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 Coscom uCell 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 ‘Coscom uCell’ 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=Coscom uCell .
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 Coscom uCell 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.
Mobile Advertising Strategy
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!
Mobile Advertising - Integral Part of Any Marketing Campaign
Pay Per Click (PPC) advertising has become the de facto preference of those who want fast influxes of traffic and who aren't interested in wrestling with high-effort search engine optimization in order to get it. A PPC campaign can produce a profitable flow of reasonably targeted traffic in a heartbeat. PPC's status as a favourite may be in jeopardy, however. Pay Per View (PPV) advertising is proving itself to be a tremendous option and it offers some benefits that PPC just can't provide.
One of the big advantages of PPV is the lower level of overall competition. PPC has been gaining ground for a long time and is incredibly well known. It seems like everyone from Fortune 500 companies to grannies with blogs about their house cats have dipped their toes into the PPC waters. It's become harder than ever to find bargain keywords upon which to bid and if you do discover an opening, it doesn't take long for others to hop on board.
If you're tired of playing by an increasingly lengthy rulebook, you might want to consider PPV as an alternative to your existing PPC efforts. At the very least, you'll want to experiment with PPV as part of your overall approach. PPC isn't disappearing any time soon, but PPV does offer a few impressive advantages over AdWords and similar programs. The less crowded market space produces more bargain opportunities and the less restrictive environment can make it easy to develop high-profit campaigns with PPV.