Various ways marketers have of managing campaign pacing in the Gamoshi platform.
Gamoshi's offers several advanced options for managing campaign and budget pacing to make sure that you are meeting your campaign spend goals:We will discuss below the main options to effectively manage your campaign pacing such as QPS Management, budget capping, impression capping, and Day Parting.
All these measures are part of a successful campaign pacing strategy that should help marketers and advertisers using Gamoshi's platform to reach their campaigns' spending, reach, and engagement goals.
- QPS Management: QPS (Query Per Second) controls are available on both the level of Advertiser and Campaign. QPS management helps you control the pacing of your campaign.
You can think of the QPS as a stream of requests funneled through a pipe into your campaign. If the pipe is wide with no specific targeting and there is a lot of relevant traffic, then your impression and spend rate will increase. If the pipe is narrow, less traffic will be allowed to reach your campaigns and the spend rate will be lower.
In cases when the spend rate is very high and additional controls need to be introduced to prevent the expedited expenditure of a campaign's budget, with the help of the QPS cap you can decrease the amount of incoming traffic to a volume that will make your budget and impression caps much more effective.
For example, a max QPS cap of 500 means that at every moment in time, this advertiser (or campaign) will be at max 500 requests per second and it means you can at maximum reach in a full clear rate and fill rate 500 imps per second.
You can check your account's overall Incoming QPS statistics under the Analytics > QPS section of your account.
The Max QPS settings can be found under the Advertiser/Campaign > Capping tab:
- Budget capping: Gamoshi allows for several budget caps:
* Overall advertiser/campaign budget: the highest budget cap that gives the general framework for the advertiser or campaign in question.
* Daily budget: Setting a realistic daily budget is highly recommended to achieve an even pace throughout the running of the campaign.
* Hourly Budget: To avoid exhausting the budget too quickly throughout the day, it is important to use the hourly budget to manage the pacing of the campaign throughout the day.
How to know what hourly budget to implement?
Any hourly budget you set needs to take into account the campaign spend rate. The budget capping takes about 5 minutes to be applied across the worldwide servers, so setting an hourly budget that is too low compared to the campaign spend rate may very well lead to the cap being exceeded. It is therefore important to use additional measures and controls to manage your campaign pacing.
Campaign budget capping is located under the Campaign > General tab:
- Impression capping: Both the Advertiser and Campaign levels have impression capping that allows you to set an upper limit to the overall impressions you are interested in purchasing. On the advertiser level you can set the maximum allowance of impressions or video impressions allotted to the advertiser or you can set a daily impression cap on the campaign level.
It is important to set the impression/video impression cap according to the designation and the type of impressions which will be generated by the advertiser or campaign in question. Also, a consideration should be given to the impression rate when choosing an appropriate impression cap.
Campaign Impression Capping can be set under the Campaign > Capping tab:
In addition to the above pacing options of QPS management, budget and impression capping, the Campaign level has the option of choosing specific hours in the day (per day of the week) in which you wish for your campaign to be active in the Day Parting feature. This not only helps you reach your designated audience which can potentially improve brand reach and performance, but it also helps you meet your daily spend and budget goals easier.
Day Parting can be activated under the Campaign > General tab in the Schedule section:
Conclusion: Gamoshi offers a myriad of options to allow full control over your campaign pacing. The dashboard grants full control to the marketer over the volume of traffic and its distribution throughout the campaign lifecycle with the QPS management options, as well as budget controls. In addition, the filtering options provide a necessary complementary ways of influencing the volume and traffic qualification, effectively creating all the audience building tools for effective advertising. A successful advertising campaign will use the above options.