{"id":80510,"date":"2020-10-01T11:17:10","date_gmt":"2020-10-01T09:17:10","guid":{"rendered":"https:\/\/www.exoclick.com\/case-study-ron-test-campaigns-cpc-or-cpm\/"},"modified":"2022-11-03T15:24:13","modified_gmt":"2022-11-03T14:24:13","slug":"case-study-ron-test-campaigns-cpc-or-cpm","status":"publish","type":"post","link":"https:\/\/www.exoclick.com\/ru\/case-study-ron-test-campaigns-cpc-or-cpm\/","title":{"rendered":"Case study: RON test campaigns CPC or CPM?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><strong>Campaign test period<\/strong>: 1 August &#8211; 25 August 2020<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Offer<\/strong>: Game<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Ad formats<\/strong>: Native<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Ad network<\/strong>: ExoClick<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Traffic source<\/strong>: RON (run of network)<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>GEO<\/strong>:<\/span> <span style=\"font-weight: 400;\">USA\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">With every new campaign it is imperative to run a test campaign for a good length of time to generate enough data to be able to make informed decisions when you launch the full campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The results of the campaign will give you the following information:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See if it gets conversions\/leads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See if it is profitable to get those conversions\/leads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify good converting ad zones so that you can build up scale<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Block non-converting ad zones so you don\u2019t waste money targeting them<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Seeing what targeting options should be fine tuned to focus on finding end user clicks<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When running a full campaign advertisers tend to use Smart CPM in order to win the traffic, but what about test campaigns on RON, is it better to use CPC or Smart CPM?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I set up an experiment with two identical campaigns but each one using a different bidding model so I could test out my theory using a mobile game offer. I chose Native as my ad format because there are large volumes and prices are low.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 18pt;\"><b>Creative<\/b><\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-90716\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative.png\" alt=\"Case study\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative-150x150.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative-220x220.png 220w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative-242x242.png 242w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/Case-study-creative-189x189.png 189w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As Native ads look like the content of a website there are no CTAs or texts on the image, the image is supposed to invite clicks because the user assumes it is content and not an ad. The creative was a caroon style image, I used the title as a question to gain interest and a challenge style description to spark further interest for the end user to click.<\/span><\/p>\n<p><b>Title: Who is Eva Elfie?<\/b><\/p>\n<p><b>Description: Play with her and get to know her!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For more creative tips that work well for Native check out this blog post: <\/span><a href=\"https:\/\/www.exoclick.com\/ru\/native-advertising-tips-to-get-creative\/\"><span style=\"font-weight: 400;\">Native advertising: Tips to get creative<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 18pt;\"><b>Campaigns set up<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">I launched both campaigns on 1 August with exactly the same targeting settings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Browsers<\/strong>: All\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Mob devices<\/strong>: All\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>OS<\/strong>: Android<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>GEO<\/strong>: United States\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Banner distribution<\/strong>: Automatic on conversion<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Capping<\/strong>: None<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Bidding<\/strong>: The initial bids were set at 0.005 CPC and 0.005 Smart CPM. The Bidder was enabled with a basic rule: bid optimization only based on the target CPA. By only using the Bidder tool, my goal was to see after the test period whether CPC or Smart CPM would get me the most conversions, therefore no other optimizations were carried out on either campaign except blocking 3 traffic sources on both campaigns due to traffic quality issues on 20 August. Now let&#8217;s look at the results:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 18pt;\"><b>CPC campaign stats<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daily stats overview CPC campaign<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80444\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1.png\" alt=\"CPC statistics 1\" width=\"2867\" height=\"1387\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1.png 2867w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-300x145.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-1024x495.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-150x73.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-768x372.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-1536x743.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-2048x991.png 2048w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-1700x822.png 1700w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-720x348.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-530x256.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-1034x500.png 1034w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-320x155.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-820x397.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_date_1st_screenshot-1-500x242.png 500w\" sizes=\"(max-width: 2867px) 100vw, 2867px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Zone stats of CPC campaign<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80452\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot.png\" alt=\"CPC statistics zones\" width=\"2867\" height=\"1457\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot.png 2867w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-300x152.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-1024x520.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-150x76.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-768x390.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-1536x781.png 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-2048x1041.png 2048w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-1700x864.png 1700w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-720x366.