See answers to common questions about the Paved Ad Network.
What is the Paved Ad Network?
The Paved Ad Network is a curated, premium newsletter network. With programmatic technology, we help advertisers run native ads that reach newsletter subscribers according to demographics, jobs, and interests.
How long does it take to get an Ad Network campaign up and running?
Results should start coming in after 24 hours. Once created, your ad is manually reviewed for quality purposes. When approved, your ad is live and shown to your target audience.
Despite the fast results, some newsletters send out only once a week. It’s best to let campaigns run for at least 7-14 days if you want a large volume of clicks or impressions.
What's the difference between the Paved Marketplace and Ad Network?
The Paved Ad Network runs on programmatic technology and allows you to target specific subscribers across all newsletters in the network based on demographics or interests. Your ad would only appear to subscribers that match your audience criteria.
The Paved Marketplace lets you search and select from hundreds of email newsletters offering sponsorships for a set fee. By booking a sponsorship, you have a 100% share of voice with that newsletter audience on the day your campaign runs.
How does Ad Network pricing work for advertisers?
There is no fee, subscription, or minimum monthly spend to use Paved.
On the Paved Ad Network:
You set a daily spending limit or total spending limit
Your ads are run on a CPC basis which you set
Ads are displayed on a real-time bidding basis
Can I see which specific newsletters showed my ad?
Yes. To see where your ad was featured, log into Paved and navigate to the Reports section of your ad network campaign. If you'd like to, you can remove newsletters or dedicate more budget to high performers.
How quickly do ads fatigue?
It depends on the audience size and the bid amount. It could be a week if you are winning the majority of the auctions and have a small audience. A good indicator is the Ad Quality Score, which you will see decline as ad fatigue increases.
How often should creative be swapped out?
Our Ad Quality Score is updated on a daily basis. If it drops below 4, then you should replace this creative.
How does the algorithm work for personal/work employment?
This can happen when people forward emails, when job titles change, or when there's an issue with the job title categorization. We normalize job titles e.g., "Global CFO & EVP" gets translated to "Chief Facilities Officer." We have hundreds of thousands of mappings. This is something we continually improve.
What do benchmark click-through rates look like network-wide?
0.5 - 1.5%
Is there a best practice around the frequency cap?
We recommend setting it at 2-3 times a week.
How many ads should an advertiser run at one time?
We suggest running at least 2 ads at a time that have different attributes to see which one performs best – think about testing different creatives, CTAs, and copy.
Where do you get your audience data from?
We use multiple data sources (Experian, Linkedin, etc.) to triangulate who each person is – from the data sources, we create a professional profile on each consumer to serve them the correct ads.
Can I control what newsletters I am featured in?
We'll display your ad to subscribers who fit your targeting criteria. However, you can easily filter out newsletters that have low performance. Learn more in: Optimize Newsletter Preferences. We also have a new targeting option if you prefer to target by newsletter, rather than audience characteristics.
How do you ensure my ad is not featured in inappropriate newsletters?
Paved screens all newsletters that sign up to the platform. We don’t allow any newsletters that have inappropriate or politically charged content on our platform. For more info, check out the Paved Content Policy.
How do I track conversions from Paved?
You can include a UTM to your landing page link. Our conversion pixel supports both Marketplace and Ad Network campaigns.
Can I integrate the reporting with my CRM and/or Google Analytics?
Not at the moment, but we do support tracking with tag management systems like Google Tag Manager. Learn more about setting up 3rd party tracking with Paved.
What is an ad quality score? When do I get it?
You can read more about quality scores in our guide: Ad Quality Score. We automatically calculate the quality score after your ad has been live for a few hours.
Does your system automatically optimize our ads?
We automatically optimize ads so that the best-performing ad is shown more.
How does payment work?
Paved’s Ad Network runs off credit card payments. Once you’ve created your campaign, you’ll be prompted to upload your payment details which will push the ad to review. You cannot pay by invoice.
Is there an overlap between publishers on the Marketplace and the Ad Network?
There is some overlap; however, the placements vary. You will most likely get more ad real-estate running campaigns with publishers on the Marketplace vs the Ad Network.
Can I include a GIF or a video in my ad or does it have to be a static image?
Not at the moment.
How long does the review process take?
Our system reviews the ad instantly. If our system picks up on any issues then a member of our team will reach out to you before pushing it live.
Can I edit my bid and creative while my campaign is active?
Absolutely! You can adjust your bid, creative, or targeting while your campaign is active.
Is the targeting “and” or “or”?
Within a category, it is ‘or’, and each category is ‘and’ for example (Job title OR job title) AND (company size OR company size).
Do you filter automated bot clicks?
We do filter automated bot clicks. We have a process in place that remove the clicks coming from spam checkers and only shows real human clicks. Learn more in Click Bot Prevention
Is the Paved Ad Network GDPR compliant?
Yes. The Paved Ad Network complies with GDPR and CCPA. As a result, all EU-based subscribers are opted out of our targeting and we don't store data on any EU-based subscribers.
As we continue to build out our platform, we are working hard to comply with international and national regulations. There's still some uncertainty around RTB (real-time bidding) and GDPR. A June 2019 report from the UK Information Commissioner’s Office suggests RTB isn't compatible with GDPR. For this reason, we only do contextual targeting rather than interest/employment-based targeting for any EU-based subscribers.