When you get traffic from traffic sources like Add Words or Facebook CPM or use any other ad network for your digital advertising such as banner advertising, popunders, in app video ads or any type of online, visually-based ad, and targeting mobile carrier 1Mobile Carrefour and Effortel – via Base you can use the CPM, CPV (cost per view), EPV (earnings per view) and CTR (click through rate) numbers to figure out if you are getting a decent CPC. CPC is easy to calculate: If you spend $1 to get 1,000 impressions ($1 CPM) and you get 10 clicks (effective 1 percent CTR), then you paid $1 CPM and received a $0.10 CPC.
The Top Ad Networks allow you using dynamic URL tags. These are special tokens you can use in the URL field when buying traffic and creating a CPM marketing campaign that will be replaced with the actual information e.g. targeting mobile carrier ‘1Mobile Carrefour and Effortel – via Base’ during the adserving process. Instead of targeting mobile carrier there could be any other token from this list below or even a combination of various tokens:
- [ISPID] – ID of ISP of visitor,
- [ISPNAME] – Name of ISP of visitor,
- [COUNTRY] – country of the visitor.
- [BID] – CPM price of the impression.
- [SCREENRESOLUTION] – Detected screen resolution of the visitor,
- [OSNAME] – Operating System name, for example Windows 8.1,
- [BROWSERNAME] – Browser name, for example Firefox 32,
- [DEVICENAME] – Name of the device that visitor uses to browse the Internet, for example Apple iPhone,
- [OSID] – ID of Operating System (for future use),
- [BROWSERID] – ID of Browser (for future use),
- [DEVICEID] – ID of Device (for future use),
- [IP] – IP address of the visitor (used for XML feeds).
For example, if you buy traffic from a lead source or an advertising network and drive that traffic to http://www.yourlandingpage.com/track.php?countryid=[COUNTRYID] these platforms will normally change the token into actual value. Here’s a populated link just as an example: http://www.yourlandingpage.com/track.php?targeting mobile carrier ID=1Mobile Carrefour and Effortel – via Base .
Later you can use Website targeting option to block and blacklist under-performing websites and/or you can create campaigns targeted towards the best performing whitelisted ones.
You may also arrange rules using these tokens in your tracking system. E.g.: If targeting mobile carrier equals 1Mobile Carrefour and Effortel – via Base then redirect to some other page. Off page cloaking is one of the main reasons to apply such rules.
Display ad networks will also provide Smart CPM – a bid system that helps you to reach more traffic within the same Max Bid by realtime monitoring of bidding market and your bidding position and adjusting bidding parameters for each auction.
Contextual Targeting in CPV Marketing
While other marketers look for relevant content to suffice to their needs, smart marketers take advantage of myriad other traffic sources sans Google to deliver their content. These sources involve Instagram, Pinterest, and YouTube.
Undeniably, Google continues to dominate the traffic generation scene, thanks to its powerful search engine and artificial intelligence learning with Rank Brain. However, other potential traffic sources cannot be ignored completely, owing to their increasing popularity among the technology savvy generation. Content search sites such as YouTube, Skynet, Facebook, and Yelp are changing the game of traffic generation.
Rank Brain, Google's proprietary artificial learning system technology helps the machines to process its search results efficiently and faster. Rather than human teaching process for machines, this technology enables machines to teach themselves how to do their job better. Machine learning and artificial intelligence, though involved in the same thing, are often used interchangeably. Now-a-days, searches are being performed several ways from several devices. This is changing the privacy, spam, and video viewing scene too.
Therefore, it can be concluded that though Google has been a clear market leader in the search engine scene, its engineers admit that the users still do not have the full picture. It is important for marketers to pay attention to other traffic sources and concentrate on pages that are performing well, thereby ensuring that their sites perform better by hiding from Google the pages with high bounce rate.
When to use CPM Ads
Behavioral targeting — the practice of delivering ads in response to users’ online activity — is now increasingly commonplace; Behavioral targeting is practical only when using ad networks that can serve ads across many types of Web sites or on portals where many types of behavior are observed. In its most common form, behavioral targeting infers interest in a category based on a user’s surfing or search behavior.
For example, someone who recently visited a car site would be served with a car ad. For a straightforward brand-building campaign, the timing of the interest-inferring behavior is not too critical. However, in some categories, such as travel and retail, a consumer may progress from researcher to purchaser in a very short space of time.
For behavioral profiles to be useful in such categories, they must be updated frequently so that ads can be served based on the most recent mouse clicks. There is clearly limited value in serving a travel ad to someone who has just booked a holiday. The contextual approach is appropriate when you’re more concerned about the mindset of the Web user than with the particular site you’re on.
Consumer attitudes toward behavioral targeting seem to be somewhat conflicted. In some surveys people say they appreciate ads that are relevant and personalized, but in others they express qualms about the idea that their online movements are being tracked. There will always be different perspectives on this issue, but as long as behavioral targeting is used sensitively and adheres to industry guidelines on privacy, the benefits should gradually become appreciated.
For example, since a recent visit to Fiat.co.uk, I’ve been consistently “retargeted” with Fiat banner ads, and have been impressed with both their creativity and persistence. My brand consideration is gradually increasing!