BARCELONA — ExoClick has introduced a new Automatic Variations Optimization tool for advertisers that automates control over the traffic sent to a campaign’s iterations.
According to the company, its Automatic Variations Optimization tool is similar to its landing page optimization tool and provides three different ways to distribute traffic to the variations: Even, Automatic CTR and Automatic on Conversion.
Even spreads traffic evenly between the variations, so if an advertiser uses four different variations, 25 percent will be sent to each one. Automatic CTR uses an intelligent algorithm to optimize traffic distribution based on conversion tracking results and automatically sends most of the traffic to the variation that is performing the best, while the algorithm continuously tests the remaining traffic against the other variations or any new variation that is introduced.
Finally, Automatic on Conversion is an intelligent algorithm that optimizes traffic distribution based on one of the advertiser’s preset Optimization Goals which can be selected from a dropdown menu, so the variation that performs the best according to the optimization goal will receive most of the traffic, again testing the remaining traffic against the other variations or any new variation that is introduced.
The new tool works for all ad formats with any type of creative: banners, video ad formats, popunders, push notifications and native for CPM, Smart CPM and CPV bidding models.
“Automation allows advertisers to really scale up their campaigns, which is why we have added Variations Optimization to our platform’s arsenal of optimization tools,” explained ExoClick CEO Benjamin Fonzé. “When a range of creatives are developed for an offer’s campaign you can never be 100 percent sure the creative you have selected will be the one to convert the best.”
Fonzé noted that manual testing can be time-consuming and can quickly eat into a test budget.
“Our new tool works on an advertiser’s behalf to determine the best converting creative, which not only saves him time but also helps him greatly improve his ROI,” Fonzé added. “ExoClick is the only adult network offering such a large range of free optimization tools and features.”
ExoClick’s Automatic Variations Optimization tool is available in the Admin Panel under Campaigns > New Campaign > Add Variations > Distribution Algorithm.
A tutorial detailing the new feature is available here.