Proper optimization of an advertising campaign will allow you to extract the maximum ROI and get to the plus side. In this article we will talk about what optimization principles exist, as well as what statistical indicators should be paid attention to first of all.

Basic principles of optimization in native networks

Most native networks are sources of traffic that do not require webmasters to have cloaking skills, experience in using a tracker or knowledge of the peculiarities of working with anti-detection browser when promoting "gray" offserts. For this reason, it is considered that native networks are more suitable for beginners than other traffic sources. It may seem that the webmaster's activity in native networks is limited to choosing an offer and creating creative, which is not quite true.

Collecting maximum statistical data for further analysis and optimization of the advertising campaign is one of the main tasks of any webmaster at the test stage. Having determined which creatives are the most effective for the audience of the site and convert better than others, the webmaster will always be able to stay in rotation and attract more quality traffic.

When working with native networks, a webmaster may find himself in one of several standard situations, each of which we will analyze below.

Low CPM

CPM - cost per thousand impressions. In this case, all impressions are taken into account and summarized, regardless of whether the user went to the page of the offer.

You can increase CPM in several ways:

• Increase bid. Bid in native networks is the rate offered by a webmaster for a click or display of his teaser. In order to raise the ad in rotation and thus increase the CPM, set the initial bid slightly above average. You can get the data of the average bid on the ad from the personal manager of the affiliate network.After the ad has collected a sufficient number of impressions and rose in rotation, the bid can be lowered to the working one.

• Increase CTR. To increase CTR, try changing the image and title of the teaser. Once the CTR starts to drop, it means the creative is wearing out. Conduct split testing: upload several similar creatives and change a few distinctive details in each of them.

CTR - click-through rate, calculated as the ratio of clicks on an ad to its impressions. It is expressed as a percentage.

Low CTR

A stable CTR, after which the webmaster can make some conclusions about the advertising campaign, is formed after shedding the number of impressions and clicks.

If after 5-7 thousand impressions or 300-500 clicks the CTR of your ad is lower than the average CTR on the site, you should think about changing the bundle: creative or headline.

The task of your teaser is to provoke a further transition of the user, so when creating the creative, study the target audience and the specifics of the chosen offer as much as possible. The higher the CTR of your teaser, the higher the ad is in the overall rotation.

Creative optimization tips: 

• Use "live" imagery

• Place a large image of the advertised product in the foreground

• Create an intriguing headline

• Avoid complex wording

• Use visual representations of statistical indicators

High CTR, but no conversions

This situation tells us that the webmaster's creative is liked by the website audience, but something prevents them from completing the conversion. After clicking on the teaser and going to the landing page of the offer, for some reason the traffic does not move along the sales funnel and leaves the site.

There are several reasons for low conversion, as well as options for optimizing the advertising campaign in this case:

• URL error. First you need to sift out the possibility of a technical error. Check the correctness of the entry of the URL landing, because at this stage, even experienced arbitrageurs make mistakes.

• Misleading. If in the creative you promise potential customers a super-effect after using your product, then make sure that the landing page and prelending match these promises. No one likes it when reality doesn't match expectations.

• Low page load speed. The webmaster won't be able to influence conversion in cases where the user doesn't see the teaser because the page takes too long to load.

• Incorrect design of the offerer's landing page. Careless design of the call to action button can play a cruel joke with the webmaster. Traffic that goes to the page of the offer, simply will not understand what action to place an order is expected of him. Make sure that the information on the landing page and prelanding is presented in clear language and does not differ from the creative fundamentally.

Before launching an ad campaign, carefully check the functionality of all elements of the page that the user can interact with before launching the ad campaign. This is especially true for the order form, because it is the link between the user's desire to place an order and its direct placement.

Low ROI

ROI is a financial indicator of return on investment that shows the level of profitability or unprofitability of an advertising campaign.

If the ROI has stopped at a value approximately equal to the total costs of traffic purchase and does not exceed them, then it is time to think about optimizing the advertising campaign.

ROI can be increased in several ways:

1. Lower the bid. Lowering the bid will result in lower ad campaign costs. Important: When lowering the bid, be careful not to lower the bid too drastically to avoid falling out of the general rotation.

2. Replace your landing page. Try to pick a page with a higher conversion rate.

3. Disable ineffective sites or ad units. You can improve ROI by reducing the expense column. Take away the sites and blocks that are spinning at zero and are not useful.

4. Request an increased rate from the PP.

5. Replace ineffective teasers. Disable ads that are running at zero.

6. Enable push-base collection. Increase ad campaign ROI with push notifications, the most popular format among arbitrageurs in 2023. Most of the native networks allow webmasters to pre-monetize their traffic profitably, through individualized pushbase collection. In some native networks, domonetization brings the webmaster up to 25% additional earnings.

If after 1-2 days the gap between income and expenses persists or continues to grow - it is not worth scaling. The risk of going into the negative is too high.

High ROI

In this case, a successful optimization result can mean a scaling prospect for the webmaster. ROI is one of the main parameters for evaluating the effectiveness of an advertising campaign. Based on this indicator, the webmaster decides on scaling his campaign.

Principles of scaling an advertising campaign after its optimization

If the campaign brings a steady income, it is time to think about its scaling. The webmaster has several scaling options:

Budget Increase

Once you've found a working bundle, it's time to increase volume by increasing your ad campaign budget. The more impressions your ad will have, the more leads you'll get, which means higher approvals and payouts.

Transferring an ad campaign to a new ad network

Transferring an ad campaign to a different native network is a great way to scale it, but the campaign will have to be tested again before doing so. 

Offers that perform well in one native network may fail in another.

It's all about the audience. Before moving the advertising campaign, carefully study the audience that prevails in the selected advertising network.

A couple of days of testing with a similar budget will be quite enough to understand how the offerer works in another network.

Mobile or desktop

If your offerer's ads have been running exclusively on mobile devices, it makes sense to expand to a desktop version.

Important! It is better to create a new advertising campaign for the desktop version. In the future, it will make the optimization stage much easier and will allow you to be more maneuverable within the advertising network.

New GEOs

Scaling means expanding. And how else to expand, if not to try yourself on new sites and GEOs? The most impactful way to scale is to add new countries and regions. Carefully study the audience of the country where you are going to promote the offer. Each GEO has its own peculiarities: somewhere numbers and statistics work best, and somewhere show business stars and politicians. So test, test and test again.