Performing and Not Delivering
Delivery is a tricky problem. If you have a very specialized
audience such as a remarketing group, it's most likely a small
audience. In these cases, it's often a high performing campaign
while it struggles to meet delivery goals. If a campaign is meeting
or exceeding the performance goal but not meeting delivery, there
are several approaches to take that will accelerate spend while
minimizing the risk to performance.
Troubleshooting Checklist for Under-Delivering
- Are all Ad variations active? Has an Internet
crawler paused any? Or are the tags corrupted? -
Check to make sure the Ads are actively running and being properly
tracked in all Networks.
- What is the frequency setting? Can it be
loosened? - If possible, increase the frequency setting to
up to five impressions per user per day. Often times, an Internet
user will miss the first two or three impressions anyway, so
delivering five to each user each day increases the chance that the
Ads will be noticed.
- What is the performance goal? Is it too tight?
- Often, a machine-learning technology in the DSP will keep
delivery low to increase the performance factor when a performance
goal is set very tight. Adjust the performance goal by about 10% to
20% per day until you notice an increase in delivery.
- Is the targeting too restrictive? - Validate
that the right audience is being reached by running performance
reports by user profile or behavioral profile. Find more inventory
for that audience once validated.
- Are all possible inventory sources being
utilized? - Check to see if there are additional inventory
sources available to you that you have not used for your
Delivery Boosting Tactics Checklist
- Add more inventory sources similar to well performing
inventory - if delivery improves but performance suffers,
roll back or pause the additional inventory
- Adjust the frequency to somewhere between two
and five impressions per user per day to find out where the balance
is between optimal performance and delivery.
- Relax the targeting constraints or expand the
audience to similar behavioral categories if the target audience is
- Increase the bid amount if possible to allow
your Ads to play in a higher tier of inventory
- Reset performance goals to match market
averages. Do your research and make expectations align with the
- Increase inventory that is performing well, if
possible. Often, it's not possible to get more of a good thing, but
sometimes it is.
- Adjust the timing, if possible. If the flight
dates are flexible with the Advertiser, extend the duration of the
In the final installment of this three part blog series, we'll
look at the last two scenarios and how to optimize for them:
delivering and not performing; not performing and not