Media Buying Question (7)
Today is my first day here at STM and I want to say that I'm really glad I signed up. I spent a short amount of time over at WF but it seemed like they concentrated more on PPC than media buying - so I'm here.
I posted a media buying question to them (http://www.wickedfire.com/newbie-que...critiques.html) but didn't get a ton of replies, so I thought I would ask again here. To recap, I'm looking for the best method of refining a new campaign. My intuition was to do this:
1) Wait until a site had a minimum of 12.5k impressions and if it had less than a 0.1% CTR - remove it.
2) If it had more than 0.1% after 12.5k impressions, I would move it to its own campaign and start day parting out hours of the day that had more than 12.5k impressions and less than 0.1% CTR.
3) Since I'm using ClickBank with SiteScout, if I got to 200 banner clicks with less than at least 2 order form impressions, I would kill the entire campaign. (My justification was that the LP must not be converting very well.)
After reading on this site, it seems like a better high-view strategy would be to:
1) Let an offer run a single site until you've spent at least 3x the CPA commission.
2) Then, if the conversion rate is high enough, optimize the campaign creative, day parting, etc.
Is this correct?
Where did 12.5K impressions came from? mathemetical calculation or "intuition" ?
My contact at SiteScout recommended that to me as a strategy. He said that if after 12.5k impressions, you have less than a .1% CTR, it's probably not a very good offer/audience fit.
It seems to be a decent strategy to me.
But I disagree with the "12.5k impressions" too.
You'll have around 10 clicks at the end of the day on your creative. In my opinion, you won't have enough data to make a decision at this stage 
I guess, if you are bidding 10 cents ($0.10) CPM then waiting for 12,500 impressions make some sense because then you'd spend only $1.25.
On the other hand as good as SiteScout guys are, at the end of the day they need to sell you impressions to pay their mortgages and bills.
Good start, but now you've got a riddle to slove as to how many impressions and clicks you'd need.
I've decided to start a following along that should deal with this a bit too at http://stmforum.com/forum/showthread...6302#post46302
Everything is variable, cpm, average ctr on a site and your relation to it and your ecpa are the most important parts of buying, make sense?
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