August 01, 2013

Campaign Optimisation Tips: Publisher Targeting

By Nicolle Harding, Country Manager (South Africa)

As an advertiser, how do you get the best return on your investment?

There are a number of ways to optimise a mobile campaign.

But unlike print, radio, TV and direct mail, these tricks of the trade require companies to take a more engaged approach. We find that “Activist Advertisers” – those who test and consistently monitor an ad's performance then make adjustments accordingly – get the best results.

Your ads will likely perform better, for example, on one site or app than another. But in a 'blind network' like BuzzCity, where advertisers do not directly choose the mobile sites where their ads appear, how can you direct your ads to sites where consumers are most likely to show interest?

One of BuzzCity's newest tools, Publisher Targeting, allows you to do just that – by excluding sites and apps that aren't converting for you.  Let me walk you through it . . .

Step 1: Activation

To begin, you'll need to ask a BuzzCity representative to activate your account for PubID Targeting. This could take up to 24 hours. If you have more than one account, please remember to provide requests for each one. Please write us or call your local representative.

Step 2: Set up your campaign

You'll follow the same steps here as you normally do. If you haven't set up a campaign before though - or would like a refresher course - check out "Starting a Campaign with BuzzCity". At this stage, keep in mind that you can choose between several different content channels, like "News and Information" or "Entertainment and Lifestyle".

Step 3: Monitor the campaign

BuzzCity creates unique dynamic identification codes for every publisher site on our network. 

You can view a PubID by clicking on a banner then looking at the url in the address bar of your landing page.  The PubID appears at the end of the url after the equals sign.  For example, the url on your landing page will look something like this:  The PubID here is "bxdia".

To monitor how your ads perform, you need to gather the click-through data for each publisher.  Compiling this information can be done in a number of different ways and we leave it to you to decide which works best in your company. Some advertisers use third-party tools like Google Analytics or MediaMind, while others automatically import the Publisher IDs into their Content Management Systems using a Pull API and a tool like Apache or Microsoft Excel.

Step 4: Filter Publisher IDs

After monitoring your campaign -- and we suggest you give this at least a week -- it's time to remove the publishers that are not performing. To do this, log into your account, click on Advertiser then Settings. At the bottom of the page, you'll see a section called "Publisher Filtering".

Now click on the button called "Add/Remove". A popup box will open where you can enter the PubIDs. In the example below, the advertiser has already entered six publisher codes.

Some Cautionary Notes and Tips

1. You can filter (exclude) up to twenty publishers. This limit is per account, not campaign. So if you are running multiple campaigns, you may wish to consider opening additional accounts. Remember, setting up an account is free.

2. The Publisher ID codes are dynamic and different for each account. For example, 'bxdia' on one campaign will not refer to the same publisher as 'bxdia' in another. So it's important to first monitor each publisher's performance before creating a filter.

3. It can take a couple days for the advertising network to recognise your campaign and match it to the most relevant publishers. The longer a campaign runs, the better the system will perform. So again, if you exclude sites after a period of time, you'll have more success.

4. Some websites perform better at different times than others. For example, a sports site may peak on days when there are popular matches, a news portal will spike when there's a big story while other sites may receive more traffic at the beginning of a month than at the end. What does this mean for you? You should continue to monitor your campaigns regularly and make adjustments, possibly adding back a site that was filtered and removing another one that has stopped performing.

Good luck and let us know if you have any questions!

Additional Resources