When setting up an online advertising Gaming campaign focus on five different aspects: 

In order to achieve increased conversion rates, the landing page should leverage pre-click information and activity such as referring site, time and day of visit, IP address, creative design leading to conversion and more. This data must be harnessed to build visitor profiles in order to serve the most effective content for each individual web visitor.

As a result of numerous operational and technological barriers, the industry’s adoption of post-click optimization has been limited.   Post-click systems must efficiently organize hundreds of data variables. Highly sophisticated machine-learning technology must then interpret these variables in real-time to serve the landing page most likely to engage each visitor. Moreover, marketers must deal with a myriad of creative designs and calls-to-action across multiple product categories.

Finally, any post-click optimization system that goes beyond A/B or multivariate testing must constantly update itself by measuring its effectiveness and readjust based on new information received throughout the campaign.

Campaign value chain:

Read More: http://www.traffiliate.com

Post-click or landing page optimization has the potential to vastly improve the results of any online advertising campaign. The post-click stage is where the actual conversion or “transaction” takes place. This final, crucial point of the branding or customer acquisition funnel should be optimized to enhance the effectiveness of the advertisement. However, this phase of the advertising cycle is not adequately addressed by current solutions. Currently only 2% of global online advertising budgets are invested in this vital phase. Significantly higher conversion rates can be achieved by tailoring the landing page to the user profile.  

DMG’s post-click optimization technology Traffiliate, changes the basic paradigm of landing page optimization by automatically offering the best landing page suited to specific user profiles. An advanced decision-making platform, Traffiliate  serves the most “conversionable” landing page and conversion funnel to each and every user profile based on pre-click profiling. The platform further extends the optimization process by offering a variety of tools to monitor and assess the advertising campaign. The result is a significant increase in marketing and business performance.  Click for Video, Request Demo

We have begun the new year with a triple focus designed to ensure the delivery of maximum value and bottom line results for our partners: Total control of the campaign value chain, post-click optimization and ROI-driven solutions for mobile advertising.

Taking up the challenge to get the most out of all available technologies, capabilities, and opportunities – we are leveraging them in the creation of perfect matches between visitors’ interests and advertisers’ calls to action.

Cutting-edge solutions are being employed in the prediction of customer Lifetime Value (LTV). Conversions are being tracked - and media is being measured - more deeply and more accurately every day.
Sophisticated creative formats are being utilized to provide a rich media experience. Advanced monetization solutions are being developed for publishers.
And, our customers are being guided to rapid mobile success. 

As we expand our cooperation and enhance our partnerships with our ongoing and new partners, we look forward to the productive and profitable year that awaits us!

The prediction of the Lifetime Value (LTV) of each customer is critical to designing successful result-based ad campaigns and to making correct budgetary decisions. However, it is not a simple matter to predict what any specific customer’s LTV will be, since it is built slowly - and every customer has a different value.

Building an opitmized Value Chain - a quick look into Peles session in Casual Conenct Europe
  

LTV is a new ‘science’ in which the validity of the data is still difficult to evaluate. The industry awaits a single, unified platform that can effectively
gather and analyze all relevant data --- and deliver accurate LTV predictions.

Join our co-CEO session at Casual Connect Europe in Hamburg:
Day 3, February 10, 16:00  on the panel “Next Generation Platforms & Methods to Attract and Retain Players"

Of all the elements that raise the cost of an advertising campaign, landing pages are often the toughest things for clients to rap their heads around. There are a few reasons for this trend. First off, the client often sees landing pages as superfluous, especially when they were always taught in sales to keep the layers between contact-to-close to a minimum. Landing pages just feel like an extra layer, not to mention an expensive one at that. The client has already went through a similar headache with a designer when trying to frame their message exactly the way they wanted to see it , and now that message“feel” is about to be changed again.

Aside from the obvious answers that landing pages are a more targeted creative for specific campaigns than are websites, and therefore more likely to produce conversions; and the fact that a landing page is not redefining a clients brand but rather defining a specific initiative of the brand – There are some additional bonus features of landing pages that are sure to enlighten a client’s perspective on what a powerful tool they can be.

Just as a client recognizes the value of banner placement to attract specific consumer demographics, with a new landing page optimization technologies, they should see the value in even further refined, post click targeting. Optimization technologies allows for targeted landing pages to match various user profiles. DMG took this approach one step further with their Traffiliate, by creating a technology that intelligently alternates between multiple landing pages for even further optimized results. For those of you unfamiliar with what I’m talking about, post click optimization technology, allows for the millisecond profiling of a click through consumer, followed by smart decisionsto serve a specific landing page that has been statistically proven to bestmatch that consumer’s profile group. After the client is presented with the landing page, their conversion behavior is monitored to further the statistical refinement of profiles, which increases the likelihood of future conversions down the road. This requires a premade set of landing pages meant to match aset of profiles, but the extra initial setup effort is well worth the results.

