After selecting an optimisation strategy, which defines what your campaign will aim towards in general, it is time to decide on the optimisation goal value.
There are two approaches you can take: a manual option or an automated strategy.
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 for those who have 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 |
Maximising budget delivery and metrics: Impressions, Clicks, Conversions, or Order Values, without considering specific CPM, CPC, or CPA costs. | Maximising 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. |