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 Advertising In Format Banner – 300×100 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. Advertising In Format ‘Banner – 300×100’ during the adserving process. Instead of Advertising In Format 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?Advertising In Format ID=Banner – 300×100 .
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 Advertising In Format equals Banner – 300×100 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.
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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.
Consider These Traffic Sources Other Than Google
The process of defining target audiences is closely tied to campaign goals. Target audiences are those ideal people you want to reach through your campaign. While advertising on the Internet gives you the ability to reach a large and diverse set of people, clearly defining target audiences is important because your ads will not resonate with everyone equally. Some people just aren’t looking to buy your product or service, and displaying your ads to these people is a waste of your marketing dollars.
So how do you ensure you’re targeting the right people? Well, if you’re like most marketers, odds are you’ve already created customer profiles or buyer personas. These are descriptions of your typical customers based on demographic, psychographic and behavioral attributes. You can use these descriptions to determine who you’ll target through the display CPM campaign.
To illustrate how you’ll do this, let’s return to our headphones example. Bass ‘n’ Treble knows, through creating customer profiles based on primary research and past customers, that their typical buyers are males, between the ages of 18-35, who enjoy electronic music, and also like to spend time on outdoor activities such as hiking and camping. Bass ‘n’ Treble can now use this information to set up a national campaign to reach people who fit this exact description. The headphone manufacturer can also use the information about their target audience’s behavior to create ads that will appeal to them and place them where they’re most likely to be seen. They also have the option to retarget those who have visited their website but not taken a desired action, such as filling out a form or making a purchase.
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