{"id":80846,"date":"2020-10-22T09:44:58","date_gmt":"2020-10-22T07:44:58","guid":{"rendered":"https:\/\/www.exoclick.com\/case-study-how-to-optimise-an-in-stream-video-campaign\/"},"modified":"2022-11-07T11:59:10","modified_gmt":"2022-11-07T10:59:10","slug":"case-study-how-to-optimise-an-in-stream-video-campaign","status":"publish","type":"post","link":"https:\/\/www.exoclick.com\/es\/case-study-how-to-optimise-an-in-stream-video-campaign\/","title":{"rendered":"Case study: How to optimise an In-Stream Video campaign"},"content":{"rendered":"<p><strong>Campaign period:<\/strong> 13 August &#8211; 17 September 2020<br \/>\n<strong>Offer:<\/strong> Mobile Game<br \/>\n<strong>Ad format:<\/strong> In-stream video<br \/>\n<strong>Device:<\/strong> Android<br \/>\n<strong>Ad network:<\/strong> ExoClick<br \/>\n<strong>GEO:<\/strong> USA<\/p>\n<p>Many advertisers are still unsure of how to optimise their video campaigns. In this case study I will show you how to set up a test campaign and then optimise it. The goals of this case study were:<\/p>\n<ul>\n<li>To show the value of generating data by first testing<\/li>\n<li>How ExoClick\u2019s Bidder and optimisation work together<\/li>\n<li>To block non performing ad zones and obtain my target CPA to win high performing ad zones<\/li>\n<\/ul>\n<p><strong><span style=\"font-size: 18pt;\">The In-stream ad format<\/span><\/strong><br \/>\nFor this campaign I used the In-stream video ad format because it is a great way to showcase a product especially Games, where you give the user a taste of what fun it is to play. In-stream allows you to ad clickable calls to action which lead to a Landing Page. So let&#8217;s look at how the ad is displayed to the end user:<\/p>\n<ul>\n<li>User visits a video content site<\/li>\n<li>User clicks on a video he wants to view<\/li>\n<li>In-stream ad plays before the end user can see the video content he has selected<\/li>\n<li>User can click the \u2018Skip ad\u2019 button after 5 seconds, just like on Youtube, therefore your key messaging should appear before the 5 second mark to keep the viewer interested in watching the whole of your video ad.<\/li>\n<li>Note that the video ad automatically plays with sound so you can add a voiceover or some exciting royalty free music, in case the end user has sound muted it is also recommended that you use texts in the video also.<\/li>\n<\/ul>\n<p><span style=\"font-size: 18pt;\"><strong>Setting up the test campaign<\/strong><\/span><br \/>\nIt is very important you keep your test campaigns running for at least 7 days including the weekend, don\u2019t give up after 2 days if you have few or no conversions. You need to test for at least 1 week to collect a decent amount of data. You will then use this valuable data to optimize your campaigns.<\/p>\n<p>We began our test period 13 August. The campaign was set up without any capping and CPM was set at $0.30 USD. I set up the Bidder to work on adjusting the bids by zone based on the target CPA set up in the rules.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80726\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37.png\" alt=\"\" width=\"1600\" height=\"524\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37.png 1600w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-300x98.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-1024x335.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-150x49.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-768x252.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-1536x503.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-720x236.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-530x174.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-1527x500.png 1527w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-320x105.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-820x269.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-09-28-at-12.48.37-526x172.png 526w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<p>General stats of the campaign<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80734\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign.png\" alt=\"\" width=\"1372\" height=\"496\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign.png 1372w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-300x108.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-1024x370.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-150x54.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-768x278.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-720x260.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-530x192.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-320x116.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-820x296.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/1_General-stats-of-the-campaign-526x190.png 526w\" sizes=\"(max-width: 1372px) 100vw, 1372px\" \/><\/p>\n<p>Zone stats. See how the Bidder adjusted the CPM bids<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80742\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids.png\" alt=\"\" width=\"1408\" height=\"936\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids.png 1408w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-300x199.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-1024x681.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-150x100.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-768x511.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-611x406.png 611w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-451x300.png 451w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-752x500.png 752w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-320x213.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-692x460.png 692w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/2_Zone-stats.-See-how-the-Bidder-adjusted-the-CPM-bids-364x242.png 364w\" sizes=\"(max-width: 1408px) 100vw, 1408px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Optimisation day<\/strong><\/span><br \/>\nOn the 21 August after letting the campaign run freely for 8 days in order to gather enough data, it was time to look at what could be blocked. The aim of this optimization was to remove from the campaign anything that was not bringing positive results. By doing this, and thanks to the Bidder adjusting the bids based on my target CPA, I was able to see better results, meaning more traffic, higher CPMs across the zones, and more daily leads. The eCPA moved closer to my target too.