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MGID - How do you increase CPC without paying the higher price for the same traffic? (5)

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So i'm relatively new to MGID and so far it has suited me much better than RevC. However, there are elements I'm not sure how to navigate. Bidding is certainly one of them.

I am running a Skin campaign in a tier 1 country for around 14 days now. Revenue is $1320 and spend is $1146. The acc manager says that I should increase my bid/budget to reach "better converting" traffic. Now that's cool with me. Not sure what the best way is, both budget and CPC? by how much? 10% 50%. Not entirely sure, neither is he, "test, test, test". I agreed ans still do.

So I increase my CPC by 15%. I left my daily budget at ~$100 (if you're wondering why the spend doesn't add up to 1,400 it's because as the campaign aged, MGID determined that some ads needed to be blocked cause they were performing badly, so I did, but I didn't replace them so was left with 3 good CTR adds) and that's the main reason why the budget threshold wasn't met. Now, it's been a couple days since the increase and while I see new widgets have been unlocked (no conversions from them but still way too early to blacklist), I also see that I'm getting the same traffic BUT for 15% higher price!

Now those prior converting widgets have less ROI because of the increase. Oddly enough, the best widget has actually got 0 conversions but spent a decent chunk, 15% more than it would have .

1. My thinking is this.... Let the campaign run a little longer at the new price - it has shown to have a good funnel and offer - maybe it'll sort itself out. Is that being lazy ?

1a. I can manually change the bid price for widgets, but it's only practical to do it to the top spending ones (80/20 rule etc.)

2. I can start a restart 2 campaigns. One at the original price, and one at a higher price; probably more like 30% higher since 15% maybe just be cannibalizing the lower CPC one.

But that's me for now, I welcome all forms of feedback!

Thanks and stay safe folks

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I don't know if MGid allows this, but you could do a white list with you current bid and well performing widgets.
Then, an other campaign with a 15% higher bid, excluding those widgets.

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Thanks for the idea Jeremie, that's similar to the idea "2" I have written above. I don't have enough well-performing (proven) widgets to create a whitelist unfortunately - I have 1 widgets with 70% of the conversions and then not a single other with more than 1 conversion. But you're right that I could exclude those widgets in the other campaign - MGID do allow blacklisting.

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What is your bidding approach when it comes to widget bids?

Practically on MGID you set the bid on the ad level, then based on that bid you can tweak your widget bids even further playing with the coefficients. You can also reference to the Widget Reach reporting under selecting bidding. It will basically tell you how much of that specific widget traffic you are getting. So if your reach is pretty low, then it means that you may need to increase your bid and if it is high you may need to lower your widget coefficient (widget bid). Obviously, these decisions should be made based on the actual avg. CPC and EPC or ROI level on the widget.


On top of that, if you are using standard landing pages (the ones that everyone is using), I would suggest to try some tweaks on your initial version. Anything that can improve the landing page click-through rate should improve the overall conversion rate of your funnel.

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So I started at at $0.XX at the ad ad level. Didn't change it until I increased it at the ad level again. The reason I didn't change anything (other than blacklisting some bad widgets) is that, as I mentioned to Jeremie, 70% of the conversions were coming from one widget which has very high reach and the rest were all loners. I didn't want to mess with that widget and its ROI was around 150% so I couldn't complain.

Ironically, after upping the bid and adding new teasers, 0 conversions on that widget and just 2 from all the others and $300 spend.

Good suggestion, I certainly change the logo and titles, localise the reviews/before/after, fix errors in the copy and try different CTA buttons (sometimes I think these are small-fry changes though) . I looked through adplexity to see whether the big affs running this offer had split tested their own landers, from what I could find (and i looked at every url under the sun) they hadn't. It's as if they have had the same "advertorial" for months now.

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