Epom Market DSP Release 3.3: Five New Features To Improve Your Media Buying
New types of frequency capping, Bidding Multiplier and upgraded analytics — after its last release, the Epom Market DSP satisfies even the most refined media buying needs.
Whether you like it or not, there is a part of your marketing budget that is always wasted. Tons of dollars spent on users that will never become your customers raise the gap between you and your positive ROAS. And the relevancy of traffic sources isn't the only reason.
Sometimes a few improvements when setting up your ad campaigns may significantly reduce the cost for conversion and it may also cut down on money spent. Plus, your analytics already have answers to all your questions if you ask them in the right way.
The new release of the Epom Market DSP helps set up a perfect frequency capping for cost-effective ad campaigns and rolls out new analytics capabilities for better control over performance.
Ad Campaign Setup
30-day Frequency Capping. Improve communication with the audience
The 24 hours frequency capping is something typical for media buying. You put the number of times you want the user to see your ads on the screen per every 24 hours. That's it. But what if your communication strategy involves more subtle capping throughout the month? Let's say you want to hit the user with different messages every 7 days after the first interaction with your creative? Voila! Our new secondary 30-day frequency capping is at your disposal.
Recency Capping. Pay less for non-unique impressions
You're absolutely right. The Recency capping comes from recently. It's the time between your bids towards one user. How does it work?
The user has seen your creative and left the website, but he or she is still online. This is why you have a chance to show your ad again. You don't necessarily need to deliver your banner the second after the first impression. However, it's better to continue your communication when you are hot on your heels (and user's irritation).
With the Recency capping, you define how much time should pass until the user who has already seen your ad before will see it another time. 15 or 45 minutes? You're the one who decides.
Bidding Multiplier. Get the most valuable customers from the stream
The Bidding Multiplier is a unique feature exclusively available on the Epom Market DSP. It allows media buyers to win impressions from the best-performing sources without overpaying for them. How does it work?
After analyzing your numbers, you pick traffic sources with the highest performance. For winning more of their impressions, you switch on the Bidding Multiplier that automatically increases your bid for the specific publisher by two, three or more times (you decide) to ensure that you get the impression. When you win the impression you only pay the second price + 0.01 cent for it, and not the higher bid you offered.
As a result, you get the relevant impression at a fair price.
Before our latest release, our team was mostly focused on how to display all the vital analytics in the user's account with the maximum delay of 1 second. After doing that, we've shifted our focus to usability. Our upgraded analytics helps our users to better understand numbers by generating sophisticated reports, — says DMYTRO CHEBAKOV, the Product Manager at Epom Market DSP.
Customizable Table Columns. Let your analytics tell you more
Analytics displays results of your media buying activities (and sponsors your good mood). Sometimes the simple combination of Impressions + Countries + Conversions isn't enough for taking future-proof decisions.
This's why the Epom Market DSP offers more diverse analytics. Along with standard metrics, it tracks precise data like the bid price, bid floor, win rate and more, all in real time. New customizable columns are designed to generate reports that will display performance in the smallest details. The new columns shown reveal the improvements that should be taken towards specific ad campaigns or creatives.
OS Version & Device Dimensions. Enjoy a handy report view
These two new dimensions in analytics display performance per OS versions and devices. When applied along with other filters like the location, the dimensions of OS version and Device suggest points for more accurate future optimization.
Test-drive these new features in your account and let us know what you think!
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