With today’s targeting capabilities in CPM advertising advertisers can now target and optimize the following key metrics in their CPV advertising campaign to make it profitable.
In the top ad networks Targeting Device-Type is one of many CPM target add types available in paid traffic for your Pay Per Impression Campaign – including but not limited to:
Demographic Targeting in CPV marketing like age, language, profession, gender, etc.
For mass-market consumer packaged goods, demographic targeting is usually the best option for meeting both awareness and persuasion goals. It is less likely to be useful for other types of categories, except when specific products are used primarily by a particular demographic.
Geographic Targeting in traffic network ads:
country, state, city and exact geo-location on mobile (important in mobile advertising for local business advertising)
Device Type Targeting – essential for banner advertising
Banners have different sizes. Not all fit on the small screen of a mobile device.
- Desktop Advertising
- Mobile Advertising
- Tablet Advertising
All mobile ad networks normally have this distinction in their campaign settings.
Android, Internet Explorer, Firefox, Chrome, Safari, etc.. Depending on your target audience in your web advertising this might become important.
Operating System Targeting: IOS, Windows, MacOS, Linux, Android, MAC OS, BlackBerry OS, etc.
Let’s assume one of your traffic sources doesn’t let you do device targeting but you want to target iPhones and iPads. You can then do so by setting your targeting options to IOS.
Brand Targeting: Samsung, Blackberry, Apple iPhone, BenQ, Dell, Motorola, HP, Asus, Lenovo, etc.
In online advertising it is a proven fact that e.g. iPhone owners appear to have a higher purchasing power than let’s say an Android user. Depending on your price points being able to exclude one or the other can have a massive impact on your conversions and ROI of your paid traffic campaign.
Attitudinal Targeting like interests and values
Behavioral Targeting like surfing- and search-behavior
Behavioral targeting is not a particularly relevant option for mass-market consumer packaged goods, but can be very effective for specialized products. Behavioral targeting is often useful when appropriate contextual inventory is sold out or considered too expensive. Targeting based on search behavior can be particularly helpful for tech products, such as consumer electronics, or categories where good contextual sites are rare.
Targeting of Inferred interests
e.g., car enthusiasts
Predicted response Targeting
e.g., likely to click on car ads
e.g., car activity in past 30 minutes
Contextual Targeting in CPV marketing on site-level, on section-level or on content-level
For durable goods and services, contextual targeting can help increase the chances of reaching people who are in the market for a particular product. However, appropriate contextual sites may be hard to find for some categories such as telecommunications. In those cases, blogs might provide the most relevant setting.
Technographic Targeting: mobile carrier, connection type, Internet Service Provider (ISP), IP address ranges
Targeting Device-Type when you buy website traffic from an ad network
Targeting this metric will help you even more to laser-target your audience. The more targeting features the better.
CPV marketing campaign optimization:
The ideal of targeting every message perfectly, let’s consider the possibilities of combining various targeting techniques. Advertisers can run two or more tactics alongside one another.
A website owners or advertiser looks at a few metrics when it comes to CPM advertising and Targeting Device-Type.
- The first is the CTR [click-through ratio]. A CTR is determined by the percentage of people that saw the ad and then actually clicked on the ad. If your ad is seen by 1,000 people and 10 people click, that is a 1 percent CTR.”
- The second is the CPV [cost per view]. Self explanatory. This metric reflects the cost per view which you can directly compare to
- the third, which is EPV [earnings per view].
You will need a tracker to sort your campaign data collected for being able to evaluate it by comparing these metrics CPV and EPV directly.
CPM Rates are subject to change in any Pay Per Impression campaign depending on the metrics chosen.
Furthermore a CPM network may offer you the option of using
- Run of network (actually a type of non-targeting). Creating a RON campaign is the quickest way to get all the available traffic from a specific country. There are no keywords, or specific targets involved. Simply choose your geo, destination URL, bid and your campaign is ready to go.
- Retargeting (for sequencing ads or for reconnecting with site visitors)
- Day-parting allows you to set the time window in which you want your CPM ads to be served and seen by your target audience.
- Smart CPM bidding in real time.
Tips for Buying Website Traffic
Cost per impression (CPI), or "cost per thousand impressions" (CPM), is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s). CPM is an initialism for cost per mille, with mille being Latin for thousand.
Cost per impression, along with Pay-per-click (PPC) and cost per order, is used to assess the cost effectiveness and profitability of online advertising. CPI is the closest online advertising strategy to those offered in other media such as television, radio or print, which sell advertising based on estimated viewership, listenership or readership. CPI provides a comparable measure to contrast internet advertising with other media.
An impression is the display of an ad to a user while viewing a web page. A single web page may contain multiple ads. In such cases, a single pageview would result in one impression for each ad displayed. In order to count the impressions served as accurately as possible and prevent fraud, an ad server may exclude certain non-qualifying activities such as page-refreshes or other user actions from counting as impressions. When advertising rates are described as CPM or CPI, this is the amount paid for every thousand qualifying impressions served at cost.
Cost per impression is derived from advertising cost and the number of impressions.Cost per impression ($) = Advertising cost ($) / Number of Impressions (#)
Cost per impression is often expressed as Cost per Thousand Impressions (CPM) to make the numbers easier to manage.
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