How to Work with Selective Bidding?

Selective bidding meets pricing transparency standards and is the most favorable for optimizing a campaign based on traffic sources.

This method of optimization allows you to set different CPCs for various traffic sources, based upon their effectiveness,  within a campaign.

Terminology:

Traffic Source: websites, browser plug-ins, etc.

Partner (Publisher): owner of a site/sites on which our informer widgets are posted.

Affiliate Network: a group of sites represented by the Agency or a large Publisher.

Sites, site pages, sites on various topics: examples of various traffic sources 

Informer widgets*  can be located on a site or on several (sites or site pages)

* An example of informer widgets can be found here

UID: a unique traffic source ID for MGID.

A UID can refer to either a Partner with one or several sites or an Affiliate Network of sites.

In this case, an Affiliate Network of sites will be created for SubID as a sub-source of traffic from this network

  • UID 123456     
  • SubID 789012

SubID is a subsource ID, a prerequisite of which is a pertain to UID. It may be a subdomain or a separate domain of an Affiliate Network.

Partners may have a web resource with several informer widgets (UID 123456, UID 123457).

However, for an Affiliate Network, there may also be subsources (SubID) applied. 

  • UID 123456 (a Client or an Affiliate Network)
  •      SubID 789012 (traffic sub-sources, pertaining to the aforementioned UID)

Fig. 1. Informer widgets (Ad units) displayed horizontally and vertically. However, other native options are available for display, including the display of several teaser ads.

The selective bidding structure depending on traffic sources and subsources for an Advertiser in Dashboard:

  •  informer widget (UID)
    • subsource (SubID)

Fig. 2. Traffic Sources (UID)

Fig. 3. Traffic Subsources (SubID)

How does selective bidding work and what will changing the rate result in?

Rate: CPC multiplier for each UID, SubID

CPC (cost per click): CPC in the teaser

Formula:

“CPC” x “Rate” = “CPC which will ultimately participate in the bidding and be written off in MGID.”

Each traffic source (UID, SubID) in which ads are displayed has a rate (by default 1), which can be adjusted.

The price at which a teaser ad participates in the bidding for each particular UID, SubID will be multiplied by the rate set for this platform.

If you want to increase the amount of traffic that comes to you from platform X, you have to augment the default rate, e.g. to 1.3 or 2.

Thus, the price of all ads in this campaign will be multiplied by 1.3 or 2, respectively, when displayed on the site, which will raise the teaser in the bidding.

Important!

The adjusted rate is applied to all teasers in an advertising campaign. When applying the new coefficient for UID, SubID, it is important to remember that this will be set for all campaign ads.

 How to adjust the rate:

Click on the icon in the list of advertising campaigns in the Actions column pass  to the interface of Publishers Efficiency 

Next, select one or more traffic sources and change the ratio value to your desired ratio.

Advantages of selective bidding in the framework of an advertising campaign:

1) It enables you to attract more visitors from the most efficient platforms (the number of conversions will respectively increase).

2) It gives an opportunity to adjust costs on platforms where the conversion level is slightly lower than expected, turning them into profitable ones.

Therefore, coverage is increased without reducing ROI.

3) In general it redistributes traffic between platforms within the campaign, increasing its profitability.

As for the use of features, at the moment you can use them in the Client's Cabinet.

Examples of usage:

Let’s take a hypothetical campaign in which the price for all teasers for all included regions is 10 cents.

1) This campaign receives very good traffic from one of the platforms and wants to increase volumes from it. The client is ready to pay 15 cents but not 10 cents per click on this platform. 

A rate of 1.5 is set for this platform. As a result, when organising the bidding on this particular platform, the teaser’s “value” will be higher and it will appear more often in the rotation of impressions. When you click on the teasers, the advertiser will be charged 15, but not 10 cents.

In this case, the price will be 10 cents on other platforms. 

2) The campaign receives traffic from one of the platforms that does not meet the required ROI. Previously the client asked simply to disable such a platform. Now he can reduce the rate for it, thereby lowering the price to the desired ROI level.

The lower threshold of the rate that can be set is 0.2. That is, when setting the rate of 0.2 for this platform, the campaign teasers will have the “value” 5 times lower during the bidding, and when you click on them, 2 but not 10 cents will be charged.

Recommendations:

The change of ratios works only for "large" platforms (where there are many displays).

It normally does not work on small platforms, since the volume of traffic will not change considerably.

Raising rates should be high - 2, 3, 4...:;

otherwise, they will not have the expected or desired effect.

As for the format of transferring the rate to (UID, SubID):

{widgetUid}s{id_source} {delimiter} Rate

When loading from a file, the file format should be the 'UID(ID) of the traffic source {delimiter} Rate', e.g.:

25;2,1

500;9

1;0,2

120 1,1

121 2.5

77:5

4564354s345464 1,1

87654s546796 2.5

csv format, encoding (Unicode (UTF-8) )

A full point or a comma may be a separator character for the rate of the integer and fractional parts. 

All other separator characters (spaces, enter, semicolon, colon...) will be considered as line (values) separator characters.

We wish high ROI to you!