In the Pricing & Limits tab you set how the pricing will work for the campaign.
Pricing: Use the radio button to choose between the pricing models.
Frequency Capping: Use this feature to set limits on how many times a variation will be displayed to a unique user in a period of time. This feature is disabled by default. Use the switch to turn it on.
Max Daily Budget: This is the daily budget of the campaign and is set to Unlimited by default. We recommend that you set a budget limit from the drop-down menu using realistic targets.
Pricing models & eCPM
We offer you 3 different pricing models:
- CPC = Cost paid per each click on the ad.
- CPM = Cost paid per 1.000 impressions (views) of the ad.
- Smart CPM = The maximum CPM you are willing to pay. The system will automatically adjust the price for it to always be competitive.
With CPC, the eCPM will be determined by the bid price and the CTR. As a result, advertisers should have BOTH a competitive bid and generate a good CTR to receive more traffic.
With CPM/Smart CPM campaigns, the eCPM corresponds basically to the CPM bid price. With this pricing model, the more you bid, and the higher the frequency capping, the more traffic share you will receive.
In-Stream pricing models
When available, as an Advertiser, you can use different pricing models for your In-Stream campaigns.
CPV (Cost Per View)
The cost is triggered when ten seconds of the video ad are displayed to the site visitor at normal speed.
Use: This model is suitable for campaigns that have a very high CTR but a low View Rate.
CPC (Cost Per Click)
The cost is the price when the visitor clicks on the In-Stream ad regardless of the length of time the video ad has been viewed.
Use: This model is suitable for campaigns that have a very high View Rate but a low CTR.
CPM ( Cost Video Impressions)
Note: There is a big difference in video ads implementation between Desktop and Mobile, which affects the View and Click Rate of the campaigns. It is strongly recommended you set up separate campaigns, one for mobile-only traffic, and one for desktop-only traffic.
Smart CPM is our custom pricing model which allows you to bid for impressions at the best price possible.
In Smart CPM you set up the maximum you are willing to pay, and the system will determine the cost based on the minimum price for that Geo/device and the top CPM that is running in that target at the moment.
The system determines the lowest price you must pay to get the best position in the rotation of the campaigns up until your maximum bid price.
Example of Smart CPM in action:
If the top bid is 0.4 cents, and you set up a Smart CPM campaign of 0.7 cents, then you will become the top bidder and get more of the traffic.
You will only pay what is needed to keep you in the top position, rather than the price you have set in the campaign. You will stay in that top position until another advertiser matches or outbids 0.7 cents, then you will start getting less traffic.
Used wisely, Smart CPM can save you time and guarantee the best visibility at the most affordable price.
Note: Be realistic with your budgets as targeting too many impressions with a large bid price and a very small budget will increase the chances of an overspend!
Bidding and traffic estimation
Your campaign(s) are in constant competition through our real time bidding system which is based on the calculation of the eCPM. As a result, you should have a competitive bid to receive more traffic.
To check the top CPM/eCPM bid for RON campaigns when creating a campaign, in Step 3: Pricing, click on View RON Top CPM based on your targeting selections.
To check the top CPM/eCPM bid for Premium campaigns when creating a campaign, in Step 4: Sites & targeting, select the Premium spot you want to target, go the Top CPM column and click on View. You will need to match the top bid or beat it to get a higher volume of traffic.
When setting up a new campaign, you will see the traffic estimation box on the right side of the page. Here the available daily impressions are shown based on the settings you configured in your campaign.
Campaigns should receive traffic from the moment they run until either the daily budget has been reached or the campaign has been paused.
Note: It may take a short time for our servers to detect that the daily budget has been reached or the campaign has been paused. Campaigns will continue running until the information reaches them.
Note: High traffic volumes or selecting popular countries to target will reduce the time it takes to use your budget, so please be realistic with your settings!
Setting a budget for your campaign
The budget determines the limit of what you are willing to pay for the traffic you want to receive. It is essential that you set up a realistic budget based on the traffic you are receiving and the bid you have set up. If you do not, your budget may not be respected.
To measure how much traffic you might receive, note the Traffic Estimates panel in the bottom right of the screen. Click on the Refresh button. Normally, the traffic that you can get is about 2-5% of the total indicated in this tab, unless you use very specific targets and you can confirm that you have the top CPM on all the sites you are targeting.
Sample campaign bids
In this unrealistic bid, the user has set a maximum daily budget of $20. But because they are targeting very widely, (having selected Add All in the Targeting & Advanced tab) the amount of impressions they are getting is very large. This means that they will almost certainly overspend their budget. To avoid this, the user should set a much larger budget, or focus their targeting more selectively.
This bid is more realistic. The user has focused their targeting more selectively in the Targeting & Advanced tab, resulting in a more reasonable number of impressions. In this case, the user will probably not overspend their budget of $100.
When running a CPM campaign, Frequency Capping allows you to limit the number of times a unique visitor sees ads from it within a defined time period.
When you turn on the Frequency Capping switch, you can then use the drop-downs to set how many impressions of each variation in the campaign a unique visitor can see within a set number of hours or minutes. You can choose from 1 to unlimited impressions.
Note: The frequency capping settings apply for the whole campaign, but they set how many impressions each variation in the campaign can receive in a time period, not the number of impressions the whole campaign can receive.
Frequency Capping Example
If you set up a campaign with ten variations, and set frequency capping to one impression every 24 hours, a unique visitor will see no more than one impression of each variation in the campaign in a 24-hour time-span.
Frequency Capping Strategies
There are two major strategies for using Frequency Capping.
1. Focus on top impressions
Set a small frequency capping (one to three) and a high-CPM bid to get on top of the rotation of campaigns.
- Advantages: Traffic performances are higher and traffic is very targeted.
- Disadvantages: The lower volume and tough competition drives prices up.
2. Reach middle or remnant inventory
Set a bigger frequency capping (four to unlimited) and an average or minimum CPM bid.
- Advantages: Less competition, affordable prices. The campaign will get conversions on quantity over quality.
- Disadvantages: Traffic performance is lower. High traffic volume means you need to work more on optimization.
Note: Be careful when setting a high Frequency Capping since you can use up your daily budget very quickly and may even exceed it.
Tip: The effectiveness of an advertising message is based on repetition. By testing different types of campaigns and playing with the Frequency Cappings, you can fine-tune the campaign to get the right exposure and higher profits.
The Bidder switch allows you to automate the optimization of your campaigns by adjusting your bids per ad zone and blocking non-converting ad zones. If you turn the bidder on, you can define a bidder algorithm by clicking +Create New Bidder Algorithm. Once you have defined a bidder algorithm, you can simply select it from the drop-down to apply it to future campaigns.
You can find additional information about minimum prices by clicking View Minimum Prices. You can also click View RON Top Smart CPM to check if your bid is competitive enough.