Programmatic Campaign Optimization Framework

Strategies to improve delivery and performance at every campaign stage

1. Introduction: Why Optimization is Critical

Programmatic buying is only effective if campaigns are continuously optimized. Whether your goal is delivery or performance, optimization helps improve results, reduce waste, and align spend with KPIs (Key Performance Indicators).

This blog covers two optimization approaches:

  • Delivery-Based Optimization: Focused on spending the budget efficiently.
  • Performance-Based Optimization: Focused on achieving business KPIs like conversions or ROI.

2. The 5 Stages of Campaign Health

Stage Delivery Status Performance Status What it Means Root Cause(s) Recommended Focus
1. Not Spending No spend No data The campaign is not delivering impressions or clicks. Low bids, insufficient inventory, overly tight targeting, incorrect setup Troubleshoot delivery (inventory, bids, targeting, technical errors)
2. Low Spend, Low Performance Poor scale Poor performance The campaign is delivering very little, and what it does deliver isn't producing results. Low audience size, ineffective creatives, poor site selection Fix targeting, creatives, bid caps to increase scale and engagement
3. Low Spend, High Performance Under-delivery Good conversions The campaign performs well but isn't reaching enough people to scale up results. Low daily budget, strict audience criteria, conservative bidding Scale cautiously: increase budget, broaden reach, add SSPs
4. Good Delivery, Poor Performance Spending well Poor ROI The campaign is spending as planned but failing to deliver conversions or business outcomes. Weak creatives, wrong audience targeting, poor placements Optimize targeting & creatives; exclude poor placements
5. Good Delivery, Good Performance Optimal spend Great results The ideal state: campaign spends its budget efficiently and meets/exceeds performance goals. Continuous testing and fine-tuning maintain this state Maintain, monitor, and fine-tune regularly

Why These Stages Matter:

  • Without this framework, you may focus on the wrong metric (e.g., fixing delivery when performance is the real issue).
  • Understanding the root cause allows you to make data-driven optimizations rather than random changes.

3. Delivery-Based Optimization Tactics

For Campaigns Not Spending:

  • Check inventory availability in DSP & SSP.
  • Lower brand safety thresholds temporarily.
  • Increase bid caps gradually.
  • Expand geos, devices, or audiences.

For Low Spend, High Performance:

  • Gradually raise budgets.
  • Broaden targeting (expand audience pools).
  • Test additional SSPs and exchanges.

4. Performance-Based Optimization Tactics

For Good Delivery, Poor Performance:

  • Analyze placements — exclude underperforming sites/apps.
  • Refresh creatives (format, CTA, messaging).
  • Shift bidding strategy to CPA/ROAS models.
  • Refine audience targeting.

For Good Delivery, Good Performance:

  • Test A/B creative variations.
  • Optimize frequency caps for efficiency.
  • Allocate more budget to top-performing segments.

5. Flowchart: Optimization Decision Tree

Is the campaign spending?
    L No: Troubleshoot delivery (inventory, bids)
    L Yes:
    Is performance meeting KPIs?
    L No: Optimize targeting & creatives
    L Yes: Scale carefully, maintain quality

Visual Placeholder Note:

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6. Campaign KPIs at Each Stage

Funnel Stage Delivery KPI Performance KPI
Awareness Impressions, Reach Viewability, CTR
Consideration CTR, Engagement Rate Time on Site, Bounce Rate
Conversion Delivery %, Clicks CPA, ROAS, Conversion Rate

7. Optimization Cheatsheet

Problem Likely Cause Optimization Tactic
No Spend Bids too low, no inventory Increase bid, expand targeting
Low CTR Irrelevant creative Update messaging/visuals
High CPM, Low Conversions Inefficient bidding, poor match Shift to CPA bidding, refine audience
Delivery fine but poor CPA Wrong audience targeting Retarget site visitors, adjust creatives

8. Example Scenario: eCommerce Campaign Optimization

Funnel Stage Challenge Fix
Awareness Low impressions Open more SSPs, expand audience
Consideration High bounce rates Improve landing page, adjust creatives
Conversion Low conversions, high CPA Shift to retargeting, automate CPA bidding

9. Key Takeaways

  • ✔ Optimization is ongoing—not a one-time setup.
  • ✔ Different funnel stages and health stages require tailored strategies.
  • ✔ Monitor delivery and performance KPIs daily to fine-tune campaigns.
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