The user interface for a configured Multi Reward CPE Ad Set with Per App Bids
Tapjoy’s cost per engagement is a pricing model wherein advertisers only pay when users complete a desired engagement within an app. An engagement or event can be defined in many ways, such as reaching level X in a game, signing up for an in-app account, completing an in-app tutorial, etc. With the right optimizations, CPE advertising can drive in-app engagements at scale and maximize return on ad spend.
Our Multi-Reward Cost Per Engagement allows advertising partners to target multiple events within a single CPE ad set. Users are rewarded on completing multiple in-app milestones, driving deeper user engagement and retention of high-quality users. Multi-reward requires a minimum of two events to be set up by entering the event name and event value (as configured in the MMP) along with the pricing for each event. We integrate with the top MMPs in the industry such as Adjust, Appslyer, Kochava, Singular and more.
Linear events are completed in sequential order by the user - a typical user funnel is a series of linear events. Having rewards for beating levels in a game are linear events.
A single Multi Reward ad set can be a mix of linear and non-linear events, but must only have one linear funnel. For example, one ad set can contain a rewarded, non-linear Tutorial Complete event; a rewarded, non-linear Play An Online PVP Match event; and a series of 5 linear events for beating Level 1, Level 5, Level 25, Level 50, and Level 100.
Given the complexity in regards to MMP and Multi Reward event setup, please contact your Account Manager to configure your CPE adsets, or to make structural changes to your multi-reward events.
Once your CPE/multi- reward events have been set up, you will be able to adjust the pricing through our self-serve dashboard tooling:
Per-App bidding (PAB) allows advertisers to bid a different amount per publisher app. This model enables advertisers to further optimize their CPE campaigns and benefit by investing more in high performing sources.
Adding a bid for a publisher app can be done via a graphical user interface using the Find & Add Apps button. This brings up a type-to-search experience in which you can search for apps by app name or app ID.
Please contact your account manager if you’d like to set per app bids for your ad set but cannot find this feature on your dashboard.
All ad sets must have a default bid. This default bid is used for every publisher app that does not have a specific corresponding per-app bid.
There is no Undo button for bid changes! Therefore, we recommend the following user flow for updating bids:
Using this flow, you'll always have your last set of bids before the recent changes in case you want to "undo" or go back to your prior bid setup.
If you are starting from scratch, it may help to start by editing the sample CSV file, or even looking at it to learn the format can be helpful. Click the "Download Sample CSV" link in the bottom-right corner of the bid manager interface.
We've tried to make the CSV format as flexible as possible. This includes supporting multiple types of app identifiers in the primary column.
However, using multiple identifiers within one bid sheet increases the likelihood of duplicate rows, while also making identifying these duplicates more difficult.
The upload process may time out if your bid sheet has more than 1,000 rows. If this is the case, please contact your Account Manager and we can work with our engineering team to manually process these large files.
The most common error is duplicate rows - that is, more than one row specifying the same publisher app and multi-reward event. There are also minimum and maximum bid limits enforced by the system that help minimize manual errors in pricing.
We recommend raising bids by at least 10% to noticeably improve ranking in a given publisher app.
If your analysis shows that certain publisher apps are driving users with a lower Return on Ad Spend (ROAS) than the rest, lowering your bids can be an effective way to improve ROAS without the potentially significant harm to campaign volume that blocklisting may have.