Optimising your campaigns

What should I do first?

The first thing you should do is to set up Conversions tracking so that you can see how campaigns are performing. You can find the instructions here. Even if you do not know the exact payout of each conversion, it is important just to find out how responsive your campaigns are and which zones you should focus on.

For advertisers who are just beginning, you should run your campaign for a few days (2-3 days, depending on the volume of traffic acquired) to gather sufficient data. Check your ROI reports regularly!  

Avoid banner blindness

Bear in mind that on-line advertising is extremely competitive and, as a result, innovative designs are the key to keep attracting site visitors to your advertising.

In order to engage with the traffic, make sure to add multiple creative materials to your campaigns so that your offer always looks fresh and original. Note that we offer various tools to measure the responsiveness of the variation, so you can tweak your campaign to direct all the traffic to the best performing variation.

Despite this, your conversions might fluctuate and decrease later if you keep using the same variation. That's why it is important to come back to the campaign after a few weeks or months to rotate these variations and try new creatives so as to keep the audience hooked. Remember: Half of the conversions come from the traffic, the other come from the marketing itself.  

A/B testing

We mentioned variations, but it is also important to try different redirections, URLs and landing pages to see which funnel offers the best result. Some offers favour a more direct, seamless experience, while others can generate more conversions if you assess the user's interest first.

For the latter, consider whether a pre-lander might come in handy. A pre-lander can be something simple, like a medical article explaining the benefits or your product, or elaborate, like a questionnaire asking for the user's preferences before directing him/her to the appropriate dating site.

If you are not sure which option works best for you, try creating several landing pages and adding them in a landing page group. Note that you can select among different algorithms to distribute the traffic you buy across these different pages.

Tip: if you end up using pre-landers, consider adding a tracking pixel to each step of the pre-lander. This will give you additional details of the traffic and give you access to advanced targeting features, such as re-targeting  

Setting the right bid

Your bid is fundamental in determining not only the amount of traffic you will receive, but also in the profitability of your campaigns.

If you have just started and you do not have a clear idea of what price settings you should use, the usual strategy is to start with a CPC campaign using the minimum bid price. This should give you enough traffic and data to start optimising (note that this does not apply to popunders as CPC is not available there)

If the traffic volume received is not enough, you can increase the bid gradually by steps of 10% until receiving the expected traffic volume. If you want to secure large traffic volume, then it is best to create a separate campaign in CPM/Smart CPM and bid in top position.

You can find a more detailed explanation of how to find out the right bid and budget here  

Need more advice

Se quiser obter mais informações sobre como otimizar corretamente a sua campanha, visite o nosso blogue, onde pode encontrar muitas publicações com dicas sobre como obter bons resultados. Também pode encontrar vários estudos de caso sobre campanhas bem sucedidas e as acções que realizaram para o conseguir.