How to be a successful Media Buyer?

How to be a successful Media Buyer?

The digital advertising world is constantly changing, so what does it take to be a successful media buyer?

We sat down with our Senior Advertiser Managers, Jimmy Dewerdt and Keijo Suurkivi, to discuss what it’s like to be a media buyer in 2018. In addition, we talked about the main issues that media buyers face and how we could improve their performance on the Adcash platform. We also discussed why media buyers should use our online advertising platform and what the value and features are that set Adcash apart from the others.

 

#1 Keep mobile and desktop campaigns separate

The traffic for these two device types can be very different, so it’s easier and also more efficient to target them in separate campaigns. This allows you to tailor the optimization settings to one device type. You should also keep them separate to see what works best for your campaign, that will show you very clearly what you should target with your campaign and which device is generating better results. Running one campaign on both device types might bring you lower conversions than creating two separate campaigns that are the same but tailored to different devices. When you’re using CPM, don’t forget to use our wide range of optimization options. In addition to the most usual settings like zones and geos, make use of the option to select the OS, browser, language, etc. This might help you to reach a positive ROI more easily!

 

#2 Use one ad format per campaign

We do have a lot of different ad formats including pop-under, native, banners and push notifications to name a few. It might be tempting to mix them in a single campaign, but we would never advise doing so. Rather create one campaign per ad format and device (desktop or mobile). To save time you can easily create the same type of campaigns for different ad formats or devices by duplicating the campaign and adjusting it accordingly to the chosen format or device. All the settings remain the same, making the campaign creation faster yet it will still give you an opportunity to adjust the bid or other details you might need to change.

 

Often the first thing that media buyers ask are “what works on the Adcash platform?” and “what are the best geos to target?”. It all depends on the campaigns you’re running as each campaign is different and has different goals. Tell us what you would like to achieve and trust our team’s extensive experience and our optimization technology to make it happen.

Jimmy Dewerdt

Senior Advertiser Manager, [email protected]

 

#3 Run a test campaign with CPA Target

If it’s possible to add tracking, use CPA Target bidding method to run a test campaign. The CPA Target bid type automatically optimizes the campaign’s traffic and performance to maximize conversions and deliver them at your set cost per acquisition price. It helps you to save money and time as our advanced prediction technology will do the optimization for you and adapts the campaign accordingly to minimize your cost per conversion. But be patient,  keep the campaign live at least for 3 days and let the prediction algorithms to learn more about your campaign and deliver the expected results.

If you’re not able to add the tracking, then run the test on CPM but make sure that you have spread the budget and not to burn the budget in a few hours. Otherwise, you won’t understand what works and what doesn’t because the system won’t have enough time to analyze it.

 

#4 Try out other ad formats

If your campaign is working on one ad format but it’s also possible to use that content with other ad formats, you should give it a try! That might result in finding an even better-performing ad format for your campaign. In this case, using CPA Target is definitely the best choice for campaign exploration.

 

#5 Don’t be too narrow with your targeting

We have a lot of different targeting options but be careful to not go too narrow with your targeting. A niche audience might mean that your campaign might get very little impressions or none at all. That’s why it is very important that when you decide to whitelist some verticals you should first use the inventory forecasting tool to make sure that you will get traffic from your chosen verticals. If that’s the case, it’s also important to set a higher bid for your campaign. Running on the network price will not be enough in this case because the more narrow you go with the targeting, the bigger the competition gets because there are fewer campaigns competing there.

 

#6 A/B test your offers

Every media buyer should know the importance of running A/B tests to analyze and optimize campaigns. Try out your offers in different ways – especially with and without a pre-lander. This way you will see what works best with your particular offer. Sometimes offers work better with a pre-lander and sometimes without. In order to find out which option is more suitable for your specific campaign, you should test it. Once you have started running your campaign, you should be doing everything you can to make sure that you can boost the conversion rates.

 

We highly recommend to constantly trying and testing different things whether it’s testing your creatives, landing pages, ad formats, bidding types, and different offers. However, don’t ever test more than one variable at a time, otherwise, you will never know what made the difference.

Keijo Suurkivi

Senior Advertiser Manager, [email protected]

#7 Trust the technology and trust the team

Often new media buyers are very protective over their offers and clients. What should be clear from the moment you sign up is that we work as a team. Whether you’re a self-service advertiser doing it on your own and sometimes working with our Customer Care or you have a managed account – our team is here to help you and work together with you! In many cases, advertisers fail because they work on their own and don’t ask for any help. Adcash is a DSP+ platform, we have an ocean of traffic and if you cannot swim you’ll drown. So, if you need help, just ask, our work is to guide and help you! In addition to knowing that our technology is good, you also need to put the trust in our people because if you win, we win!

