrics: Impressions, Clicks, Conversions, or Order Values, without considering specific CPM, CPC, or CPA costs. | Maximizing the campaign's chances of reaching the goal while balancing the costs: staying low on CPM, CPC, or CPA, or as high as possible on ROAS. |