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 the keyword Caribbean 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 the keyword ‘Caribbean’ during the adserving process. Instead of targeting the keyword 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 the keyword ID=Caribbean .
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 the keyword equals Caribbean 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.
Contextual Targeting in CPV Marketing
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.
When to use CPM Ads
Affiliate marketers, advertising agencies and other advertisers are falling in love with Pay Per View (PPV) advertising. They were once thoroughly committed to Pay Per Click (PPC) options, but they're now discovering that a better relationship may be waiting for them with PPV companies.
There are many reasons for this new found appreciation. Let's outline two of the biggest factors.
First, PPV allows marketers to link directly to affiliate offers. Most of the PPC options out there--and almost all of those capable of generating any substantial traffic--are very restrictive in that respect. If you want to see your Google Add Words account suspended, just try to direct link to a ClickBank offer, for instance.
PPV companies don't mind direct linking. They'll allow you to put that affiliate offer in front of visitors without an intermediary landing page. If you want to direct link, that's your business.
You can uncover the URLs that get ideal traffic for your offers and bid on them, giving you a chance to deal with the right people at the right time.
Those are just two of the reasons why many affiliates are becoming more active in the realm of PPV advertising. The less restrictive environment that allows direct linking and the opportunity to uncover highly targeted streams of traffic makes it a hard option to ignore.