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-530x269.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-984x500.png 984w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-320x163.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-820x417.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/cpc_camp_stats_by_zone_2nd_screenshot-476x242.png 476w\" sizes=\"(max-width: 2867px) 100vw, 2867px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><b>Smart CPM Campaign stats<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Daily stats overview Smart CPM campaign<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80460\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-scaled.jpg\" alt=\"CPM statistics 1\" width=\"2560\" height=\"1221\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-scaled.jpg 2560w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-300x143.jpg 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-1024x489.jpg 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-150x72.jpg 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-768x366.jpg 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-1536x733.jpg 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-2048x977.jpg 2048w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-1700x811.jpg 1700w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-720x344.jpg 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-530x253.jpg 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-1048x500.jpg 1048w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-320x153.jpg 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-820x391.jpg 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_date_3rd_screenshot-507x242.jpg 507w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Zone stats of Smart CPM campaign<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80468\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-scaled.jpg\" alt=\"CPM statistics zones\" width=\"2560\" height=\"1314\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-scaled.jpg 2560w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-300x154.jpg 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-1024x526.jpg 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-150x77.jpg 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-768x394.jpg 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-1536x789.jpg 1536w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-2048x1051.jpg 2048w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-1700x873.jpg 1700w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-720x370.jpg 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-530x272.jpg 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-974x500.jpg 974w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-320x164.jpg 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-820x421.jpg 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/smartcpm_camp_stats_by_zone_4th_screenshot-471x242.jpg 471w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 18pt;\"><b>Results comparisons<\/b><\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-80520\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1.png\" alt=\"\" width=\"810\" height=\"599\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1.png 810w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-300x222.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-150x111.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-768x568.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-549x406.png 549w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-406x300.png 406w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-676x500.png 676w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-297x220.png 297w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-622x460.png 622w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2020\/10\/table-cpm-1-327x242.png 327w\" sizes=\"(max-width: 810px) 100vw, 810px\" \/><\/p>\n<p><span style=\"font-size: 18pt;\"><b>Analysis<\/b><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">So as you can see, a testing period of just over 3 weeks (including weekends) created a large amount of data and gave me an insight into what was working on Native promoting a Game targeting Android in the US<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">By using the Bidder, I could let the test campaigns run, while it worked for me finding the best converting ad zones and blocking non-converting zones<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Despite both campaigns being exactly the same, they got traffic from different sources as you can see in the Zone stats because ExoClick\u2019s Native algorithm takes the CTR into consideration, along with the CPC\/CPM bid<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Both campaigns gained several leads but the CPC campaign generated double the amount of leads at 503 compared to the SmartCPM\u2019s 242.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The CPC campaign got way less impressions (16.7M vs 45M) but the CTR (0.25% vs 0.02%) and clicks (42k vs 9.6k) are much higher than the Smart CPM campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The CPC campaign was profitable, as the average CPA is below the target (0.97 USD), whereas the Smart CPM campaign is not (1.41 USD).<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 18pt;\"><b>Conclusions<\/b><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using CPC made for a more successful test campaign, with enough margin to make me think the offer was generating good leads with Native and would be profitable if I scaled up, in fact it should work for any ad format, not just Native<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">My next question is, for scaling up the campaign, should I continue to use CPC or switch to Smart CPM? Now that I have identified the good converting ad zones gained using CPC, it would make sense to switch to Smart CPM for the full campaign because I could reduce my costs with Smart CPM targeting those good converting zones, and see if I can improve the ROI for these specific zones.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">I will carry out a future case study to test out this theory, why don\u2019t you test this out too!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For full campaign advertisers tend to use Smart CPM to win the traffic, but what about test campaigns on RON, is it better to use CPC or Smart CPM?  Check out this case study where we check the theory.<\/p>\n","protected":false},"author":21,"featured_media":80659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[681,669],"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=\"For full campaign advertisers tend to use Smart CPM to win the traffic, but what about test campaigns on RON, is it better to use CPC or Smart CPM?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.exoclick.com\/ru\/case-study-ron-test-campaigns-cpc-or-cpm\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case study: RON test campaigns CPC or CPM? 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