Line items eligible for optimization

The optimization feature is enabled for all eligible line items in your Ad Manager network.

Reservation type - cost type Performance optimized? (CTR) Revenue optimized? Report CTR lift? Report eCPM lift?
Standard - CPM Yes: for optimized traffic No Yes No
Standard - CPC Yes: for optimized traffic No, but potential increase in eCPM Yes Yes (positive side-effect)
Bulk - CPM Yes: for optimized traffic No Yes No
Bulk - CPC Yes: for optimized traffic No, but potential increase in eCPM Yes Yes (positive side-effect)
Price priority - CPM No No, other than default dynamic allocation No No
Price priority - CPC No Yes Yes (positive side-effect) Yes

Requirements for performance optimization

In order to be eligible for performance optimization, ads must:

  • Have an impression or click goal.

  • Be set to frontloaded or even delivery.

  • Have click-tracking enabled. Without click-tracking there is no way to measure optimization.

What kinds of ads can’t be optimized or will result in negative lift?

  • Overbooked orders are less likely to be optimized, because all possible impressions must serve to the line item with no room to try to optimize.

  • Line items set to deliver as fast as possible, because there’s no flexibility in how the ads will serve.

  • Line items with creatives set as roadblocks, because there's minimal flexibility in how the ads will serve.

Best practices

The more flexibility an ad has, the better it performs. Specifically, ads lend themselves best to optimization when they have:

  • Broad targeting criteria

  • Long campaigns

  • High impression goals

  • Plenty of available inventory

  • Pass additional key-values in ad tag requests: if your network can offer additional data that Ad Manager cannot infer, passing those values in the key-values section can help optimization by providing more signals that it can correlate to CTR.

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