Campaign Launches and Pixel Verification
October 21st, 2005
I recently started a Right Media managed advertiser campaign. The account was booked as a dynamic CPM campaign with a CPA target. We employed daily spend caps of approximately $50 per line item to control the advertiser’s spending for the first several days.
The campaign had an incredibly successful launch; the first 24 hours provided the client with well over 100 leads, at an effective CPA 1/5 of their target. This is an immediate signal to an account manager to begin to scale the campaign, but first one important issue must be addressed. Rather than make changes, I first verified with the advertiser that their targeting pixel was on the proper page. By checking this from the beginning, we were able to avoid unnecessary spending with poor results. Had the pixel been on the wrong page, Yield Manager would have optimized indefinitely on improper data, and the dramatic success would be negated within hours.
Once the client and I were sure that the pixel was properly located, I was free to increase the daily spend while maintaining the current level of ROI success.
The advertiser’s spend has since increased twofold and still regularly comes in well below their CPA target, thus demonstrating the scalability and power of the Yield Manager platform.
