9 tips for a successful Ad Network campaign

The Ad Network is a new type of advertising platform for email. Click here to learn how it’s different from traditional email sponsorships. While this article contains some best practices, keep in mind that this is an entirely new way of advertising on email. As time goes on, these practices will change. As with any marketing strategy - experimentation and testing is key. 

1. Don’t overdo targeting criteria by selecting too many options. You won’t get results (at least not quickly).

The bigger your potential reach, the bigger your results. This is subject to experimentation. If you have a super-specific product you want to sell to tiny (but lucrative) niches, a narrow audience could serve you. If you are advertising something for $50 a piece - not so much. 

For example, if you set your parameters to reach “farmers in North America who have an interest in coding and/or animal health”, you might have an audience of 10 people a month. Accounting for an average open rate of 30% - only 3 people will see your ad each month. However if 1 of those people buys your $10,000 farming analytics equipment - it’s worth your effort. 

2. Write friendly concise copy to blend in with other content (and avoid ad-blindness)

The majority of newsletters take a relaxed, conversational tone. They include human interest articles and links to informative articles or related news. 

To make your ad read like native content, try to mimic this writing style. Take a look through journalistic headlines to learn what an attention-grabbing news article looks like.  

3. Choose an image that looks good when it’s small

Your ad auto-scales to a wide variety of newsletter formats. The image might be big or small, so it’s recommended you stay away from tiny details. 

4. Set a daily budget that you can sustain over the course of 7 days. 

Don’t aim to blow your entire budget on one day. Paved matches you to the best available subscribers that match your target audience. This means from one day to the next there might be different subscribers that give you better results.

5. Remember that some newsletters send out once a week or once a month

To truly get a sense of your best-performing audiences and ads on the Ad Network, you need to run a campaign for a minimum of 7 days up to 1 month. 

On the flip side, there are plenty of newsletters that send daily - but we’ve seen a slight drop in engagement on these newsletters.

6. Use CPC for acquisitions or sales. Use CPM for brand awareness. 

If you want clicks, conversions, and sales, you should be using CPC (Cost Per Click). But if showing up everywhere and building brand awareness via multiple sources is your goal, then CPM (Cost per Thousand Impressions) is going to give you a lot more bang for your buck. 

7. The hidden power of frequency capping

Ever seen an ad follow you around the internet so vigorously that you never want to see the company logo again let alone give them your money? Frequency capping makes sure your brand never does that (at least not on email!).

With frequency capping you waste less budget on:

  1. People who have already seen your ad multiple times and reached the upper limits of brand awareness.
  2. People who don’t convert or click on your ad.

If you set your frequency cap to 7 times per week, subscribers will see your ad a maximum of 7 times that week. (7 happens to be the golden ‘conversion’ number. Typically a user will see an ad 7 times before they convert. However, there are a few studies claiming that this number is increasing).

8. A/B test everything - including your targeting criteria

You can create multiple ads within each campaign. This means you can test multiple copy and creative options within the same targeting criteria. You can also duplicate campaigns and change the targeting criteria while keeping the same ads. 

9. Install the Paved Pixel in your landing pages and track conversions. 

The Paved pixel tracks events (conversions) on your landing page. Much like other invisible pixels and the Google Analytics code, it’s a little bit of HTML code you put in the <head> tag of your web page. 

By tracking the cost of clicks and comparing it to the number of conversions (this could be a direct sale or demo signup etc.) you can calculate the cost per acquisition (CPA). And that means you know exactly how much new customers are costing you. 

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