The main motive behind running an ad is to monetize every impression. It implies that all impressions are going to be bought by someone. Even if one advertiser does not buy an impression, another one will. That is the main idea of the rotation mechanism.<\/p>\n
The buyer of the impression is determined by an open auction. Every active campaign that is launched on a certain slice participates in it and competes to get impressions.<\/p>\n
This takes us to another term \u2018slice\u2019 which is defined as a combination of ad zone, GEO, and platform.<\/p>\n
The advertiser who places the highest bid wins the auction and gets the impression. And the chances of you getting it depends on your eCPM. So, you can only win the auction if your eCPM is the highest.<\/p>\n
![\"\"](\"https:\/\/ideaclan.com\/wp-content\/uploads\/2020\/12\/PAY-LESS-CHESS.jpg\")
<\/strong><\/h2>\nWhat Is eCPM?<\/strong><\/h2>\neCPM, or effective CPM, is defined as an actual bid for which you\u2019re buying impressions on an auction while competing with other active campaigns. It is calculated differently for different bidding models\u2014 CPM, CPC, SmartCPM or CPA Goal 2.0.<\/p>\n
But the general rule here is that the higher your eCPM, the more traffic you will get.<\/p>\n
![\"\"](\"https:\/\/ideaclan.com\/wp-content\/uploads\/2020\/12\/CHESS-BID.jpg\")
<\/strong><\/h2>\nCalculating eCPM For Each Bidding Model<\/strong><\/h2>\nCPM<\/strong><\/h3>\nCPM is the easiest alternative. When working on CPM, your eCPM rate is equal to your CPM which you set at the launch of the campaign.<\/p>\n
For instance, your CPM bid is $10, that is, you pay $10 for every 1000 impressions. This implies that your eCPM is also $10.<\/p>\n
Therefore, if you wish to get more traffic, you can either increase your CPM, thus having a higher eCPM, or you can expand your targeting settings.<\/p>\n
CPC<\/strong><\/h3>\nCPC is slightly different from CPM. In the case of CPC, your eCPM depends on your CPC bid and the CTR of your ads. This means that in case your ads have low CTR, then even with a high CPC bid your campaign won\u2019t be getting too much traffic.<\/p>\n
So, to get more traffic, you can either increase your CPC rate or make your ads more clickable (that is, improve their CTR). But the best option is to do both.<\/p>\n
CPA Goal<\/strong><\/h3>\nOn CPA Goal 2.9, the eCPM depends on two factors, that are, conversion rate and the size of the bid. Conversion rate explains how well your campaign performs. In the case of CPA model, it lets you set the bid dynamically so that you can reach the conversion price you wish for.<\/p>\n
![\"\"](\"https:\/\/ideaclan.com\/wp-content\/uploads\/2020\/12\/CHESS-C.jpg\")
<\/strong><\/h2>\nThings you can do to increase your eCPM<\/strong><\/h2>\nEven though the system controls the size of the bid so that you buy only the best-performing impressions, but listed below are some things you can do to increase the eCPM:<\/p>\n
\u2022 Increase your CPA goal:<\/strong> By increasing your CPA goal, you will allow the system to buy out more expensive zones with more traffic. In this case, you need to relaunch the campaign for better results.<\/p>\n\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n\u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n
eCPM, or effective CPM, is defined as an actual bid for which you\u2019re buying impressions on an auction while competing with other active campaigns. It is calculated differently for different bidding models\u2014 CPM, CPC, SmartCPM or CPA Goal 2.0.<\/p>\n
But the general rule here is that the higher your eCPM, the more traffic you will get.<\/p>\n
<\/strong><\/h2>\nCalculating eCPM For Each Bidding Model<\/strong><\/h2>\nCPM<\/strong><\/h3>\nCPM is the easiest alternative. When working on CPM, your eCPM rate is equal to your CPM which you set at the launch of the campaign.<\/p>\n
For instance, your CPM bid is $10, that is, you pay $10 for every 1000 impressions. This implies that your eCPM is also $10.<\/p>\n
Therefore, if you wish to get more traffic, you can either increase your CPM, thus having a higher eCPM, or you can expand your targeting settings.<\/p>\n
CPC<\/strong><\/h3>\nCPC is slightly different from CPM. In the case of CPC, your eCPM depends on your CPC bid and the CTR of your ads. This means that in case your ads have low CTR, then even with a high CPC bid your campaign won\u2019t be getting too much traffic.<\/p>\n
So, to get more traffic, you can either increase your CPC rate or make your ads more clickable (that is, improve their CTR). But the best option is to do both.<\/p>\n
CPA Goal<\/strong><\/h3>\nOn CPA Goal 2.9, the eCPM depends on two factors, that are, conversion rate and the size of the bid. Conversion rate explains how well your campaign performs. In the case of CPA model, it lets you set the bid dynamically so that you can reach the conversion price you wish for.<\/p>\n
