{"id":2312,"date":"2016-11-11T10:46:30","date_gmt":"2016-11-11T10:46:30","guid":{"rendered":"https:\/\/academy.mobidea.com\/?p=2312"},"modified":"2018-05-16T16:42:39","modified_gmt":"2018-05-16T16:42:39","slug":"ctr-cpm-campaigns","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/","title":{"rendered":"5 Aspects About CTR You Should Know for CPM Campaigns"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-2561533803\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#1-it-tells-you-something-about-your-creatives\" >1. It Tells you Something About your Creatives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#2-it-tells-you-something-about-your-competition\" >2. It Tells you Something About your Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#3-it-tells-you-something-about-the-spotsplacements\" >3.\u00a0It Tells you Something About the Spots\/Placements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#4-it-will-tell-you-something-about-your-angles\" >4.\u00a0It Will Tell you Something About your Angles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/#5-it-will-tell-you-something-about-the-vertical-you-are-pushing\" >5. It Will Tell you Something About the Vertical you are Pushing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We all know what <em>Click-Through Rate<\/em>\u00a0<strong>(CTR)<\/strong> is and that it is an important value.<\/p>\n<p>It is also important to add that a high CTR isn\u2019t equal to a high<em> Return on Investment<\/em>\u00a0<strong>(ROI)<\/strong>.<\/p>\n<p>In many cases, lower CTR creatives can result in higher profit.<\/p>\n<p>At the end of the day, it&#8217;s all about <strong>how much you spend for traffic and how much money you make.<\/strong><\/p>\n<p>On the other hand, it would be a mistake to ignore CTR altogether and I would like to give you 5 reasons why you should definitely pay attention to it.<\/p>\n<p>Some of the reasons are very obvious, some might be new to you.<\/p>\n<p>Let me also emphasize that the following text relates more to CPM campaigns.<\/p>\n<p>Some parts of it are also valid for CPC bidding <em>but I wrote it with CPM in mind.<\/em><\/p>\n<p>Happy reading!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1-it-tells-you-something-about-your-creatives\"><\/span><strong>1. It Tells you Something About your Creatives<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The higher the CTR the cheaper the traffic, this is pretty obvious.<\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-2850877375\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>Although it&#8217;s true that lower CTR <a href=\"https:\/\/www.mobidea.com\/academy\/banner-design-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">banners<\/a> will convert better than high CTR banners in many cases, there are certain limits you don&#8217;t want to go under.<\/p>\n<p>Once the CTR is too low, you simply cannot profit if you are bidding on a CPM basis.<\/p>\n<p>Let&#8217;s take a look at a real life example &#8211; banner campaign, traffic sent to a LP with 30% CTR, CPM bid $0.3, offer payout $3, realistic CVR from LP clicks 10%.<\/p>\n<p>From 100 clicks, 30 get to the offer which will result in 3 leads which equals to $9.<\/p>\n<p>At 0.3 CPM, this means <strong>I can buy 30.000 banner impressions.<\/strong><\/p>\n<p>Since I need 100 clicks from these 30k impressions, the CTR has to be at least 0.3%.<\/p>\n<p>In case it is lower, it cannot turn profit and you need a better banner, because the traffic is too expensive for this funnel.<\/p>\n<p>You can apply the same logic to any vertical or traffic type, once the cost per click or LP click goes over a certain price limit, it is not possible to profit.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-it-tells-you-something-about-your-competition\"><\/span><strong>2. It Tells you Something About your Competition<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It&#8217;s a common fact that the first banner impressions result in higher CTRs than the last ones.<\/p>\n<p>Users are more likely to click <strong>on the first few banners that they see.<\/strong><\/p>\n<p>Once they are on a site for a while, users start to ignore the banners more and more.<\/p>\n<p>So the first few banner impressions are more valuable not only because of the traffic quality but also because they can bring higher CTRs and lower the final CPC.<\/p>\n<p>I&#8217;m sure many of you have seen a scenario where increasing the bid resulted in a big jump in CTR &#8211; that&#8217;s when you finally got high enough in the bidding chain <em>to get your hands on the first few impressions per user.<\/em><\/p>\n<p>In order to get the most of a traffic source, you need to learn to spot these breaking points and try to get past them whenever the bid still isn&#8217;t too high for you.<\/p>\n<p>Once you can get there, the CVR usually improves too and the campaign becomes more stable due to the improved quality.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-it-tells-you-something-about-the-spotsplacements\"><\/span><strong>3.