CPM CTR for Google content network

P

PDXOR

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Oct 16, 2009
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Portland, OR
Hi -- for Google content network, I've been using the strategy of:

-Run display ads with PPC, using automatic placement
-Take the high CTR sites and move them to a separate campaign of managed sites only, running CPM

Each time I move the "best" sites over to the managed campaign, the CTR falls dramatically. For ex. a site that was driving a 3% CTR on PPC falls to .5% on CPM. Is this because I'm getting different (worse) inventory when I switch from PPC to CPM?

Any ideas how I can preserve the high CTR when moving to CPM? Higher bids, something else?

Thanks --
 


Are you making sure you're getting the same placements on the sites?

The only other thing that might be it is on CPC bids they will optmize the ads, but on CPM the will just continously show your ad so you may be getting many non unique impressions compared to the CPC. Try setting a low frequency cap and opening it up to test.
 
linkownsyou said:
Are you making sure you're getting the same placements on the sites?

The only other thing that might be it is on CPC bids they will optmize the ads, but on CPM the will just continously show your ad so you may be getting many non unique impressions compared to the CPC. Try setting a low frequency cap and opening it up to test.
Click to expand...

Are you making sure you're getting the same placements on the sites?

****Good question -- I just copy over the domain name as listed. It's just the top level domain listed. Is there any finer level of detail I can target to? (I didn't see one).

The only other thing that might be it is on CPC bids they will optmize the ads, but on CPM the will just continously show your ad so you may be getting many non unique impressions compared to the CPC. Try setting a low frequency cap and opening it up to test.

***That's a great idea, I'll try that, thanks.
 
This can be a good strategy to get cheap clicks, but you need to be more precise. You will likely be getting a higher CTR on an intergal page, not on a run of site. So when you copy of the root domain, you are running all over the place and picking up unprofitable placements.

Track which pages get you the high CTR, and use them as targets.

When you are setting up a new campaign, if memory serves, they only allow you to target the root domain. So put any domain there. Once it's been created, you can however go back and target to a page level, so just pause the root domain and paste in your targets.
 
Thanks much, I'll try this stuff out. I also heard from another friend off-forum who confirmed that when you run CPM you are automatically getting less desirable placements (below the fold, etc.). Sounds like it's going to be a balancing act...as usual ;)
 
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