Media Buying

Sitescout Review: How to Run a Profitable Campaign with SiteScout (RTB)

sitescout campaign

How to Run a Profitable Campaign with SiteScout (RTB)

Almost 90% of affiliate marketers who start media buying with SiteScout (RTB) will give up at some point after losing decent amount of money. Because, most of the media buy starters will fail with RTB if they don’t setup their campaign in the way it should setup.

If you don’t know what RTB means, a RTB platform is a Real Time Bidding Platform, where you can bid on the site you want and if you won the bid means, your ad will be displayed immediately on the publisher site.

You can buy traffic from any site you want by using DSP (Demand Side Platforms) like SiteScout. By using RTB method you can bid on the site you want to get impressions from and if you win the bid means, your ad will be displayed.

DSP’s will have inventory from many ad exchanges like Appnexus, Google Ad Exchange, Right Media, Pubmatic, OpenX and many more. So, simple to say, you will have billions of impressions daily. All you need is good budget to buy the traffic you wanted.

RTB’s are generally used to leverage their ad campaigns. Since, there is huge inventory available across DSP’s. You no need to worry about traffic anymore. And moreover it may go even worse by losing good amount of money in minutes or even seconds. I had days where I lost thousands of dollars in few minutes. Like I said, due to the sheer size of inventory available, you could get millions of irrelevant or untargeted impressions in minutes and there by ending with huge loss.

So, before starting your SiteScout campaign, you need to make sure that you have targeted the right audience.

Here, I am going to show you how to properly setup your SiteScout campaign, to reach your potential customers and make your campaign profitable.

Things you need before you start a campaign with SiteScout.

  • A niche
  • An offer you are going to promote
  • Tracking Link (If you don’t know how to create a tracking link means, here i have explained how to create a tracking link with CPV lab. )
  • Banners

Here, I have chosen the niche, Fantasy Football

And I have already have the tracking link, offer and banner.

As part of an example, I am using the following banner

Fantasy Football

Step 1:

First of all, log in to your SiteScout RTB platform by opening the url

http://rtb.sitescout.com

I am assuming you already have an account with SiteScout. If not, you can easily create one by following this link

https://rtb.sitescout.com/registration/

Step 2:

Now, in the top right hand side, you can see a button named New”

Click on New, to setup the campaign.

You can see the following options when you try to setup your new campaign.

Website Campaign:

If you already know the sites where you wanted to advertise on, then this is the option you need to choose when setting up your new campaign. Or if you have aggregated a list of sites by doing competitive analysis, then you need to choose this Website Campaign.

Retargeting Campaign:

If you want to retarget your audience, then this is the campaign you need to choose. When people click on your ad and left without making any conversion, then you can display the same ad or another ad to the same customer who has shown interest earlier. You can display ad to them till they make a conversion by showing your ad in every site they visit. This type of campaign will greatly increase conversion rate by converting lost customers.

For this, you need to record clicks from people who visit your landing page. I will explain more about this later in this topic.

Audience Campaign: If you want to acquire new audience and you don’t have any data, then you need to use this Audience Campaign. In SiteScout, you can get data from different data providers. For example, if you are trying to promote a beauty product, then you can choose the custom audience group which was collected by data companies. You can simply target that group in SiteScout, so there are very good chances that these people who have already bought beauty product might buy your products too.

You can find almost all types of groups basing on Gender, Demographics, Interests and many more.

Contextual Campaign: This is similar to Google Adwords, where you can target contextually. That means you select keywords and then your ads will be displayed whenever the ad server finds your keywords in the publisher’s site. This is a great way to reach your targeted audience.

Video Campaign:

With Video Campaign, you can place ads in videos like in-stream video ads.

Facebook Campaign:

In SiteScout, you can also target people in Facebook, but in order to use this, your landing page and ads need to be complied with Facebook Ad policies otherwise you cannot target Facebook audiences.

Step 3:

Here, I am going to show you how to acquire new audience using SiteScout. So, I am going to use Audience Campaign.

Remember to create different campaigns for Desktop and Mobile. Never ever create a same campaign for both platforms. As, bids may vary for Desktop, Mobile and Tablet.

