Case study of a successful CPA campaign

There is a perpetual conundrum of the client wishing to run a CPA campaign and the network running a CPM/CPC campaign. Both for obvious reasons.

I have , in my earlier articles, spoken of using a combination of CPM and google adwords to meet CPA objectives.

Today I am going to discuss a case study where this combination was effectively used to deliver CPA results month on month.

The client was a online merchant – buying and selling electronic items and used mobile telephones. The client brief to the network was that they wished to run a cost per action campaign – where the payout would happen when the visitor to the website would buy an item on the website.

The network, after considerable cogitation, decided to run a CPM + google adwords combination campaign. They went back to the client with a request for banners as well as a list of google adwords. The network, in their briefing to the client, explained to them how they proposed to run the campaign. They got a customer buy in to the idea and explained the collaborative model. The campaign required that the client share daily ‘sales’ information with the network.

Once the campaign was live, the network and the client worked very closely. The client shared ‘sales’ information on a daily basis. This helped the network correlate number of impressions/clicks with sales. The network optimized the campaign increasing number of clicks/impressions. After a week of the campaign going live, between the network and the client a figure of number of impressions a day and number of clicks was arrived at. This figure was based on client expectation of number of sales as well as Network ROIs. Obviously number of impressions/clicks could be continuously increased. Such an increase would get more sales, but compromised Network ROIs. The number of impressions/clicks per day was a win-win for both network and client – from the network point of view, it assured good ROIs , while from the customer point of view as well acceptable ROIs were achieved.