Zeropark Documentation

Rule-Based Optimization

Rule-Based Optimization enables your campaigns to self-optimize effectively, according to the rules you set. This ensures that your campaigns run well and you spend your money only on the traffic that converts. The feature is only available for users who track their campaigns.

Zeropark’s algorithm checks if the optimization rules have been met and then adjusts the campaign accordingly. Adjusting means bidding up, bidding down, or pausing targets. If the optimization conditions are not fulfilled then the adjustments are not performed at all. You can submit up to six optimization rules per campaign, but if you rewquire a higher limit, you can ask your account manager for it. The RBO functionality is available both for new and existing campaigns.

Rule-Based Optimization: Overview

In order to use Rule-Based Optimization, you need to understand how time frame and conversion delay affect the way your data are analyzed. Both of these options have a significant impact on your campaign’s performance.

  • The Within time frame: It is a time frame for which the statistics are checked by the algorithm. If the rules you have set are met for this time frame, then the adjustments are made. You can specify different within time frames for targets, sources, and geos. Statistics periods can be set per each rule.

    Note

    Zeropark Note : Keep in mind that the algorithm takes action, only if the conditions are met within the statistical window time. Otherwise, none of the adjustments are performed.

    Example 1:

    Optimization rule: If the target has 5$ spend and has CR lower than 0.05% within last hour then pause the target.

    The algorithm will only pause the target if the target spent 5$ within an hour. This means that the target won’t be paused if it spent 5$ over three hours.

    To make sure that the algorithm works properly and it catches every target that doesn’t perform well, it is best to set an increased time frame, for example, last 24 hours or even more. Within that time period, the data is compared but still, the algorithm checks the campaign’s results every hour.

  • Conversion delay: Since some conversions may be reported with a slight delay, this setting makes sure that all conversions are counted within the statistics window they occurred in. A conversion delay value is set for the whole campaign.

You can take a look at the graph below that visualize how both of these factors work:

RBO_5.png

Setting Up an Optimization Rule

In order to create a rule, perform the following steps:

  1. Go to your campaign details view.

  2. In the Optimization rules section click the Add new button.

    rbo1.png
  3. Click the Ok, I understandbutton.

    rbo2.png
  4. Set the Conversion delay value and click the Ok button.

    conversion_delay.png
  5. Select a rule item. There are four rule items you can use:

    • Source

    • Target

    • Geo (available for Pop and Domain traffic for Multi-Geo campaigns)

    • Campaign (available for Pop and Domain traffic only)

  6. Select a rule metric and its value. You can select between the following metric:

    • Visits (clicks for Push traffic). The minimal value is 50 000 for POP campaigns or 30 000 visits for Domain campaigns.

    • Spend. The minimal value is 20 USD.

  7. Select a rule formula. You can select between four formulas upon which our system will act:

    • Conversion Rate (CR): This is the number of conversions divided by the number of bought visits multiplied by 100%.

      Note

      Zeropark Note : The lowest number for the conversion rate you can set is 0.001%. If you set a rule for CR as lower than 0% , the system won’t pause anything, since it doesn’t meet any logical condition; there’s no possibility of CR being at a lower level than 0%. In this case, it is better to use  conversions  as an activation condition.

    • eCPA: This is a sum you spent on given target divided by the number of conversions you got from it.

      Note

      Zeropark Note : Keep in mind that the eCPA value cannot be 0$.

    • ROI: This is the payout you got from a given target minus the sum you spent, divided by the spend, and then multiplied by 100%.

    • Conversion: This is a number of conversions for a given campaign.

      Note

      Zeropark Note : The lowest number of conversions you can set is 1. If you set a rule for conversions as lower than 0 , the system won’t pause anything, since it doesn’t meet any logical condition; there’s no possibility of conversions being at a lower level than 0.

  8. Select a logical condition for the formula and a value. You can select between the following options:

    • Lower

    • Higher

  9. Define the within time frame.

  10. Define the action that the system will take once all conditions have been met. There are the following actions for you to select:

    • Pause the Target/Source/Geo/Campaign: The target, source, geo or the whole campaign is paused and you won’t buy anything from it anymore.

      Note

      Zeropark Note: For Push Ads, Rule-Based Optimization can only be used to pause targets/sources.

    • Bid down on the Target/Source/Geo: The system decreases the bid for a given target by the percentage you selected and stops bidding down if the target reaches the minimum bid.

    • Bid up on the Target/Source/Geo: The system increases the bid for a given target by the percentage you selected and stops bidding up if the target reaches the maximum bid.

  11. Click the check.png button to save your rule.

rbo3.png

Important Notes

  • After setting up the optimization rules, double check if they fit your business needs. The system will act on them. For example, in many cases, it is better to set a wider statistics period, especially when you want to act on sources and geos. Since there is no refund for rules submitted incorrectly, make sure that you set the rules you need for a given campaign.

  • From now on you can copy the rules together with all the campaign settings into the new campaign. Don’t forget to tick the appropriate box.

  • You can set the border for your bid, and the system will automatically stop performing the action upon getting to this border.

    rbo6.png

Use Cases

Below you can read about some use cases that are well-known examples of how to prevent the campaign’s performance from getting too much traffic that can destroy your campaign performance.

  • Anomaly blocking  (recommended): If there are any fluctuations or anomalies on the traffic source’s side that may have an impact on the campaign’s performance and, as a result, influence your relations with the affiliate network, you can use apply the optimization rule to avoid such cases.

    Example 2

    When there are some high values of the conversion rate that they look quite suspicious, you can apply the optimization rule and automatically pause sources or targets based on their suspicious behavior. Knowing the maximum conversion rate you are able to get, for example from pops, is 0.5%, you can define that every time the rate is higher than this, pause the target:

    RBO_3.png
  • No conversions or really bad performance: The best way to prevent your campaign from losing its touch is to keep your performance at bay. Check all targets every 24 hours leaving no delays for conversion reporting. If a particular target has spent more than 10$ with no or weak performance, allow the algorithm to act and take care of the performance on a daily basis:

    rbo5.png
  • Using rules for CTR  (addressed to advanced Voluum users): You cannot track clicks within Zeropark. To be able to track clicks/conversions, you need to use a tracking platform such as Voluum. If so, you can set Zeropark as a custom traffic source and fire a conversion every time you have a click on your side. This conversion and eCPA will be shared with us. In this case, it will be the CPC some affiliates focus on. The conversion rate will be your CTR which is the same thing but for clicks.