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Help! Super-High Click Prices on Exoclick (8)

06-23-2014 10:45 PM #1 vortex (Senior Moderator)
Help! Super-High Click Prices on Exoclick

Hey fellow stackers!

I'm losing quite a bit of hair over how much I'm paying per click on exoclick - here are some stats from the past few days:

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I've tried different placements (for banner size 300x250), high and low CPM bids (ranging from $0.1x to $0.9x), and still end up paying $0.2x to $1+ PER CLICK!

I know I should increase banner CTR, but
1)I've already gone through 40+ banners (running them to 2x payout or more) and the CPC has remained high, and
2)CTR for the same banner can go up and down as I change my bid - e.g. a banner that does 0.04% CTR at 0.20CPM bid, can get up to 0.17% CTR at $0.90 smart CPM bid.

What I'm going to try over the next few days:
-Target other countries (text being translated as we speak)
-Target other banner sizes (taking my best-performing banners and "converting" them to other sizes)
-Try other traffic sources (TJ and TrafficForce)

I would really really appreciate any other advice you guys may have for me! I've already got a lander doing 40-50% CTR, and a great offer converting at 1 in every 4-5 clicks. If I could only pay less per click my campaign would be in the green finally....


Amy

06-24-2014 12:38 AM #2 alpacino (Member)

things you cold do

higher your epc
- negotiate a better payout, you need to generate some volume to have a better negotiation position.(even if it means you will lose some money)

- a cr of 20 percent is not easy to beat so dont touch that

decrease cpc
- this involves heavy testing.. you tell that your banner ad ctr is around 0.17. thats too low.. try to get a banner that does something around 0.3 or higher.

that is attainable and will drastically decrease your cpc.. and turn you in green.

you said yourself your lp is good your offer is good so make that banner work

- test animation vids against static
- test different angles
- test with borders and without borders
-test images

try to distract the user from what he is doing. Extreme works well.

some random thoughts
- try to port this campaign to a less competitive placement on the same or a different site or traffic source
- try to negotiate a direct deal with the site you are advertising on. this is not always possible and you probably have to commit to spend large amounts of money if it is a popular one

06-24-2014 01:45 AM #3 vortex (Senior Moderator)

Wow - thanks Al for all those tips! Will keep trying until I see green. So appreciate your detailed post!

Amy

06-24-2014 06:35 PM #4 prof (Member)

Quote Originally Posted by vortex View Post
I know I should increase banner CTR, but
1)I've already gone through 40+ banners (running them to 2x payout or more) and the CPC has remained high, and
2)CTR for the same banner can go up and down as I change my bid - e.g. a banner that does 0.04% CTR at 0.20CPM bid, can get up to 0.17% CTR at $0.90 smart CPM bid.
Your CTR is fluctuating with bid price because of session depth.

When you bid high you're getting the users who have just started browsing the site and haven't been exposed to a shit load of ads already and thus are more likely to click. When you bid low you are scraping the bottom of the barrel and showing up the guys who have seen gazillion ads in the last 5 minutes, maybe even clicked into one or two and might not do so again so soon.

If you're able to alter the bid this much (CPM $0.20 > $0.90) and still be happy with the volume then my guess is you're likely either running on Xhamster or going RON.

Be aware that Xhamster can have a mind of its own - the traffic is coming from everywhere and anywhere and it's not super stable or reliable. If you're RON then you should be digging through your stats blocking the non-converting / terrible CTR % sites.

I've had success bidding in the middle on Xhamster and getting average quality / mid-session depth traffic and making something of it. The trick is to capitalise on the volume by finding something with a ridiculous CTR and let your LP do the work.

As has already been suggested - switch up your angle. It can make a huge difference. And definitely run on another traffic source. Your LP and offer seems solid, you might find it will just slot into another site and work on a source with less erratic traffic.

06-24-2014 08:14 PM #5 vortex (Senior Moderator)

Thanks prof for the explanation and the tips! I'm actually staying away from RON and xhamster for the most part for the exact reasons you pointed out. I will indeed switch up my angles and try other traffic sources. I feel that I'm close to a breakthrough - just need to keep plugging away until I get there. Thank-you SO much for your input!

Amy

06-24-2014 08:20 PM #6 2amarketing (Member)

Quote Originally Posted by prof View Post
Your CTR is fluctuating with bid price because of session depth.

When you bid high you're getting the users who have just started browsing the site and haven't been exposed to a shit load of ads already and thus are more likely to click. When you bid low you are scraping the bottom of the barrel and showing up the guys who have seen gazillion ads in the last 5 minutes, maybe even clicked into one or two and might not do so again so soon.
Prof, I am curious as to why this is the case? Could you please elaborate on the dynamics of why bidding higher exposes you to a newer user versus bidding lower?

06-25-2014 03:34 AM #7 prof (Member)

Quote Originally Posted by 2amarketing View Post
Prof, I am curious as to why this is the case? Could you please elaborate on the dynamics of why bidding higher exposes you to a newer user versus bidding lower?
The best quality comes from fresh eyeballs. You get what you pay for.

06-27-2014 10:29 PM #8 vortex (Senior Moderator)

Quote Originally Posted by 2amarketing View Post
Prof, I am curious as to why this is the case? Could you please elaborate on the dynamics of why bidding higher exposes you to a newer user versus bidding lower?
What happens (if I understand the bidding system correctly), is that exoclick will show ads from the highest bidder first. So if I'm bidding low, my ads wouldn't get seen by the visitor until his 4th/5th video (or worse), by which time he may already have clicked on another ad and even signed up to a similar offer.

What I'm also seeing (which other stackers have reported already) is that a higher bid often corresponds with higher CR. I'm sure this isn't always the case, but like Finch has suggested, it's good to try top and bottom bids to see how your stats differ for banner CTR, CPC, and CR.


Amy

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