<\/strong><\/h2>\nThings you can do to increase your eCPM<\/strong><\/h2>\nEven though the system controls the size of the bid so that you buy only the best-performing impressions, but listed below are some things you can do to increase the eCPM:<\/p>\n
\u2022 Increase your CPA goal:<\/strong> By increasing your CPA goal, you will allow the system to buy out more expensive zones with more traffic. In this case, you need to relaunch the campaign for better results.<\/p>\n\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n\u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n
CPM<\/strong><\/h3>\nCPM is the easiest alternative. When working on CPM, your eCPM rate is equal to your CPM which you set at the launch of the campaign.<\/p>\n
For instance, your CPM bid is $10, that is, you pay $10 for every 1000 impressions. This implies that your eCPM is also $10.<\/p>\n
Therefore, if you wish to get more traffic, you can either increase your CPM, thus having a higher eCPM, or you can expand your targeting settings.<\/p>\n
CPC<\/strong><\/h3>\nCPC is slightly different from CPM. In the case of CPC, your eCPM depends on your CPC bid and the CTR of your ads. This means that in case your ads have low CTR, then even with a high CPC bid your campaign won\u2019t be getting too much traffic.<\/p>\n
So, to get more traffic, you can either increase your CPC rate or make your ads more clickable (that is, improve their CTR). But the best option is to do both.<\/p>\n
CPA Goal<\/strong><\/h3>\nOn CPA Goal 2.9, the eCPM depends on two factors, that are, conversion rate and the size of the bid. Conversion rate explains how well your campaign performs. In the case of CPA model, it lets you set the bid dynamically so that you can reach the conversion price you wish for.<\/p>\n
<\/strong><\/h2>\nThings you can do to increase your eCPM<\/strong><\/h2>\nEven though the system controls the size of the bid so that you buy only the best-performing impressions, but listed below are some things you can do to increase the eCPM:<\/p>\n
\u2022 Increase your CPA goal:<\/strong> By increasing your CPA goal, you will allow the system to buy out more expensive zones with more traffic. In this case, you need to relaunch the campaign for better results.<\/p>\n\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n\u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n
CPC is slightly different from CPM. In the case of CPC, your eCPM depends on your CPC bid and the CTR of your ads. This means that in case your ads have low CTR, then even with a high CPC bid your campaign won\u2019t be getting too much traffic.<\/p>\n
So, to get more traffic, you can either increase your CPC rate or make your ads more clickable (that is, improve their CTR). But the best option is to do both.<\/p>\n
CPA Goal<\/strong><\/h3>\nOn CPA Goal 2.9, the eCPM depends on two factors, that are, conversion rate and the size of the bid. Conversion rate explains how well your campaign performs. In the case of CPA model, it lets you set the bid dynamically so that you can reach the conversion price you wish for.<\/p>\n
<\/strong><\/h2>\nThings you can do to increase your eCPM<\/strong><\/h2>\nEven though the system controls the size of the bid so that you buy only the best-performing impressions, but listed below are some things you can do to increase the eCPM:<\/p>\n
\u2022 Increase your CPA goal:<\/strong> By increasing your CPA goal, you will allow the system to buy out more expensive zones with more traffic. In this case, you need to relaunch the campaign for better results.<\/p>\n\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n\u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n
<\/strong><\/h2>\nThings you can do to increase your eCPM<\/strong><\/h2>\nEven though the system controls the size of the bid so that you buy only the best-performing impressions, but listed below are some things you can do to increase the eCPM:<\/p>\n
\u2022 Increase your CPA goal:<\/strong> By increasing your CPA goal, you will allow the system to buy out more expensive zones with more traffic. In this case, you need to relaunch the campaign for better results.<\/p>\n\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n\u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n
\u2022 Expand your targeting settings:<\/strong> There is a possibility that the targeting you have chosen is too narrow for your campaign and the system can\u2019t find enough converting zones for your ads.<\/p>\n \u2022 Improve the CR of your landing page:<\/strong> You can improve the conversion rate of your landing page by improving your creatives, revising your conversion flows, etc.<\/p>\nConclusion<\/strong><\/h2>\n