Monitoring the Live Campaign

Question 1

1. check the campaign delivery and pacing

Answer 1

• first report should be pulled once sufficient data is available
• delivering and pacing should be monitored on an on-going basis
• If a campaign is short of a goal, the AS will try to increase pacing
• if pacing for over/under delivery, pull detailed campaign reporting

Question 2

2. optimize within contract parameters

Answer 2

areas of optimization:

• frequency cap (fcap): for ex, from 1/24 to 3/24 for under delivery issues
• targeting updates: ex: removing extra targeting filters to increase delivery, excluding poor performing sites, target using specific key words
• campaign priority
• shifting within a package:prioritize placements based on which one is performing better

Question 3

3. propose optimization changes

Answer 3

should always be done in concert with campaign stakeholders

areas of optimization and recos to look for:

• campaign elements that can be turned off
• shifting budget to better performing inventory
• recommend new sites, targeting changes, flight dates

Question 4

4. execute campaign modifications

Answer 4

• internal stakeholders can make requests (internal site issues, comp separation)
• advertisers/agencies might request campaign modifications

Question 5

5. perform billing and reconciliation activities

Answer 5

• pull final delivery reports (used for invoice payment)
• compare 1st and 3rd party delivery report
• compare delivery against invoice
• compare invoice to the IO