For campaigns with lower-funnel objectives, QA the following prior to launch:
Review the Advertiser
General Tab
Check that the Advertiser Logo is clear, accurately reflects the brand sponsoring the content, and has a transparent background.
Conversion & Retargeting Pixels
If you have created conversion or retargeting pixels, check that the circle indicator under each pixel is green, showing activity in the past 24 hours.
Placing an Engagement Tag allows the platform to track and optimize towards post-click engagement metrics like time on content, increasing qualified clicks to the brand site. In the Advanced Tab, ensure that “Track additional metrics from destination landing page” is selected.
Test the destination URLs to ensure that the engagement tag is firing properly.
Check the Budget
General Tab
Check that the Flight Start date is in the future and accurately reflects when the campaign should go live. Set the date as today if the campaign is meant to launch immediately.
Be sure to check the Deliver By settings to align with strategy of delivery.
📘Frequency & Delivery Caps
Frequency and Delivery Caps are optional. We recommend only implementing delivery caps if you seek to front-load or back-load delivery, as the platform will otherwise pace evenly based on the budget and flight dates selected.
Click “Check Inventory” to ensure that the budget will deliver in full. Make sure that Target Impressions are higher than Available Impressions:
Total Impressions: The current estimated amount of inventory overall based on your selected targeting parameters.
Available Impressions: The current estimated amount of inventory available to your campaign based on your selected targeting parameters.
Target Impressions: The amount of impressions/views/clicks you intend to deliver against.
If Available Impressions are too low, try adding in additional Geographic targets, Publications/Placements, Audiences, or Device types, or extending Flight Date Range.
Targeting Tab
Ensure that a Geographic is also selected for targeting, including United States if applicable; if nothing is selected the campaign will deliver worldwide.
Ensure that at least one campaign Budget is targeting your retargeting audiences.
Check the Ad
General Tab
Check that the “Click URL” is in place and directs to a working and accurate destination.
Creative Tab
Include Preview Text, multiple Headline variations, and multiple Images to A/B test and maximize campaign optimization and performance.
