How to Set Your Performance Goal

Setting your performance goal is the most important step in the campaign process as it will inform every other aspect of your campaign. 

When you create a campaign in Campaign Manager, LiveIntent's advertiser platform, you will choose your performance goal.

Setting Your Performance Goal 

LiveIntent uses a “second-price auction” or dynamic CPM. In a second-price auction, the winning bidder pays $0.01 more than the second-highest bidder instead of paying the full bid price. With this model, you can set your goal as high as you are comfortable based on the true value of your campaign but you will pay the lowest possible price.

Please note that if your performance goal is too low, the audience you want to reach will not see your ads. 

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Types of Performance Goals

Maximize Clicks

  • Optimization: Clicks
  • Objective: Brand Awareness, Website Visits, Engagement
  • When to use: When you want to drive high-quality traffic to your site at the lowest possible Cost Per Click (CPC) while spending your budget in full.
    • A great option for any top-of-funnel campaigns that want to drive high-quality and “right-priced” traffic. While this does not take a CPA Goal into account, you can still track conversions as a secondary KPI.

Maximize Conversions

  • Optimization: Conversions
  • Objective: Website conversions (email signup, product purchase, form fill, lead generation)
  • When to use: If you want to achieve the lowest possible Cost Per Acquisition (CPA) while evenly spending your budget in full.

Achieving CPA

  • Optimization: Conversions
  • Objective: Website conversions (email signup, product purchase, form fill, lead generation)
  • When to Use: If you are willing to spend as much as possible on any given day while coming in at or below the specified Cost Per Goal. Keep in mind the only lever to pull to drive scale is adjusting the CPA goal.
  • Line Item Settings:
    • Budget and Daily Cap are required to save a line item.
    • You can set up multiple line items under a campaign. If you have more than one line item, you will need to allocate budget accordingly.
    • If you only have one line item created under a campaign, you can select “Use it all!” to inherit the budget from the campaign level.
    • Daily Cap: We suggest setting a minimum of 10x the CPA goal.
      • Example: If the CPA goal is $40, then Daily Cap is $400 (10 x $40 CPA)
      • If 0 is inserted, your campaign will not spend.

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Best Practices

When to increase the daily spend cap

  • If the line item is hitting its daily spend cap on a consistent basis while coming in at or below the CPA Goal.
  • Increasing the daily spend cap without hitting it on a consistent basis will NOT increase scale unless you increase the CPA Goal as well.

 

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