Using EXADS as your white-label ad server comes with a host of free automation and optimization tools that your advertising clients can use. In today’s competitive market, tools that are integrated into an ad serving platform and are free to use, are of prime importance to your advertising clients. It can make the difference between them choosing to spend their budgets with your ad server or that of a competitor. Luckily EXADS provides some of the best ad server features for advertisers, to ensure that your ad serving business is competitive and to help you attract more and more advertising clients. In this blog post we will look at two free advertiser features provided with our self-service ad serving platform: The Bidder and Conversion Tracking. Both are very powerful tools independently, but using a combination of the two will give your advertising clients control over their campaign bidding automation and real-time campaign tracking for optimization. Let's dive in!
Conversion tracking is the process in which an advertiser who has launched an ad campaign on an ad serving network, can see how an end user has interacted with the campaign. This is done by measuring the effect of specific data points during the ad campaign’s sales funnel and then analyzing the data that has been generated to understand what specific data points are reached via users they acquire. So for example, data points can be: when an end user clicks on an ad, the end user's actions on a landing page, if they subscribed to a newsletter, if they signed up to an offer, if they made a purchase or downloaded a product. Each data point is called a Goal and advertisers can track several goals at the same time with our Conversion Tracking tool.
Bidding for ad zones is the most important step for an advertiser to give visibility for their ad campaign. If the advertiser’s bid is too low, they will not win the ad zone, if the bid is too high, they will win the ad zone, but will be paying more for it than maybe their budget and KPIs allow. Constant manual optimization of bids is time consuming for advertisers, so an automation tool is an excellent add-on to offer to your advertiser clients. Step in EXADS advertiser feature, The Bidder! It works like a smart assistant automatically optimizing the advertiser’s bidding process in order to win ad zones at a competitive price based on the advertisers CPA and it then blocks ad zones that underperform for the advertiser’s campaign. The Bidder has two editable features: Automatic Bidding Optimization and Rules to Block Ad Zones.
Automatic Bidding Optimization: This intelligently adjusts the bids for ad zones according to how many conversions are received, and blocks those zones that don’t convert. This is done by the advertiser selecting a conversion goal from the Conversion Tracking drop-down. Based on the conversion goal’s conversion value, advertisers can choose between the following two methods:
Use the Goal’s Conversion Value: This method is applicable for Dynamic and Fixed conversion value goals. When this method is chosen, the Bidding Algorithm uses the value set on the conversion goal.
Set Target Conversion Value: This method will allow advertisers to input a conversion value that will be used by the Bidding Algorithm to optimize the bid.
Once the Automatic Bidding Optimization is running, it will adjust the bids up or down, to keep them under the conversion value for the selected conversion goal. Here is an example of a bidding strategy using The Bidder:
The payout for this advertiser’s DOI (Double Opt In) offer is €6.50, so the Bidder is set with the Target CPA at €6, which is 50 cents below the “real” CPA target and the maximum test budget aligned with the real CPA target. This strategy is aggressive and will help the advertiser to minimize any loss.
This is the second feature within The Bidder. It allows advertisers to create additional optimization rules that determine what gets blocked automatically based on the rules set. On the left the Rules can be set based on Impressions, Clicks, Spending, CTR (Click Thru Rate), Conversions, eCPA, or ROI (Return On Investment). These elements can be combined to define which dimensions (selected from the drop down menu on the right) the rules will block.
This is highly beneficial to your advertiser clients allowing them to automatically optimize their campaign targeting set up, based on their Target CPA and Maximum Budget settings. So for example, the advertiser could find that targeting Chrome is more expensive than Safari, therefore if the campaign is underperforming on Chrome, it will be blocked, ensuring the advertiser is not bidding too high for low quality traffic on Chrome. So the rule setting as shown above is: at 10,000 impressions, if the CTR is Less Than 10% then block Browser. You can read EXADS Documentation regarding The Bidder here. So, now let's look at the second advertiser feature, Conversion Tracking.
Because Conversion Tracking tools gather this data, it can be considered Business Intelligence for the advertiser. By analyzing the data points, the advertiser can see how the campaign is performing, how the ad creatives and landing pages are performing, how the campaign can be modified and optimized in order to help increase ROI. Perhaps an ad creative is generating many clicks, but once the end user reaches the landing page they are not converting, therefore the Conversion Tracking data alerts the advertiser that something needs to be modified on the landing page to push the end user to convert. These campaign insights are imperative because they help the advertiser fine tune the campaign creatives, bidding strategy, targeting and campaign flow in order to become successful.
There are many third party real time tracking tools on the market that advertisers and affiliates use, popular names include Voluum, Cake, Thrive Tracker, AdsBridge and more. Your advertiser clients can easily integrate all third party tracking tools into their campaign monitoring with your network if you use EXADS self-service ad serving platform. However, all of these third-party tools are not free, and advertisers have to pay subscription fees to use them. For example Voluum's prices start at $499 to $1999 per month depending on the plan used. EXADS Conversion Tracking tool is completely free for your advertiser clients to use, meaning that they are saving money which they could then use to fund ad campaigns on your ad serving platform.
EXADS offers two types of Conversion Tracking:
EXADS Documentation offers a detailed description of how an advertiser can set up Conversion Tracking for both S2S and Pixel tracking.
The Conversion Tracking feature enables advertisers to choose a Conversion Value while creating or editing a conversion goal and then monitoring conversions through a detailed report on each of the conversions within the admin panel's Statistics and Campaigns List pages. Some of the key benefits are:
In order to obtain a more detailed statistical report to help advertisers understand how each of the conversions are performing, they can choose from different options when creating a new Conversion Goal:
Advertisers can then add metrics in both Statistics and Campaigns List pages under the Goals section to provide critical information about the conversions set by the advertiser.
The available metrics are:
To help quickly identify negative and positive trends, EXADS Conversion Tracking feature shows Profit and ROI data in 3 different colors:
Both of these features work hand in hand to give advertisers full control of their campaign. Summing up, here is a list of benefits for advertisers:
You can read an advertising campaign case study here where we demonstrate how EXADS advertiser features The Bidder and Conversion Tracking work together to help optimize a campaign. In conclusion, by using EXADS white-label ad server as a network, publisher, or as an advertiser, you have a rich list of features that are available to you without additional costs. Powerful tools such as The Bidder and Conversion Tracking will help to save time and increase your ROI. Find out what other powerful features we offer by getting in touch today!
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In this advertising campaign case study, we demonstrate how EXADS advertiser features The Bidder and Conversion Tracking work together to help optimize a campaign.
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