<\/p>\n<p>Based on the stats, I did the following:<br \/>\n<strong>Variations<\/strong>: The campaign had 2 videos, both showing the Game being played and a constant \u2018Play Now!\u2019 CTA button showing throughout in order to beat the Skip Ad button. Both CTR and eCPA looked pretty decent, so I didn\u2019t pause either variation.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80751\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations.png\" alt=\"\" width=\"1772\" height=\"212\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations.png 1772w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-300x36.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-1024x123.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-150x18.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-768x92.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-1536x184.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-1700x203.png 1700w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-720x86.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-530x63.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-320x38.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-820x98.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/3_variations-526x63.png 526w\" sizes=\"(max-width: 1772px) 100vw, 1772px\" \/><\/p>\n<p><strong>Site domains<\/strong>: I just blocked 1 site domain that wasn\u2019t performing. The eCPA was high and the leads (G1) were small versus the total, so it made sense to block it so as not to keep spending on a source that wasn\u2019t working.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80759\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains.png\" alt=\"\" width=\"1576\" height=\"938\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains.png 1576w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-300x179.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-1024x609.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-150x89.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-768x457.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-1536x914.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-682x406.png 682w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-504x300.png 504w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-840x500.png 840w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-320x190.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-773x460.png 773w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/4_Site-domains-407x242.png 407w\" sizes=\"(max-width: 1576px) 100vw, 1576px\" \/><\/p>\n<p><strong>Categories:<\/strong> There were a few that I could remove. Even though the cost was low and the leads didn\u2019t represent too much versus the total, it made sense to block them.<\/p>\n<p><strong>Locations:<\/strong> This is an important optimization step, especially when targeting large countries with a lot of regions, such as the US. Removing some of them can make a difference. Based on the stats, I blocked from Pennsylvania to Georgia, both included. Again, the total cost of targeting these regions was high, the eCPA was way above the target CPA and the leads gained were not worth it.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80775\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations.png\" alt=\"\" width=\"1500\" height=\"938\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations.png 1500w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-300x188.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-1024x640.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-150x94.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-768x480.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-649x406.png 649w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-480x300.png 480w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-800x500.png 800w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-320x200.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-736x460.png 736w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/6_locations-387x242.png 387w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/><\/p>\n<p><strong>Devices:<\/strong> As this campaign was targeting only Android devices, it made sense to take a look at the device stats too. I removed Motorola, ASUS and HTC from the campaign. Again, the cost and the eCPA was high, and leads were low.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80783\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices.png\" alt=\"\" width=\"1380\" height=\"930\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices.png 1380w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-300x202.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-1024x690.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-150x101.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-768x518.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-602x406.png 602w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-445x300.png 445w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-742x500.png 742w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-320x216.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-683x460.png 683w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/7_devices-359x242.png 359w\" sizes=\"(max-width: 1380px) 100vw, 1380px\" \/><\/p>\n<p>Note: Samsung was the main lead driver for the campaign so, despite the eCPA being above the target, it was better not to block Samsung for obvious reasons. With all the optimization we performed, the eCPA decreased closer to our target CPA.<\/p>\n<p><b>Browsers:<\/b><span style=\"font-weight: 400;\"> There were few of them which I blocked, UC Browser, Puffin, and Firefox, again due to high cost and eCPA.