7 replies
Hi,

Recently i did a direct media buy in a site having <5k alexa rank. The targeted audience are mostly female and middle aged. I ran a diet campaign in that site. And my CTR is around 1.20% for my banners. On the first day i got around 24 Sales which is really awesome.

And from that, my sales have dropped to "0" now. I mean, the second day i got around 10 sales, and from the next day my CTR was dropped to 0.50% and no sales.

Is this means, the offer got saturated? I really don't understand, the site has around 84k unique visitors daily, and will the offer get saturated in only 2 days?

Any thoughts from the marketers here?
#day #saturated
  • Profile picture of the author Greedy
    Are you rotating between different banners?

    How many uniques are they getting a day?
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  • Profile picture of the author Bonadza Vojo
    Originally Posted by nocturnal911 View Post

    Hi,

    Recently i did a direct media buy in a site having <5k alexa rank. The targeted audience are mostly female and middle aged. I ran a diet campaign in that site. And my CTR is around 1.20% for my banners. On the first day i got around 24 Sales which is really awesome.

    And from that, my sales have dropped to "0" now. I mean, the second day i got around 10 sales, and from the next day my CTR was dropped to 0.50% and no sales.

    Is this means, the offer got saturated? I really don't understand, the site has around 84k unique visitors daily, and will the offer get saturated in only 2 days?

    Any thoughts from the marketers here?
    The frequency cap can help massively in cases like this. Are you using a frequency cap for this campaign?

    I've managed numerous similar direct media buys for my clients, and the drop-off was never this significant. But we always use a frequency cap of 3 or less, and manage to get a fairly stable CTR even over a longer period.
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  • Profile picture of the author nocturnal911
    In the first day i rotated 3 different banners and the CTR for all those banners is quite good. And in the next day, for all those banner CTR was dropped to 0.50% where my earlier CTR was 1.2%

    Later, i keep trying different banners, but all my banners couldn't hit 1% CTR.

    The site is getting around 90+k uniques daily..and yes i am using a frequency cap of 5.

    I don't understand what's wrong with my campaign
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    • Profile picture of the author Bonadza Vojo
      Originally Posted by nocturnal911 View Post

      In the first day i rotated 3 different banners and the CTR for all those banners is quite good. And in the next day, for all those banner CTR was dropped to 0.50% where my earlier CTR was 1.2%

      Later, i keep trying different banners, but all my banners couldn't hit 1% CTR.

      The site is getting around 90+k uniques daily..and yes i am using a frequency cap of 5.

      I don't understand what's wrong with my campaign
      There are two things you need to be looking at and discus these with the publisher
      1) Ad Position
      2) Priority
      3) Page Type

      1) Position
      For example, if your ads were doing best at the above the fold 300x250 spot, the publisher might be also yielding your ads on the 300x250 below the fold spot. This might be causing the drop in performance. You need to talk to the publisher regarding this and verify that they're running on the desirable spots. Find out which spot does best and run only on that spot.

      2) Priority
      Another factor is the priority. The traffic might've been first look the first day, and the second day it might've been of lesser quality.
      By first look I mean the most desired traffic which is on the first time the user opens the page.
      If the publisher has multiple direct advertisers, you can be lower down the line which will reduce the quality of traffic.

      What I mean is for example you have user A visiting the site.
      The first 3 served ads will be from Advertiser C (Because advertiser C has a frequency cap of 3)
      The second 5 served ads will be from Advertiser B (Because advertiser C has a frequency cap of 5)
      The third 3 served ads will be served from Advertiser A - which is you.
      Etc..

      So in this case, your ads will be much less effective than Advertiser C, since the user will have to view 8 different ads until he starts seeing yours.

      It is not uncommon for the publishers to change up the priority.

      3) Page Type
      Is the Publisher serving your ads mostly on the homepage? Or are they being served mostly on the inner pages?

      Splitting up the traffic to homepage vs non-homepage could clear a lot of things up. The difference can be significant between different types of pages within the same website.
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      • Profile picture of the author nocturnal911
        Very nice info on what you said, i will check with my advertising network about this.

        Thank you for your insights.

        Originally Posted by Bonadza Vojo View Post

        There are two things you need to be looking at and discus these with the publisher
        1) Ad Position
        2) Priority
        3) Page Type

        1) Position
        For example, if your ads were doing best at the above the fold 300x250 spot, the publisher might be also yielding your ads on the 300x250 below the fold spot. This might be causing the drop in performance. You need to talk to the publisher regarding this and verify that they're running on the desirable spots. Find out which spot does best and run only on that spot.

        2) Priority
        Another factor is the priority. The traffic might've been first look the first day, and the second day it might've been of lesser quality.
        By first look I mean the most desired traffic which is on the first time the user opens the page.
        If the publisher has multiple direct advertisers, you can be lower down the line which will reduce the quality of traffic.

        What I mean is for example you have user A visiting the site.
        The first 3 served ads will be from Advertiser C (Because advertiser C has a frequency cap of 3)
        The second 5 served ads will be from Advertiser B (Because advertiser C has a frequency cap of 5)
        The third 3 served ads will be served from Advertiser A - which is you.
        Etc..

        So in this case, your ads will be much less effective than Advertiser C, since the user will have to view 8 different ads until he starts seeing yours.

        It is not uncommon for the publishers to change up the priority.

        3) Page Type
        Is the Publisher serving your ads mostly on the homepage? Or are they being served mostly on the inner pages?

        Splitting up the traffic to homepage vs non-homepage could clear a lot of things up. The difference can be significant between different types of pages within the same website.
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  • Profile picture of the author Inferno272
    do you have an out clause?

    sounds like somethings fishy with their traffic numbers...i'd opt out.
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  • Yeah i know the feeling, you want every one of them 84k/day converted after the sudden rush of 24 sales on day 1 but you're at the point where little details might make the difference...though ads and offers do get burned out but i'm not sure if this is the case especially for 84k/day volume - try changing up your angle; i mean show another benefit in the ad and lander. Make ugly ads, animation, fake video...do all these trusting your publisher has it covered on his/her end.
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