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What's wrong with US CTR ? (12)

04-21-2014 01:00 PM #1 givizator (AMC Alumnus)
What's wrong with US CTR ?

Hi guys,

I've look deeper in my Exoclick stats, from an editor point of view.

I've several tube websites with international traffic, for now I use Exoclick to monetize them.

Every country has a decent CTR, except US.

Example for the NTVA spot :
- France : 0.30%
- Turkey : 0.49%
- Belgium : 0.26%
- Canada : 0.41%
- Russia : 0.19%
- United States : 0.01%

This very low CTR for USA trafic is the same for all my adspots.

The fact is that with the same number of ads prints for US and French trafic, I get x33 more dollars with the french traffic !

The only spot where USA seems to be good is popunders.

I've been in touch with Exoclick team, and they said there is no problem and CTR depends on a lot of factors, bla bla bla.

All my trafic came from Google.
I'me talking with millions of impressions, so datas are ok.
My websites are in the RON of Exoclick.

What do you think ? Why US trafic CTR (and value by extension) is so low ?

Thanks.

04-22-2014 09:44 PM #2 givizator (AMC Alumnus)

No idea ?

You guys with a 300x250 dating banner on regulars tubes, what is your average CTR on the US market ?

04-22-2014 11:09 PM #3 matuloo (Legendary Moderator)

I have seen really low ctr on usa geo with exoclick lately too, in ron they can go as low as 0.02 sometimes. Whole exoclick is acting weird since their backend update.

04-22-2014 11:18 PM #4 givizator (AMC Alumnus)

I just check my stats for the period previous the update, the CTR was 0.02% on US traffic.
Well, that's 2x times better than 0.01% but that remain really really low.

I cannot see how that can be possible unless exoclick count bots traffic as prints, as most bots come from the US (like Googlebot).

04-22-2014 11:21 PM #5 zeno (Administrator)

Can you compare number of US impressions tracked by Exoclick vs number of US visitors from normal site tracking e.g. Google Analytics? This would be well explained if Exo was counting bots that weren't legitimate US traffic, i.e. search bots, uptime checkers, scrapers etc.

04-23-2014 08:56 AM #6 matuloo (Legendary Moderator)

Quote Originally Posted by zeno View Post
Can you compare number of US impressions tracked by Exoclick vs number of US visitors from normal site tracking e.g. Google Analytics? This would be well explained if Exo was counting bots that weren't legitimate US traffic, i.e. search bots, uptime checkers, scrapers etc.
He cant really do that, exoclick shows impressions for every zone you create with them, so if you have 4 banners on a page thats 4 impressions instead of 1. Now imagine he can have different formats within one site, one page can have 1 banner, the next one 3 banners etc ... On top of that, google analytics always shows lower numbers so it will never match.

I just checked my own publisher stats with them, the CTRs are low but not as much as you report, I have it between 0.06-0.1%, mobile is way higher tho. BTW : are you sure you're not looking at the overall stats including popunders? Because those take the CTR down a lot as there are no clicks counted for popunders, just impressions. Check your stats by zones to make sure you're reading the stats right.

04-23-2014 10:32 AM #7 givizator (AMC Alumnus)

Quote Originally Posted by matuloo View Post
He cant really do that, exoclick shows impressions for every zone you create with them, so if you have 4 banners on a page thats 4 impressions instead of 1. Now imagine he can have different formats within one site, one page can have 1 banner, the next one 3 banners etc ... On top of that, google analytics always shows lower numbers so it will never match.

I just checked my own publisher stats with them, the CTRs are low but not as much as you report, I have it between 0.06-0.1%, mobile is way higher tho. BTW : are you sure you're not looking at the overall stats including popunders? Because those take the CTR down a lot as there are no clicks counted for popunders, just impressions. Check your stats by zones to make sure you're reading the stats right.
No, as I mention I'm looking for only one zone, the NTVA, so no popunders.
And I'm comparing US trafic on that zone with others countries on that same zone.

I'm pretty sure Exoclick is counting bots prints as now they read javascript.

I plan to do a simple test, disable all ads when the referer is a bot for one day, and see how the CTR will evolve that day.

I will probably do that tomorrow.

If they do count bots prints as ads print, that will be very very lame...

04-23-2014 12:22 PM #8 beastmode (Member)

If I use the same banner on TJ USA the CTR is like 0.3% or 0.4%. If I go to Exoclick USA, using the same exact banners that CTR drops to below 0.1%.

It's amazing how different the quality is.

04-23-2014 01:41 PM #9 advidi_yougetlaid (Member)

Hi givizitor,

The obtained CTR seems rather low indeed on your US traffic. Tube traffic NTV-a/b should yield a CTR of around 0.2%+. Going over your post I suspect the following:
Your CTR% is low because your spots are placed on RON campaigns, the RON spots usually are combined CPC&CPM bid advertisers, usually RON campaigns are ran on CPC with CPC banners (low CTR/high CR) to exclude as much "junk traffic" as possible.
As soon as you get listed as premium, you will most likely see an increase in ctr since most advertisers will buy on CPM. Hope this makes sense.

We are running an iframe of 900*250 [3*300x250] on adultforums to monitize (mainly with adult dating) these users with the banners system we have in place.
With this 900*250 spot the Left/Right ads are monitized by Exo (premium) and the center contains our own iFrame where we rotate the banners based on GEO/RPM/CVR.
The ad engagement depends on the (type of) site you have ofcourse, tubes in general, produce high RPM's for the owners.

Below you can find matrix on the best (5) performing banners running in for English speaking GEO's (av CTR% is around 0.25/0.3%), that said, I have spots/sites performing much less compared then this


Joram

04-24-2014 02:02 PM #10 givizator (AMC Alumnus)

Quote Originally Posted by advidi_yougetlaid View Post
Hi givizitor,

The obtained CTR seems rather low indeed on your US traffic. Tube traffic NTV-a/b should yield a CTR of around 0.2%+. Going over your post I suspect the following:
Your CTR% is low because your spots are placed on RON campaigns, the RON spots usually are combined CPC&CPM bid advertisers, usually RON campaigns are ran on CPC with CPC banners (low CTR/high CR) to exclude as much "junk traffic" as possible.
As soon as you get listed as premium, you will most likely see an increase in ctr since most advertisers will buy on CPM. Hope this makes sense.
I've made the test and disabled ads for robots.
It doesn't make any difference at all, US traffic is still at 0.01% when the rest of the world is in the 0.1/0.5 range.

Your low CTR / high CR explanation make sens to me as I cannot see any other thing that can produce that low CTR.

Next test will be to run my own ads on the same spots to see what kind of CTR I get.

I'm really knew to US traffic and seems to have a lot to learn on this !

Thanks.

04-24-2014 05:00 PM #11 bbrock32 (Administrator)

That's really really weird.

Why don't you take ads off the US for 1 day and place your own ads ( openx ) and compare the CTR?

04-24-2014 09:51 PM #12 givizator (AMC Alumnus)

Quote Originally Posted by bbrock32 View Post
That's really really weird.

Why don't you take ads off the US for 1 day and place your own ads ( openx ) and compare the CTR?
I'm in the process to do that.
I've spend the last few day building an adserver for my network, it will be operational by the end of the week.

After that I will be armed to test and collect datas in an effective way and I will do the test on the US traffic with my own campagns.

Thanks.

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