Branding Campaigns Vs View Content Optimised?
Branding campaigns are generally optimized for reaching out to more people, the quality of the audience is not taken much into consideration.
Incase of View content optimized, the people who can be your potential customers are reached out and made to visit your product pages.
How it can benefit?
The audience visited the relevant pages on the website can be retargeted even at depth of category level.
If you have good video ads, there is a bonus benefit for you. People who have watched the video ads for a high duration can be effectively retargeted. (i,e: People watch more than 75% of the video).
Any Existing Prospect campaigns in either Conversions/Catalog Sales objectives can be utilized for the View Content Optimised campaigns.
New prospect campaigns can also be created and used for View content optimized Campaigns.
Note: Engage & Dynamic campaigns are not recommended for view content optimization as the idea is to retarget at a later stage.
It is advisable to have niche targeting when you optimize for View content optimization.
Not advisable to have any open demographics persona.
Lookalikes can even be limited to conversions based.
3.) Naming Convention:
Please add View Content to the campaign name at the last.
(i.e) SATI_3293_adyogi_Conversions_Prospect_Cardio_View Content
4.) Website Changes:
We would recommend running at prepaid orders. In case if you wish to continue with Cash on Delivery, the best practice will be to incentify the users for prepaid orders.
The general disclaimer of “Delivery/Order processing will be initiated after the Lockdown” can be mentioned on the website.
5.) Ad Copies:
Ad copies can have, Call to Action such as “Learn More”.