What's Site Rank ?
Loyalty Program Company
Fortune 500 Company
You’re interested in programmatic ad buying because it promises greater volume and better pricing. But you’re not interested in getting burned by costly low-quality inventory or outright fake traffic. Spotting this in post-campaign audits is too late. And blindly excluding inventory defeats the purpose of having more choice.
What if you could anticipate inventory quality and make real-time adjustments while your campaign is live? Enter SiteRank, AdGear’s proprietary quality ranking of sites that are available through ad exchanges.
SiteRank is a predictive algorithm that acts like a trust score to help you improve targeting, increase campaign performance and combat traffic fraud. AdGear uses a mix of internal and third-party data—such as aggregate traffic indicators—to rank publisher sites on a scale from 0 to 10. The higher the ranking, the better the quality, popularity and legitimacy of inventory.
For the first time, you can fine-tune each and every campaign by controlling the range of quality you’re bidding on. You determine the optimal balance of price versus reliability. If conversion is your goal, a higher SiteRank may deliver best. For high-volume/low CPM plays, middling or low SiteRank values could be the ticket. For greater brand safety, you could exclude low-quality sites altogether. As your campaign progresses, it’s easy to double down on the SiteRank segments that are getting the most traction.
The five customer stories below show how SiteRank can help you lift your results. All of the examples are based on actual accounts and real data.
For its November traffic, an agency was comparing two groups of mid-ranked sites. One group had a quality score of 5, while the other was ranked 6th. In terms of clicks and CTR, there was virtually no difference between the two groups. However, the agency noticed that sites with a rank of 5 delivered 1,904 more conversions that month for only $957 more in media spend. Thanks to SiteRank’s segmentation by quality, this agency saw an easy way to increase conversions at minimal extra cost.
A loyalty program was analyzing its campaign metrics for the second week of December, a key period in the holiday shopping season. Looking at its top three SiteRank groups in terms of impressions, it became clear that sites with a quality rank of 5 were 100% to 300% more cost effective (CPA) than sites with a rank of 6 or an unknown rank. Group 5 generated 100+ more conversion in fewer clicks at $1,491 less than sites ranked 6th, the next-best group. Without SiteRank, the loyalty program would have missed this opportunity to slash CPA by targeting according to relative quality.
Sometimes, higher quality is cheaper in the long run. That’s what a Fortune 500 company learned from SiteRank. When looking at its traffic for the first half of December, it saw that sites ranked 8th had quite good CTR for such high-quality inventory. What’s more, they were generating a significantly large volume of clicks relative to other groups, a clear indication that lower-quality site groups were lagging and more costly. Thanks to SiteRank, this Fortune 500 company knew that it should reallocate its spend in favour of sites with a quality rank of 8.
For a 17-day period in December, a telecom company was comparing its two top performing site groups, those ranking 5th and 6th in quality. In terms of clicks, the two were virtually at parity, but there was a big difference when it came to conversions. Sites ranked 6th converted an extra 344 times for around the same amount of clicks, tallying 1,518 conversions versus 1,174 for sites ranked 5th. Clearly, reallocating budget to sites with a quality rank of 6 would optimize conversions. Because of SiteRank segmenting, this telecom company was able to make a better call on its spend.
A tourism advertiser was assessing the November performance of its two top media spends: sites ranked 5th versus a group of sites with an unknown quality rank. The group ranked 5th generated 147 clicks and a 0.053% CTR for $474, while the group with an unknown rank yielded 200 clicks and a 0.017% CTR on $1,281. In other words, one could get roughly twice the results by excluding sites with unknown quality and allocating budget to sites ranked 5th. With SiteRank, this tourism advertiser was able to bid goodbye to sites with potentially undesirable quality and head for the sunnier skies of better performance and reduced costs.
Programmatic buying offers you a greater choice of inventory and better prices, but also more potential pitfalls. To reap the rewards of expanded choice, you need inventory intelligence that scales. The customer stories above are evidence that you can have the best of both worlds: more choice, as well as tools to help you qualify and segment that choice.
Need more proof? See for yourself. You can apply SiteRank to your past campaigns, whether you ran them with AdGear or not. We can rank any list of publisher domains, which can then be merged with past performance data outside AdGear for insights you won’t find anywhere else. For AdGear customers, SiteRank has already been applied retroactively to past campaigns. Click on the Reports tab for new guidance on how to improve your future buys.
Ready to improve your results? Contact us today for a SiteRank audit of a recent campaign:
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