Step 4:

I am assuming you already have your tracking link which leads to your landing page.

Enter your tracking url in the Destination URL field and choose the other settings like Frequency Cap, Default CPM Bid and daily budget.

I am going to use minimal settings as shown below.

Frequency Cap: 3 per 24 hours
CPM Bid: $0.40
Budget: $100 / Day

Step 5:

Now, choose your country where you want to display your ads and select the option On under Conversions to track your conversions from SiteScout.

Create a New Conversion Pixel by click on New Conversion when setting up your new SiteScout Campaign. You can see in the above screenshot.

I have named it as Test Conversions, you can see below as I have assigned a conversion value too.

Now, your newly created conversion pixel will be shown under Available Conversions.

It should look like the following one

Now, click on Track, to track conversions of your campaign. You can able to get the conversion pixel code by click on its settings.

You can either get its html tags or you can capture the converted audiences.

For now, I am going to use just Tags which can be used in my tracking platform. Your conversion pixel code might look below.

You can also use the Audience Capture option to capture audiences who got converted. So, you can exclude the converted people from Retargeting Campaign as shown below.

Anyways, finally, your tracking section will look like below.

Step 6:

Coming down, you can Advanced section, where you can further optimize your campaign.

Under Advanced section, you can find the following options.

  • Contextual
  • Page Position
  • Brand Protection
  • Campaign Audience Capture
  • Basic Optimization

Contextual:


With Contextual, you can target contextually, for example, if you search for the keyword football, you can find contextual group of audience related to football.

This is a great way to reach your targeted audience.

Page Position:

You target the ad spots basing on their locations, like if you want to display your ad on only Above the Fold or Below the Fold, you can do that using SiteScout RTB platform.

Above the fold ad spots tend generate good CTR’s but you can only win that spot with higher bid, whereas you can get Below the Fold ad spots with cheaper bid rate.

Brand Protection:

One of the important setting in SiteScout is, Brand Protection. Since it is an RTB platform which contains huge amount of impressions from different sources, so that means, it can also include junk traffic. If you are trying to target decent audience, you need to filter junk traffic by using Brand Protection.

With this, you can filter displaying your ads to kid’s sites, hate sites, weapon sites, torrent sites and many more. There are also options available to choose for what kind of sites you want to display your ads.

So, go through all the available options and filter your traffic.

Campaign Audience Capture:

With Audience capture, you can capture audiences who clicks and lands on your landing page or who made a conversion or event.

You can capture any of the above three type of audiences.

In this setup, I am going to capture Clicks, so that I can retarget the people who had shown interest to my product and have visited my landing page.

So, I am creating a new Audience with the name Test Clicks.


Later, I will use these audiences in my retargeting campaign.

Basic Optimization:

In this setting, you can set your ads and placements to auto optimize basing on the metrics like CTR, eCPC.

So, you no need to worry about the ads and placements which are not performing well for you.

Step 7:

Moving on to the next step, like I said in the earlier, you need to create different campaigns for Desktop, Mobile and Tablet.

So, since we have already created a desktop campaign, we are going to filter other device traffic like mobile and tablet.

Step 8:

This step is about choosing your audience. In this step, you are going to choose your audience. Since, I have already mentioned in the beginning that my niche is about Fantasy Football.

So, my targeted people would be people who are interested in Football. Here I am searching for football audience.

In the above, I have searched for Football keyword and so I was returned with the above results. It shows the groups and the number of impressions available with their respective bids.

In order to get inventory from those groups, I need to have a good bid which is higher the listed bid. You need to keep on raising your bid until you see some traffic coming through.

Note: Don’t ever raise your bid too high, as this may result in eating up your entire budget even if you have limited your daily budget. Go slowly with your bid and wait sometime after you raise your bid. As the adserver may take some time to adapt the changes.

Anyways, here I am going to select my targeted groups.

And adding all these groups as a New Group.

Now, that I have selected my audience.

Step 9:

In the next step, you have the option to choose whether your ads should be distributed across RON (Run on all Exchanges) or few ad exchanges.

