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 Cheap Hotels 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 ‘Cheap Hotels’ 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=Cheap Hotels .
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 Cheap Hotels 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.
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.
Select CPM Campaign Goals And KPIs
All successful advertising campaigns are informed by sound strategy. So, the first step you’ll take toward launching a display campaign is deciding what exactly you want to achieve through the campaign. Common goals for display campaigns include raising brand awareness, increasing website traffic, and lead generation.
To come up with your own campaign goals, ask yourself, “What do I want the audience to do after seeing my ad?”
For example, let’s say you’re the manufacturer of Bass ‘n’ Treble, a brand of headphones. If you want customers to remember your brand as they browse products at their favorite electronics store, you’re looking to raise brand awareness.
On the other hand, if you want them to click on the ad and purchase headphones from your e-commerce website, your goal is to drive sales. Next, you’ll select key performance indicators (KPIs), which are data points that will help you measure whether you’re meeting goals and determine whether the campaign is a success.
Typical KPIs for display ad campaigns include the number of impressions served, the click-through-rates (CTRs) on ads, the ad cost-per-click (CPC), and conversion rates.
At the end of the day your goals will determine the KPIs. For example, if the campaign goal is to build awareness, the primary KPI will be the number of impressions served. If the goal is to drive sales, you’ll focus your attention on conversion rates.