AppNexus optimiser

I was recently made aware of an optimisation feature inside AppNexus, entitled: “Optimise to a predicted CPC goal”. I have yet to try it for my own campaigns, but from all reports it works quite well.

What it does is help you find placements that can get you a click for a CPC that you want, while paying CPM! Example: you’d like to get clicks at $0.25. You set aside a budget for AppNexus to try and get you those clicks - at a CPM rate that you set.

This feature works best when you are targeting a sizable audience. So, using it in the US makes it work very nicely. If targeting a country/geo with a smaller population then it may take too long to actually learn anything. So , you would have to increase the budget allocated to learning to speed up the process and actually get some results.

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Get CPC rates, while paying CPM

To use, set the following:

1. set a daily budget
2. check: “Buy Third-Party inventory”
3. check “pay on a CPM basis”
4. from the dropdown select “Optimise to a predicted CPC goal”
5. set a Campaign budget, eg “Media Cost” $2000
6. set a daily “learning cap”

What is a “daily learning cap”?

It’s the amount you set aside for the optimisation algorithm to calculate & test. It will attempt to find placements/sites that can get you a CPC that you want to get.

So, even though you’re still bidding on a CPM rate, you effectively pay CPC. Pretty snazzy tool.

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