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80791\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers.png\" alt=\"\" width=\"1312\" height=\"814\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers.png 1312w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-300x186.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-1024x635.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-150x93.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-768x476.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-654x406.png 654w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-484x300.png 484w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-806x500.png 806w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-320x199.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-741x460.png 741w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/8_browsers-390x242.png 390w\" sizes=\"(max-width: 1312px) 100vw, 1312px\" \/><\/p>\n<p><strong>Carriers:<\/strong> By default, I did not exclude carriers, because they do convert, but as you can see from the stats below, 90% of the leads came from WiFi, with an eCPA below the average of the campaign, so it made sense to only target WiFi.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80799\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers.png\" alt=\"\" width=\"1616\" height=\"894\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers.png 1616w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-300x166.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-1024x566.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-150x83.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-768x425.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-1536x850.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-720x398.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-530x293.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-904x500.png 904w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-320x177.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-820x454.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/9_carriers-437x242.png 437w\" sizes=\"(max-width: 1616px) 100vw, 1616px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Follow up day #1<\/strong><\/span><br \/>\n25 August, 5 days later, I saw the average CPA drop to below my target, meaning the optimization I made worked. Despite the initial traffic drop, it recovered each day, so it was now a matter of keeping the campaign running for more days to see how both impressions and CPA evolved positively.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80807\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1.png\" alt=\"\" width=\"1362\" height=\"678\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1.png 1362w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-300x149.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-1024x510.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-150x75.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-768x382.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-720x358.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-530x264.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-1004x500.png 1004w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-320x159.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-820x408.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/10_followup-day-1-486x242.png 486w\" sizes=\"(max-width: 1362px) 100vw, 1362px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Follow up day #2<\/strong> <\/span><br \/>\n17 September, after 1 month of running the campaign, the average CPA was exactly the same as my target. The campaign gained traffic and leads.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80815\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2.png\" alt=\"\" width=\"1250\" height=\"1468\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2.png 1250w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-255x300.png 255w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-872x1024.png 872w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-128x150.png 128w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-768x902.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-814x956.png 814w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-346x406.png 346w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-426x500.png 426w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-187x220.png 187w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-392x460.png 392w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/11_followup-day-2-206x242.png 206w\" sizes=\"(max-width: 1250px) 100vw, 1250px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Results<\/strong><\/span><br \/>\nSo after 5 weeks in total the CPA target was on track and as I continue the campaign I will continue to increase the ROI and generate more profits. Further down the line I will change the video variations, so that end users see fresh creatives for the offer and additionally I now know that those ad zones seem to work well for Games and can add them to a whitelist for other Android Games offers in the future. But I will keep checking the campaign everyday as traffic can fluctuate even on well performing ad zones.<\/p>\n<p>Here you can see the results up to 17 September and one month later on 20 October as the campaign continued:<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80855\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1.png\" alt=\"\" width=\"600\" height=\"400\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1.png 600w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1-300x200.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1-150x100.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1-450x300.png 450w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1-320x213.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-case-study-video-1-363x242.png 363w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><strong>Conclusion<\/strong><\/span><br \/>\nVideo advertising needs a decent test period before further optimisation. I could have given up when I was making a loss and getting few conversions early on, but I persevered by letting The Bidder work for me, because I knew that eventually it would reach my target CPA and reveal the best converting ad zones. Now I have a profitable campaign that I can build on.