Factors. In Zen, advertising campaigns, as we mentioned above, are built on the basis of bids and auctions. The advertiser sets the price for user actions: displaying an ad, finishing reading an article, watching a video, or going to a indonesia whastsapp data website. The higher the bid, the higher the probability that the ad will be shown to a wide audience, and the results (impressions, clicks) will be achieved faster. If the bid is lower than that of competitors, the frequency of impressions and audience engagement decrease.
The platform takes into account not only the bid, but also the users’ interest in the ad. If a publication generates more engagement, it can be shown at a more favorable price even with a moderate bid.
Cost calculation. The price depends on the format, payment model and product features. There are no universal values here. It is impossible to say in advance with 100% accuracy how much advertising in Zen costs. Therefore, it is important the promotion campaign to test different approaches, adjust the cost and analyze the effectiveness. For example, Zen offers the following benchmarks for test campaigns:
- engagement: from 3 ₽ per reading, starting rate – closer to the minimum;
- reach: from 80 ₽ per 1,000 impressions, it’s better to start with 100+ ₽;
- external transitions: from 10 ₽ per transition, with a recommendation to start with 30+ ₽;
- screenings: from 0.3 ₽ per view, optimally from 1+ ₽.
To simplify the bidding 8 best gmail email template tools process, Zen offers the “Daily Budget” auto strategy. In this case, the advertiser sets a daily spending limit, and the platform independently determines the bids that will ensure maximum efficiency within the specified budget. Algorithms automatically optimize impressions to achieve the best results without additional intervention from the advertising customer.
How to evaluate the effectiveness of advertising in Zen
To evaluate how successfully advertising works in Zen, you need to use the data in Zen Studio. To do this, open the “Statistics” section in the menu on the left and select the “Campaigns” block. Here you will find all the key indicators by bosnia and herzegovina leads which you can analyze the effectiveness.
Metrics : Key metrics to look at:
- impressions, reads and views: the promotion campaign higher these numbers, the better the publication worked. The average read rate should be at least 40%. If the figure is lower, check that the cover and title match the topic, as well as the complexity of the text;
- Cost of reading and viewing: this data helps to understand how optimally the budget is spent. If the prices are too high, in your opinion, consider reworking the creatives;
- CTR (click-through rate): CTR standards vary by industry. For example, for real estate it can be below 1%, while for retail it can be 4-5%.
- clicks to the site: a good result is when 20-25% of those who read the article click on the site. If the rate is lower, check the text and its final call to action.
Additional information: It is not recommended to check the data daily, as the statistics are updated with a delay. It is optimal to analyze the results one day after the launch, and then weekly.
One of the useful options is the read-to-finish map. This is a Zen tool that shows at what point visitors stop reading an article. The heat map shows where the publication loses interest.
The map is available in the Campaigns section – just click on the campaign name and open the graph. The closer the map is to red, the worse the readability.
This indicator can help you identify weak points in your text so that you can improve it later.
Native advertising in Zen: cooperation with bloggers
Native advertising in Zen is an effective way of promotion that allows you to integrate your product or service the promotion campaign into organic content. According to statistics, more than 100,000 authors publish materials every week, which makes it attractive for influencer marketing.
The process of working with native advertising in Zen is similar to the algorithms on other platforms. You choose a blogger or channel, agree on the terms of placement, and then evaluate the results.
Advantages of native advertising in Zen:
- variety of formats: long articles, short posts with graphics, videos from 5 seconds to 4 hours long, and vertical videos are available here. Such diversity allows you to adapt the content to different audiences;
- increased reach: bloggers’ content is seen not only by their subscribers, but also by users who find the materials interesting according to Zen algorithms. Publications are also indexed by search engines, which adds additional traffic;
- convenient analytics. It is easy to embed promo codes or links with UTM tags in publications to track effectiveness. Open statistics are available to both advertisers and authors.
Native advertising helps you interact with your audience organically. It creates more trust in your brand than direct advertising messages.
How to find a blogger
There are several ways to find bloggers for collaboration on Zen.
The first is to use the search on the platform itself. Enter keywords that match your niche or interests and switch between tabs to view channels, the promotion campaign articles or videos. In bloggers’ profiles, you can find contact information: phone number, email or links to their social networks.
The second option is to use specialized exchanges, such as WOWBlogger. There you can select authors by parameters: subject, coverage, cost of placement and other criteria.
The third way is to use the download provided by the Zen team. The list contains information on more than 2,000 bloggers with an audience of 15,000 subscribers. This database helps to quickly find suitable authors for an advertising campaign.
