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Best Practices for Portfolios: Portfolio Structure Strategies
Advertisers with Media Optimizer Premium Only
Use One Portfolio per Budget and Currency
ROI calculations won't be accurate if the portfolio includes campaigns with multiple currencies.
Use the Right Mix of Campaigns in a Portfolio
Each advertiser will require different portfolio structures. Some different options and their advantages include the following:
One portfolio with campaigns from multiple marketing channels (search accounts, display campaigns, and social media accounts) — The optimization capability will allocate the most money to the most effective channel.
One portfolio per marketing channel and ad network — This configuration will prevent a sudden shift in one marketplace from affecting bids on campaigns from another marketplace within the same portfolio.
Separate portfolios for search and content campaigns — This configuration will prevent any algorithmic changes that the search engine makes to its content network from affecting spend on search, and vice versa.
Separate portfolios for experimental activity — If you want to experiment with a particular campaign in a portfolio, move it into a separate portfolio to prevent any impact on the other campaigns. Alternately, you can use bid unit constraints to control the experimental campaign, but be careful that the constraints don't negatively affect the performance of the other campaigns.
Note: When you have multiple portfolios, the Spend Recommendation Tool can help you to identify the optimal budget distribution across all of them so you can maximum revenue for the entire portfolio set.
(Facebook Accounts with Facebook Auto-bid) Structure Your Portfolios Based on the Optimization Goals of Your Ad Sets
(Advertisers who use portfolios to optimize ad set budgets) Limit each portfolio to ad sets with the same optimization goal.
In particular, use the following portfolio objectives based on the ad sets' optimization goal:
For ad sets optimized to drive conversions using the "Conversions" optimization goal, use a portfolio objective with the relevant revenue-based transaction properties.
For ad sets with all other optimization goals (such as "Video Views" or "Link Clicks"), use the default portfolio objective "Maximize Clicks." Media Optimizer will maximize performance based on the ad sets' optimization goal.
Include As Many Campaigns as Possible in a Portfolio
The optimization capability becomes more effective as the number of campaigns and ads in a portfolio increases, because it can leverage more choices to achieve the specified target.
Make Sure That the Collection of Ads Covers the Breadth of Your Offerings
The keywords and ads in a portfolio should semantically reflect everything you offer, so you need to include campaigns whose collective set of keywords and ads is complete.
Even though your ads should cover your full offering, don’t include many duplicate keywords for tail terms because they will get low quality scores, and, even if you increase the learning budget, they won't get any impressions or revenue, so Media Optimizer won’t be able to build accurate models from them.
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