Setting up a campaign | ‘The first time is always the hardest’. Everybody can testify to this quote, because there is always a daunting feeling that accompanies going into something new. Mistakes in campaign settings can cost Buying Networks and advertisers a lot of money. This Atomx blog post gives new Buying Networks some general advise on how to avoid spending too much money into the unavoidable learning curve. With a proper campaign setup, buyers at Atomx hopefully reach the crucial point of break-even faster.
DCPM | By chosing the Price Model DCPM instead of CPM, you will save money, because campaigns set to dynamic CPM only pay the second highest bid plus one more cent, while CPM campaigns pay static values.
Cappings | An IP based Frequency Cap will protect you from showing the same ad too often to the same user. We recommend to go with IP based Frequency Caps instead of Cookie based Frequency Cap. Cookies can be faked too easily.
Domain Targeting | You can copy and paste your own domain blacklists / whitelists. If you need some general overview about the traffic available at Atomx, run a domain report here: http://cp.atomx.com/reports/inventory
In case your advertiser is asking for brandsafe traffic only, you will need to exclude the domain category ‘Uncategorized’. This keeps the campaign from any surprises sent via new domains that have not yet been classified by our domain audit team.
System Targeting | One of the most important features to avoid fake traffic at Atomx is the Attribute ‘Suspicious IP’. We recommend to exclude this crucial attribute in all your campaigns. Via anti-fraud-tools Atomx constantly logs suspicious IPs 24/7.
For mobile campaigns targeting 3G traffic only, you need to include Mobile ISP in the menu ‘Connection Type’.
In addition your might also ask your Atomx Network Manager about Selling Networks that are known for sending low converting traffic. Excluding these networks right from the beginning will also help not spending too much money into a learning curve.
Conversion Pixels | Keeping track of the users! Not tracking conversions and/or clicks is like driving in the dark with no lights. You can’t optimize a campaign based only on impressions. With the help of conversion pixels you will see how many users came from a certain traffic source and performed a converting action. A conversion is not necessarily a sale. It can be a click, a signup, a visit to a certain web page, users might add items to a cart … any actions that you consider important for your business can be considered a conversion.
The main reason that buyers don’t use conversion pixels is that it involves a bit of technical work. The buyer needs to add a snippet of code given by Atomx to the web site of the offer. Ask your Atomx Network Manager for examples how to properly implement pixels (image or S2S). Atomx also offers you to add a conversion value to your pixel. Knowing the conversion value will help you to better estimate your profit/loss from a campaign.