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Which figures should i go for - Exoclick / Casual Dating (16)

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Hi,

I hope someone can answer this question.

Which CTRs (banners and landers) and CRs should I aim for when it comes to casual dating on tube sites.

I have campaign running on Exoclick. Those are the stats so far:

Impressions: 760,489
Clicks: 1,594 (According to Exoclick - Voluum shows 2,287)
Average Banner CTR: 0.21%
LP CTR: 11.72%
Conversions: 17
CR: 6.34%
Spent: $98.12
Revenue: $73.60

The answer is simple of course - I should go for as high CTRs and CRs as possible. But are there some indicative figures I should use when optimizing?

The campaign has only been running for 2 days. So based on the numbers so far, I think it could be made profitable. But I am not sure where to go from now.

I paused some sites using the following criterias:

0 clicks after 2,000 impressions
CTR below 0,15% after 5,000 impressions unless conversions > 0

Is that the way to do it or should I have waited to get more data?

I hope to get some great answers from you great guys

Best
/Jakob

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Those are highly promising stats.

A boost to 0.3% CTR, all else being equal, would bring you into profit.

The LP CTR isn't great and neither is the offer conversion rate, so split testing landers and offers/networks will surely bring this to profit!

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yeah those are some pretty promising stats.

but I agree, the LP CTR can use a boost. which country is this if you don't mind me asking? shouldn't be too difficult to reach 20-30% LP CTR, but some countries like Germany Mobile are notorious for horrible LP CTR.

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Sounds like you're doing a RON campaign.

In that case, these are some great numbers to start with.. considering the campaign relatively unoptimized.

If you're getting traffic from 300+ different tubes, don't be afraid to cut sites even quicker, especially if they're small. I'll cut smaller ones on CTR alone.

As for the banner/lp CTR.. a lot depends on your country and targeting (desktop/mobile). As angry old lady said, your LP ctr can vary greatly depending on this

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Thank you zeno

I created some new banners. Those are the stats so far:

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It's a Danish campaign

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The campaign is Danish and only targeted Desktop users.

Yes I chose to start with a RON since I am a newbie and wanted to figure out which source sites gives me the best CTR and of course CR. I am getting traffic from A LOT of sites - when would you cut?:



Best,
Jakob

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Those stats look good - if you have so many other placements with low volume, I would cull them with rules like yours but also consider if the are a) low volume sites or b) are not getting many impressions due to CPM bid or budget.

There could be some big sites in there that will bring $$ but you may not yet see them.

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Zeno , I've been in a similar situation where it's always 2-3 sites bringing in most of the money , but there's always tens of little site that are profitable because they spend so little and bring 1-2 conversions every few days.
Should we worry about micro-managing the little sites or just concentrate on making the big sites bigger?

To a cash-strapped guy like me , a conversion is a conversion but I always see these sites in the stats with 4 conversions and so little spend that I wonder if it's worth it to keep worrying about them. Maybe the conversions where just a fluke.

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OK long time since I posted in this thread... My campaigns are doing OK - but not great... Most days i am breaking even or making or loosing a few bucks. A few days I've been "lucky" and made a 80% ROI - while others it's like -50%. The big issue for me right now are the landers. Is it just normal for adult traffic to have about 10% CTR on the landers or what's your experience. My banners have an 0.5-0.7 CTR, which i guess is pretty good?

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10% CTR is pretty low, but it depends on a few factors. For example : RON campaigns, chat style banners, misleading banners, banners not corresponding with what is presented on the LP - this will all result in poor LP CTR.
Your banner CTR is actually very high, its not common to have 0.7% CTR in adult, especially in tier 1 GEOs. When I see such a high banner CTR its either in some really underexposed GEO, or on sites that are involved in some kind of fraudulent activity, a hitbot for example.

I always want to see at least 30% LP CTR with my campaigns, anything below it and Im not happy with the results.

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First of all - thank's for your answer - it gave me some new thoughts

I try to mix my banners - trying different approaches/angles - I had best CTR with chat style banners - but I also know that they cause a high number of bounces on my landers, because the people clicking on this type of banners feel like being fooled into clicking. So I guess I should start focus more on banners with a lower CTR (what would you say is a "normal" banner CTR?). The chat style banners may bring me lot of traffic but the quality is poor - so with less aggressive banners, the quality should be better and lead to a better Lander CTR and CR - at least that's what I need to test.

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Banner CTR gives you some info but what your really focus is the EPC you get from each banner.

Chat banners have very high CTRs but most of times they convert poorly, even poorer than banners with half of the CTR.

If you wanna use chat banners try with a chat lander or at least have a dynamic image on the lander to show the pic of the girl from the banner.

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Its hard to say whats a "normal" banner CTR because it is different from site to site and geo to geo, but the norm, if I can call it that way, is more in the 0.15-0.30 range, 0.70 is very high and not normal at all. As you said yourself, those numbers were achieved by using the chat style banners, but the LP ctr and conversion resulting from it were poor, so there is no point in hunting for high banner CTR when it simply doesnt translate to higher ROI. As bbrock suggested, you might try a chat styled LP too and see if it works out or not. Or focus more on the lower CTR banners that actually evoke the type of interest you need.

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Those number looks very promising to me, though you are spending low daily budget. On Exo RON anything more than -50% on first round is promizint to me.

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Those stats look about right for Denmark RON on Exo.

I would focus on:

1. Making sure that you have the best offer in the market, at the best payout.
2. Consistency in the funnel. (No good working on just your banners, or just your landing page. They should work together as a consistent funnel.)
3. Aggressively culling any sites in your Top 20 targets that are underperforming relative to overall campaign EPV.
4. Culling any sites with a lot of banner clicks but no LP clicks.
5. Testing long qualification vs. short qualification on the LP.
6. Isolating the best 3 to 4 hours of the day and then running only those with a higher bid / low freq cap.

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