Does Anyone Advertise On PrecisionClick, ValueClick, Casale, etc?

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invisible777

invisible777

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Does anyone here advertise using big CPM networks like Casale, PrecisionClick, ValueClick etc. ? These seem like they would drive the perfect traffic for things like ringtones, weight loss, IAC stuff being that they end up on MySpace and other popular sites.

If so...

- Do you have to worry about things like quality score on these networks? Or can you simply link right to the merchant page?

- If a banner on Azoogle or similar network is measured at 3% CTR for web/banner, does that mean in theory that banner could get 30 clicks per CPM if properly placed?

- How much to make a first deposit so that you get a good 'run of the network' ?

I've spent so much time with Adwords I want to expand out a little bit. Any experiences or advice would be great.
 


Don't expect 3% CTR on display ads - that's for sure. Average CTRs are below .5%

Casale and ValueClick you can start a campaign at 5k, but I think PrecisionClick will let you get through with 1k with no hassle (can't remember for sure). If you want to get in lower with the other networks, tell them you are willing to drop more after the test - they will probably say no, but be persistent, you can usually work something out.

As for QS, no, networks will always serve the highest eCPM ad when possible. The more you pay, the higher in priority you become. Higher priority generally results in improved performance and more distribution. The general rule is that the closest you can come to being the first ad call on the publishing site, the better. Although keep in mind, just because you are the first ad call in the network, doesn't mean you are the first on the website. Each publisher may be running with several different networks, so unless you want to be 100% sure, you'd have to buy in direct with the publisher. Anyway, don't worry too much about that for now... I'm rambling.

I suggest testing the waters with a tight segment of sites to begin with. That way you don't burn through too much cash while learning how the system works. PrecisionClick is nice because they have a self-serve platform, you should run through that to get a feel for things. Networks like ValueClick offer transparency where you can see site-by-site performance and self-optimize on top of the systems optimization system (very nice option to have).

Basically you tell the system what CPA you're aiming for. It will run through the network based on your targeting and if sites don't perform they will automatically be optimized off your site-list. After running through the whole network your site-list will be much more refined.

If you're going to run CPA campaigns I suggest running 1/24 caps on your campaigns. Leaderboards and Medium Rectangles usually yield the best CTR (aside from pops) but the prices are higher, respectively. Also, talk to your account manager from the CPM network... they can have a quick look over several of your creatives and tell you which will perform best (take the advice).

Hope that helps get you started. Just keep in mind, CPM buys aren't as straight-forward as people sometimes think. Take the time to understand how the system works and that will help you a lot.
 
Shoot me a PM. But all those networks are good. Casale, Adrbite and Etology are some that i would want to test out before ValueClick.
 
Thanks for the reply. I'm leaning towards PrecisionClick...

I see they have CPC and CPM - do you have any experience running CPC
vs CPM on a PrecisionClick (or similar)?
 
avantrosa said:
One more thing... Always always test the pixel tracking before going live.
Click to expand...

Ok - so essentially the system will automatically knock off websites that don't meet your conversion requirements and display your ad more on sites that do? Seems a bit more autopilot than Adwords... assuming your landing page / merchant page is a converter or not.
 
invisible777 said:
Ok - so essentially the system will automatically knock off websites that don't meet your conversion requirements and display your ad more on sites that do? Seems a bit more autopilot than Adwords... assuming your landing page / merchant page is a converter or not.
Click to expand...

Correct... say you run a 1k test across 200 sites and half don't perform. When you re-up your buy you will only run on the 100 that previously performed.

As for running CPC, I haven't. I do recall them telling me there was a $0.20 minimum CPC... although you can always negotiate that down, especially if your CTR is high and your campaigns is backing out to a high eCPM.

I suggest getting a publisher account as well if you can. It helps to see the other side of things, especially when determining bids.
 
I did a little CPM banner advertising on a single site that was pretty targeted towards my audience, and the results were horrible. Just run text links. With good copy, they can work great.
 
CPM networks like VCM and Casale is more for branding than anything. It seems that my entertainment site gets more clicks than a majority of other game sites as they have much more links on their pages and ads compared to me and my CTR is still nowhere near 3% for the ads. I know one site where I saw their stats that their CTR on VCM was somewhere around 0.05% - 0.15%
 
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