\u00a0It Tells you Something About the Spots\/Placements<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The CTR of creatives will tell you a lot <em>about the placements you are buying traffic from.<\/em><\/p>\n<p>Is the CTR too low?<\/p>\n<p>The ads are probably buried somewhere deep below the fold, or there might be something wrong with the site &#8211; low organic traffic, something fishy going on with the traffic distribution&#8230;<\/p>\n<p>Is the CTR too high? There might be a BOT problem and it would be a<strong> good idea to run a bot test on this placement.<\/strong><\/p>\n<p>The test didn&#8217;t show anything strange?<\/p>\n<p>This means the banner is placed in a prime spot or the placement has awesome traffic \u2013 one way or another, off to a <a href=\"https:\/\/www.mobidea.com\/academy\/whitelist-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">whitelist campaign<\/a> with that spot and squeeze it as much as you can.<\/p>\n<p>Did you suddenly lose CTR on a spot that has been killing it?<\/p>\n<p>Check point #2 again.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-it-will-tell-you-something-about-your-angles\"><\/span><strong>4.\u00a0It Will Tell you Something About your Angles<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Split testing several angles and some are giving you high CTR on some placements, but they suck on others?<\/p>\n<p>And different angles <strong>perform exactly the other way around?<\/strong><\/p>\n<p>When using a &#8220;blind&#8221; traffic network, you don&#8217;t have many options to target by interest or niche, but the CTR will tell you which placements are more compatible with what angle.<\/p>\n<p>In case the data speaks clearly enough, you can create <a href=\"https:\/\/www.mobidea.com\/academy\/whitelist-campaigns-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">whitelist campaigns<\/a> based on this and target specific placements with a specific type of angle.<\/p>\n<p>This can be very useful when going after pockets of profit with a very high ROI.<\/p>\n<p>Combine it with the high CTR approach in point #3 <em>and you can reach insane ROI.<\/em><\/p>\n<p>The volume will be lower for sure but the returns can be awesome.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-it-will-tell-you-something-about-the-vertical-you-are-pushing\"><\/span><strong>5. It Will Tell you Something About the Vertical you are Pushing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Testing tons of creatives, driving the bids to the sky but you still can&#8217;t get a decent CTR?<\/p>\n<p>You\u2019re most likely trying to push a vertical that this source or large placements don&#8217;t respond well to.<\/p>\n<p>This happens a lot with verticals that require a specific audience.<\/p>\n<p>In case you are not able to properly target it, <strong>the CTR will be low.<\/strong><\/p>\n<p>Therefore, this offer is not suitable to be pushed to a broad audience.<\/p>\n<p>This is why broad appeal offers like speed boosters, antivirus, general sweeps are the most popular with blind networks.<\/p>\n<p>As you can see, even though CTR isn&#8217;t the most important factor to watch when optimizing campaigns, <em>it can tell you a lot about your campaigns.<\/em><\/p>\n<p>As always, nothing in this world is black or white only.<\/p>\n<p>You need to learn how to read between the lines and use this to your own advantage.<\/p>\n<p>Thanks for reading!<\/p>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-3478969963\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction We all know what Click-Through Rate\u00a0(CTR) is and that it is an important value. It is also important to add that a high CTR isn\u2019t equal to a high Return on Investment\u00a0(ROI). In many cases, lower CTR creatives can result in higher profit. At the end of the day, it&#8217;s all about how much&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/\">View Article<\/a>","protected":false},"author":19,"featured_media":2387,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8974],"tags":[174,178,189,190,205,214,223],"learning_paths":[3827,3825],"class_list":["post-2312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-buying","tag-banners","tag-campaign-performance","tag-cpm","tag-ctr","tag-media-buying","tag-optimization","tag-spots","learning_paths-media-buying","learning_paths-banner"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Aspects About CTR You Should Know for CPM Campaigns<\/title>\n<meta name=\"description\" content=\"Wanna understand the importance of click-through rate (CTR) in CPM campaigns? Check this post written by an internet marketing expert!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mobidea.com\/academy\/ctr-cpm-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Aspects About CTR You Should Know for CPM Campaigns\" \/>\n<meta property=\"og:description\" content=\"Wanna understand the importance of click-through rate (CTR) in CPM campaigns? 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