Campaign Optimization
May 2, 2009 by Benjamin Christie · Leave a Comment
The Gourmet Ads network advertising server (Adify) consistently through out the campaign auto optimizes the ad serving ensuring sites which are best performing for a campaign receive a higher percentage of ads compared to sites that are not performing as well. Depending on the campaign this can sometimes not be enough for advertisers to see results.
Over and above our auto optimization, Gourmet Ads can run weekly manual campaign optimization, removing ad units which are poorly performing, thus improving the overall performance of the campaign increasing the return on investment. Each site and advertising campaign is different. On occasions ads located within content outperforms ads which are at the top of the page. Sometimes we’ll remove ads which are not performing and shift the budget to the creative that does work.
There isn’t a set formula for what works and what doesn’t, as such we’ll work hard to make sure your campaign performs. Some of the manual optimization tasks we undertake include;
- Reduce the verticals – instead of Run of Network change to just Food Vertical
- Removing ad units on sites which have a low click through rate (CTR)
- Remove ad creative which has low click through rate (CTR)
- Implement impressions capping say 5/24 or 3/24
- Implement further geo-targeting
- Implement browser based or connection filters
- Suggest changing landing pages, remove fields
For more information about running your next advertising campaign with Gourmet Ads, download our media kit or request a proposal.
Optimizing Advertising Campaigns
February 6, 2009 by Benjamin Christie · Leave a Comment
There are two important parts to every online advertising campaign and both being equally important when it comes to Optimizing Advertising Campaigns. So what are they?
These are ;
1. The “where” refers to websites and blogs that are relevant to your target audience.
2. The “what” refers to your actual advertising creative you provide.
First off, let’s talk about the “Where”. No matter the campaign, there will always be a publisher where your advertising gets plenty of impressions, but attracts very few click throughs. So, instead of wasting your advertising dollars, the trafficking staff at Gourmet Ads can, mid duration optimize your advertising campaigns to maximise clicks and performance. Optimizing Advertising Campaigns is an important part of every campaign and a simple cull of non-performing sites can significantly increase the aggregated click through rate of the campaign.
Now comes the “What”. Depending on the creative, some ads will perform better than other within the same campaign. We regularly receive from advertisers, multiple advertising creative for a campaign. A week after the campaign has launched, Gourmet Ads can optimize your advertising campaigns by removing the creative that isn’t performing. Of course you have to try different things once in a while to see what works and what doesn’t, but once you find out that a particular creative isn’t performing it is time to pull it and focus on the ads that are working to maximize your advertising campaigns effectiveness. When this happens we simply shift the budget from the non-performing advertisement across to the performing creative.
Optimizing Advertising Campaigns is all about increasing their performance and the return for advertisers, so if your advertising network isn’t optimizing your campaigns, contact Gourmet Ads and book your media with us.
Test Advertising Campaigns
January 8, 2009 by Benjamin Christie · Leave a Comment
From year to year many companies undertake the same advertising activities, with many reluctant to try new things. However, given the current economic cloud over the head of many companies, a great deal are seeking cheaper advertising avenues in order to save money, reach new consumers and continue to build brand awareness.
A trend which we started to see during the 4th Quarter in 2008 and already this year is running test advertising campaigns to see how the Gourmet Ads platform performs. Some media buyers are not just buying huge media buys upfront for their clients. Instead some are doing $1500, $3000 or $5000 test advertising campaigns over shorter periods like 5 or 7 days in length.
Media buyers have also been using a series of different advertising creative to see what best performs. Once they know what advertising creative works with the audience, they go ahead and buy the advertising campaign with confidence they know how the media buy will perform.
I think given the economic situation we’ll see more testing campaigns during 2009, especially for companies that are advertising online during 2009 for the first time.
If you’d like to run a test advertising campaign on Gourmet Ads, get started by downloading our Media Kit. Then once you’ve worked out the audience campaign targeting options you’d like to reach, we can work with you to develop your test advertising campaign.
