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In this case study, we will explore a performance campaign executed through programmatic advertising. Performance campaigns are designed to achieve specific actions such as clicks, conversions, or sales. This case study will provide a detailed walkthrough of the campaign setup, execution, and optimization process.

Objectives

Understand the goals of a performance campaign.
Learn how to set up a performance campaign using a DSP.
Analyze the performance data and optimize the campaign for better results.

Campaign Overview

Campaign Goals

The primary goals of this performance campaign are:

Increase website traffic.
Generate leads through form submissions.
Achieve a target Cost Per Acquisition (CPA) of $10.

Target Audience

The target audience for this campaign includes:

Age: 25-45
Gender: All
Interests: Technology, Gadgets, Online Shopping
Geographic Location: United States

Budget and Duration

Total Budget: $10,000
Campaign Duration: 30 days

Step-by-Step Campaign Setup

Selecting the DSP

For this case study, we will use a popular DSP such as Google Display & Video 360 (DV360).

Creating the Campaign

Campaign Settings

Campaign Name: Performance Campaign - Tech Gadgets
Objective: Lead Generation
Budget: $10,000
Start Date: [Start Date]
End Date: [End Date]

Targeting Settings

Demographics: Age 25-45, All Genders
Interests: Technology, Gadgets, Online Shopping
Geographic Location: United States

Ad Formats

Display Ads: Banner ads in various sizes (300x250, 728x90, 160x600)
Video Ads: 15-second and 30-second video ads

Setting Up Conversion Tracking

To measure the success of the campaign, set up conversion tracking in the DSP. This involves placing a conversion tracking pixel on the thank-you page of the lead form.

Example Code for Conversion Tracking Pixel

<!-- Conversion Tracking Pixel -->
<script>
  (function() {
    var img = new Image();
    img.src = "https://www.example-dsp.com/track?conversion_id=12345";
    document.body.appendChild(img);
  })();
</script>

Bidding Strategy

For this performance campaign, we will use a Target CPA bidding strategy to achieve the desired CPA of $10.

Bid Strategy: Target CPA
Target CPA: $10

Campaign Execution

Launching the Campaign

Once all the settings are configured, launch the campaign and monitor its performance closely, especially during the first few days.

Monitoring Performance

Key metrics to monitor:

Impressions
Clicks
Click-Through Rate (CTR)
Conversions
Cost Per Click (CPC)
Cost Per Acquisition (CPA)

Optimization

Analyzing Performance Data

After the campaign has been running for a week, analyze the performance data to identify areas for improvement.

Example Performance Data

Metric	Value
Impressions	500,000
Clicks	10,000
CTR	2%
Conversions	800
CPC	$0.50
CPA	$12.50

Optimization Strategies

Adjust Targeting:
- Narrow down the audience to more specific interests or behaviors.
- Exclude underperforming demographics or locations.
Creative Optimization:
- Test different ad creatives to see which ones perform better.
- Use A/B testing to compare different ad formats and messages.
Bid Adjustments:
- Increase bids for high-performing segments.
- Decrease bids for low-performing segments.
Frequency Capping:
- Set frequency caps to avoid ad fatigue and improve user experience.

Example of Adjusted Targeting

Interests: Technology, Gadgets, Online Shopping, E-commerce Enthusiasts
Geographic Location: United States, excluding low-performing states

Results and Analysis

Final Performance Data

Metric	Initial Value	Final Value
Impressions	500,000	600,000
Clicks	10,000	15,000
CTR	2%	2.5%
Conversions	800	1,500
CPC	$0.50	$0.40
CPA	$12.50	$8.00

Conclusion

By continuously monitoring and optimizing the campaign, we were able to improve the performance significantly. The final CPA of $8.00 is well below the target CPA of $10, indicating a successful performance campaign.

Summary

In this case study, we covered:

Setting up a performance campaign using a DSP.
Monitoring key performance metrics.
Implementing optimization strategies to improve campaign results.

By following these steps, you can effectively manage and optimize performance campaigns in programmatic advertising to achieve your marketing goals.

Case Study 2: Performance Campaign