The 26th President of the United States, Theodore Roosevelt, said: “Nothing worth having comes easy.” Well, sorry Teddy but with Target and Source Campaigns in Zeropark, simple optimization does come easy.
Today, we’re going to go through:
- What a Source and Target are in ZeroPark
- How the source and target campaign types differ
- Why they are useful for optimization
- How you can get up and running with them the right way
- And the secret for improving your target and source campaigns over time
By the end, you’ll be ready to go out and prove Teddy wrong.
What’s a Target in Zeropark?
In Zeropark, a target is a single traffic placement (Push, Pop or Domain) from a publisher. So if a publisher has five domains which provide domain traffic, that would be five different targets in Zeropark. Likewise, if a different publisher has 12 websites that provide push traffic, you’d see 12 push targets in Zeropark. Each traffic type can pass information about the targets where your ads were displayed and their performance.
What’s a Source in Zeropark?
A source is all the targets from one publisher of traffic to Zeropark. In a few rare cases, a source may have only one target (as that person has only one site) but in the majority of cases, they have more. Some sources have thousands of targets. So in general, a source is broader than a target (though there are a few exceptions where a source and target could be viewed as the same thing).
What are Target and Source Campaigns?
Unlike Run of Network (RON) campaigns, which buy traffic from every target and source, a target and source campaigns only buy traffic from the options you select (targets in a target campaign and sources in a sources campaign).
How is a RON with paused targets/sources different from a Target/Source campaign? RON campaigns will keep on buying from new sources/targets, so if you want to buy traffic only from selected publishers/placements, then Target/Source campaigns are the only option.
Important. When you set up a target or source campaign there are two steps. The first is the general settings including geo, bid, targeting options and so on. The second involves selecting some targets or sources (depending on the campaign type). If you don’t complete the second step, your campaign will remain in “draft” mode as we have no idea where you want to buy traffic from.
These campaign types are great when you have some data on what sources and targets respond to your approach. There are a few ways to get that information.
How to Find Good Sources and Targets
There are three ways to get information on what targets and sources you should select for your campaigns.
- Past campaign experience (if you ran a similar campaign, the data may apply too)
- Asking your account manager or our support for a whitelist
- Getting data from a RON campaign.
Even if you choose to go for the first two options, it is still a good idea to start a RON campaign. You might think that your new campaign is very similar to your last one especially if it is in the same vertical, but in reality, it might appeal to a very different type of person. The type of health product a yoga-loving 20-year-old woman wants is different from the protein shake guzzling gym resident.
It’s Good to Keep a RON Campaign Open
Although it sucks to spend cash on traffic that isn’t converting, digital marketing is a fast-changing environment. Some of our traffic sources and targets add more supply at different times and we also get new sources joining.
By keeping a RON campaign open, you can spot new opportunities as they arise which can help improve the longevity of your affiliate campaigns. You don’t have to spend a huge budget here as the majority should go to those proven targets and sources you’ve already found. Instead, it should be a smaller sampling budget.
Target and Source Pro Features
Now that you know the basics of Target and Source campaigns, you might want to check out these pro features that can help you save time and spend your budget on more profitable sources.
Target and Source Bid Capping
A source or target budget cap prevents you from spending more than you want on any single sources and targets. This is good when testing so you can get an equal amount of traffic from different targets and sources rather than spending more on sources which have more traffic.
Push traffic is different from domain and pop traffic due to its nature and pricing model. Because it is based on PPC and clicks can have a delay (up to a couple of hours) between when a notification is sent and the user responds. This means your ad spend on Push traffic may not match your budget or cap. Additionally, push traffic only supports budget capping on the source level.
Custom Target and Source Bids
You may notice that one source or target is performing well, or is providing a minimal ROI. At this point, you might want to adjust your bid to buy more or less traffic from that source or target. The easy way to do this is by setting a custom bid for that target or source.
A custom bid will override the auto bidding settings and instead bid based on your custom amount. A source bid will override the campaign bid and a target bid overrides both the campaign and the source bids.
Use Rule-Based Optimization
You can also save time by using Rule-Based Optimization to automatically pause, bid up or bid down on geos, Targets, and Sources based on their performance. You set the time frame, and conditions to be met as well as the action to be taken.
While you can set advanced rules in Rule-Based Optimization for pop and domain traffic, it’s not currently available for Push. The good news is, we’re about to launch the first version of RBO for Push Ads soon, so stay tuned!
Start Simple Optimization with Target and Source Campaigns
Source and target campaigns are one of the simplest ways that you can start optimizing for more profit. If you want a head start, contact our support or your account manager and get a whitelist. Otherwise, run a RON campaign and optimize from there.