{"id":768,"date":"2016-05-13T16:05:06","date_gmt":"2016-05-13T16:05:06","guid":{"rendered":"https:\/\/academy.mobidea.com\/?p=768"},"modified":"2018-05-04T16:24:40","modified_gmt":"2018-05-04T16:24:40","slug":"trail-unexplored-path","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/","title":{"rendered":"Trail the Unexplored Path &#8211; Explore Gold Mines"},"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-2993227894\"><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\/trail-unexplored-path\/#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\/trail-unexplored-path\/#start-exploring\" >Start Exploring<\/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\/trail-unexplored-path\/#finding-it\" >Finding it!<\/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\/trail-unexplored-path\/#maximize-it\" >Maximize it!<\/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\/trail-unexplored-path\/#what-about-my-ron\" >What About My RON?<\/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\/trail-unexplored-path\/#be-bold\" >Be bold!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/#can-i-get-more-juice\" >Can I Get More Juice?<\/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>At times, in life, there are things to explore.<\/p>\n<p>They\u2019re like hidden secrets that we persistently insist on not noticing.<\/p>\n<p>In Media Buying, this resistance to explore new paths is <strong>something we see every day.<\/strong><\/p>\n<p>That\u2019s why I\u2019ve decided to write an article devoted to the unexplored.<\/p>\n<p>To the many gold mines inside your campaigns that are hidden out there, waiting for someone brave enough to explore their full potential.<\/p>\n<p>In Media Buying, we often see that there are different aspects to be analysed.<\/p>\n<p>It could be a really good operating system (OS), device, browser, language, etc.<\/p>\n<p>Nevertheless, the key is not only <em>how<\/em> but <em>when<\/em> we decide to monetize them on separate campaigns.<\/p>\n<p>In this post, I\u2019ll take you through the process of finding and optimizing what is usually left unexplored or at least is not explored to the maximum.<\/p>\n<p>I\u2019ll use a specific Exoclick campaign as an example in the attempt of making my ideas crystal clear.<\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-2229537192\"><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><strong>Trust me:<\/strong><\/p>\n<p>By following these tips, you&#8217;ll get to <strong>boost your revenues<\/strong> in no time!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"start-exploring\"><\/span><strong>Start Exploring<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Normally, you\u2019ll start by creating a RON (Run of Network) campaign for a specific operator and spot (ex. 300 x 100, 300 x 250).<\/p>\n<p>A RON campaign targets all the websites of the <a href=\"http:\/\/www.mobidea.com\/academy\/what-is-an-ad-network\" target=\"_blank\" rel=\"noopener noreferrer\">Ad Network<\/a> in a specific spot.<\/p>\n<p>Therefore, it allows you to gather data, the importance of which will depend on whether or not you know how to analyse the information displayed.<\/p>\n<p>Usually, there\u2019s an amount of time that needs to go by in order for you to garner a considerable volume of data.<\/p>\n<p>This period is related to the different countries and each country will present a new situation.<\/p>\n<p>For instance, countries with low payouts (revenue per each conversion) and high volumes, such as Thailand, will<strong> make this data available to you much faster.<\/strong><\/p>\n<p>On the other hand, countries with higher payouts and less volume, such as Switzerland, will definitely <em>feel like a tougher challenge.<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"finding-it\"><\/span><strong>Finding it!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you\u2019re optimizing your campaigns, there\u2019s something you can never forget:<\/p>\n<p>You always have to make sure you understand <em>what\u2019s really affecting their performance.<\/em><\/p>\n<p>Once you do, it becomes easier for you to look for what\u2019s bringing money and if it\u2019s worthwhile to separate it from your RON campaigns.<\/p>\n<p>Normally when a specific OS\/device\/browser is really good, its CPA on ExoClick is much lower than the average payout of the offer that you\u2019re promoting on the RON campaign.<\/p>\n<p>Now imagine that &#8211; adding to this &#8211; you have a considerable amount of conversions.<\/p>\n<p><strong>Wondering what it means? <\/strong><\/p>\n<p>It means you can be close to finding a gold mine!<\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/Nelson.jpg\" rel=\"attachment wp-att-770\"><img decoding=\"async\" class=\"size-full wp-image-770 aligncenter\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/Nelson.jpg\" alt=\"Nelson\" width=\"281\" height=\"167\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/Nelson.jpg 281w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/Nelson-250x149.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/Nelson-120x71.jpg 120w\" sizes=\"(max-width: 281px) 100vw, 281px\" \/><\/a><\/p>\n<p>On this tab, you can check an example of a RON campaign with the payout of 1\u20ac.<\/p>\n<p>If you analyze it, you\u2019ll see the device 4 has a cost per conversion (eCPA) of 0.34\u20ac.<\/p>\n<p>This means that you\u2019ll win 0.66\u20ac per each conversion.<\/p>\n<p>This particular device I\u2019ve picked is <em>much better than the other devices.<\/em><\/p>\n<p><strong>Why? <\/strong><\/p>\n<p>Due to the fact that \u2013 in comparison \u2013 this one not only has a low cost but also a remarkable number of conversions.<\/p>\n<p>Low eCPAs can be caused by a low average CPM (cost per one thousand impressions), a high percentage of Click Through Rate (CTR) or both.<\/p>\n<p>Having a low average CPM, in most of cases, means you don\u2019t have a strong competition \u2013 your eCPA is low simply because you\u2019re paying a penny for it.<\/p>\n<p>In my example, device 4 has low costs because of the high percentage of the CTR.<\/p>\n<p>I know that my average CPM is similar to all my other devices.<\/p>\n<p>Thus, the low eCPA is a result of the number of clicks, and reflects the higher number of conversions for Device 4.<\/p>\n<p>This basically lets you know you\u2019re possibly <strong>discovering a money making machine!<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"maximize-it\"><\/span><strong>Maximize it!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Indeed, device 4 has an eCPM (revenue per 1000 impressions) of around 0.48\u20ac, and I\u2019m paying 0.156\u20ac on the current campaign.<\/p>\n<p>This means that 0.48\u20ac is the maximum you can afford to pay for this device, at least for now.