Advertiser » ADV - Optimization

ID #1063

How can I get more traffic that converts?

 

AdXpansion's 3 Step Bidding & Optimization Strategy

We've created an optimization tool that is the BEST in the industry. This walkthrough will guide you through the optimization and bidding process while providing you with specific examples for maximizing your returns. It's easy!

 

Optimal Bidding

 

number 1 Setup campaign according to our recommendations

 

Here is the best way to setup your campaigns and maximize your traffic:


  1. Create your campaign
  2. Create 1 ad group per ad size - Ex.: 1 ad group for text ads, 1 ad group for 300x250 banners. Continue creating ad groups for 728x90, 160x600, 468x60, 120x600, 120x240. If you also want traffic from mobile formatted sites, create ad groups for 300x100, 300x50 & 305x99.
  3. Each ad group should contain at least 3 banners - If you don't have the resources to make this many banners, you should at least make 1 banner for each size that we support including the mobile sizes.

 

step 1

Optimal Campaign Setup - control bids by ad group

This setup will maximize your ability to get the most traffic, while giving you the flexibility to control your costs by ad size.

As always, we recommend that you use our pixel tracking or zone pass-through so that we can eliminate any ad zones that are not converting within your cpa goals.

 

number 2 Review & Optimize within your CPA

 

To optimize your campaign traffic sources you will need to run the Optimization Report. This report is most useful if you have implemented our tracking pixel. The following points will help you to assess the traffic your campaigns are receiving:


A) How to setup your traffic filtering defaults for your profile

  1. Login to your account
  2. Click on "Optimization Tool" in the left menu
  3. Select the Date range and "All Campaign(s)" to load the report
  4. Select the ZoneID you wish to alter, by checking the box in the left column
  5. Click the Exclude or Include buttons once your selection is done


step2 image1

Define the traffic filters for this profile

 

step2 image2

The selected Zone IDs will be added to your default profile filtering options

 

NOTE - The status will be displayed in the "Status" column as follows:

exclude  for excluded zones

include  for included zones

These settings can be applied to all your current campaigns by selecting "Apply filters to all campaigns".

The next time you create a new campaign your profile default will be preset in your campaign in the Traffic Filtering.

 

B) How to setup traffic filtering for a specific campaign

  1. Login to your account
  2. Click on "Optimization Tool" in the left menu
  3. Select the Date range and a Campaign to load the campaign report
  4. Select the ZoneID you wish to alter by checking the box in the left column
  5. Click the Exclude or Include buttons once your selection is done

step2 image3

Define the traffic filters for the selected campaign

 

step2 image4

The selected Zone IDs will be added to your campaign filtering options

number 3 Adjust bids & daily budgets

 

Now that you have traffic that converts within your CPA, you need to bid higher to get more of that converting traffic.

Bidding higher on optimized traffic statistically increases your conversion rate as well. So although you may pay more overall, your final CPA should be roughly the same.

Here is an example of a typical campaign where we raised the CPC's after we've reviewed & optimized:

 

step3 image1

 

 

This campaign data shows the correlation between higher CPCs and increased conversion rates

You can see that on average, as higher CPCs were charged, conversion rates increased.

This trend is due to your higher bids having less competition, resulting in your ads being shown more often.

 

step3 image2

 

This bidding strategy can also be used for Smart CPM campaigns

We recommend raising your Max bid in $0.05 increments, though you will only be charged enough to outbid your competition, up to your set maximum. Winning bidders pay a little more than the next highest bidder PLUS they get the most traffic.

If you must lower your Max bid to reach your CPA goals, then we recommend doing that at $0.02 increments.

Now that you have changed your bid prices, let your ads run for at least 24 hours, then go back to Step 2. Always Be Testing!

If you have any questions about our suggested optimizing and bidding strategy, please contact your AdXpansion Account Manager for recommendations.

Tags: bidding, filtering, optimization, traffic

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Last update: 2015-04-28 16:21
Author: Les Parsons
Revision: 1.2

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