Campaign Optimization

Marc Fevrier

August 04, 2021 15:29

Your strategies in Ads Manager may vary based on the goals you want to achieve. Use the suggestions below to drive the best results tailored to your business objectives or to the industry your business is in.

Please Note: Every campaign may vary depending on location and population density. To help further optimize your strategy, please don't hesitate to reach out to our platform specialists for assistance: selfservehelp@groundtruth.com

Optimize Campaigns by Objective

Objective	Tactics	Creative Example
You want to Increase Visit Frequency	Reach loyalists by identifying visitors to over a specified timeframe up to 90 days with Location Audience Drive visits from within designated Neighborhoods to reach people who are similar to your loyalist visitors Creative: Promote new products to drive loyalists back in store	Click to expand
You want to Grow New Customers	Reach target audiences based on past visitation behaviors through Behavioral Audience Engage people who have recently visited a competitive store to drive new customers away from competitors with Location Audience Expand reach by identifying the geographical areas where visitors to your brand frequent with Neighborhoods Creative: Deliver messages targeted at competitive locations	Click to expand
You want to Build Brand Awareness	Increase awareness by reaching pre-defined Behavioral Audiences Expand reach by identifying the geographical areas where visitors to your brand also visit with Neighborhoods Creative: Leverage image of audience data segment to improve ad recall	Click to expand
You want to Drive Visits	Reach loyalists or visitors to competitive stores with Location Audience, our most effective solution at driving visits Drive new visits by reaching people in Neighborhoods with high visitation affinity to your brand Creative: Include dynamic distance overlay to direct consumers in-store	Click to expand

Optimize Campaigns by Industry

Top tips for running Retail and CPG campaigns

Proximity – Run proximity of 0.1 – 3 miles around your retail store.
Competitive conquesting – Target people at competitors’ retail stores (In-Store, On-Lot, Retail Block, Radial distance). You can target your own list of competitor locations via Location Manager (locations.groundtruth.com)
Location Audience – Target customers by their past visitation behaviors to specific brands/locations (Walmart, Ingles, Trader Joes, Target, BJ’s, Home Depot, Lowe’s, etc)
Behavioral Audience – Target customers based on real-world location indicators and demographic information derived from visitation patterns (Big Box Shoppers, Discount Shoppers, Convenience Shoppers, Shopper, Luxury Shopper, Fashion Shopper, Fast Fashion Shopper, Department Shopper, Grocery Shopper, Children Shoppers, etc.)
Retargeting – Bucket unique audiences you’ve already served an ad to and retarget those customers.

Top tips for running successful restaurant campaigns.

On-Premise – Run proximity of 0.1 – 3 miles around your restaurant.
Competitive conquesting – Target people at competitors’ restaurants (In-Store, On-Lot, Retail Block, Radial distance). You can target your own list of competitor locations via Location Manager (locations.groundtruth.com)
Location Audience – Target customers by their past visitation behaviors to specific competitor brands/locations (KFC, McDonald's, Wendy’s, Dominos, Hardee’s, Arby’s, etc.) or category (QSR)
Behavioral Audience – Target customers based on real-world location indicators and demographic information derived from visitation patterns (Diner, QSR diner, Sit-down Dinner, fast-casual diner, morning diner, foodies, Morning QSR Diner, Pizza lovers)
Retargeting – remarket to customers you've already reached from previous campaign to reinforce messaging.
Drive awareness and measure the effective cost per visit to establish a baseline. Continue to optimize for best-performing tactics, creative messaging, budget.

To ensure you reach as many devices/people as possible during any event (conference, sports, concerts, state fairs, exhibition, etc.), please choose “Delivery” mode under Optimization Strategy.
Recommended Bid: $8 - $20 CPM
Creative sizes: 320x50, 300x250, 728x90 and 320x480 in terms of priority
For better performance and reach, we encourage avoiding frequency caps
Make sure you set your campaigns up an hour prior to the event as it takes time for the campaign to go live.

Instructions for executing event-based campaigns:

Create New Campaign
Create New Ad Group
Select Location Targeting -> Geo Targets
Name your Ad Group
Enter Address of your event
Select 0.2 - 1 mile radius (depending on the size of the target venue and event)
Ensure Delivery Optimization is selected
Enter Drive to location (optional)
Save the audience to use for retargeting post-event (optional)
Click Next to upload creative
Click Next to set a budget
Set bid to recommended $8-$20CPM
Set your budget $200-$1000 per day for small events, $1000-$5000 for larger events per day.
Set flight dates
Save and Launch for your campaigns to go live

Top tips for running successful auto dealership campaigns in GroundTruth Ads Manager. The following are suggested tactics to use as a starting point for your campaign:

Location-> GeoTarget – Target 2-mile radius around your dealership to drive traffic from nearby visitors. This is great if there are other dealerships close to yours.
Competitive conquesting – Target people at competitors’ dealership locations (In-Store, On-lot, Retail Block, radial distance). You can target your own list of competitor locations via Location Manager (http://locations.groundtruth.com)
Location Audience – Target customers by their past visitation behaviors to specific brands/locations (Ford, Chevrolet, GMC, Chrysler, Jeep, Dodge, Ram, Buick, Hyundai, Honda, Volkswagen, etc.)
Behavioral Audience – Target customers based on real-world location indicators and demographic information derived from visitation patterns (In-Market for Auto, car enthusiasts, car owners, In-Market for Luxury Auto; luxury car enthusiasts, Automobile dealers – New cars, automobile dealers – used cars)
Retargeting – Reach unique audiences you’ve already served an ad to and retarget those customers on mobile.

Campaign Optimization

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