How does the Vantage Optimizer work?
Updated by Robert Bignall
WHAT IS VANTAGE OPTIMIZATION?
With Vantage, you are able to easily build one campaign that is published across multiple off-site advertising platforms (Facebook, Instagram, Google, Pinterest, etc.).
Vantage campaigns then benefit from cross-platform optimization through the Vantage Optimizer. The Vantage Optimizer improves overall campaign results by automatically allocating the campaign budget between the various advertising platforms based on real-time ad performance. The Vantage Optimizer not only evaluates the performance of individual platforms/placements, it even evaluates and optimizes individual ads within each placement.
For example, if Google Display is performing better than Facebook Mobile, Vantage will automatically take budget away from the ads in Facebook Mobile and allocate more budget to the ads in Google Display.
In some cases the Vantage Optimizer will completely turn off ads and/or placements that are not performing well based on the campaign goal. As a result, Vantage ensures that campaigns avoid spending valuable ad dollars on underperforming ads.
The Vantage Optimizer will only allocate budget within one campaign and will never move budget from one campaign to another. Budget updates can be made manually at the campaign level in order to support cross-campaign budget re-allocation.
The following graph demonstrates how the Vantage Optimizer re-allocated the budget to the various placements throughout a campaign:
HOW TO LEVERAGE THE VANTAGE OPTIMIZER
To ensure we can optimize your campaigns effectively and provide the best possible results, we recommend that all campaigns follow these guidelines:
- Launch ads across all placements/placements (when possible)
- Use 5-10 ads per placement
- Test different copy, image types (lifestyle, product, etc.), and content types (static image, video, GIF, etc.)
HOW TO MONITOR CHANGES MADE BY THE VANTAGE OPTIMIZER
Once a campaign is live, you can see the changes made by the Vantage Optimizer in real-time by navigating to the "Placement Metrics" section of the campaign details page.
- Select "Advertising" at the top of your page
- Scroll down to the campaign list
- Click on the campaign name
- Scroll down to the "Placement Metrics" section of the campaign details page
Th "Placement Metrics" table will provide you with a variety of insights that demonstrate how the campaign has been optimized, including:
Ads Running - This shows the number of ads that were submitted for a particular placement as well as the number of ads that are currently running. As an example, "3 of 5" means that 5 ads were submitted for that placement, but the Vantage Optimizer turned 2 of the ads off because they were underperforming, leaving 3 of 5 ads running.
Current Target Spend % - This shows the current weight that the Vantage Optimizer is allocating to each individual placement. This number will change throughout the course of a campaign's lifecycle as the Vantage Optimizer moves budget to the top performing placements. For example, "50%" would mean that the Vantage Optimizer is currently allocating 50% of the remaining campaign budget on that placement.
Total Spend % - This column shows the proportion of the overall spend that has been used on that particular placement so far. For example, "50%" would mean that 50% of the campaign spend up until that moment has been spent on that placement.