When advertising across vast networks like Gmail, Mobile Apps, YouTube, and the Display Network, your ads tap into a universe of potential placements.
The advantage is that you can reach a large audience, but there's also a significant risk of your ads reaching people who are not relevant to your business - resulting in wasteful spending.
To navigate this landscape more effectively, Opteo steps in, alerting you to underperforming channels. By doing so, we empower you to redirect your budget towards the channels that drive better performance.
Let's dive into how this works!
Two Types of Placement Exclusions:
Campaign-Level Exclusions:
Scope: All Gmail, all YouTube, and all Mobile Apps.
Function: We evaluate the overall performance of each placement type and compare it with all your display campaigns. If a particular placement type consistently underperforms, we recommend excluding that entire placement type from the relevant campaign.
💡 Example: You're running a campaign for a digital webinar platform aimed at professionals and businesses. As the campaign progresses, you observe that ads on website placements have a high engagement rate, leading to sign-ups. However, the placements on Mobile Apps, do not show promising results.
There are quite a lot of clicks coming but very few lead to conversions, resulting in a much higher CPA than the campaign average. It's clear that you’re not finding customers on this platform. Based on this data, the system would suggest excluding the entire Mobile App network from this campaign, ensuring that your advertising budget is channelled more towards the receptive audience on website placements.
Account-Level Exclusions:
Scope: Specific websites, -YouTube channels, and -mobile apps.
Function: We analyse the performance of each placement across all your campaigns. If we identify a poorly-performing placement, an exclusion is applied at the account level, affecting all campaigns.
💡 Example: Imagine you run ads for a luxury watch brand. Opteo analyses data across all campaigns, and it's observed that ads placed on a particular YouTube channel about budget DIY crafts have a very high CPA and almost no conversions. The system would recommend excluding this YouTube channel at the account level, ensuring none of your campaigns show ads there in the future, and instead focusing on channels that resonate with your audience.
Account-level exclusions benefit Performance Max campaigns:
When creating this improvement, our primary focus was to enhance the experience for users running Performance Max campaigns. Navigating through Google Ads to analyse placement performance in pmax campaigns can be time-consuming and complex, but with this improvement, we simplify this by efficiently pinpointing and showcasing the underperforming placements across all your campaigns.
Understanding Opteo's Criteria for Placement Exclusions
Opteo evaluates placements for potential exclusion based on the following criteria:
A placement's performance must exceed costs that are 3x higher than your average CPA or 3x lower than your average ROAS.
Additionally, placements must reach a specified 'Minimum Clicks' threshold before considering any exclusion improvements. More details on the 'Minimum Clicks' calculation can be found here.
Technical Notes:
Look-back Window: Our system takes into account data from the previous 365 days to ensure a comprehensive evaluation.
Comparison Categories: Each type of placement (website, YouTube channel, mobile app, Gmail) is compared within its own category. This ensures a fair evaluation as each category serves different purposes for the advertiser. For instance, it wouldn’t be fair to compare performance between a Youtube channel and a Mobile App, as they work completely differently.
Order of Exclusion: Before suggesting the exclusion of a specific YouTube channel or Mobile App, our system first checks if it would be more beneficial to exclude the broader category (YouTube/Mobile Apps/Gmail) as a whole.