Optimization
However, if you want to perform some manual optimization to help it along, here are a few suggestions:
Note
1) Check the Uplift
As the first step to start optimizing a Drive-to-store campaign, will be looking at the Uplift of your campaign. Your main goal will be increasing that Uplift.
Use Reports and the Advanced data to check or download the data.
You will get information about the Uplift as per certain variables like Supply partner, Creative type, Size, Operating System… Prioritize the variables that are performing better.
Better performance
Remember: If the Uplift factor in your campaign is higher than 1, this is good news. It means that being impacted by your ads increases the chances of visiting the place you wanted to drive them to. The higher the Uplift, the better!
With a good uplift factor, the higher the Exposed % the better as well, because some of those users exposed should be there because of your campaign. To read more about the different values click here.
Example
If for example, you've got an Uplift higher than 1 in your campaign. The next step is to see which variable has the best Uplift results and optimize towards them.
If you take the Operating system for example and you see that Android is the best one, you should optimize your campaign toward it. To do so, here are some of the tips we recommend:
Create a strategy with a higher weight (%) to invest more in it. Click to learn how to manage strategies.
Keep looking for the variables that have a better Uplift than others to invest more in them, and wait for the Uplift to increase.
If you want more information, contact our Team.
2) Focus on the CPA
Once you get a higher Uplift of the variables you want to invest in more, the next step will be focusing on the CPA to optimize the attributed visits.
As we do when optimizing a CPI campaign, once your campaign has generated enough conversions (depending on the conversion rate, anything between 50 and 200 can be relevant), you should create one or more strategies with a configured CPA.
In the beginning, we recommend the CPA to be what you have naturally observed when the campaign was running only with a configured CPC, or even a bit higher, if you do not want the volume of the campaign to decrease too much, and also to account for the effect of the second price bidding.
You can then decrease the CPA little by little based on the results you observe as the campaign keeps running.
3) Increase reach
Drive-to-store campaigns are by default restricted from being served in inventory that does not provide consent from the user to be tracked.
You can remove these restrictions in the campaign if you want to increase reach, but be aware that any impressions served under these conditions (no user identifier or no permission to track it) will never result in an attributed visit.