Check out these best practices for boosting your results on the Paved Ad Network:
1. Think through your targeting criteria.
The greater your reach across the network, the greater your potential results. Depending on the product or service you are offering, it may make sense to experiment with broad vs narrow targeting. You may want to start by selecting fewer options to assess results, and then narrow your targeting criteria over time.
If you have a product or service with broad appeal, starting with a broader target could drive faster campaign results. But, if you have a super-specific product you want to sell to a tiny (but lucrative) niche, a narrow audience could serve your campaign well.
2. Write friendly, concise copy to blend in with other content (and reduce ad fatigue)
The majority of email newsletters take a relaxed, conversational tone with their audiences. They typically include human interest pieces, alerts on topics readers care about, or news articles.
To make your ad perform well within newsletters, try to mimic this writing style and write conversationally. Look through journalistic headlines on your favorite media sites to learn what attention-grabbing headlines and articles look like.
3. Choose an image that looks good in different sizes
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 images that include tiny details that won't be visible on mobile or when rendered in small sizes.
5. Remember: some newsletters send once a week or once a month
To get a sense of your best-performing audiences and ads on the Paved Ad Network, you need to run a campaign for a minimum of 7 days, and ideally- more than a month. This allows your ad to appear in newsletters that send daily, weekly, every other week, or monthly.
6. 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.
7. Use the Paved conversion pixel to track performance
Paved gives you the click performance of all of your campaigns, but you can get even more insight by using the Paved conversion pixel.
Before you run an Ad Network campaign with Paved, we recommend setting up event tracking on your website so you can track clicks, conversions, and more. For full instructions, read: Install the Paved Pixel.
The Paved conversion pixel tracks the events on your landing page that come from your email ads. Much like other invisible pixels and Google Analytics tags, it’s a little bit of HTML code you put in the <head> tag of your landing 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. Based on this you can further refine your targeting criteria or creative within the Paved Ad Network to optimize your results. Learn more: Ad Optimization