Why Would Impressions Start High and Then Drop Mid-Campaign?
There are a number of reasons impressions can vary in a campaign. Here are some notable ones:
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Initial Pacing by DSPs
Demand-Side Platforms (DSPs) often employ a front-loaded pacing strategy, delivering a higher volume of impressions at the beginning of a campaign in order to gather performance data. This approach allows the system to learn and optimize effectively.
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Optimization Toward Best-Performing Segments
As the campaign progresses, DSPs analyze performance metrics and may shift focus to audience segments that yield better results. This optimization can lead to reduced impressions in less responsive segments, causing an overall drop in impressions.
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Audience Saturation
Over time, the targeted audience may become saturated, especially if frequency caps are not adjusted. Repeated exposure can lead to diminished engagement, prompting DSPs to reduce bidding for these users, thereby decreasing impressions.
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Bidding Environment Changes
The competitive landscape can shift during a campaign. Increased competition or changes in bid strategies by other advertisers can affect your campaign's ability to win bids, leading to a decline in impressions.
Other things that may happen:
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Creative Fatigue: Using the same creatives for extended periods can lead to decreased user engagement. Regularly updating ad creatives can help maintain interest and impressions.
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Technical Issues: Occasionally, platform-specific issues (e.g., bugs in ad delivery systems) can cause unexpected drops in impressions. We at SoCast monitor for such anomalies.
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