If you have narrowed your target so well, then you can go for RON otherwise, you must stick with few ad exchanges. When you got some results, then you can scale it to other Ad Exchanges as well.

Here in this setup, I think, I have narrowed down my targeting, so I am going with running on RON. But usually, RON setting is preferred when you have the list of sites where you want to advertise on.

Suppose, if you have complied a list of sites by doing competitive analysis, then you will have few sites where you want to advertise on. In this case, you can choose RON setting and use a Domain List setting in the bottom. So that, your ads will only be displayed on the sites where you want them to be. This RON setting will get you maximum inventory from those sites from all available ad exchanges.

Step 10:

Now, the next step is, Inventory. In this step, you need to upload your creatives. Here I am going to upload my creative which I have already shown you in the above.

After I have created my ad, it will look like the below.

And finally, a preview of your settings would look like the below.

Now, review all your settings, before you launch your campaign. You can always edit your campaign, but altering the countries and destination url will lead your campaign to go for review again.

So make sure, you have all your settings set correctly.

Now, finally, you will get a confirmation message after you have launched your campaign.

Now, your newly created campaign is submitted for review, once it got reviewed you will start receiving impressions.

But, hey wait, you are not finished yet. Here is the important step which most people forget. You need to retarget your audience who is going to show interest on your product by visiting your landing page.

You need this step because, mostly, the impressions you will receive are like, you will receive a single or very few impressions from many sites. If this is the case means, you will never get a conversion.

Since, it is a RTB platform, there are very good chances that you may not win impressions all the time. So, you will end up getting very impressions from too many websites. In those too many websites, some people may click on your ad and they may visit your landing page. But didn’t got converted.

And it is very hard to show your ad in the same placement to the same user with your usual Audience campaign.

In order to show ad to the user who has shown interest in our product, we will capture people who have visited our landing page.

Step 11:

In order to capture the visitors who have visited our landing page. You need to place a code in your landing page. You can get the code from My Audiences in your left hand side.

Under My Audiences, you can see your Test Click audience group which you are going to build when you run your audience campaign. It will start collecting visitors who have landed on your landing page.

But for this to work and to start collecting visitors, you need to place the code in your landing page. You can get the code from its settings as shown below.

Now, copy that tag code and place that code immediately before </body> tag in your landing page.

Once you have added this code in your landing page, it will start recording visits and will build your audience group.

Step 12:

Now, it is the time to create your Retargeting campaign. Without this, you will never get profitable with SiteScout, unless you have your own list of sites which you think they will work for you.

Now, like we created our first campaign earlier, just head on to New and click on Desktop > Retargeting Campaign.


And set all other settings same and keep your frequency cap to 10, so that, your ad will be displayed to the recorded user in every website he visits. This will help you to get an increase in your conversion rate and also CTR.

Step 13:

Now, when you come to the setting Audiences. You need to choose your Audience group, which you have already created in the beginning of your campaign creation and this Audience group can be seen clearly in the list as shown below.

Click on Target in order to Target to those people. If you are recording conversions also, then you click on conversions audience group and click on Exclude.

So, that your retargeting campaign won’t show ads to people who were already converted.

And it would look like below

Now, choose RON, so that you can able to reach your potential customer more widely by getting traffic from all Ad Exchanges.

After that, upload your creatives which you wanted to display to the visitor who has already shown interest in your product.

After you have uploaded your creatives, review your campaign settings and launch your campaign.

Step 14:

Wait, till your campaigns got approved. Then, run both campaigns simultaneously. In your audience campaign, filter the placements or sites which are not brining any clicks to your landing page.

If you get a click, he will be recorded and added to your remarketing list and then he will be shown your ad all the time wherever he go and whatever the site he view, your ad will be displayed to him.

If you do this properly, by filtering placements which are not working, then, in the end, you will be left with placements which will work for you. So, you can maximize your campaign and get into profits.

