Behaviorally Targeted Campaign Best Practices
The below Behaviorally Targeted Campaign guide is a list of best practices for utilizing a DSP. If you’re an Amobee DSP client, please visit our Help Center for more tips and tricks.
Amobee recommends following these guidelines when setting up behaviorally targeted segments:
- Consider using behavioral targeting when there is a performance goal.
- If you are uncertain about your true audience, start the campaign with less behavioral targeting, run an Audience Insight report after the first 1,000 actions, then adjust behavioral targeting segments accordingly.
- A minimum bid of $3.00 CPM is recommended to win bids in premium inventory.
- Using the behavioral data of consumers helps boost user experience. The more relevant your message, the more useful it is for the consumer. Delivering relevant messages to a variety of consumers is the most important function of segment building.
- The Campaigns module connects to various third-party data providers and aggregates campaign-driven data to optimize your custom behavior targeting segments and help you reach the most qualified and closely-matched users, regardless of complexity.
Best Practices: Performance Optimization
Campaigns uses behavioral targeting with Automated Bidding pricing to maximize performance and return on investment. Depending on the bid amount, only a certain range of inventory directed toward the audience of your targeted segment will be available.
Amobee recommends the following performance optimization tactics:
- When accessing real-time bidding (RTB) inventory, Automated Bidding campaigns allow the Campaigns module to handpick each impression and maximize delivery and performance for the selected behavioral targeting segment.
- Use Bid Forecaster to choose the optimal bid and frequency settings available within your budget.
- Consider lowering your bid amount to make room for data costs that will result in a much larger target audience, provided it’s an Automated Bidding campaign and the delivery can be met.
Best Practices: Behaviorally Targeted Segments
The Behaviorally Targeted segment rule builder uses Boolean Logic to join and nest multiple sources of data for constructing custom profiles.
Determine the following when configuring segment targeting rules:
- Which sets of criteria must be evaluated together?
- Which segments are subsets of other segments?
Once these are determined, you can link segments using the Boolean values by joining and indenting lines for nesting.
Best Practices: Using Third-Party Data
Using third-party data for your behavioral targeting segments is a matter of budget consideration versus performance goals. If you have the budget for this data, you can reduce the inventory budget accordingly to accommodate for data costs. The investment may be lucrative as long as you have accurate audience insights to support your data purchase.
There are a variety of pricing models for using third-party data, including Cost-Per-User Contracts (CPU), Cost-Per-Thousand Impressions (CPM), and a hybrid of the following:
- CPU Contracts: This model charges a small fee for each unique user in the segment that you purchase.
- CPM Contracts: Similar to CPM inventory purchases, this model charges per thousand impressions.
- Hybrid Contracts: This model charges a flat fee for a certain number of impressions and/or users, then a per-user fee.