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 Gas Stations 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 ‘Gas Stations’ 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=Gas Stations .
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 Gas Stations 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.
Where to advertise?
Pay per view advertising is interesting, in part, because you're presenting offers to a unique audience type. The people who'll be viewing your ads have all agreed to download the PPV company's Adware. While you can't read too much into this fact, it does have an impact on the way one should approach the practice.
What do you know about the audience for your ads? Obviously, you have some idea about them based upon the search queries they'll be making or the URLs they'll be visiting. You know something else, too. They agreed to download the software that shows them your advertisements in exchange for some inducement.
Think about what that means about this particular audience, compared to other audiences you may approach with different advertising strategies.
You know that these people are willing to download items from third parties. That indicates that their either incredibly tech savvy and comfortable in their computer security and protections or, as is more often the case, they're just not that concerned about bringing in third party materials. Either they don't realize the potential for risk or they don't care. In either case, you know that you're putting an offer in front of people who will click a "download now" link.
It's important to understand the general composition of PPV audiences. That information can help you create winning campaigns. However, it's also important to recognize that those generalizations aren't wholly accurate in all situations and that there is room for profitable campaigns that don't "fit" the larger model.
CPM-Targeted Traffic: Define Target Audiences
Many online advertisers focus on context-based targeting: beauty ads on beauty sites, sporting goods ads on sports sites, tax software ads on finance sites,
...and so on.
By using contextual targeting, advertisers increase the probability that their ads will reach people who are in the market for their products. Contextual targeting can be very specific; for example, the large Google content network allows coffee ads to appear on Web pages where coffee is being discussed. This type of targeting is ideal for placing particular executions in a campaign. For instance, an ad underlining a brand’s fair-trade credentials could be shown on pages where both “coffee” and “fair trade” appear. Combining such text-focused targeting with placement on specific sites is also possible, though the contextual approach is often particularly appropriate when you’re more concerned about the mindset of the Web user than with the particular site you’re on. There are some obvious trade-offs associated with being in context. Ads that appear in context are often competing with other ads in the same category on the same page. Ads that are out of context may stand out better, but the downside is that they may reach the wrong people, or the right people in the wrong mindset.
We recommend using a research-based planning tool to identify the types of Web sites that provide the most appropriate contexts for your category.