Things to remember:

  • You need to have decent amount of money for testing. Since, SiteScout has a minimum budget of $500, which means, without proper test budget, you will never make any money with it.
  • Always, narrow down your targeting, otherwise, you will end burning up your entire funds in your account.
  • Never set higher bids, unless you know what you are doing. Since, the adserver is dealing with billions of impressions, it will take a while to stop the adserver running your ads, and when you have higher bids set, even if you pause your campaign, it will stop after few minutes. So, in the mean, it will eat your budget with highest bid.
  • Without Remarketing, don’t run an Audience campaign, as it will get your few impressions from thousands of sites.
  • Remember to place remarketing tag in your landing page, otherwise it won’t record the visitors.
  • Remember to pause the sites which are not getting you any clicks. It will help you to save your budget.

If you need any help with SiteScout campaign, you can leave a response below.

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17 Comments
  • Nat
    Oct 10,2016 at 9:24 pm

    Hi!
    Very useful information – many thanks.
    I have the account with Sitescout. Would you like to help me to set up the campaign for additional payment.
    Thank you.

    • Oct 24,2016 at 9:01 am

      Yes, i definitely can help you with this. Please use my contact form to reach me.

      Thank you

  • […] The content is displayed with the tag “sponsored”. The Triple Lift allows true RTB auctions. This allows the sellers and the buyers to leverage the unique data. The Triple Lift has […]

  • […] Avoid using any marketing techniques which may hurt your rankings, and reputation. No one wants to trust your brand if you advertise on scam related sites. This means you should always try to protect your brand’s visibility by filtering shady websites in your ad campaign. If you are using RTB platform for promoting your brand, know how to properly set up your campaign by using this guide. […]

  • […] Avoid using any marketing techniques which may hurt your rankings, and reputation. No one wants to trust your brand if you advertise on scam related sites. This means you should always try to protect your brand’s visibility by filtering shady websites in your ad campaign. If you are using RTB platform for promoting your brand, know how to properly set up your campaign by using this guide. […]

  • Dave
    May 30,2016 at 2:58 pm

    Hey, very informative. Thanks! Contact me, I would like to talk to you more in depth. Thanks.

  • May 19,2016 at 11:27 pm

    Just read through this whole tutorial on how to setup a campaign. Very good information and in-depth.

  • May 19,2016 at 9:30 am

    Hi Dheeraj,

    Your detailed post on sitescout helped me a lot. I have been running campaign first time here since week and spent all $500 without any conversion. Was doing some wrong things but thank because of you I have saved some of my budget.

    I have few questions though:
    Is sitescout good option for targeting based in India?
    Can you suggest how can I target people who want to purchase Real estate/property in my location (Pune).
    Or any suggest would be helpful.

  • May 4,2016 at 2:56 am

    Infact I was taken aback as I read thru your useful information.
    I have already created an account with Sitescout and ready to set up my campaign. But your good info about sitescout had compelled me to think twice.

    I dully commend you to anyone who is new to sitescout to venture your ideas of campaign creating. I could see from the way you speak about campaigns with Sitescout shows you have a very good knowledge about the business.
    Power to your elbow.

  • Frank
    May 4,2016 at 2:42 am

    Hi,
    I need to contact you to outsource my Campaign with Sitescout to you.

    If your interested, please just contact me.

    Skype: —

    Thank you.

  • Apr 26,2016 at 7:10 am

    Hi,

    It depends on what kind of niche are you trying to promote. For gaming some channels work better and for other niches a different one.

    • Dec 13,2016 at 4:43 am

      Awesome post Dheeraj!!!

      As I understand it, not all verticals work well with every traffic source. What verticals/offers work best on sitescout?

  • Asif Kamal
    Apr 23,2016 at 7:41 am

    Dear Sir,
    Thanks a lot for sharing so valuable information.
    According to your experience,which channels are more productive sites to place our banners on?

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  • Dec 9,2015 at 12:22 am

    And what about the Auto Optimization tool, do you use it?? like for Games that pay U$ 1,00 is a no brainer if works well, are you using it for eCPA goals?

    • Dec 9,2015 at 3:49 am

      Not in the very first, because a lot of impressions will get scattered to rubbish sites in the testing phase. So until i figured out some working placements, i wouldn’t use this. Sitescout has a lot of rubbish sites, you need to filter them before you make any ROI.

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