Buying Massive Traffic or Small Buckets of Traffic for your Campagn ? (3)

Hi guys,

As I'm more an SEO kind of guy, I'm working on my strategy to start buying traffic by the end of the year.

One question came and I do not find any real answer :

You have a campagne C.
You will buy traffic from a traffic source T.
This traffic source allow you to filter the traffic by Country, Website, Adspot, Time of the day, ...

Do you :

1. Make a big campagn where you buy as much traffic as possible (with an english banner) and try to optimize the traffic on you side with your landing pages (by splitting it to different LP depending on the way your can filter it, like geo).
You do this not because their is only one campagn to manage but because you know that by buying the largest amount of traffic with your campagn you will get the better CPM as it's possible from the traffic source

2. Make 20 small campagns where you buy little buckets of traffic (get:FR, media:Mobile, Os:iPhone, ...) because you think that you will have better results with the perfect Ad and maybe you will have an highter CPM, but it's the price to pay for a top conversion, global ROI will be better

So, my question is :
Does a bigger campagn (that can provide more traffic at once) help to get a better CPM and does this setup provide more results than a bunch of smalls campagns with (maybe ?) bigger CPM ?

If you choose the option 1, I got an additional question :
- Suppose you see that your campagn C works very great for italian traffic, do you make a new campagn C(IT) dedicated to italian traffic with an highter CPM (to display it before the C campagn) as you cannot disable italian traffic for the C campagn ?

If you choose the option 2, I got an additional question :
- How do you process on traffic sources where you can only but the whole spot on a website (so it's not possible to filter, you get all geos, etc), or where the filtering options are very limitated (like only the website and geo) ?

Thanks !

Answer: yes.

Both approaches can work. If you want to see them explained in detail, have a read through the POF index on STM - "broad" vs "niche" campaigns has been a source of much debate on POF over the years, with people doing well on both types.

In general, broad campaigns will have a lower success rate and require more money spent on optimising, but generate a lot more money per hour of work once they're optimised. Niche campaigns tend to have a higher success rate and work faster, but require more work for smaller amounts of money once they're set up.

Both can work well - it just depends on your AM goals. If you're really looking to hit the high notes of $xx,xxx a day, then broad campaigns are generally recommended as the way to go - but if you're just starting out, niche campaigns are much easier to get working and much easier to learn from.

Originally Posted by caurmen

Answer: yes.

Both approaches can work. If you want to see them explained in detail, have a read through the POF index on STM - "broad" vs "niche" campaigns has been a source of much debate on POF over the years, with people doing well on both types.

In general, broad campaigns will have a lower success rate and require more money spent on optimising, but generate a lot more money per hour of work once they're optimised. Niche campaigns tend to have a higher success rate and work faster, but require more work for smaller amounts of money once they're set up.

Both can work well - it just depends on your AM goals. If you're really looking to hit the high notes of $xx,xxx a day, then broad campaigns are generally recommended as the way to go - but if you're just starting out, niche campaigns are much easier to get working and much easier to learn from.