Display Advertising Optimization Guide
© 2025 Folloze. ALL RIGHTS RESERVED.
6sense Display
Target Metrics
Account VTR: >20
Frequency: 3-5 per mont
Reach: 65-75% of target account
Cost per Account (CPA): Plan to spend
$10-30 per Account
Optimization Rules
1. If Account VTR <20%:
Review creative relevanc
Check audience segmentatio
Adjust targeting parameter
Consider creative refresh
If Frequency > 5:
Add new creative variation
Expand targeting criteri
Review budget pacin
Adjust delivery settings
Demandbase Display
Target Metrics
% Lifted: >25
CPM: $3-8 rang
Frequency: 3-5 per mont
Reach: 65-75% of target
account
CPA (cost per account)
Optimization Rules
Audience Optimization:
Job function targetin
Company size refinemen
Industry segmentatio
Intent signal overlay
Pro-Tip Why Account VTR (or % Lifted) Over CTR? At the top of TOFU, the goal is brand awareness, not clicks. Using CTR as a primary metric can lead to ineffective optimization decisions because:
Early-stage buyers aren't ready to click / Brand awareness impact isn't captured by clicks
Display Advertising Optimization Guide
© 2025 Folloze. ALL RIGHTS RESERVED.
LinkedIn Text Ads
Target Metrics
Cost per Send (CPS): $0.80 per send
Cost per Impression (CPM): $6.59 per
1,000 impression
Typical frequency is around 3-5 over 30
days.
Optimizations
Minimum 6+ variation
If frequency is too low: Decrease your
audience size OR Increase your daily
budget
If frequency is too high: Increase your
audience size OR Decrease your daily
budget.
Google Responsive Display Ads
Target Metrics
VTR: 68-73% benchmar
CPM: $4-10 rang
Account Reach: 70-80
Engagement Quality: >65%
Optimizations
Use both mobile and desktop sizes
Weekly Optimization Framework
Metrics Review
1. Brand Lift
Account VTR by platfor
Account VTR by creativ
Account VTR by audience
Cost Efficiency
CPM by platfor
CPM by campaig
Budget pacin
ROI indicators
Reach and Frequency
Account coverag
Impression deliver
Frequency managemen
Audience overlap
Quarterly Strategy Review
Performance Analysis
1. VTR Impact
Brand awareness lif
Account engagemen
Stage progressio
Revenue correlation
Platform Comparison
Platform Comparison
Creative Learning
Top performer
Message impac
Design element
Testing insights
Minimum # Ad Variations: 3 per ad size
Frequency on DSP platform: max 4 per day (Ask yourself, at what point do you get annoyed with seeing the same ad or brand?)