Before spending money on any advertising platform, you need to leverage the stats you already have in your website or e-commerce platform. Look at the trends of your organic and paid traffic to see what type of audiences convert for you and which do not. Does the device type make an impact? Do people tend to purchase when visiting one landing page over another?
How To Optimize Your Ad Campaign For Conversions
MANTIS provides its advertising partners with a free campaign analysis report that updates in real-time as ad campaigns run across the websites and apps included in the MANTIS ecosystem.
The performance report in your MANTIS dashboard displays optimization suggestions based on the performance of your campaign, including bids won/lost, average bid price, and more. This data is really useful for determining how to optimize your campaign for clicks or impressions, but it does not provide any insight into how your campaigns are actually performing at a conversion-level per content category/publisher.
Adding The Conversion Tracking Pixel To Your Website
To gain access to this valuable conversion data, advertisers must first implement the free MANTIS conversion tracking pixel.
Once you've gotten our conversion tracking pixel implemented successfully, you should see a conversion breakdown on your Conversions tab. When clicking into a conversion goal metric, you will be brought to a new page with a comprehensive breakdown per publisher for that tracked conversion metric.
This page showcases the power of MANTIS analytics; it is certainly one of the most valuable tools we offer advertisers, so be sure to take advantage of this data. Easily compare average cost-per-leads (CPL) per publisher and identify websites that are doing great as well as others that may need removed from your campaign's rotation.
An example of an Advertiser's Conversions tab
What Are MANTIS Confidence Scores?
- High Confidence - There is significant data available linking these conversions directly to your MANTIS ad campaign(s).
- Medium Confidence - Data shows that these conversions were influenced by your MANTIS campaign(s) in some way.
- Low Confidence - There is limited data available for these conversions.
Understanding The Terms On Your Conversions Tab
- # of Conversions - The total number of conversions tracked on your website in a specific Confidence Score.
- Mantis ID - A unique identifier within the MANTIS ecosystem for each conversion entry.
- Transaction ID - A unique identifier provided to us from your conversion tracking code or e-commerce integration.
Setting Up Your Campaign(s) For Success From The Start
If your goal is to track conversions using MANTIS, it is vitally important that you set up your campaigns correctly from the get-go to ensure data sets collected are truly useful. That means setting up many strategic campaigns and testing a lot of different scenarios.
To accomplish this, consider setting up campaigns at a product level (as opposed to sending people to your homepage or category-view page), with conversion goals set up to track conversions for that product.
Additionally, if you have multiple products or services listed for sale at different price points, consider setting up a campaign for each price point (e.g., products under $50, $50-$100, $100-250, $250-$500, etc...) so that you can track which properties on the network are performing above or below expectations for products at different price points.
Further, because MANTIS has the ability to reach both mainstream and endemic audiences, it is important to also test which audiences are responding to specific products, creative messaging, landing pages, etc... To accomplish this, consider setting up at least two additional campaigns that are specifically targeting mainstream and endemic audiences. Place bids at our network base rates for each rotation, and increase your maximum bid rate per rotation as needed (to ensure your daily budget is being reached).
Last but not least, consider uploading multiple sets of creatives, each utilizing its own unique messaging, imagery, and branding/colors. Customize your landing pages per creative to get a clearer picture of whether the creatives need updated, or if its actually the landing page users are being sent to that needs optimized.