What to expect during the ramp-up period
In the first 10-14 days after your campaign launches, the Criteo engine is in data-collection mode, determining when and how banners should be shown to shoppers.
Although the Criteo engine will continue to optimize 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, and it will take time to reach your goal KPIs. 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 your cost-of-sale (COS) goal, you can begin to optimize your CPC within the Criteo dashboard. Your Account Manager 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 optimize your campaign to show impressions when shoppers are most likely to click. For example, if you typically see volume on your site drop on the weekends, impression volume will likely also drop.
Publisher performance and optimization
Because of our advantageous direct publisher relationships, we cannot share specific website performance with advertisers. Rest assured, however, that the Criteo engine optimizes placements only according to where a shopper is most likely to convert, on the best premium inventory, and on brand-safe sites.
Criteo does not set specific impression caps because our engine automatically optimizes toward the ideal number of displays per shopper. This benefits our advertisers, who pay only for
impressions that deliver a click.
In addition, if the Criteo engine recognizes a shopper as high-value with a high conversion rate, it will show that shopper more ads. Every time a shopper is served an ad and does not click, the probability they will be served another goes down.
Why am I seeing so many ads?
Occasionally, one of your employees may see what seems like an overwhelming number of your ads. This is usually because our engine interprets your employee’s clicks as hyper-engaged behavior. Ignoring the ads will reduce the number of impressions served.