Techniques for Campaign Optimization

These techniques span various aspects, including campaign setup, audience targeting, pixel implementation, reporting, and creative and bidding strategies.

Audience Targeting and Retargeting

• Build Custom Audiences: The Audience Builder facilitates the creation of custom audiences using a variety of data sources.
• First-Party Data: Users can upload their own data, ensuring the column headers match the sample file provided by Blockboard for smooth processing by LiveRamp.
• Third-Party Data: Users can select up to five segments from various providers. Green highlighting indicates audience readiness for use.
• QVP Data: Users can create "Qualified Viewer Pools" (QVPs) which comprise viewers who have watched 96% of a CTV ad and belong to the target demographic. QVPs offer valuable second-party data for retargeting in subsequent campaigns.
• Link Audiences to Ad Groups: Once created, link the custom audiences to specific ad groups within the Campaign Manager. This ensures targeted delivery of ads to the desired audience segments.
• Retarget Using QVPs: Convert QVP groups into saved audiences within the Audience Builder for retargeting. Integrate these saved audiences into ad group targeting for effective retargeting of qualified viewers.
• Utilize Real-Time BlockAI Segments: Leverage BlockAI's real-time segments, curated from dynamic open internet data, to pinpoint high-potential customers at any given moment. This enables engagement with specific content tailored to real-time audience behavior and interests.

Pixel Implementation and Attribution

• Create and Implement Pixels with BlockCONNECT: BlockCONNECT enables users to create both attribution and audience tracking pixels. The platform offers features such as customizable look-back windows (1-30 days), the inclusion of up to six macros per pixel, and downloadable image and pixel tags. BlockCONNECT provides a real-time indicator to signal active or inactive pixels. Notably, BlockCONNECT pixels are event-based. Audience tracking pixels, ideal for conquesting and incrementality, can collect audiences beyond Blockboard's network, unlike attribution pixels.

Reporting and Analysis

• Generate and Schedule Campaign Reports: Create comprehensive campaign reports within the Campaign Report tab, specifying parameters, date range, and desired columns. Schedule automated report delivery on a daily, weekly, or monthly basis, selecting the preferred timeframe (e.g., "Last 7 Days"). Add email recipients for report distribution.
• Access BlockCONNECT Reporting: Utilize BlockCONNECT's attribution reporting module for insights into pixel performance. Downloadable reports include metrics such as impression date, conversion date, leads, cost per lead, macros, and impressions.
• Utilize Household Reach Widgets: The newly introduced Household Reach widgets offer valuable data on household reach by device and DMA. These widgets can be exported as .xlsx or PDF files for in-depth analysis.

Creative Optimization

• A/B Test Creatives: Conduct A/B testing by creating multiple ad variations and randomly displaying them to users. Analyze the performance differences between various creative formats (video, display, audio) and pause or refresh underperforming creatives.

Bidding Strategies

• Set Competitive Bids: In CPM bidding, ensure your bid meets or exceeds the minimum accepted bid (floor CPM) to secure publisher selection. Higher bids increase the likelihood of acceptance but do not guarantee delivery, especially with higher floor CPMs. Regular review and adjustment of bidding strategies based on performance data are crucial for optimizing campaign delivery and cost-efficiency.
• Utilize BlockAI Smartbidding: Leverage BlockAI's smartbidding feature to continuously optimize ad delivery toward the top-performing publishers based on impression and lead delivery data. This AI-powered tool automatically adjusts bids in real time, considering factors like user behavior, context, and historical data.

Campaign Setup and Management

• Customize Pacing By Date: Tailor budget pacing by selecting the "Customize Pacing By Date" checkbox in the Blockboard platform. This allows for flexible budget allocation by week or month, or even custom date ranges. Users can distribute the ad group budget by either a specific dollar amount or a percentage. This feature auto-populates weeks or months based on the campaign's start and end date. For example, a campaign running from January 1st to February 1st would have five weeks or two months available for budget distribution.
• Specify Time Zone for Day-Parting: When implementing day-parting, clearly communicate the client's desired time zone for impression delivery. The platform's ad scheduler functions on EST, necessitating time zone conversions for accurate day-parting outside of EST. If a client desires day-parting to begin at 1 am PST, the ad scheduler should be set to the 3 am block. Reports can be generated with an hour column specifying the desired time zone to convert from EST.
• Employ Private Marketplace (PMP) Deals: For campaigns requiring specific inventory control, use PMP deals. Upload your PMP deals and select them within the ad group's Inventory Filter to ensure ad delivery aligns with your chosen placements.

Other Optimization Techniques

• Manage Frequency: Implement frequency management to control the number of times a user sees an ad within a specific timeframe (day, week, or month). This helps prevent audience fatigue and maintain ad effectiveness.
• Utilize Macros for Tracking: Integrate macros into BlockConnect pixels to capture specific events and data points. Common macros include Order ID, SKU, Order total, Source code, Promo code, Service fee, and Revenue.