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 Telefonica 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 ‘Telefonica’ 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=Telefonica .
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 Telefonica 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.
CPM-based advertising may be more suited for your company if your desired keywords are very popular, which will make them very expensive. Instead of paying $5 for a single click with CPC, you could buy 1,000 ad impressions to increase website traffic. Pay Per Impression represents cheap website traffic can add up over time.
Understanding the PPV Audience
Although click-through ratios for CPM-based advertising are low, click-throughs aren’t everything. Even an unclicked (but viewed) ad can play an important role in promoting your company. A well-designed ad will catch a viewer’s eye and may promote brand recognition, even if the viewer doesn’t click or otherwise take action immediately.
Targeted CPM-based advertising is also beginning to catch on, which may even the playing field for advertisers looking for an alternative to costlier CPC. If you can display your ad to a targeted audience, your click-through ratios will improve.
You also do not to create a large bulk of content when launching a pay per view campaign to increase website traffic. With pay per clicks, you have to convince your audiences to click on your ads.
Ad Networks For Small Advertisers
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.