 

If you have enjoyed these practical tips then you will be happy to hear that there’s more to come! So stay tuned and we will continue with the next parts of our successful media buying tips very soon.

Meanwhile, if you haven’t used the Adcash media buying platform yet, then now is the perfect time to give it a go!  Sign up now and achieve your online advertising goals with Adcash DSP+!

 

 

NEW! Make your ads seen with Native Push Notifications!

NEW! Make your ads seen with Native Push Notifications!

We’re excited to announce that our newest high-performing ad format is here – Native Push Notifications!

Native Push Notifications is a term that has been creating quite a buzz during this past year. We are of course talking about the new advertising format that enables marketeers to deliver notifications straight to users’ devices. Push Notifications allow new possibilities for digital advertisers to reach their target audience and publishers to monetize their traffic in real time. Read more to find out why Native Push Notifications should be part of your online marketing strategy.

 

How do Push Notifications work?

Before users start receiving Push Notifications, they will be asked their consent. Once they have opted-in, the ads will be shown on the top right-hand corner of the desktop and on mobile devices they will appear on their home screen.

 

Users have to opt-in to start receiving the ads

 

Push Notifications look like alerts that users are used to seeing, whether it might be a calendar appointment notification, new email alert, a new Skype message or any other notifications that prompt users to take an action. Therefore, that is why people are more likely to click on them rather than ads on a particular website or social media. Push notifications don’t disrupt the user experience by one bit and provide flexibility and urgency to show the content at the right time.

 

This is how the Adcash Push Notifications look like on users’ devices 

 

Why should advertisers use Push Notifications?

Native Push Notifications help advertisers to reach their audience in the most innovative way. This format gives advertisers direct access to their target audience without any intermediaries. This means that the ads will be delivered directly to users’ devices – they don’t even need to be on a website or mobile browser to receive it.

In addition to giving advertisers a better reach, there are multiple other reasons why this format stands out. Since users have to first agree to start receiving the notifications, it guarantees bot-free traffic, meaning that ads are only seen by the real user.

This format ensures high visibility and reach for your ads. Push Notifications are a brilliant way to acquire new users and this is because Push Notifications look like alerts that immediately grab attention without being intrusive which guarantees high engagement and click-through-rates (CTRs)!

With Adcash DSP+ platform, advertisers can create Push and Web Native campaigns within the same campaign. It saves you time by creating two separate Native campaigns and all you need is an eye-catching image, attention-grabbing title and your brand name to attract users attention. Plus, you can choose from our macros (i.e. country, city, OS) to make the ads even more relevant to consumers and use our wide range of targeting options to show the right content to the right audience.

 

Push Notifications for publishers

Push Notifications offer publishers an unexpected way to monetize their audience. This new user-centric ad format brings high eCPMs for publishers.

There are multiple other reasons why this ad format is so special. It offers a non-intrusive ad experience to the website users and an easy monetization for publishers since it can be used alongside other ad formats giving publishers additional revenue without affecting any other ad formats.

In addition, publishers will get high visibility and engagement as this unique and eye-catching ad format will be shown to the user on their device, which means that they don’t need to be on the publisher’s site. The notifications don’t take up any ad space on your website as they’re not placed there but as an alert instead, which offers a smart way to make more money.

With Adcash, publishers can integrate Push Notifications very easily by copy-pasting just one single script on their website. No additional steps required!

 

Need any assistance?

If you might have any questions about the new Native Push Notifications ad format or our platform in general, then please drop us a line at [email protected].

 

 

VERY happy times at DMEXCO 2018

VERY happy times at DMEXCO 2018

41,000 visitors. 1,000 exhibitors. 550 speakers. We could only be talking about one event and that’s DMEXCO! An expo where the Adcash team had a VERY happy time.

#DMEXCO18 put on an unforgettable show this year and it’s definitely a must-go event for anyone who’s interested in digital, innovation and marketing. Industry-leading exhibitors, top expert speakers, and highly insightful panel discussions set the bar real high for next year.

