Online Marketer and Advertiser – A win-win model (contd)

In my earlier article I had suggested running a ‘test’ CPC campaign which helps the marketer optimize the campaign to ensure that the eCPA goals are met. The key objective of such a test campaign could be for both the marketer and the advertiser to be convinced that the campaign is a performing one.

Speaking of test campaigns, another very effective way of ‘testing’ the waters, is to run a combination of a CPM and a google adwords campaign. This model is best explained by an example. Let’s assume a campaign for sales of mobile handsets. This campaign ideally lends itself to a CPM + google adwords campaign. The way it works is that on the one hand we run a CPM campaign on relevant inventory. And on the other hand, we buy google adwords. Inventory for such a CPM campaign should be chosen very carefully. Likewise, the adwords we use on such a campaign should be thought thru’ very carefully. A balance needs to be drawn between buying the ‘dearer’ more effective adwords and the ‘cheaper’ commonly used – and relatively ineffective – adwords. Admittedly an initially higher outlay might pinch in the short-term, but the long-term results in terms of eCPAs would justify the means.

Where does this all lead to? Our friend the advertiser is still looking at ‘performance-based’ campaigns!

Well the answer is pretty obvious. Whichever route we take, we should ( hopefully) have an effective test campaign. Given the effectiveness of the campaign in meeting the CPA goals, the advertiser should have no complaints rolling out a full-fledged CPC or CPM/Adwords campaign. By the same token, the marketer will not baulk at the idea of converting effective test campaigns to CPL/CPM campaigns.

Is there a better example of win-win for the marketer and advertiser?