Q: I see a company visit coming from a “Promote” campaign targeting a specific industry (e.g financial service) but in their Leadfeeder Custom Feed tracking the visits coming from Promote a company from another industry appears (e.g. telecom companies). Why is that?
A: If it appeared in their feed with Promote UTMs, that means most likely that the IP match went wrong. There’s a few possible reasons:
our IPs might be imperfect (they point toward something else)
GDPR-related IP obfuscation made the IP difficult to match during the ad bidding process and Adform displayed the ad to someone who wasn’t supposed to see it. This is normal and expected and we can’t do anything about it, with GDPR in effect the IP matching is always a guess to some extent.
The IP obfuscation, together with other inaccuracies that can happen in Adform (bots, errors etc) can extend up to 25% of results. It’s the maximum threshold so obviously it does not mean that it always happens.
Q: Is there a way to estimate what would be the average impression or click rate for a promote ad that has a particular budget (e.g. 3000 EUR)?
A: No, The budget itself is not enough to predict performance. There’s too many variables at play: the list size, the location (GDPR/non-GDPR), ads themselves, and the quality of IP data we have for the list.
Q: If I have ad blockers enabled in their devices, how would that impact Promote campaigns?
A: 1. Ad Request Process:
Initiation: When a user visits a website, an ad request is sent to the DSP (A demand-side platform (DSP) is a type of software that allows an advertiser to buy advertising with the help of automation).
Ad Blocker Detection: If the user has an ad blocker enabled, the ad blocker will typically intercept this request.
2. Blocking Mechanism:
Blocking Requests: Ad blockers can block requests for ad content by either preventing the loading of ad scripts or filtering out specific ad tags based on known ad-serving domains.
Content Scrubbing: Some ad blockers also modify the HTML of the page to remove any ad-related content before it reaches the browser.
3. Impression Tracking:
Impressions Not Counted: Since the ad request is blocked, no ad is displayed, meaning impressions will not be counted. The DSP won't receive any data about these blocked requests.
Attribution Issues: This can lead to discrepancies in reporting, as the DSP may count ad requests that never resulted in visible ads due to the blocker.
4. Impact on Performance Metrics:
Lower CTR (Clickthrough rate) and Engagement: Since impressions are not counted, performance metrics like click-through rate (CTR) and engagement will be negatively affected.
Data Limitations: Advertisers might struggle to obtain accurate data about audience interactions and ad effectiveness.
Regarding billable impression, it would depend on the SSP (supply-side platform (SSP) is programmatic software for publishers to facilitate sales of their advertising impressions).
Q: Is it possible to run a campaign under the minimum 500 USD per campaign?
A: The minimum budget is 500 and there is no way to avoid it at the moment.
Q: What happens if I do not set an end date for the campaign and I stop the automatic top-up?
A: Stopping the automatic top-up won’t let you use only your remaining budget, as ad networks require an estimated total ad spend. Without an end date, daily campaigns are intended to run indefinitely, and we don’t support the option to stop precisely when the budget is exhausted. Here’s what to expect: since we reduce the budget only after the ad networks report costs (which can vary), it’s likely the campaign may exceed the set budget, causing a negative balance. If this happens, all campaigns in the account will be forcibly paused until the balance is resolved.
If you want to use only the left over budget you should create a campaign with a total budget and an end date while being aware that after the campaign ends, ad-networks may report total spendings resulting in a small extra charge.
Q: Is the daily impression cap per ad size or per user? Is it IP-based or user-based?
A: The daily impression cap is per user, based on the device.
Q: How do we identify users for impression capping?
A: We, through Adform, use cookies to identify users. If third-party cookies are blocked, we rely on first-party IDs. First-party IDs are identifiers that the publisher passes within their domain or through an ID consortium.
Q: Can I end a campaign before the fixed end date?
A: Yes, you can end a campaign at any time directly from the UI. Otherwise, the campaign will end automatically on the set end date.
Q: Do we offer front-loading of campaign budgets?
A: Currently, we do not offer front-loading of budgets.
Q: Can I adjust the budget while the campaign is running?
A: Yes, you can adjust the campaign budget at any time while it’s active. However, keep in mind that the new budget can’t be lower than the amount already spent.
Q: Can I use a bid factor to prioritize specific accounts?
A: Yes, you can influence the bid factor by setting the Priority status for each account.
Q: Is it possible to sort companies by impressions in the results view?
A: Yes, you can sort companies based on impressions directly from the UI.
Q: Can I add-up ads in an active campaign?
A: Yes, it is possible. Currently, each campaign allows a maximum of 6 ads.
Q: Will we allow more than 6 ads per campaign in the future?
A: Yes, as noted above, support for up to 12 ads per campaign is planned for an upcoming release.
Q: Why is Click-Through Rate (CTR) not available as a metric?
A: We report based on influenced companies rather than clicks.
Q: Can I view the device type used for impressions?
A: Not at this time. We are exploring this feature, but it’s not planned before H1 next year.
Q: Can I use ad tags for programmatic ads?
A: At the moment, only JPEGs are supported.
In the next 6 months, we plan to add support for HTML5 ads.
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