Attendees had an opportunity to gain an in-depth understanding of future technologies, attend more than 100 seminars and discover trends affecting their industries and markets. The main conference topics included e-commerce, data, and analytics, AI, GDPR (yes, we’re still talking about it), digital assistants, IOT, blockchain, virtual & augmented reality and many other hot topics.

In the EXPO hall, digital ad formats were one of the most discussed topics with native ads and native push notifications taking center stage. Our team was happy to show our native ads’ features and capabilities to both advertisers and publishers. Did you know that with Adcash native ads you have an access to the most advanced targeting features in the industry and cutting-edge technology?  Your campaigns will reach the right audience with highly relevant content.

It was great to see that Adcash is still rocking the pop-under game, being one of the most trusted pop providers in the industry. The event also allowed us to introduce our star pricing model – CPA Target. And if by now you still have no idea what CPA Target is, then you can check it out here!  

Business is always better with a little pleasure. The Adcash team hosted a VERY happy hour during the first day of the expo. Vana Tallinn shots became something of a legend and our booth was buzzing with passionate discussions about online advertising.

Our team noticed that AI and machine learning was another dominant conversation topic at the event. It was great for us to see that the Adcash prediction technology is one of the top solutions on the market and it helps us to deliver better results for our clients.

This event brought many of our major clients to one location, which allowed us to strike up great conversations. Business didn’t stop there, as our team had many meetings with potential clients who wished to start their successful digital advertising career with Adcash. All in all, we were once again reassured that this event is a must!

We hope that all our potential new clients have already contacted the Adcash team who they met at DMEXCO. If you still haven’t done that, then now’s the time as you still have fresh knowledge about our platform and what we offer.

Where can you meet us next?

The Adcash team will attend a couple of more events this year. More information about that will be shared soon! Until then, keep a close eye on our events page to stay updated!

How to stay in the digital advertising business as a publisher

How to stay in the digital advertising business as a publisher

We have a new Head of Publishers in our team, Emanuele Pezzulla. To introduce him to the public we sat down and discussed some key issues for publishers in the digital advertising industry. We also talked about some of the standout features that sets Adcash apart from other similar platforms – from a fully customizable service to higher competitive rates due to effective fraud filters and to a self-service platform with live support and account managers available.

First things first. When a publisher gets started, how should they choose the right ad format for their traffic?

It really depends on the publisher’s needs. I’d suggest following these factors when considering a suitable format:

  • the vertical of your website;
  • website functionalities and content;
  • how your visitors use and navigate the site;
  • amount of unique visitors;
  • geolocation of visitors and the device used;
  • average time spent on the site by a single user.

It’s also important to take into account how the website’s users experience may influence the expected earnings.

How do you measure the effectiveness of an ad format?

Performance metrics, of course, can be measured in numbers, like fill rate and eCPM which result in earnings. Depending on the format, our publishers have access to various metrics and filters for a deeper understanding of the stats. Analyzing and comparing these metrics with your own traffic can give a pretty clear picture on how users can react to the format.
However, if you feel that your chosen format is underperforming, contact your Adcash manager or our support team who can look into this. Keep in mind as well, that the full Adcash optimization will need about 48h to kick in, so give our algorithms time to do its magic.

How does adblock feature into this?

Adblock is a serious threat for the business flow of both, the publishers and advertisers. We have managed to develop a solution, though, that can bypass adblock and help you monetize your audience more efficiently. This solution is a great opportunity to take back control of that section of the traffic that many webmasters consider as “lost by default”.

Let’s give some tips to our readers on how to maximize the features we offer. Let’s start with how to work with frequency capping.

In case of full-screen ads such as the site-under, frequency capping must be set depending on what you want the user experience of your website to be like. You should consider the average time spent on the site and the number of average page views per user.
Additionally, if the website hosts content that changes many times during one day (like news, videos, images, music, reviews etc), it is important to understand what is the average return rate in a timeframe and apply a capping that would monetize the user every time they create a new session.
In the opposite case, like native ads, we advise unlimited frequency capping since by definition such ad formats are synonymous with good user experience.
If you are planning to work with only one ad network then the frequency can be higher as well since the user experience won’t suffer as much. I would always recommend keeping a balance between the optimal user experience and expected earnings.

What is black and whitelisting and how it works?

Our tags allow every campaign related to website’s thematics to be submitted by default. However, every publisher might have different needs and may want to exclude or target only specific campaigns or creative behavior. This can be set up only by your Adcash manager or customer support team. So once you’ve figured out what you need, feel free to get in touch and make your request.

