How can I avoid having to much competition using my AM shared LAA? (6)
How can I avoid having to much competition using my AM shared LAA?
Hello,
I was reading a lot in the forum about how to decrease CPM. I have one image that get's me a ctr (10%) on a conversion campaign with optimization for conversions. My pre sell page converts with 31% (which I think is good) but my ROI is slightly negative.
I assume that the reason for the high CPM is competition.
Basically I found 2 solutions for that situation in the forum:
1) Test more images
2) use different targeting
I calculated what ctr I'd need to achieve with another image to get profitable: It would be around 20%.
To be honest I don't I can reach that with my current skill level. Apart from finding good images it seems
that the pro's are creating their own images (mostly linear vector images with all kinds of different persuasion elements).
Therefore at the moment I'm looking towards solution 2) use different targeting.
What can I do with the LAA from my Affiliate Manager to lower CPM?
Adding interests/behavior?
1) Try plugging the LAA into Audience Insights, and look at the data. What is the age and gender of the audience? Where are they located? What pages do they like?
Based on the data you find there, try to do manual targeting.
2) If you have a pixel on your lander, and have had enough visits, create a LAA based on the traffic on your lander. Or make a custom audience and look at the data in Audience Insights.
1) I plugged in the LAA in Audience insights but I get "The data for this chart is currently unavailable". However, I can see the demographics in analytics. There it shows me almost everything except for what pages they like. So you are basically recommending to leave out the LAA and target manually.
Am I then not targeting the same people which should result in almost the same CPM?
2) Yesterday I installed for the first time a pixel on my lander. It's an onclick= track lead pixel on the button which leads to the vsl. How many clicks do I need to create a good LAA? And wouldn't I then targeting the same people who are being targeted by those who are using the LAA from the Affiliate Manager? Hence same CPM?
1) You're not necessarily targeting the same people. You will most likely have an overlap, but the size of the overlap depends on a) how big the country you're targeting is, b) the size of your LAA (1%, 1-2%, etc)
2) Good job with the pixel. I would place a "View Content" event in your header, and another event in your cta button. You can start out be creating a LAA of the people that visits your lander (as that will be bigger than the audience of people that click through), and later create an audience of people that click through.
If you retarget your visitors, then yes, they will be the same as the AM LAA. But if you create a LAA of visitors/click throughs, then it won't be exactly the same (probably some overlap though). The LAA excludes the custom audience on which it is based.
Originally Posted by revale
Ok. I'm creating that LAA at the moment using the "Lead" event on my cta. Still need some conversions to reach 100 events
I have daily spent of only 20€. One Click through to the vsl costs me 0.73€ at the moment. CPM is high with 27.13€
FB Ad Link CTR is 15%. The pre sell converts with 24%.
In order to get a ROI of 100% I would have to bring CPM down to about €9.00 when all the rest stays as it is.
It's a weight loss offer. Target group are women above 50 in US.
1) What is your opinion? Is that possible just by using a LAA created from the click throughs or is there much more to it?
I don't have the Conversion Rate of the vsl yet (54 clicks - 1 conv. so far). But I don't think it will be higher than 1,7%
2) Does it make a difference using a "Lead" event instead of a "ViewContent" event on my cta?
It's a Conversion Campaign that I want to optimize for click throughs.
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