Cutting Placements (7)
Has anyone found that cutting too many placements just kills a campaign?
(I know it depends on the network)
And that maybe just lowering the bid on poor performing placements keeps the campaign alive.
Cutting placements actually depends a lot on the funnel and offer you are promoting.
Basically if you have a bad offer that won’t convert anywhere, then whatever you do with the bids, the campaign will end up dying.
On the other hand if the offer is good, but the landing page isn’t the right one. Say it’s not selling good enough the offer, still the campaign has low chances of becoming profitable.
That is why on native there are so many moving parts, from the ad, landing page and the offer that needs to be properly aligned for a campaign to become profitable by cleaning out placements that don’t work on a specific funnel while focusing on the performing ones.
Thanks @platinum
It's a proven offer and landing page that I've had success with other traffic sources.
Just thought if the traffic source is not making enough money from you due to short list of placements that they would just stop giving you traffic or increase you cpc's.
If the the landing page and offer have shown good results on other native ad networks, then I would suggest checking out the ad performance.
It could be that the ads show a low ctr compared to similar ads (on that same network) and therefore end up having higher cpc to compensate the performance gap.
Whats the native ad network btw?
ContentAd
Yeh, I'll load up and test some new creatives and see if the performance improves. Thanks
From what I've noticed ContentAd traffic inventory has been declining a lot in the recent years. Also when compared to the other native ad networks for 2019, it's volumes were way lower than the others.
Maybe its best to focus on other native ad networks if the cost and volumes don't meet your expectations.
Hey,
If I may chip in, from the Voluum DSP perspective, cutting too many placements can kill a campaign if you use a very narrow targeting - like one GEO, one device type (Mobile for example), one OS, etc. Also, as @platinum mentioned, it does depend on the funnel you use.
That's why in our platform we show you the number of bids per placements (in Inventory->Sites or Widget report)
If you go to the campaign report for Sites/Widgets you will be shown:
- total bids
- impressions
- win rate
Where:
-total bids is how many times your campaign won an internal auction in Voluum DSP and took part in the external auction in the network(s) you’re targeting
-impressions is how many times you won the external auction.
-win rate is a % of traffic your campaign won in an external auction and it does not take into account high volumes of traffic your campaign did not qualify to bid for due to campaign adjustments (like bid adjustments), targeting or bid floors. So there might me more traffic available in Voluum DSP, but win rate is all about impressions/total bids.
So basically, if you cut too many high-volume placements, you may end up killing your campaign. Remember that in Voluum DSP, you can turn off a specific segment of traffic exclusively for this placement (like one OS for one single site) instead of cutting off the whole site. Such a granular optimization proved working but obviously, it takes more time and effort.
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