Capitalize on Cutting-Edge Budgeting & Targeting Features.
We could talk for hours on these two topics, but since time is short and you need to get crafting your campaigns straight away, we’ll stick to our two most potent advertising tactics, starting with…
And the cardinal testing rule of any high stakes campaign…
Trial Your Campaigns First on a Lower Budget
If you’re able to start running your promotions earlier, then do it! There will be a lot of traffic coming online in the days to come, so the sooner you start, the more entrenched your ads will become.
Run a few trial campaigns on a lower daily budget in the build-up to Singles Day. This will help you gather the data you need to succeed, whilst eliminating ineffective traffic sources that may carry high bounce rates, low click-throughs (CTR’s), etc. Then, when 11.11.2020 hits, you’re free to turn up the heat! 🔥🔥🔥
Adcash Advertising Manager extraordinaire, Keijo Suurkivi suggests two awesome ways to bid for your Singles Day online traffic.
The Burst Campaign
Come out of the gate firing on all cylinders with a high daily budget and high-frequency cap. We suggest 6/24 or 3/12 for Pop-Under traffic or, if the geo and inventory forecast feels like a winner, then you can go in out and show your ad as many times as possible.
With these types of campaigns you rely on maximum visibility, so look at placing +15% on top of the average bid (minimum). If your offers drop cookies, even better. Do everything you can to make sure you’re the last advertiser to show your promotion and the first to get the deal closed! Oh, and lastly, remember to set a frequency cap per device (and not IP).
The Top Campaign
This strategy is a little less aggressive but just as effective. Come in with a medium daily budget, and a relatively low, frequency cap. We suggest somewhere in the line of 2/24 or 1/12. Look to place a +50% on top of the average bid and keep an eye on the visibility of the current market pricing. Starting off with a medium daily budget lets you assess the data during the first half of the day and gives you the insights you need to go all out in the second half.
To summarize, the Burst Campaign strategy is an aggressive and potentially costly option, but it will give you the maximum visibility that you need.
The Top Campaign results in lower volumes (depending on your budget of course), and a high CPM, but the potential for high-quality ad placements is unparalleled, meaning people will see your ad first (high risk = high reward!).
That being said, always do your homework beforehand and see which method matches your offer and overall budget strategy. And lastly, be sure to spread your traffic evenly in both cases! If you feel that the pace of the hourly spending is too slow and won’t be hitting your daily budget, remove it, but keep monitoring the outcomes regularly.
The regional time zone also plays an important role here. Track the time for all of your target countries. You may have to use the “week parting” tool to manage the distribution of your budget! Ask us how right here and we’ll take you through some more surefire strategies on the Adcash DSP Platform.
With budgeting said and done, it’s time to talk…