Eskimi optimisation possibilities
The purpose of optimisation is to improve how well your campaign achieves its objectives. It involves modifying your advertising strategies in accordance with the data you collect. Eskimi DSP supports multiple optimisation techniques which can be used to make adjustments in campaigns. Using these possibilities you will be able to reach the performance which aligns with advertising goals.
The optimisation process itself can look like an easy task, however it is important not to get lost in multiple techniques and focus on the main campaign's objectives. Therefore, it is essential to:
- set the right goal for your campaign
- determine primary and secondary objectives to measure progress
- use tools like Google Analytics (GA) to track and measure post click performance.
Eskimi DSP auto-optimisation (goals and objectives)
When you set specific campaign goals and objectives, such as awareness or traffic, it allows the auto-optimization algorithms to focus on those specific metrics. Eskimi DSP platform will then automatically optimize ad placements to achieve predefined objectives.
Auto-optimisation works based on the set objective values in primary and secondary campaign objective part. That means that the system will bid on specific placements in order to determine if it meets objective values. If the placement will not meet the value, the system won't bid on it anymore.
Additionally, there is a possibility to set Pre-optimisation based on historical placement stats, to enhance campaign performance. Historical placement stats refer to the data and performance metrics collected from previous campaigns' advertising placements.
Pre-optimization using historical placement stats streamlines campaign setup by leveraging proven successful strategies, reducing trial-and-error and optimizing resource allocation. However, considering factors like advertising changes, consumer behavior, and platform updates is crucial for ongoing optimization.
Campaign objectives differ based on the campaign's type. Display campaign support auto-optimisation based on: CPC (cost per click), CTR (click through rate), CPA (cost per action), VR (viewability rate), ER (engagement rate), CPE (cost per engagement), SR (session rate), CPS (cost per session). Video campaign support: CPC, CTR, CPA, MVTR (minimum view-through rate), CPCVV (cost per completed video view), VVR (video viewability rate), SR, CPS.
- CPA auto-optimisation is supported only once Eskimi conversion pixel is implemented.
- SR, CPS auto-optimisation is supported only once Eskimi audience pixel is implemented.
- Eskimi DSP supports main and custom conversions' tracking, however the optimisation can be done only by main conversion performance.
Manual optimisation (Targeting optimisation)
The manual optimisation can be found on Eskimi DSP Targeting optimisation section. It allows to analyze the campaign's performance (historical data) by listed segments and by all performance metrics and optimize by pausing the individual elements such as specific creative, exchange, site.