When you run Display or Performance Max campaigns, your ads can appear across many different placements. This reach is powerful, but it also comes with risks:
Ads may show to audiences who aren’t relevant to your business.
Ads may appear in placements that don’t fit with your brand.
Opteo helps by identifying placements that aren’t performing well, so you can focus your budget where it has the most impact.
Types of Placement Exclusions
1. Campaign-Level Exclusions
Scope: Entire categories such as Gmail, YouTube channels, or mobile apps.
How it works: Opteo reviews performance across your display campaigns. If a category consistently underperforms, we’ll suggest excluding it from the campaign.
2. Account-Level Exclusions
Scope: Specific websites, YouTube channels, or mobile apps.
How it works: Opteo looks at placement performance across all campaigns. If a particular placement performs poorly, we’ll recommend excluding it account-wide, so your ads won’t appear there again.
How Opteo decides which placements to exclude
Opteo looks at how each placement is performing and flags ones that might be wasting your budget. Here’s how it works:
Performance check: If a placement costs more than 3x your average CPA, or brings in 3x less than your average ROAS, it’s marked as underperforming.
Clicks threshold: We only consider exclusions once a placement has enough clicks. This way, decisions are based on meaningful data.
Technical details:
Timeframe: We look back over the past 365 days of data for a fair assessment.
Fair comparisons: Placements are only compared to others in the same category (e.g. YouTube channels compared with YouTube channels).
Exclusion order: Before excluding a single YouTube channel or app, Opteo checks if excluding the whole category (YouTube, Mobile Apps, or Gmail) would be more effective.