What about native ads, how to place the widget?

Visibility is the key and for this it is important to customize the widget correctly. A successful native widget will blend so well it looks like the content on your website, resulting in higher performance. We give our publishers all the tools for full customization: background colors, text, font, format, numbers of creatives etc. Again, don’t be afraid to get in touch with us if you need any help with customizing the native widget.

What is the state of the market for publishers at the moment? What are the trends in online advertising to look out for? What to think about the Google initiated Better Ads coalition and should that influence the choice of formats?

One clear trend is the rise and rise of native ads and our native technology is one of the most advanced on the market. We are talking about a monetization solution, which is user-friendly, engaging and doesn’t really look like an ad.
Regarding the status of site-under, we’ve been keeping a close eye on Google’s policies in this area to be compliant. We’ve been a market leader for 11 years already and we are confident in helping our publishers to still monetize their audience through this high-performance ad format.
The market, in general, has clearly become segmented and is moving towards a specialization. We place ourselves as one of the major players with a focus on a consolidated business area and we always move forward with the next big trends.

Keep in mind that any new feature that we launch for our advertisers will end up providing better monetization to our publishers.

Transparency and user experience are the current keywords in the market. We have already moved forward on this by offering our advertisers new products within our recently launched Performance DSP+. Take the example of our automatic traffic fraud filters and the recent release of CPA target. Both benefit you as a publisher since fraud filters result in higher budgets and payouts from advertisers, while the CPA target makes it easier for them to manage and keep their campaigns active. This will directly result in higher revenue for you as a provider of clean and legit traffic.

Become a publisher with Adcash!

Still wondering why choose Adcash as your partner? We’ve been providing quality services globally for more than ten years already. We have valuable experience and we’ve put time and resources into developing our bleeding-edge technology that sets us apart from the rest.

Start monetizing your traffic today! Sign up here.

Why we need to talk about ad fraud…still

Why we need to talk about ad fraud…still

We’ve discussed fraud before here and here, but it’s time to dust off this topic once again. In digital advertising unfortunately fraud is almost like a sub-industry in itself. It changes, adapts and evolves just like advertising technology does. However, at Adcash we are trying to grow and adapt just like the fraudsters to make sure our traffic is clean and our clients, advertisers and publishers alike, get only the best quality in performance.

What’s happening on the fraud landscape in 2018?

Click fraud still stands out from other malicious or deceptive activities. This means automated bots that will generate large amounts of fake clicks on ads that do not come from actual human beings. These clicks have zero real value for advertisers, since there isn’t a human being seeing the ads. There is also conversion fraud, which may prove to be more difficult to capture, because oftentimes it may not be noticeable right away.

Then there’s also other kinds of fraudulent activity like ads that are stacked on top of each other or ads that are invisible to the human eye, but will still generate impressions. This means, again, that the advertiser is basically paying for nothing. There’s also website related fraud as well, for example, sites that are artificially made to look like they receive more traffic than they actually do and the advertiser ends up paying more for receiving less.

How does Adcash fraud detection work?

We take the quality of the traffic that we work with very seriously. Which is why we have a designated team working with fraud issues. In addition to that we have a number of automatic fraud detection filters in place as well. We currently have about 12 filters, but every quarter we try to come out with at least one new one. As of today we filter out around 19,6% of all the traffic that we receive, which is a very good ratio compared to general industry statistics.

Naturally, we take diligent care to keep our anti-fraud filters always up to date. The reason for such regular maintenance is, of course, the nature of the fraud business, that we mentioned already in the beginning. Fraud patterns keep evolving, but we try to catch as many different types of malicious or deceptive activity that we possibly could. We have so many filters not only to intercept the most obvious and widespread fraud, but also the more sophisticated and elaborate schemes. This is part of our ongoing process to try to separate human behaviour from bot conversions.

However, it is impossible to detect 100% of fraudulent activity and sometimes even the best filters occasionally let some bad stuff slip through the cracks. Again, this is due to the constantly evolving nature of fraud, but we aim to be at least a few steps ahead of the fraudsters. This means that we always appreciate your feedback. If you think that you’ve detected some suspicious activity, let us know and we’ll look into it right away!

We apply detection to our SSPs, too!

That’s right, we take care to clean up everything that comes through our platform. Since we allow transparent targeting across supply sources and you can also buy traffic on our platform that originates from other exchanges, we apply anti-fraud filters to that traffic as well. Consider this as an additional safeguard against being cheated and we don’t even charge anything extra for that! Our anti-fraud tools are by default always included in the package.

