Define your strategy and choose your battle

In a sector as dynamic as the classifieds, it is necessary to continuously adapt the strategy and consequent tactics to keep growing.  

But at the same time it is important to have a very clear idea of which steps to follow and which are the priorities. Otherwise, there is a risk to pursue too many objectives and lose focus.

Our Premium Ads Solution is a flexible solution designed to cover all your needs and help you achieve your goals.

Before activating a campaign, we invite you to reflect on which are the battles you want to win in the short term, considering those possible scenarios:

• If your goal is to receive the maximum volume of traffic and leads, bear in mind: 

Since not all leads have the same value, a conservative CPV target could limit the capture of users and generation of leads in segments where it is necessary to compete with a higher bidding. In this case we recommend creating Segmentation Campaigns for specific niches and applying higher CPC. 

Also, if your campaigns are focused on the segments with more competition, it is possible that the cost of achieving the maximum volume of conversions leads will increase the CPV.

By prioritizing your goals, you can create more coherent campaigns with more realistic expectations.

• If your main objective is obtaining the highest volume of traffic, then consider:

1. Volume of promoted ads: the more ads you promote, the better chances that your ads will match with user searches and gain visibility. Choosing All Content as Segmentation Criteria would be the ultimate solution in this case. 
2. Volume of targeted users: As for the ads, the more users you target, the greater chances to gain better visibility. Reducing the funnel will decrease your chances of impacting the right users. 

As for leads, users also have a different value depending on the segment to which they belong. For example, it will not cost the same to reach a user from the main city of your state than users from a smaller province. Users also have different value depending on their activity, it is for example less expensive to reach active clickers than users who have not clicked in their last sessions.

1. If what matters most for you is complying with the proposed purchase CPL, take into account that each traffic channel has its own balance and dynamics. It means that some segments that work well on other channels, may not be the most performant on Trovit or Mitula, and vice versa. Even among Trovit and Mitula Group aggregators the dynamics might vary. To analyze your content performance, take a look at the insights section in your Thribee account.
2. If you want to achieve a specific average CPL, you should choose between two tactics at Thribee:
1. Maintain your average CPL, without prioritizing specific segments.
2. Prioritize strategic segments by expanding your flexibility in purchasing price if they coincide with the most frequent searches at Trovit or Mitula, and take advantage of the cheapest segments. Assigning higher CPL for certain geographical areas or user type for instance can unlock the potential of generated leads. Once again, creating Segmentation campaigns will be crucial here. 
3. If you want to associate a different CPL per segment, you should consider:
1. Your historical CPL as a reference. If your target CPL is lower than the one you already have, consider that lowering the CPL could lead to lowering the volume of generated leads. If you have the conversion pixel installed, you can see this data in your Thribee Dashboard account. CR (conversion rate) data will help you finding the most efficient segments.
2. Competitive CPCs for this segment. You can check it directly in your Thribee account since we have an indicator that calculates CPC competitiveness according to the current market values. Also, if you are a Gold Partner, ask your Account Manager what is the ideal CPC.
3. Volume of ads: the more ads you have for the chosen segment, the better chances to have a competitive Cost per Lead.
4. If you want to achieve the maximum volume of leads, consider:
1. The segments of your ads that have more potential in Trovit or Mitula, not only the segments that are usually more performant or popular.
2. Volume of ads: to avoid losing any possible lead, you should consider choosing a competitive CPC for each segment and show as many ads as possible to the user. To see the volume of ads which are not visible because they are duplicated with other portals, check out the Duplicated Ads section.