What to expect during the ramp-up period
In the first 10-14 days after your campaign launch, the Criteo engine is in data-collection mode, determining when and how impressions should be shown to users.
Although the Criteo engine will continue to optimize naturally throughout your campaign, this ramp-up time is especially important. Your starting CPC should be competitive enough to win the best inventory available. Keep in mind, there will be a delay in sales – therefore, you are likely to be above the KPI you agreed with your Account Executive before the launch. This is a normal part of the machine learning process.
What to expect after ramp-up
The ramp-up time is considered complete when impression volume and click-through rate begin to stabilize. At this point, if your campaign is not yet hitting the cost-of-sale (COS) goal, you can begin to optimize your CPC within the Criteo dashboard. Your Account Strategist can advise if and by how much you should change your CPC.
When you change your CPC, it can take up to three days for the engine to fully adjust to the new bid. Our engine will naturally optimize your campaign to show impressions when users are most likely to click. For example, if you typically see volume on your site drop on the weekends, it’s likely impression volume will also drop.
Publisher performance and optimization
To maintain strong relationships directly with our publishers, we do not share specific website performance with advertisers.
The Criteo engine will optimize placements only according to where a user is most likely to convert, which benefits our advertisers. We make sure that all publishers in our network are family-friendly, and buy on all of the largest ad exchanges to make sure we access the best premium inventory.
Criteo does not implement specific impression caps because our engine automatically optimizes toward the appropriate number of displays per user. This is ideal for our advertisers, who only pay for an impression that delivers a click and drives a visitor back to their site.
It’s important to note that when the Criteo engine recognizes a user as high-value with a high conversion rate, it will show that user a higher number of ads. Every time a user is served an ad and does not click, the probability they will be served another goes down until we stop serving that user banners.
Why am I seeing so many ads?
Occasionally, one of your employees may see what seems like an overwhelming number of your ads. This occurs when the engine categorizes that user as hyper-engaged. Eventually, if that user ignores the impression, the engine will classify them as unlikely to convert and will stop showing the ads.