How does Vantage assign a campaign goal / objective?

Jamie Wilson Updated by Jamie Wilson

HOW ARE CAMPAIGN OBJECTIVES DETERMINED?

Campaign objectives are determined by the audience that is being used.

The goal of prospecting campaigns (Attract) is to drive traffic.

The goal of retargeting campaigns (Convert & Re-Engage) is to drive sales.

HOW ARE CAMPAIGNS OPTIMIZED BASED ON THE OBJECTIVE?

The Vantage Optimizer will automatically optimize campaigns based on their objectives.

Prospecting campaigns are optimized based on ad engagement. Ads within a prospecting campaign that generate more clicks will receive a higher percentage of the campaign budget in order to increase the campaign's overall Click-Through-Rate (CTR).

Retargeting campaigns are optimized based on sales generated. Ads within a retargeting campaign that generate more sales will receive a higher percentage of the campaign budget in order to increase the campaign's overall Return On Ad Spend (ROAS).

Looking for more information on how campaign optimization works? Click here: How does the Vantage Optimizer work?

HOW DO I DETERMINE THE OBJECTIVE OF MY CAMPAIGN?

You can identify the type of audience (and therefore it's objective) when selecting the audience in the Vantage Campaign Builder. Each audience will be identified as either:

  • Prospecting > Attract (drive traffic)
  • Retargeting > Convert (drive sales)
  • Retargeting > Re-Engage (drive sales)

Once your campaign is live, you can also identify the objective of the campaign by viewing the campaign list on the Advertising page. The campaign list includes a "Goal" column that will either read "Traffic" or "Sales." Vantage will also highlight the metric associated with the campaign goal in green.

  • Traffic: CTR in green
  • Sales: ROAS in green

How did we do?

How does the Vantage Optimizer work?

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