Rule-Based Optimization enables your campaigns to self-optimize effectively, according to the rules you set. This ensures that your campaigns run well and you spend your money only on the traffic that converts. The feature is only available for users who track their campaigns.
Zeropark’s algorithm checks if the optimization rules have been met and then adjusts the campaign accordingly. Adjusting means bidding up, bidding down, or pausing targets. If the optimization conditions are not fulfilled then the adjustments are not performed at all. You can submit up to six optimization rules per campaign. The RBO functionality is available both for new and existing campaigns.
Rule-Based Optimization Settings
In order to use Rule-based Optimization, you need to specify two settings: statistics period and conversion delay. Both of those options have a significant impact on your campaign’s performance.
- Statistics period: It is a time frame for which the statistics are checked by the algorithm. If the rules you have set are met for this time window, then the adjustments are made. You can specify different statistics periods for targets, sources, and geos.
Optimization rule: If the target has 5$ spend and has CR lower than 0.05%, then pause the target;
Statistics period: last hour
The algorithm will only pause the target if the target spent 5$ within an hour. This means that the target won’t be paused if it spent 5$ over three hours.
To make sure that the algorithm works properly and it catches every target that doesn’t perform well, it is best to set an increased time frame, for example, last 24 hours or even more. Within that time period the data is compared but still, the algorithm checks the campaign’s results every hour.
- Conversion delay: Since some conversions may be reported with a slight delay, this setting makes sure that all conversions are counted within the statistics window they occurred in. You can take a look at the graph below that visualize how it works:
Setting up Optimization Rules
There are four fields you can use to start setting up your rules: Source, Target, Geo and Campaign. Geo and Campaign rules are available only for Pop and Domain traffic at the moment, however.
As for an activation condition, you can specify either visits (clicks in Push RBO) or cost.
For an action condition, you can specify 4 formulas upon which our system will act:
- Conversion Rate (CR): This is the number of conversions divided by the number of bought visits multiplied by 100%.
- eCPA: This is a sum you spent on given target divided by the number of conversions you got from it.
- ROI: This is the payout you got from a given target minus the sum you spent, divided by the spend, and then multiplied by 100%.
- Conversion: This is a number of conversions for a given campaign.
Once you have defined the conditions and their parameters, you need to specify the lower than or greater than condition for your rule to allow the system to act on. The condition defines what kind of steps should be taken to automatically optimize the campaign.
Automation of Campaign Optimization
There are three ways of how the optimization algorithm can react for Pop and Domain traffic:
- Pause the Target/Source/Geo/Campaign: The target or source is paused and you won’t buy anything from it anymore. NEW: Additionally, the algorithm can now also pause the entire campaign if specified spent/visit requirements are met.
- Bid down on the Target/Source/Geo: The system decreases the bid for a given target by the percentage you selected and stops bidding down if the target reaches the minimum bid.
- Bid up on the Target/Source/Geo: The system increases the bid for a given target by the percentage you selected and stops bidding up if the target reaches the maximum bid.
For Push Ads, RBO can only be used to pause targets/sources.
After setting up the optimization rules, double check if they fit your business needs. The system will act on them. For example, in many cases, it is better to set a wider statistics period, especially when you want to act on sources and geos.
Since there is no refund for rules submitted incorrectly, make sure that you set the rules you need for a given campaign.
Popular Optimization Use Cases
Below you can read about some use cases that are well-known examples of how to prevent the campaign’s performance from getting too much traffic that can destroy your campaign performance.
- Anomaly blocking (recommended): If there are any fluctuations or anomalies on the traffic source’s side that may have an impact on the campaign’s performance and, as a result, influence your relations with the affiliate network, you can use apply the optimization rule to avoid such cases.
When there are some high values of the conversion rate that they look quite suspicious, you can apply the optimization rule and automatically pause sources or targets based on their suspicious behavior. Knowing the maximum conversion rate you are able to get, for example from pops, is 0.5%, you can define that every time the rate is higher than this, pause the target:
- No conversions or really bad performance: The best way to prevent your campaign from losing its touch is to keep your performance at bay. Check all targets every 24 hours leaving no delays for conversion reporting. If a particular target has spent more than 10$ with no or weak performance, allow the algorithm to act and take care of the performance on a daily basis:
- Using rules for CTR (addressed to advanced Voluum users): You cannot track clicks within Zeropark. To be able to track clicks/conversions, you need to use a tracking platform such as Voluum. If so, you can set Zeropark as a custom traffic source and fire a conversion every time you have a click on your side. This conversion and eCPA will be shared with us. In this case, it will be the CPC some affiliates focus on. The conversion rate will be your CTR which is the same thing but for clicks.