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 Security Services 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 ‘Security Services’ 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=Security Services .
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 Security Services 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.
Demographic Targeting in CPV Marketing
It’s helpful to think of your display ad as a highway billboard. Your audience is moving fast and you only have a moment to make an impression. Creating ads that are eye-catching is how you can make the most of that one moment. There are several display ad formats and sizes for you to choose from:
Text: These are simple ads that contain only text. Image: Currently the most popular form of banner ads, these are ads that contain a graphic along with some text. Video: Ads with a video embedded within them. Rich Media Ads: Ads with an interactive element, such as a carousel of products, a quiz, a wheel of fortune, a short survey or a game.
The most successful creative is one that captures audience interest with graphical elements and compelling copy, and is branded so that the audience remembers the advertiser.
Where to advertise?
Demographic Targeting In the online setting, the demographics used most often for targeting are age, gender and geography, though sometimes additional factors such as income come into play. Provided by many (but not all) online services, online demographic targeting can be based on the general demographic profile of a site or specific information provided by users.
Geographical targeting can be based on a computer’s IP address or on information provided by users. User-supplied information is generally accepted as more accurate but is not always available, so most geographic targeting is IP-based.
A campaign run by Playground, an outdoor equipment store in Sweden, illustrates the creative possibilities offered by geo-targeting. Rich media ads suggested a particular type of coat (from a selection of 70) for the day’s weather conditions in a number of cities in Sweden. Online media also hold out the tantalizing prospect of offering sophisticated attitudinal targeting based on the personal information Internet users share on blogs and social networks.
But so far, sites such as Facebook have struggled to monetize this information. The challenge here is to convert this data into consistent and usable targeting information across a large population.