If your campaign is not delivering or is pacing slowly, here is a checklist:
Is the Cost Per Click (CPC) or CPM too low?
Check our recommended net CPC rates and our recommended CPM rates. We recommend starting your campaign at the recommended figure and then reducing the CPC if the campaign is on course rather than starting at the minimum CPC and finding you receive too few clicks.
Campaign Duration
Is the campaign duration long enough? The recommended campaign duration is a minimum of two weeks.
Budget
Is a suitable budget in place and have you paced one budget only (eg if you are using a combination of Total, Monthly and Weekly budgets)?
Or is your campaign being restricted by an Account-wide budget in MyDianomi > Account > Bookings Manager?
Or are you using a Daily budget cap that is restricting the campaign? Paced total or monthly budgets are better than daily caps.
Publisher List
Most campaigns target all publishers, sometimes with a few sites excluded. You can exclude publishers in Publisher Bidding or by asking your Account Manager.
We recommend you specify all publishers and then use our conversion pixel and publisher name macro to measure which publishers are performing best. You can optimize by excluding publishers that are not performing.
Creative
Do you have enough creatives live? Include three to five ad variants per campaign so that we have enough data from which to optimize. For more information on creative best practices
Is the Click Through Rate (CTR) low?
If the CPC or CTR is low then your ad variants will have a low score and this may affect delivery of the campaign.
How could you improve CTR?
Here are some suggestions to improve the Click Through Rate of your ads:
- Use a relevant image, not your logo: compelling images perform better than brand logos in almost all cases.
- Empathize with the user: what is interesting to the user you are trying to attract, mention that instead of your brand.
- Ask a question: ask a simple question that will provoke the right user. Eg Do you have enough to retire?
- Timely: change your creative to relate to current issues such as Brexit, low-interest rates, volatility or other interesting situations.
- People love lists: “Five shares you should buy now” or “Four things you should know” always work.
- Don’t betray the click: always deliver on the landing page what you’ve promised in the ad.