{"id":88970,"date":"2022-09-05T10:47:01","date_gmt":"2022-09-05T08:47:01","guid":{"rendered":"https:\/\/www.exoclick.com\/how-to-maximize-roi-with-exoclicks-bidder-and-conversion-tracking\/"},"modified":"2024-03-18T11:39:07","modified_gmt":"2024-03-18T10:39:07","slug":"how-to-maximize-roi-with-exoclicks-bidder-and-conversion-tracking","status":"publish","type":"post","link":"https:\/\/www.exoclick.com\/de\/how-to-maximize-roi-with-exoclicks-bidder-and-conversion-tracking\/","title":{"rendered":"How to maximize ROI with ExoClick\u2019s Bidder and Conversion Tracking"},"content":{"rendered":"

Advertisers! Have you tested out ExoClick\u2019s improved Conversion Tracking<\/strong><\/span><\/a> feature? With this tool, you can create Goals to track the performance of your campaigns, follow your campaigns\u2019 progress, and gain useful insights on your audience’s behavior. It is interesting to highlight the usefulness of the Bidder in this case study because you cannot use the Bidder without implementing a Conversion Goal. So by using the Bidder you can automate manual bidding whilst ensuring an effective optimization of your campaigns. ExoClick allows you to track all your data and conversions in real time. The ability to track in real time means that you can make real time decisions on what to do next, to ensure that your campaigns are successful.<\/p>\n

Conversion Tracking Case Study<\/b><\/h2>\n

In this Conversion Tracking Case Study, an Advertiser wanted to optimize his ad campaign using The Bidder to clean out ad zones that didn\u2019t perform, whilst tracking the overall campaign performance, with ExoClick\u2019s Conversion Tracking<\/b><\/span><\/a> tool. This is a Dating offer for Mobile. The Conversion flow is from a banner ad, to a Prelander, to the Offer\u2019s landing page.<\/p>\n

Setting Conversion Tracking Goals: Payout and Target Values<\/b><\/h2>\n

To start <\/b>setting a new conversion goal<\/b><\/span><\/a>, the Conversion Value was set to \u2018Fixed\u2019 with a value 5$. Setting the right Conversion Value is potentially the most important step in the process, since it represents the payout of the conversion and is used to calculate the Revenue, Profit and ROI of the campaign. See below:<\/p>\n

\"Conversion<\/p>\n

With this information set, you will then be able to see how much revenue you have made from each conversion and whether these conversions are actually covering the costs of a campaign.<\/p>\n

Setting Automatic Bidder Optimization<\/b><\/h2>\n

As we can see in the screenshot below, once the value was set, it was time to set the Automatic Bidder Optimization, the target Conversion value<\/b><\/span><\/a> was set to $3 instead of using the initial Goal’s Conversion Value $5 to start testing. The main goal is to make margin, that is the reason the Conversion value was set lower compared to the initial Goal’s Conversion Value. When setting Bidding Algorithms, it is recommended to not use your entire budget and to make sure that there is enough room to test out a wide range of ad zones and sites, keeping in mind that some of them won\u2019t perform and will be blocked by The Bidder\u2019s algorithm. Then, it is a good idea to start small and increase later to avoid spending all the budget all at once.<\/p>\n

The Bidder algorithm<\/b><\/span><\/a> will identify the zones that don\u2019t work as it learns the campaign\u2019s behavior, in order to optimize biddings and achieve set conversion goals.<\/p>\n

For this Advertiser\u2019s Dating offer, under the category \u2018Rules\u2019, basic rules<\/b><\/span><\/a> were set to be applied to all ad zones. That means that, with the rules set out in the screen shot below, once a specific zone generates 5,000 impressions, if the CTR is equal or inferior to 0.01%, the zone gets blocked.<\/p>\n

\"Conversion<\/p>\n

Testing out results: Bidding prices adjusted by ad zones<\/b><\/h2>\n

After a few days of running, we can see how the set rules by this Advertiser affected the campaign<\/b><\/span><\/a>. Because the Blocking rules and the Conversion Tracking method that he picked were \u2018by Zone\u2019 {zone_id}, it tracked the results per each zone that had been tested by the algorithm (see below under the section \u2018ID\u2019). As we can see below, the Bidder Conversion Tracking tool checked how many leads were converted and how much of the set budget was spent, by zone.<\/p>\n

On the row at the far right (New\/Old Bid) we can see how The Bidder adjusted the zone\u2019s bid automatically: \u2018Old\u2019 makes reference to the initial bid, whilst \u2018New\u2019 is the automatic adjustment that has been prompted by the Bidder to optimize results. We can see there how, for some zones, the bidding price was adjusted to be under the original spending.<\/p>\n

Lastly, it was time to use Conversion Tracking to check the overall campaign evolution throughout the days and how The Bidder\u2019s algorithm affected it (screenshot below). The Advertiser launched the campaign on 2022-08-01, starting from a single bid that kept getting adjusted, and as the days went on, the algorithm kept learning and working until the trend in \u2018Profit\u2019 and \u2018ROI\u2019 evolved from negative to positive.<\/p>\n

\"ExoClick<\/p>\n

To better differentiate negative from positive trends, Profit and ROI date can appear in <\/b>3 different colors<\/b><\/span><\/a>:<\/b><\/p>\n