Yield Manager’s most powerful “quick” optimization tools are the target CPA setting and the learning controls that set how much learning is allowed for each creative (aka, ROI slider). Other more detailed controls such as geo, channel and publisher targeting, and frequency caps, to name a few, are all part of the overall larger concept of optimization, but continually moving an account towards or keeping an account at the desired CPA target is a balance of adjusting both the CPA target and the ROI slider.

As a rule, at a given point in time, I try to adjust only one or the other so that I can see which change has the most impact, but when I have an account that doesn’t react in an obvious way to a change in only one of these variables, I may do both. I’m selective about employing this tactic because it is possible to cause a drastic or undesired movement in activity such as spending too much at a very high CPA or not spending enough at a high CPA. Who knows which outcome is worse!  

If I’m happy with impression volume but want a lower eCPA, I’ll adjust the CPA target setting down 1 to 5 cents, depending on how much it is currently above the target. If I’m happy with the eCPA but want more volume, I may simply adjust the learning slider to open it up for more learning impressions. If I’m not happy with either the volume or the eCPA, I might adjust the target down slightly while adjusting the slider to allow more learning, hopefully finding more sites/sections where the creatives will get positive results.   

Once an account reaches the point where it has a collection of creatives that have tested successfully and are performing consistently, I’m more likely to adjust for fewer learning impressions while keeping the CPA target constant or adjusting up very slightly so it can continue to win the impressions that learning has already proven work well towards the target. Regardless, I’m always mindful about adjusting the CPA target so low as to potentially make the creatives less competitive for the valuable impressions, or allowing so much learning that each creative risks too much budget at an eCPA outside of the advertiser’s goals.

This entry was posted on Friday, October 21st, 2005 at 12:00 am and is filed under Advertisers, Ad Networks, Remix Media (Right Media Ad Network). You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.