What to do when you have a banner that converts but terrible cpc? (12)
What to do when you have a banner that converts but terrible cpc?
Say you have a banner or group of banners that converts well, but the CPC is just astronomical, what do you do?
Just try to redesign or swap images?
Assuming you're not too far down in the bidding list (usually 1-3rd) and on a fairly tight frequency cap (2/24), what's the best solution?
So the issue is that the clicks convert well, but the CTR's abysmally low?
Your ideas are good, but here are a few more I'd suggest:
- Check your page loading time. Terribad CTR but decent CVR is a classic symptom of a good LP that's loading really slowly.
- Check your top visiting devices, and then check your lander works on them. It could well be that you're losing a load of visitors because your lander's literally unreadable on their devices.
- Make the CTA bigger, bolder, and more obvious. It's nearly always possible to make it more obvious.
Hope that helps! Let us know your results on those, and we can keep narrowing down.
If you're willing to share your lander then we can probably give more suggestions, too!
Originally Posted by caurmen
Correct me if I am wrong or else explain a bit clearly bro.
Originally Posted by caurmen
Since your banner has really low CTR than you'd better test that same funnel with other banners.
Have you seen if this banner is converting from the same placement?
Originally Posted by platinum
Well since it is display traffic my guess would be that you're either competing with some brand related campaign that will try to win the spot at any cost or there is a higher payout offer converting for those same camp parameters.
Ah, sorry, I misread there.
Banner CPC is harder to deal with. I assume you've done all the usual tricks as far as testing a range of bids, testing a whole bunch of banners, etc?
Some other suggestions:
If you're dealing with a rival who's willing to spend high, it's possible they have a limited budget. Try running a lower bid all day and seeing if you suddenly start getting clicks at a lower cost at, say, 11pm.
If it's a smaller site that you're getting the high-quality clicks from, you could try contacting them and seeing if they're interested in a private ad buy at a better rate for you. That might well not work but it's worth a go.
Also, try and figure out what's making the placement work well for you, then look around for similar placements. Hard to do and will need a load of testing, but very lucrative if you can figure it out. VERY few affiliates will go beyond "this placement works" and into "here's why the placement works, and the transferrable lessons I can take from it".
You're beating a dead horse here, most likely ... banners that have too lousy CTR simply can't work.
Think about it this way : I can make a banner and write this on it : You are about to become a member of a dating site, prepare your email address, then confirm it and if possible, pay $25 for your membership!
The CTR will be atrocious, but the CVR will be awesome 
I know I took it to the extreme, but I did that on purpose.
Finding the right banner is like learning how to walk on the edge, you need to find the balance between high CTR and high CVR.
Quite often, banners with low CTR convert well, because they are more targeted and less misleading. On the other hand, banners with very high CTR usually don't convert well, they are misleading or pull the wrong kind of people from some reason.
One way or another, you can do all the standard design tricks in order to drive the CTR up, you can also try to re-use the female or the angle and swap the rest ... but in many cases, once the CTR is too low, you can forget about the banner.
As long as you make money, I'd leave it. It's always important to look at NET PROFIT in the end.
You don't need to do anything. CPC is irrelevant. As long as your eCPM is profit making, just keep it going and scale up.
You dont know if your new banner will be profitable. Your current banner is profitable so keep that one going and scale it up before it dies out.
At the same time you can start working on a new banner and test that simultaneously.
He is obviously not profitable, that's the problem jabong is trying to solve ... banners convert well, but the high CPC makes it impossible to profit from such clicks. It's a standard problem with banner traffic, high converting banners often have lousy CTR which makes them worthless.
quoted from jabongs post :
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