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Proposals to Overdelivery via Group Ads
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druth8x
Traffic Value: $22,417.44153 United States
22/10/2016
04:13
I wonder if we should sell more clicks per BA?I have no data on the recycle rate of anything, however we overdeliver so much on ANY campaign that happens to be part of a Group Ad, though less % for the bigger camapigns and also if a campaign doesn't make it to the Group Ad, the % is next to nothing. I have arguments for and against encouraging more BA purchases. Ideally, we'd like to encourage more use of other services like TA. Lowering the cost per click of TA, which replace BA's would help. But enough? Throwing out a #, say 1000 TA's for $1, is that devaluing TA's? Would enough TA buyers be around at that price to make the overdelivery fine? I also know that we could just reduce the Group Ads we send to 1 (or something very low). However, we have a huge outstanding banner "debt". As well as, we want our site traffic to remain or grow, not decrease. 1. We sell MAX ~1300 x 7 aka 9,100 campaigns aka 455,500 clicks per week aka 91K/ Group Day (5 days/wk) 2. Instant ads, b4 recycled (with the lowest max 20/50 removed), account for 33/50 aka ~2/3 of needed clicks. 3. Personal 1% Ads, which I would think don't get recycled 25x to matter accounting for, are 10 days x 9,100 = 91K/455,500 aka ~1/5 ~20% of needed clicks. 4. SUU's, same math, just a bit more recycled, though I doubt any get recycled 25x. We've already hit ~106% (66/20/20) 5. Group Ads we send 22 (or less if filter blocks) to ~23.5K AND 16 (used to be 20) to 12.6K aka 517K + 201,600 = 720K/day which is 40 ads sent via Group for every 1 click needed, if Group Ads were the ONLY way we get clicks for or BA campaigns. I know ~1/9th - ~1/6th aka 4K-6K don't click any BA's daily. But still, not all of even those would be failed. In a nutshell, if failed rates aren't that high, I think BA campaigns could be sold at a rate of 2000, instead of 50. If we notice that it takes a bit longer, we could increase Group Ads quantity by a few, even on a temp basis, to cover it. Would help with banners as well. If we don't increase clicks purchased, and leave it up to randomness just how much over delivery a campaign gets as a bonus, and/or make TA's a cheaper option, another solution I've long proposed is: FA slots for the Group Ad slots. I've already shown that unless there is major fail rate of sent clicks via Instant/Personal/SUU, we have the clicks covered. Granted recycling through to a click would mean often longer than 1-2 days, but still, not too long. Thus, this leaves the Group Ads we send as redundant. Which leaves them wide open for a a Product exactly like the BA's. If random overelivery just on BA's is not helping get the site dev funds, which have to be payed back anyways, might as well sell these spots. OFC, might be able to sell more SUU's if more BA's can be sold, so ideally we want to sell these much higher than $5.
richiem
Traffic Value: $680.27326 Philippines
22/10/2016
04:40
I like the Fixed Groud Ad Spot idea.We can sell the "1x small" and the "1x big" ads. I wonder if they would be more valuable for advertisers to buy a Fixed Group Ad or a BAP ad, since both kinds will be viewed by theoretically the same number of members.
richiem
Traffic Value: $680.27326 Philippines
22/10/2016
04:43
And about the randomness of the overdeliveries, I have a tip for Bulk Ad buyers:If you want your ads to be overdelivered, buy bulk ads around 6 hours before the Group Ad Issue. Common sense really. But some people are waiting for their full 14 day tax-free period to expire before they buy another bulk ad, which can happen to be a weekend, thus, less or no overdeliveries. |
