Page 43 - AVN July 2016

experience. “Getting the most out of your ad spend depends largely on how
experienced you are, and what position you are in managing your campaigns,”
said Juicy Jay, founder and CEO of JuicyAds.com. “Just starting out at a network
like JuicyAds is easy. The targeting options and getting a campaign set up is
quite simplistic. Truly learning what works and what doesn’t work is the best
suggestion I can give to a new buyer. One needs to be disciplined and vigilant
while working on a campaign (which is why many successful campaigns end
up failing—they lose grip or get lazy as failure takes over). Using our SexyTech
options also can save your campaign from becoming a loser, because you can
automatically block sources that have a high CTR on a CPC campaign, or low CTR
on a CPM campaign, to more effectively manage your active campaigns and avoid
sudden wasteful spending. Transparency is key, and buying is easy to do with a
network like ours, since you can see exactly where the traffic is coming from.
Transparency and targeting is true power.”
“Don’t forget the leads,” added Jeff Random of 3ob.com (THROB). “Ad buyers
often focus exclusively on ROI. However, there is often an opportunity to improve
the bottom line by widening your focus to include opportunities for re-marketing.
Whether that’s from follows, info opt-ins, or even partial registrations that include
contact info—they all provide ancillary ways to increase the positive impact of
your media buys.”
Part of the issue with giving general advice for traffic buyers is the unique
elements of every sales funnel. The buys that work best for one product at one
time from one source to one landing-page target may not work nearly as well for a
very similar product at almost the same time with similar landers.
Random continued, “For me it’s always been mostly about geo and platforms,
but lots of companies push different offers based on OS/ISP/carriers, so you need
to identify what works best for your own sales funnel—and the only way to do
that effectively is with accurate information tracked from every ad buy, allowing
your spend today to evolve your future buys as well.”
The good news is that reputable traffic networks, tools providers and industry
consultants are willing to answer questions and be accountable for their own
suggestions. It’s easy to put on a tin-foil hat and claim everyone is out to rip off
novices, but the simple fact is that ad networks earn much more by helping a $100
client become a $100,000 client than they would ever earn by churning the low
end of the market.
“Always talk to your account manager at the ad network to get insights into
tools they offer to further help you optimize your spend,” offered Ross of Traffic
Force. “A lot of times, advertisers will not know the full suite of tools available
to them and when they find out about a useful feature they are left kicking
themselves for not finding out about it sooner. Always be on good terms with
your account manager; it’ll help you out long term, and could also open some
other avenues of potential business to help you generate additional profit.”
If traffic buying and optimization were easy, everyone would already be retired
on their own private islands. However, there is an enormous difference between
being an amateur who lights his money on fire and throws it in the street, or
being an industry professional with the kind of tools, knowledge, experience and
contacts to incrementally improve your campaigns and eventually have them cost
far less than they earn for you.
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