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Choose the right campaign goal

  • Updated

Deciding on the right optimization model that aligns with your marketing goal is crucial for your ad campaign's success. This article will help you decide the most suitable option depending on your use case and needs.

 

Campaign goal options

There are 2 campaign types in Moloco Cloud DSP — User acquisition and Re-engagement. Depending on the campaign type, you can choose the following optimization goals: 

  • User acquisition type campaign: Install, In-app event, and ROAS
  • Re-engagement type campaign:  Click, Open, In-app event, and ROAS

User acquisition campaign goals

What is a user acquisition campaign?

If you select “User Acquisition” as your campaign type, you can create an ad campaign to acquire new users to install your app. 

Optimization Goal  Description and additional options
Install

Install optimization focuses on lowering the CPI and maximizing the install volume.

For an install optimization goal, you can choose your Bid control priority determining how the campaign will prioritize the budget spending. 

Daily Budget Optimize to spend the full daily budget evenly throughout the day. 
Target CPI

Optimize to achieve the target CPI you set. This option allows you to input a target CPI you'd like to achieve.

Note: Target CPI doesn't guarantee the CPI you set. The campaign will need at least 3 days of training while spending your full daily budget in order to optimize towards a set target CPI. The campaign may also underspend or stop spending your budget if the actual CPI is higher than the set target cost.
In-app event User acquisition campaigns with an in-app event optimization goal focuses on acquiring new app users who are likely to perform a certain in-app action event that you set as a goal. Select the in-app event most relevant to your KPI. To select an event in the drop-down menu, the event postbacks need to be passed from MMP to Moloco. 
ROAS User acquisition campaigns with ROAS optimization goal targets users who are likely to make larger purchases to maximize the return on ad spend(ROAS) within the given budget. To select the ROAS optimization goal, the purchase postbacks including revenue data need to be passed from MMP to Moloco. 

 

Re-engagement campaign goals

What is a re-engagement campaign?

Re-engagement campaigns target users who have previously installed the app. 

Optimization Goal  Description and additional options
Click

Click optimization focuses on increasing CTR and maximizing user clicks on your ads.

For a click optimization goal, you can choose your Bid control priority to determine how the campaign will prioritize the budget spending. 

Daily Budget Optimize to spend the full daily budget evenly throughout the day. 
Target CPC

Optimize to achieve the target CPC you set. This option allows you to input a target CPC you'd like to achieve.

Note: Target CPC doesn't guarantee the CPC you set. The campaign will need at least 3 days of training while spending your full daily budget in order to optimize towards a set target CPC. The campaign may also underspend or stop spending your budget if the actual CPC is higher than the set target cost.
App Open

App open optimization goal focuses on maximizing app opens to increase active app users. If a user performs any of the events that the MMP has sent to Moloco via postback, the user's unique action is considered as Open.

In-app event Re-engagement campaign with an in-app event optimization goal focuses on maximizing the desired in-app actions from your existing users within the given budget. Select the in-app event most relevant to your KPI. To select the event in the drop-down menu, your MMP needs to pass the event postbacks to Moloco. 
ROAS ROAS optimization goal maximizes the return on ad spend within the given budget. To select the ROAS optimization goal, your MMP needs to pass the purchase postbacks including revenue data to Moloco. 

 

Choose the right goal for your campaign

1. Understand your marketing goal

Marketing goals can vary depending on the characteristics and circumstances of the business. For example, the goal can be ROAS for e-Commerce, Subscription for content subscription apps, and Get ride for taxi apps. In addition, it can vary depending on the maturity of the business. Apps in the early stages usually want to maximize app installs to increase user traffic, while apps that already have a large pool of users look to maximize other user actions such as re-engagement and purchases. 
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Events that occur relatively earlier in the entire user's journey, such as install and app open, are called upper funnel events. On the other hand, events that occur at the last stage of the user's journey, such as purchase and subscription, are called lower funnel events. The lower the funnel event, the higher the cost(CPI/CPA) because we need to target and bid aggressively on high-value users to achieve the lower funnel event. In addition, since the lower funnel event has a relatively low probability of occurrence, it takes more time to optimize with sufficient data.

 

2. Decide your priority

Depending on the business situation, there may be various goals such as CPI and ROAS, and you may want to achieve multiple goals at the same time. To choose the right campaign goal option, it's important to prioritize and clarify what you need most based on your situation.
If you're not sure of the appropriate market CPI of the app, but want to maximize the app download with the given budget, you can try the settings below to know your app's appropriate CPI.

  • Type: User Acquisition 
  • Optimization goal: Install
  • Bid control priority: Daily Budget

On the other hand, you may want to run a ROAS campaign and maintain a certain level of CPI at the same time. In this case, you can run both, an Install optimization campaign and a ROAS optimization campaign and adjust the budget allocation of the campaigns.

 

3. Check prerequisites

There are prerequisites required to use each optimization goal. You must check whether the prerequisites are met before selecting the campaign goal. In most cases, you'll need to set up MMP postback to send the event you want to optimize with Moloco. 

 

User acquisition campaign

  • Install: You need to configure MMP postback to send install events.
  • In-app event: You need to configure MMP postback to send install and the in-app event you want to optimize with.
  • ROAS: You need to configure MMP postback to send install and purchase events including revenue data.

 

Re-engagement campaign

Important: Below are prerequisites to select each goal for a re-engagement campaign. If you have specific in-app events to use for retargeting purposes, configure MMP postback to send those events as well. Learn more about target settings

  • Click: You can use click optimization without MMP Postback integration.
  • App Open: You need to configure MMP postback to send install and app open(session) events.
  • In-app event: You need to configure MMP postback to send install and app open(session) events as well as the in-app event you want to optimize with.
  • ROAS: You need to configure MMP postback to send install and app open(session) events as well as the purchase events including revenue data.

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