<\/p>\n<p><span style=\"font-size: 18pt;\"><strong>More video advertising tips<\/strong><\/span><br \/>\nHere are some further video campaign tips from ExoClick Advertising Account Manager Andreas Neider:<\/p>\n<p><strong>Tip 1:<\/strong> Create separate test campaigns for <strong>mobile and desktop<\/strong>, due to different performance on various devices and create separate campaigns for each main <strong>Category<\/strong> you want to target.<\/p>\n<p><strong>Tip 2: RON<\/strong> (run of network) and <strong>Premium Traffic sources<\/strong> should also have separate campaigns:<\/p>\n<ul>\n<li><strong>RON<\/strong> is a less expensive traffic source, each day new traffic sources are added to RON, so it&#8217;s a great way to discover new ad zones from which you can create whitelist campaigns. As an example, average minimum prices for the US are around $0.50 CPM for In-Stream.<\/li>\n<li><strong>Premium<\/strong> traffic comes from verified high quality traffic sites with more stable volumes than RON sites, this source is more expensive, average minimum prices in the US for In-Stream are around $1.50 CPM. If you target both RON and Premium together you can waste money on RON campaigns because you are bidding a higher price for the mixed in premium traffic sources. So better to create separate campaigns here also.<\/li>\n<\/ul>\n<p><strong>Tip 3:<\/strong> Use <a href=\"https:\/\/docs.exoclick.com\/docs\/bidder\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>The Bidder<\/strong><\/a> because it works for you like a smart assistant. You can use the Bidder to automate bids for you and automatically block non performing ad zones. We recommend not to set too many rules, this rule is a good starting point for video advertising:<\/p>\n<ul>\n<li>Set a target CPA slightly lower than the actual CPA, for example if the CPA is 2, set your target CPA at say 1.9.<\/li>\n<li>Set your Maximum Test Budget at twice the CPA and don\u2019t use any zone blocking rules.<\/li>\n<li>This might seem like a basic algorithm but it is very effective for video advertising.<\/li>\n<\/ul>\n<p><strong>Tip 4:<\/strong> Experiment with <strong>Frequency Capping<\/strong>, which allows you to restrict the number of times a unique user will see your video ad, to prevent video ad blindness. We recommend one time every 24 hours.<\/p>\n<p><strong>Tip 5:<\/strong> Aim for $100 minimum as a <strong>daily test budget<\/strong>, anything less will not get you enough data.<\/p>\n<p><strong>Tip 6:<\/strong> For the <strong>delivery mode<\/strong> select \u2018Distribute throughout the day\u2019 for your test campaigns, again this will help you gather more realistic data.<\/p>\n<p><strong>Tip 7:<\/strong> When <strong>targeting<\/strong> for test campaigns, keep the time schedule field open, if you set specific time periods you will get less traffic, and that traffic will be more competitive\/expensive. However make sure you do basic targeting such as OS, device, language, etc, only use targeting that is really necessary. Again this is to collect a good range of data, then after 7 days you can evaluate the performance of your test campaigns. For example, maybe after 7 days you see that your offer is performing really well on Android but not on iOS, so when it comes to launching your main campaigns you can target Android and block iOS. Maybe after testing you get no clicks on a Wednesday evening but lots of clicks on Saturday evening, so when you launch your main campaigns set the time schedule to focus more on Saturday.<\/p>\n<p><strong>Tip 8:<\/strong> Use the <a href=\"https:\/\/www.exoclick.com\/es\/tutorial-use-exoclicks-new-automatic-optimisation-landing-page-algorithm\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Landing Page algorithm<\/strong><\/a> to test out different Landing Pages. Choose between three traffic share algorithms to automate testing your landing pages and see which converts the best. Even spreads out the traffic evenly between LPs, Fixed lets you set percentages of traffic share to LPs and Automatic sends more traffic to the LP that is performing the best.<\/p>\n<p><strong>Tip 9:<\/strong> Don\u2019t just leave your test campaigns to run, <strong>keep checking them everyday<\/strong> including weekends, if you see something strange or something you don\u2019t understand reach out to your account manager or a Client Care Specialist <a href=\"https:\/\/www.exoclick.com\/es\/contactanos\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a> for help.<\/p>\n<p><strong>Tip 10:<\/strong> After 1 week you should have enough data ready to<strong> launch full campaigns<\/strong>. Just bear in mind a few things:<\/p>\n<ul>\n<li>If you see that 1 publisher site or 1 ad zone is converting really well for you and therefore you have optimised your campaign accordingly, bear in mind that traffic can change from day to day, so you may have to re optimize your campaign.<\/li>\n<li>Be aware of different minimum bids on different ad zones, we recommend that you create different campaigns specifically for ad zones that you are targeting or you could burn money on cheaper ad zones, because you will be paying more for them than they are worth.<\/li>\n<li>Keep checking those campaigns everyday!<\/li>\n<\/ul>\n<p>Download our <a href=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2022\/11\/Ultimate-Guide-To-Online-Games.pdf\" target=\"_blank\" rel=\"noopener\">Ultimate Guide to Games Offers<\/a> for more tips and strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many advertisers are still unsure of how to optimise their video campaigns. This case study shows you how to set up a test campaign and then optimise it.<\/p>\n","protected":false},"author":21,"featured_media":80838,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[682,96,671,125,242],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.4 (Yoast SEO v18.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Many advertisers are still unsure of how to optimise their video campaigns. 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