Media Buy Introduction (6)
In lieu of introducing myself with some generic post I thought I'd post a campaign I've been testing over the last 10 days or so. Its been a big flop but seeing that we have some good eyes in here (i.e The Angry Russian) I'm hoping to get some feedback.
I started by identifying some sites on SiteScout that had a clear demographic and that had good volume both in the US and Internationally. That way its easy to go large. I found a number of Animie and Manga sites that have a ton of traffic. I started visiting these sites several times a day to see what was running and to see if there was any affiliates promoting.
Its mostly a younger demo and obviously aimed at people reading Animie and Manga. The PageRage offers were on these sites frequently so I figured that it would be a good test.
Instead of throwing up a generic PageRage banner I decided to make it blend into the theme of the site. After browsing around on the Pagerage site I found a category dedicated to Animie layouts. Perfect!
I contacted my AM and asked if they can set me up a link that goes directly to that category page and they sent me a link in less than 24 hours.
This is one of the sites I targeted. I specifically went with the 728x90's because its the most prominent placement above the fold. The 250's are way down.
These were the "best" performing creatives - I use the word best cautiously because I could only get a 0.12 CTR. All the banners were animated and I tested several variations by animating different aspects.
As for the results...Loads of impressions and very little traffic. My CTR's were just not high enough to ever be profitable. The CPM's ranged from 0.30 - 0.40 and my average CTR was 0.02%.
Great intro.
Those are slick banners and very good thinking. That CTR is wayy shit you probably won't be able to make it work with the numbers you showed. Did you at least get any conversions?
I wouldn't abandon the campaign because the ads and idea is worth exploring further.
If you have AdWords pretty sure page rage is "fine" for approval. Throw those banners on there. Create 2 content campaigns one where you target specific sites (use adwords ad planner) and another where you just target the keywords. Try CPC first and see what your CTRs are like and then try CPM see if things improve.
Also, run quantcast and Alexa demos and find more sites to target on Sitescout. Lastly try international.
Go here
export this and it will get you some very solid adgroups for content which the big g loves....
as you can see below...there is no shortage of traffic....
What CTR did you need to make it profitable? I bet I could help you double yours or possibly triple it.
Can low CTR be explained by wrong freq. cap or some other settings though?
Thanks for all the great responses.
I had a long response all typed out but then the page timed out - arghh.
Anyway, the short of it is that the conversion was very low - about 5% on a $2.50 offer.
I've since tested some other offers on that exact same site and banner position and the CTR's sucked big time. I've tried testing different frequency caps as well as day parting but I never got anything above 0.2%
AdWords sounds like a great option but I don;t have any accounts left. I got a global ban on that faithful day a year or so ago. Haven't been back there since. Do they still allow direct links on the content network?
@ Mr. Green - based on my conversion rate, my CTR has to be very high. However, the way I hoped for was a 0.3% min when I started off as that would give me clicks in the 0.10 to 0.15 range. According to my AM the average is about a 10% conversion for that offer which would be enough to get it profitable. Pay Bumps and better creatives could take it into some nice numbers.
My Am also pointed out that the US is pretty tapped out for PageRage which might be true but I feel that a unique angle can squeeze more out of a dry lemon.
My plan of attack is to test on 2 similar sites on SiteScout. After that I'll go international but the volume is not really there - on SiteScout at least.
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