We’re not doing it to scare publishers, honestly

It’s actually quite the opposite. Monitoring our traffic quality closely has a very tangible benefit for our publishers as well. This means that in the grand scheme of things our ability to fight fraud successfully will be very profitable for publishers. We’ll have more advertisers open to investing more money, which will lead to higher eCPM and more trust in the relationship between advertisers and publishers.

So, like we said, if you suspect any kind of fraudulent activity in the traffic we send to you or you have any further questions about our anti-fraud activities, don’t hesitate to drop us a line!

Have your campaigns optimized by machine intelligence for maximum effect

Have your campaigns optimized by machine intelligence for maximum effect

AI, machine learning, recommender systems are everywhere today. We have been very discreet about it so far, but we cannot keep it quiet any longer – Adcash and data science is a long time love story! We use this technology for fraud detection and campaign validation, for ad selection and optimization.

18 months ago our team started developing our own internal bidder, the idea was to create an automated ROI-based bidder. A system that would buy traffic automatically with an aim to provide a secured return on investment for the advertiser.

After testing the outstanding level of performance was clear along with its effective scalability and now we’re giving it to our advertisers to use without any extra cost.

After becoming a Performance DSP+ and making the inventory of more than 158 networks and supply partners available, we wanted to focus on supporting advertisers in running performance campaigns.

At the center of our intelligent recommender and prediction systems is the CPA Target or cost-per-acquisition target. Here we explain what this feature can do for you, how it works and, of course, give some extra useful tips. (Scroll down for the condensed TL;DR version 🙂 )

What is it?

Essentially we’ve built a machine learning system that bids for you on traffic sources that perform the best for you. Most of the industry and best supply sources are expecting advertisers to buy the supply on CPM or CPC basis while advertisers are expecting to secure their ROI by running CPA performance based campaigns.

Our aim with the Adcash DSP is clearly to connect these two worlds. You can now setup CPA based campaigns on each of the networks and traffic sources that we have available!

The whole point of the CPA Target is to make the campaign optimization process fully automated. This means that analysing traffic sources, blacklisting and measuring performance is done for you. The result is that you will be getting efficient conversions while easily scaling the number of campaigns you could run simultaneously while saving valuable time.

How it works?

You define the target price per conversion that you are willing to pay and our algorithms will explore the traffic sources automatically for you, analyzing their performance and cost. The system will process large amounts of data automatically in order to do the campaign exploration for you.

Your average cost per action will start higher than what you have set, but it will reduce progressively. The goal is to reach your average expected CPA as fast as possible mixing highly performing traffic sources with the exploration of new ones, while continuously removing the sources that have a lower likelihood for conversion.

How do we guarantee a fair price?

Our CPA Target is designed to be cost effective, but how does that really work? The explanation to this is the second price auction mechanism, which allows our advertisers to pay fair price. In a nutshell, second price auction means that if you outbid someone and win the auction, you end up paying the amount that they bid + $ 0.01. This means that you’ll save money by not having to pay the full bid and the prices are constantly kept fair. Simple? Yes. Effective? Yes and yes! It’s also pretty rare in this industry to get such reasonable and transparent payment models. We’re not bent in favor of neither the advertisers nor publishers, which means that you can rely on us to truly charge the fair amount.

Tips

The most important thing to keep in mind while using the Adcash CPA Target is that while it is an incredibly powerful tool, you still need to be patient. We advise to stick to a goal and not change it often. However, your patience will be rewarded usually within a few days. Be mindful when setting your goals as well. Always set the real value, either industry standards or metrics you have already experienced for user acquisition, this way you’ll be getting truly the best performing traffic for your campaigns.

Recap

Here’s the TL;DR version:

  • Our CPA Target is all about machine learning-powered automatic optimization in every aspect. You set the value and we’ll do the campaign exploration for you, finding the best performing sources automatically.
  • It saves time, because we have it all optimized for you, no manual tinkering is needed. This means that it’s also incredibly easily scalable as you now have the opportunity to apply automatic optimization to as many campaigns as you want to.
  • Extra resource for you to analyze large amounts of information about your campaigns very quickly.
  • You always pay a fair price, since we are one of the few to truly apply the second price auction model.

For maximum impact we suggest using this tool in combination with our other standout features such as inventory forecasting and supply targeting. To keep a close eye on performance we also have detailed reporting available.

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