<\/p>\n<p>The next step is to separate this device and <em>put it on a new campaign.<\/em><\/p>\n<p>You should be aware of a rule that few Media Buyers seem to take into consideration:<\/p>\n<p>When it comes to picking the potential good aspects from your RON, <strong>there\u2019s no \u201cright time\u201d.<\/strong><\/p>\n<p>In fact, if there\u2019s such a thing as an intuition, this is when you\u2019ll be asked to use it.<\/p>\n<p>This is the part that will define your Media Buying career.<\/p>\n<p>It\u2019s the time to use critical reasoning and detailed analysis to ascertain whether or not the eCPA, the number of conversions, and the eCPM are safe enough for you to <em>separate the good aspects of\u00a0your campaigns.<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-about-my-ron\"><\/span><strong>What About My RON?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As for your RON campaign, you can come across <strong>two different situations:<\/strong><\/p>\n<ol>\n<li>The campaign remains profitable with positive margins and you just need to optimize it in search of new gold mines<\/li>\n<li>The campaign is no longer profitable. In this case, don\u2019t worry. If there comes a time in which you start turning huge profits by optimizing the RON-generated data, then the campaign has served its purpose<\/li>\n<\/ol>\n<p><strong>You know what?<\/strong><\/p>\n<p>You can even reopen a specific RON campaign later on.<\/p>\n<p><strong>Why?<\/strong><\/p>\n<p>To continue exploring new opportunities to make a cash cow!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"be-bold\"><\/span><strong>Be bold! <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Since you know that your new campaign has a lot of potential, you can secure the first position with a high bid, in order to make sure no one will steal your gold!<\/p>\n<p>After securing your position, the next step is maximizing your campaign: calculate your profit margins and &#8211; if they\u2019re promising &#8211;<strong> increase the capping.<\/strong><\/p>\n<p>The goal is simple: to have the new campaign on the first position and the <a href=\"https:\/\/academy.mobidea.com\/media-buying\/concepts\/frequency-capping\/\" target=\"_blank\" rel=\"noopener noreferrer\">capping<\/a> disabled.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"can-i-get-more-juice\"><\/span><strong>Can I Get More Juice?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In my example, the RON campaign was initially created for the operator with the best performance.<\/p><div class=\"mobid-in-content-15-p_2-2\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-4023026628\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"backlinks\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png\" alt=\"\"  srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png 970w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-250x52.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-700x144.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-768x158.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-120x25.png 120w\" sizes=\"(max-width: 970px) 100vw, 970px\" class=\"no-lazyload\" width=\"970\" height=\"200\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>My new gold mine has a good solid targeting, so what more can I do?<\/p>\n<p>I\u2019ll open the same target for the second best operator. If it works, I\u2019ll try another one!<\/p>\n<p>When you feel you can\u2019t possibly get more juice from your campaign, <strong>test other operators with the same target.<\/strong><\/p>\n<p>It\u2019s probable that you\u2019ll be rewarded.<\/p>\n<p>Finding these opportunities and later monetizing them can really make a huge difference and <em>ultimately increase your revenues.<\/em><\/p>\n<p>You can mark my words:<\/p>\n<p>Once you start doing it, you\u2019ll become addicted!<\/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-3970871695\"><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 At times, in life, there are things to explore. They\u2019re like hidden secrets that we persistently insist on not noticing. In Media Buying, this resistance to explore new paths is something we see every day. That\u2019s why I\u2019ve decided to write an article devoted to the unexplored. To the many gold mines inside your&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/\">View Article<\/a>","protected":false},"author":11,"featured_media":769,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8974],"tags":[167,174,178,186,189,205,214,224],"learning_paths":[150],"class_list":["post-768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-buying","tag-ad-network","tag-banners","tag-campaign-performance","tag-cpa","tag-cpm","tag-media-buying","tag-optimization","tag-tips","learning_paths-semi-advanced"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"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>Trail the Unexplored Path - Explore Gold Mines<\/title>\n<meta name=\"description\" content=\"Gold mines are those hidden Media Buying treasures that can mean serious profit. Learn how to find one in the Mobidea Academy!\" \/>\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\/trail-unexplored-path\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trail the Unexplored Path - Explore Gold Mines\" \/>\n<meta property=\"og:description\" content=\"Gold mines are those hidden Media Buying treasures that can mean serious profit. Learn how to find one in the Mobidea Academy!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/\" \/>\n<meta property=\"og:site_name\" content=\"Mobidea Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Mobidea\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-13T16:05:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-05-04T16:24:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/1500x844_Unexplored_path.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rodrigo Sengo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mobacademy\" \/>\n<meta name=\"twitter:site\" content=\"@Mobideanews\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/\",\"url\":\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/\",\"name\":\"Trail the Unexplored Path - Explore Gold Mines\",\"isPartOf\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/trail-unexplored-path\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/05\/1500x844_Unexplored_path.jpg\",\"datePublished\":\"2016-05-13T16:05:06+00:00\",\"dateModified\":\"2018-05-04T16:24:40+00:00\",\"author\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/#\/schema\/person\/d4bbc80b18b7c6de3c0e13e231c3d593\"},\"description\":\"Gold mines are those hidden Media Buying treasures that can mean serious profit. 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