• Use our tracking tool - API S2S
  • Use Tokens
  • Be competitive: get the right bid
  • Split test banners and landers (A/B testing)
  • Set a daily budget - high enough so you can receive traffic throughout the whole day
  • Use Frequency Capping (but remember that a low cap and few creatives may lead to less impressions on your campaign)
  • Customise daily parting
  • Use The Funnel Strategy

A popular and effective campaign optimisation technique many advertisers use is called The Funnel Strategy.

A funnel strategy is a powerful tool to help you identify which ad spots to focus your efforts on and maximise your conversions whenever you start promoting a new offer, or start testing a different GEO. Here’s a step by step guide to help you get started:

1) Create Your Campaign

To start, create a RON campaign targeting only one GEO and one ad format. Creating a campaign targeting more than one GEO at a time is not recommended because the optimisation varies greatly from one country to another.

2) Set Up Tracking

Make sure you have tracking set up so you can easily extract data from the RON campaign. We recommend using Server to Server (S2S) tracking so you can easily see all your leads in your campaign stats, and identify where these leads are coming from.

Also, by setting up S2S tracking, you are now able to track ROI and Earnings in real time within the TrafficStars platform!

3) Bid Wisely

In the Pricing tab within your campaign, you will see an estimated Top CPM bid for the selected campaign parameters (GEO, ad format, targeted audience). The minimum bid you can set for your campaign will depend on the targeted GEO and format as well – you can check all the Minimum Bids here. We recommend using a bid which is somewhere in the middle between the top and minimum bids for your RON campaign – this is a way to avoid overspending, and keeping your bid competitive in regards to premium websites.

4) Start Blacklisting

Monitor your campaign’s performance closely and blacklist any publishers or ad spots which are not converting at all but are spending money. You can do so by excluding the Domain ID or Ad Spot ID in the Domain list/Ad spot blacklist in the Audience tab. You can also pause/activate a domain or ad spot directly from our Stats by clicking on the pause/play button. This helps you remove placements that might eat your testing budget, while keeping the RON campaign running.

5) Create Separate Campaigns

Once you identify an ad spot which is converting well in your RON campaign, create a separate campaign to target that publisher and use a more competitive bid. Only then you can begin to optimise by Browser, OS, Ad spot, Creative, etc.

Although it’s advisable to blacklist any publishers which are not converting well, it could be as a result of a low bid. You may also wish to create new campaigns targeting these specific publishers using a higher bid to test them in isolation.

Make sure you keep the RON campaign running – just because you’re not currently getting much traffic from a certain spot, it doesn’t mean that won’t change in the future. Also, keeping an active RON campaign ensures you will be among the first to test new ad spots added to the targeted format.

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