I decided to have three campaigns with minor differences be live — two campaigns were launched
for new subscribers only, one for the entire database. There was also a difference in browsers —
the campaigns for Edge and Chrome were separated. The bids were different, so I didn’t want to
mess them up.
Later I set up one more campaign for Performance Mode to compare if the results will change
somehow. It had just the same settings as my Edge campaigns. The automated optimization was
promised, so I decided to try it out.
I didn’t limit my daily budget to get as much volumes and conversions as possible, but decided
to start with Premium sources only not to waste it.
Targeting Options Applied
As I said there were three campaigns with slightly different targeting, the main diversity was
in the Browsers selection and subscribers bases.
McAfee - Edge (allbase)
Device: Desktop
OS: Windows 7, 8, 10, 11
Browser: Edge
Usual base of subscribers
Browser language: English
Limits: 1 impression per user
Premium sources at the ad network
McAfee - Chrome (newsub)
Device: Desktop
OS: Windows 7, 8, 10, 11
Browser: Chrome
New subscribers only
Browser language: English
Limits: 1 impression per user
Premium sources at the ad network
McAfee - Edge (newsub)
Device: Desktop
OS: Windows 7, 8, 10, 11
Browser: Edge
New subscribers only
Browser language: English
Limits: 1 impression per user
Premium sources at the ad network
Approach to creatives:
I applied standard Antivirus approaches — threat of danger, but not aggressive as I don’t want
any restrictions to be implemented. I highlighted bonuses, used system warnings, etc. I also
believe that it’s great to use a brand image if it’s a well-known one, so almost every creative
had a McAfee logo.
2.
After that, he suggested setting up Automated rules.
As far as I understood, that’s the best way not to waste the budget. So we had two rules set
up — one for my spend, so if the source wasted 35$ and brought no conversions, it was
blocked.
Another rule was for my desired CPA, if the cost of conversion was more than 65$, the site
was also turned off, which was satisfactory for me as I didn’t set any budget limits.