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Best Practices for Portfolios: Portfolio Launch Strategies
Advertisers with Media Optimizer Premium Only
Turn off Old Bidding Systems
Before launching a portfolio, turn off any other type of bid management system that was being used on the campaigns.
Let Media Optimizer Adjust Campaign Budgets
Under most circumstances, you should let Media Optimizer determine the optimal bids by enabling the portfolio's spend management option to auto adjust campaign budget limits, with a multiple of two (2) or less to prevent volatility during the initial weeks of the launch. For portfolios with display campaigns, the optimal multiple value is 1.3. For portfolios with Facebook ad sets, we recommend 1 as the multiple value.
Don't manually bid on keywords unless it is absolutely necessarily. If it is necessary, consider temporarily setting manual bids by creating and posting campaign bulksheets, rather than setting manual bids permanently. Any bid changes resulting from the posted bulksheet data are applicable for just one day, and after that Media Optimizer will resume setting bids according to its own optimization strategy.
Stick with the Same Budget Until the Portfolio Stabilizes
Keep the budget you used during the data collection period to launch the portfolio and until the portfolio stabilizes. You should expect to see volatility in the first two to three weeks after launch, including an increase in costs and/or a decrease in ROI (such as the number of conversions), because:
Very few keywords/ads may have been productive historically. The optimization capability will need to learn about all keywords/ads to determine which keywords/ads at which positions will contribute to the ROI goal.
Keyword/ad history may be sparse because it has been tracked for a very short time period, so the optimization capability doesn't have statistically broad data to work with.
Productive keywords may not have been efficiently bid in the past. The optimization capability will move these keywords around to find alternate, more efficient, positions, which will result in some fluctuation in results for a short period.
Monitor Performance and Expect Volatility
Expect a portfolio to be volatile after a launch, while the optimization capability gathers data on the bid units. Bidding will automatically adjust within one to three weeks.
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