When buying online ads, the price you pay for those ads is, usually, based on one of two things: CPC or CPM. But what are they? What’s the difference between them? Which one will be better for you?
CPC – Cost Per Click
The Cost Per Click payment model is, as the name implies, where you pay per click on your ad. It’s generally regarding as a “performance” payment model, because you only pay for direct audience interaction.
What’s it good for? Lead Generation
If you have a clearly defined lead or user acquisition strategy, CPC is likely a better way to go. This is because with CPC some of the “risk” is transferred to the ad network – if users don’t click on your ad, you don’t pay!
CPM – Cost Per Mille
With CPM ads, rather than paying for user interaction, you pay per 1000 ad impressions. Meaning, every time your ad is viewed 1000 times, you pay a set amount.
What’s it good for? Brand Building / Awareness
Keeping your product or brand top of mind with your target audience is another important marketing strategy and to this end, CPM is probably for you. While you can still get people to click on your ads, the emphasis is on reaching more people.
As with anything in digital marketing, tracking the performance of your campaigns is absolutely critical. It doesn’t matter what payment model your campaign is running, whether it’s CPC or CPM. Without this data you’ll be unable to assess your return on investment and therefore whether your campaign is working or not.
This is called “attribution”, and it’s an often overlooked area in digital marketing. But without it, you’re potentially throwing money away. Chances are you already have access to the tools you need to start building a pool of attribution data. Google Analytics is full of useful things for exactly this.
Experiments Are Good!
A little tip: if you’re about to launch a fresh ad campaign, with new creatives, copy and everything, start with CPM. This is a good way of quickly getting data on your ad’s performance, with minimal investment. Once you’ve optimized it and your click through rate has gone up, you can switch over to CPC.
Make That Landing Page Shine
Although this applies to both CPC or CPM, it’s especially key with the former. If you’re running a CPC campaign, making sure your landing pages are on point is key. You’ve paid for your audience to reach this page, don’t burn your budget by driving them away now! Your landing page should echo the ad they’ve clicked on and should contain everything they need to convert, there and then, ideally. There’s even tools and services out there to help you build better landing pages, make use of them!
Which one worked better for you? CPC or CPM? Let us know in the comments!
If you want to know more about CPC or CPM on the Adcash Advertiser platform, we’ve put together these handy Support Center articles for you:
CPC Campaigns by Adcash – Support Center
CPM Campaigns by Adcash – Support Center
Top Tips for Adcash Self-Service Advertisers.
Just getting started with Adcash Self-Service platform? Want to know about how to get the most from the tools and options on offer? Read on to find out how…
With targeting, less can mean more
The single most common reason for advertisers, on any platform, seeing lower than expected impressions, is being overly specific in the targeting options they select. By narrowing down your audience too much, you risk not reaching users who could potentially become your customers. If you broaden your criteria a bit, you will almost certainly see that your impression count will grow.
We suggest that, when you first launch your campaign, you keep the targeting options set as broad as possible and then, by analyzing the data you can narrow down your audience to the point where you’re completely satisfied. You may be tempted at first to dive into all the really detailed advanced targeting options right away, but we recommend that you avoid doing this.
Bid more, get more
Like almost anything in this world, you will get what you pay for and CPM bids are no different. When you launch your campaign our system will provide you with a Suggested Bid. By bidding at or above this recommended level, you will greatly improve the potential of your ad campaign.
The figure generated by the system is dynamic and takes into account the targeting options and ad formats you have selected for your campaign. If your bid comes in below the suggested value, you are more likely to see a lower number of impressions.
Right on time
Another thing that you can do to optimize and improve your campaign is by using the scheduling tools that self-service offers. We suggest that you first launch your campaign and set it to run every day of the week. Then, after getting a baseline of data, you can use the self-service reports to see what days your campaign is performing better. For example, if you are advertising a game, you audience may be more active on a weekend. These things can vary greatly, by region, category and more, so we suggest that you always get a good baseline of data first before digging down into the optimization options. We’ll also be adding the capability to check your hourly campaign performance, allowing you to optimize them even further.
A/B testing is usually used in reference to testing two different, but similar landing pages to see which one results in more conversions. It can, however, also be applied to your ad campaigns. By creating two nearly identical campaigns (you can do this very quickly by selecting Duplicate from the campaign Actions menu, see below) with a slight variation between the two, you can get clear, actionable information very quickly. If you were targeting mobile users, you could create one campaign to target Android devices and the other iOS devices. Very quickly you will start to see how each is performing and compare them to see which is performing the best.