Once a client realizes the conversion numbers that lie behind an optimized landing page program (they can range from anywhere between 30 – 200% increases), closing them on the deal should be a no-brainer, and there’s no need to optimize specific pitches for specific clients. All clients think alike in this respect; as we said earlier, numbers bring smiles to clients’ faces.         

The optimization of an organization’s varied processes enhances its lifespan and ability to survive - especially during harsh times such as the recession we are still recovering from. In fact, it's hard to think of any organizational process that would not benefit from optimization: from saving money on office supplies to maximizing the efficiency of internal systems. 

In the digital advertising world, optimization is being used to improve processes, to enhance the effectiveness of online-advertising campaigns and to increase the margin between the benefit of the campaign and its cost. In most cases the goal is finding a balance between this margin and the quantity (volume) achieved. More often than not the cost is calculated as the price of (effectively) obtaining a client, whereas the benefit is calculated as the income obtained from the same client (net, after selling costs).   

For the most part the goal is maximizing results. This means finding a balance between the desired margin and the volume achieved. It is usually the case, at least in online advertising, that we are willing to give up on some of the return in exchange for a greater volume. As an advertiser, we are willing to pay more to obtain a client if it results in us ultimately converting more customers. A volume discount does not usually work in our industry.

When managing a digital campaign, in order to get results, you must manage the process. Here, as mentioned before, in order to achieve a balance between a satisfactory margin and the desired volume, one has to manage the value chain of the campaign, with the understanding that each component in the chain not only influences the final outcome but also has an effect on every other link in the chain. For example, a creative concept with a high click-through rate will usually lead to a lower conversion rate.  The value chain is combined of and has effect as follows:

·         Promotional offer - directly affects the ability to convert customers while inversely impacting on their value.

·         Creative concept - directly affects the click-through rate while inversely impacting on the conversion rate. 

·         Media - directly affects the click-through rate while inversely impacting on the conversion rate. 

·         Landing - directly influences the conversion rate while inversely impacting on the value of the customers. 

Optimizing the whole value chain requires finding the correct combination of the different components so as to bring about the desired results.

The idea is to try different ingredients and different combinations (multivariate testing). This means trying different marketing proposals, supported by an alternative creative concept, diverse media, appropriate landing pages and varied conversion funnels. 

The optimization process never ends, there are countless possibilities and always a better path to take, and its goals can and should change relative to the goals of the  business and the desire to achieve the initial objectives of the campaign.

Such optimization cannot be done without appropriate technology but technology alone is not enough. Skilled teams are required by both the advertiser and the media company. Both must be willing to work hard together to achieve the campaign goals - work which includes amongst other factors both parties sharing information in a transparent manner.

Optimization has been a popular word in business since the hi-tech age hit in the early 90’s. However, as technology became more complex, so did the practical meaning of that word. It just became something that people would use in marketing copy or during a presentation to impress some big wigs in suits.

Optimize, optimize, optimize.

What exactly do you mean by optimize?

Because if by optimization you mean taking a business process that has already been digitized, and breaking it down even further with more specialized technology, what you’re really getting is an un-optimized complex jumble of highly specialized processes.

Knowing this, when businesses pitch optimization, what they usually mean these days is simplification, i.e. which of the complex business process offering will a) cost me the least for b) the greatest return on investment.

Sounds pretty simple doesn’t it?

The problem is that simplification by itself is not optimization, and neither is ignoring the potential benefits of complexity simply because it’s, well…complex.

True optimization means finding a way to aggregate every element of complexity through a simplification filter that still allows for the exploitation of each and every element of the business process in a case specific adjustable fashion.

In the short run this will most probably require more initial investment, time (initial setup), money (initial investment), or otherwise – But in the long run, if you did your homework, your job will become far easier and the return, far greater.

Now let’s apply what we just said to digital advertising:

Generally speaking the average digital advertiser tries to spend the least amount of money per customer conversion, in an amount to “optimize” his specific conversion revenue. However, based on what we said, there has got to be a better way to go about this.

If we can only find a way to take all major aspects of a digital advertising campaign, each one affecting a different element of the conversion process:

·         Bid marketing- directly affects conversion percentage, indirectly affects customer value.

·         Creative concept- directly affects click through rate, indirectly affects conversion percentage.

·          Media- directly affects conversion, indirectly affects click through rate.

·         Landing page- directly affects conversion percentage, indirectly affects customer value.

And find a way to balance their weighted use properly throughout a campaign to affect the greatest overall conversion rate…Well now we’d be optimizing.