Before we get started, here are 2 key definitions which will help you understand how our ad optimization works in Ads Manager:

• Campaign objective: The desired overall outcome that you want to achieve with your campaign, like brand awareness or website traffic.

• Delivery goal: The desired performance outcome for an ad set, like clicks or page views. Spotify’s system bids towards this goal in the ad auction and optimizes ad set delivery towards it.

Choosing your campaign objective

When creating a campaign in Spotify Ads Manager, choose the campaign objective that reflects your overarching business goal:

• Brand awareness - Help people discover your brand or product.

• Website traffic - Drive visitors to your website to explore your offerings.

• Engagement on Spotify - Grow the audience for your content on Spotify.

• App installs - Encourage people to install and engage with your app.

Selecting your delivery goal

After selecting your campaign objective, you'll create an ad set and select a delivery goal to tell Spotify what specific action to optimize for, like clicks, video views, or streams.

We’ll aim to deliver your ads to people more likely to take the action you care about, giving you more control over your performance.

What optimizations are available today?

Here's a summary of the options for delivery goals under each objective:

Note: The clicks delivery goal can be selected under either the Website traffic objective or Engagement on Spotify objective.