Follow the rules
We don’t want your campaigns to fall at the first hurdle, which is why it’s important that you take note of and stick to the campaign validation requirements. Here are a few key pointers:
Adult Content: We do not allow pornographic or adult content. If you submit a creative, landing page or are promoting adult-related content, it will be rejected. As a general rule, if you wouldn’t be happy with your parents or a child seeing it, it will not be approved.
Copyright Infringement: Using another company’s brand logo to promote your own product or campaign is forbidden by our terms and conditions.
Incomplete Landing Page: If you’re using the site under ad format for your campaign, you need to make sure that the page you submit is a complete website. You can use a landing page, with a call-to-action or even send them directly to your site.
Want to know more about our campaign validation requirements? Click here.
The format for success
Adcash is the world leader for pop under traffic (we refer to it as “site under”). It is our best-performing ad format and is a great way of driving traffic and impressions. Display or banner ads are still a good way to advertise online, but right now, our site under format delivers far more than the traditional banner ads do. We use the pop under rather than pop up format because web users tend to find it less intrusive. This means that they are less likely to associate a negative emotion with what it is the ad they are seeing. Also, because of the scale of our pop under traffic, this is where you are most likely to receive the most impressions.
So, to sum up, the main points that you should keep in mind when using the Adcash self-service platform are:
- Get a baseline of data before you start optimizing.
- Try and start your campaigns with as broad targeting options as possible, then narrow it down over time.
- Take note of the suggested bid value.
- Test multiple variations of your campaigns.
- Make sure your campaigns follow the Adcash guidelines.
If you’re still having trouble or if there’s something you think we should add to this article, click here to contact us.
Not already an Adcash advertiser? Sign up for our self-service platform today and get started from as little as $/€100.
(This article can also be found on the Adcash Support Center)
We launched the latest addition to the Adcash product lineup a few weeks ago: Self Service for Advertisers. We’re constantly working on new options and features to give our users more freedom and added flexibility. So, this brings us to the latest addition to the list of Self Service features: Blacklists and Whitelists.
What are blacklists and whitelists?
Programmatic advertising is becoming more and more commonly used by advertisers online, as it makes reaching audiences quick and easy. But the downside of this is it makes narrowing down and focusing on your target audience more difficult. Blacklists and Whitelists can be very useful by helping to narrow down your target audience. Fundamentally, a blacklist is a list of places where your ads won’t be displayed, whether that’s because you know that type of traffic doesn’t convert for you or if it’s not an audience you think will engage with your brand or product. If you have a blacklist setup for your campaign, you know that it will never be displayed in the places included in that list.
Similarly, whitelists exists to perform the same function, but in reverse. So, by adding places to a whitelist, you can be sure that your ad campaign will displayed in that place and that place only. It’s pretty simple, really: blacklist a place and your ad will appear anywhere but there, whitelist a place and it will only appear there.
The Adcash Self-Service platform now gives advertisers the option to create blacklists and whitelists for their campaigns.
What are the benefits of using blacklists and whitelists?
First, let’s take a look at how using a whitelist can help your improve your campaign’s effectiveness. You’ve done your market research. You’ve put the effort into identifying your target audience and now you want to optimise your online ad campaign based on that knowledge. With a whitelist in place, you can be sure that the target audience your research has identified will see your ads, and only them. That way your campaign budget will be spent on reaching the audience most likely to bring you revenue by being relevant to the interests of those users. There’s no need to worry about your ads being irrelevant to the people they’re reaching.
There are certain drawbacks when using whitelists, because they rely on you knowing exactly the audience you want to reach. If you know who you want to target, and you want to target those people only, then great, a whitelist will allow you to do that. But, in this ever changing world, even the best market research may not give you a 100% picture of who you should and should only be targeting. That’s where a blacklist can come in handy. It allows you to exclude audiences your market research has identified as non-converting, but still reach potentially new and untapped areas, thus giving you a better return on your investment.
So, which is for me?
As with many of these things, that depends. If you know very specifically who you want to be targeting with your ads, then whitelists are the way forward for you. If on, the other hand, you know that certain groups of people are extremely unlikely to convert and you know there’s no point displaying your ads to them, but you still want to reach new audiences outside of those your market research may have identified, then blacklists are probably more for you. We have built this feature to give you the choice as to how you would like to optimise and target your campaigns, rather than deciding that one or the other is “better” and only offering that one.
So, now you know what blacklists and whitelists are and what they can be used for, you can start putting them to use. If you’re already an Adcash advertiser, you can visit the support center for some more technical information on how to go about implementing blacklists and whitelists. If you’re not already an Adcash advertising partner, but would like to become one, you can join today.