Defining your performance objective is the most important step in the campaign process, as it will inform all other aspects of your campaign. When you create a campaign in Webapp Ividence, our advertising platform , you choose your performance objective.
Types of performance objectives
> Maximize clicks
Objective: brand awareness, website visits, engagement
When to use it: When you want to drive high-quality traffic to your site at the lowest possible cost-per-click (CPC) while spending your entire budget. A great option for all top-of-funnel campaigns that want to drive high-quality traffic at the "right price". Although this doesn't take into account a CPA target, you can still track conversions as a secondary KPI.
> Maximize conversions
Optimization : Conversions
Objective : Website conversions (e-mail registration, product purchase, form filling, lead generation)
When to use it : if you want to achieve the lowest possible cost per acquisition (CPA) while spending your budget evenly.
> Achieve CPA
Optimization : Conversions
Objective : Website conversions (e-mail registration, product purchase, form filling, lead generation)
When to use it: if you're willing to spend as much as possible on a given day while meeting or falling short of the specified cost per objective. Keep in mind that the only lever to pull to drive scale is to adjust the CPA target.
Campaign item parameters:Daily cap is required to register a campaign item.
Daily cap: we suggest you set a minimum of 10 times the CPA target.
Example: If the CPA target is $40, the daily cap is $400 (10 x $40 CPA). 0 means your campaign won't spend.
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