Contextual Advertising: The Scale Method
Transcript
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We are going to talk about a second optimization technique for Contextual Advertising campaigns. It’s called the Scale Method. Instead of peeling sites out of a campaign we are just going to refine what we have in a single campaign. This is used mostly with mass-market campaigns that we talked about in a prior video. Which means that you are going to grabbing a lot of different web sites from a lot of different places.
What you do in the scale method is not peel the sites out. Instead of looking for sites that convert well you are going to look for sites that convert poorly. And you disclude them from being shown in the contextual advertising campaign. So the campaign still continues to go and cast the net and you are essentially cindering off the pieces of the campaign that don’t work. That’s the scale method and it tends to work better with mass-market campaigns where you are trying to get lots of volume and run lots of tests at one time.
Thant’s an important tip and I hope you take that straight to the bank. My name is Charles Lumpkin and you can find more of me at CharlesLumpkin.com.
