What is Engagement Bid Strategy?
Engagement Bid Strategy (EBS) utilizes Outbrain’s machine learning technology combined with first-party analytics data to automatically optimize and adjust bids in order to achieve marketers’ engagement goals.
By leveraging user behavior and intent data from Outbrain and/or via direct integrations with website analytics tools*, EBS aims to help brands more effectively reach audiences in order to drive real intent and attention to messaging. Ultimately, this new tool drives long-term outcomes while reducing privacy concerns and reliance on third-party cookies.
*Please note: Outbrain only supports Google Analytics at this time. Additional analytics tools will be added in the near future.
How do I use Engagement Bid Strategy?
When creating a campaign, you are first prompted to choose your campaign objective. EBS is only available when selecting “Traffic” as your main objective. After selecting your creative format and placement, you’ll hit the “Budget” section, and will be presented with the 3 different modes of EBS: Clicks, Pages Per Session, and Session Duration.
If your primary objective is Traffic and you want to optimize toward clicks/CTR, this mode is for you. The “Clicks” mode utilizes Outbrain’s internal data to auto-optimize toward the inventory and audiences driving the strongest CTR results while still giving you control over your CPC. After entering your desired CPC, set up your campaign as you normally would.
Pages Per Session & Session Duration
When you select Pages Per Session or Session Duration, we optimize your campaign traffic based on the corresponding data pulling in from your Google Analytics account. When selecting one of those two modes, you’ll be prompted to integrate your Google Analytics data. The below steps apply to Pages Per Session and Session Duration modes.
1. Click the “Set Up Integration” button.A pop-up message will appear, asking you to sign in with your Google account. Select the “Sign In” button.
2. Once you’re signed in, you’ll be prompted to allow Outbrain Amplify to access your Google Account (please note that Outbrain only accesses the Google Analytics data generated for Outbrain, and does not modify the data — it’s for read-only purposes). Click “Allow.”
3. A new pop-up message will appear asking you to enter your Google Analytics View ID. To retrieve your View ID, open your Google Analytics account, click “Admin” at the bottom of the left-hand navigation bar, then click “View Settings” in the View column. Your View ID will be shown under “Basic Settings.” Copy and paste it in the below field, then click “Done.”
4. Fill in your desired CPC. Please note that in order to optimize your campaign toward your goal (Pages Per Session or Session Duration), our system might adjust your CPC up to 3x your entered CPC. You will be able to see the average CPC, which will indicate how much did the algorithm raised your entered CPC (it will typically be close to the one that was entered).
5. Once this integration process is complete, you may finish setting up your campaign as you usually do.
Common errors and troubleshooting
Below are a few common errors you might experienced, and how to solve them:
- User who set up the integration doesn’t have access to the specified view ID.
=> Solution: Add the user as a “read only” user to the GA view ID
- User who set up the integration and had access to GA, doesn’t have access anymore.
=> Solution: Detach account from the “Account settings” tab, and signup with a new user to the GA account
- Data set is empty (no data is sent over to Outbrain).
=> Solution: Check that the parameter “dicbo” is not filtered out in your Google Analytics account
*** Please Note ***
- From the “Account settings” tab, you can see the status of your data syncing, as well as detach the entered Google Analytics account in case you would like to add a new one.
- You can use the same account and View ID for multiple advertisers, as long as you’re using the same Google Analytics account. If you’re managing several Amplify accounts, you’ll have the ability to use different Google Analytics accounts/View IDs for each, or keep the same.