adonnetwork, cost per view, cpv, directcpv, impact leads, pay per view, ppv, trafficmedia, trafficvance
- 1:57 AM - 0 comments
Importance of Tracking PPV Campaigns
PPV Bidding Wars!
As I mentioned earlier, PPV networks are based on CPV bid prices. You are essentially bidding against other advertisers for traffic on a given keyword. Like any other free market economy things can get pretty competitive and vicious. You will often find yourself getting caught up in bidding wars with other advertisers for the lions share of traffic. If you take the above profitability equation you will have more restraint to this emotional war by knowing exactly how much the keyword is actually worth to you.
Several of the PPV networks have a built in proxy bidding option which will let your bids automatically adjust to the current competition in the network. You can very easily set all of the highest bid prices you are willing to spend on a keyword and not need to watch your campaigns minute by minute. Doing this will save you tons of time and money in the long run.
Tracking is just one small part of PPV Internet Marketing, but it's probably one of the most crucial parts in my opinion. Setup your tracking correctly and not only will you be making a ton of money, you'll be making a ton of money efficiently.
The biggest mistake you can do is to spend your hard earned money blindly and not track every single keyword you are purchasing. All PPV networks operate off a bidding system. You are bidding on individual keywords on a CPV (cost per visitor) scale. Each time your ad is shown your account is debited that amount. You need to be able to monetize each view as efficiently as possible. The only way to do this is to track by keyword.
The way that you go about tracking each keyword varies, but the two most common ways are: Pixels (from the PPV network) and Subid tracking.
Pixel Tracking and/or Conversion Tracking
Each PPV company has a different name for this, but what you want to look for is a snippet of code that you place on the confirmation page of the site you are driving traffic to. This code snippet interacts directly with the software that the different PPV networks utilize and tracks back to their database the exact keyword(s) that led to the conversions. It is crucial that you place this on the correct page or you will get false conversions and that will throw off your entire profitability calculation.
Once you have the pixel placed, you will then be able to pull reports from the PPV network login and see exactly which keywords are leading to conversions and more importantly which ones aren't. The keywords that aren't providing any conversions are the ones that you need to get out of your campaign as soon as they have had a good amount of test traffic (this amount varies from advertiser to advertiser).
Subid Tracking
Subid tracking is simply when you associate one URL with a unique parameter value to a keyword. In traditional internet marketing settings this would commonly be used to track different creatives on a website. In the case of PPV, you will be using it to track the individual performance of keywords. This is often seen when you are working with Affiliate networks where you can launch X amount of subids within their system and they will track back the conversion to those subids.
The links may looks something like this:
http: //www. example.com/ ?subid= kw123
http: //www. example.com/ ?subid= kw124
etc...
You will need to load up individual ads within the PPV network that you are working on which can be very cumbersome, but most have a bulk upload option. If it is not clearly stated on their website it's something that you can ask for.
What to do with the data?
Once you have the conversions by keyword by one of the above methods, you can figure out what your CPA (cost per acquisition) is, this will help you figure out just how much it is costs you to get a sale. The CPA will vary from keyword to keyword and will allow you to figure out which keywords to bid up on.
To figure out your CPA, take the total amount you spent on a keyword and divide that by the amount of sales through the keyword.
You spent $12.35 on the keyword 'mortgage*rate' to get 4 conversions. Your CPA would be $3.08.
You are spending $3.08 to get a lead. The importance of knowing this allows you to calculate your profitability on the keyword.
Let's say now that the lead is worth $12 to you, which means you know have a profit of $8.92. You have room to increase your bids on the keyword 'mortgage*rate' and know the upper limit of what you can bid until you start losing money.
As I mentioned earlier, PPV networks are based on CPV bid prices. You are essentially bidding against other advertisers for traffic on a given keyword. Like any other free market economy things can get pretty competitive and vicious. You will often find yourself getting caught up in bidding wars with other advertisers for the lions share of traffic. If you take the above profitability equation you will have more restraint to this emotional war by knowing exactly how much the keyword is actually worth to you.
Several of the PPV networks have a built in proxy bidding option which will let your bids automatically adjust to the current competition in the network. You can very easily set all of the highest bid prices you are willing to spend on a keyword and not need to watch your campaigns minute by minute. Doing this will save you tons of time and money in the long run.
Tracking is just one small part of PPV Internet Marketing, but it's probably one of the most crucial parts in my opinion. Setup your tracking correctly and not only will you be making a ton of money, you'll be making a ton of money efficiently.
The biggest mistake you can do is to spend your hard earned money blindly and not track every single keyword you are purchasing. All PPV networks operate off a bidding system. You are bidding on individual keywords on a CPV (cost per visitor) scale. Each time your ad is shown your account is debited that amount. You need to be able to monetize each view as efficiently as possible. The only way to do this is to track by keyword.
The way that you go about tracking each keyword varies, but the two most common ways are: Pixels (from the PPV network) and Subid tracking.
Pixel Tracking and/or Conversion Tracking
Each PPV company has a different name for this, but what you want to look for is a snippet of code that you place on the confirmation page of the site you are driving traffic to. This code snippet interacts directly with the software that the different PPV networks utilize and tracks back to their database the exact keyword(s) that led to the conversions. It is crucial that you place this on the correct page or you will get false conversions and that will throw off your entire profitability calculation.
Once you have the pixel placed, you will then be able to pull reports from the PPV network login and see exactly which keywords are leading to conversions and more importantly which ones aren't. The keywords that aren't providing any conversions are the ones that you need to get out of your campaign as soon as they have had a good amount of test traffic (this amount varies from advertiser to advertiser).
Subid Tracking
Subid tracking is simply when you associate one URL with a unique parameter value to a keyword. In traditional internet marketing settings this would commonly be used to track different creatives on a website. In the case of PPV, you will be using it to track the individual performance of keywords. This is often seen when you are working with Affiliate networks where you can launch X amount of subids within their system and they will track back the conversion to those subids.
The links may looks something like this:
http: //www. example.com/ ?subid= kw123
http: //www. example.com/ ?subid= kw124
etc...
You will need to load up individual ads within the PPV network that you are working on which can be very cumbersome, but most have a bulk upload option. If it is not clearly stated on their website it's something that you can ask for.
What to do with the data?
Once you have the conversions by keyword by one of the above methods, you can figure out what your CPA (cost per acquisition) is, this will help you figure out just how much it is costs you to get a sale. The CPA will vary from keyword to keyword and will allow you to figure out which keywords to bid up on.
To figure out your CPA, take the total amount you spent on a keyword and divide that by the amount of sales through the keyword.
You spent $12.35 on the keyword 'mortgage*rate' to get 4 conversions. Your CPA would be $3.08.
You are spending $3.08 to get a lead. The importance of knowing this allows you to calculate your profitability on the keyword.
Let's say now that the lead is worth $12 to you, which means you know have a profit of $8.92. You have room to increase your bids on the keyword 'mortgage*rate' and know the upper limit of what you can bid until you start losing money.
