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www.mtnlads.in
Guide to Managing and Optimizing Advertisement
Campaigns
MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
2To Contents Page www.mtnlads.in
Contents
Introduction 3
Advertisement Concept
Life Cycle 4
Typical Lifecycle 7
Campaign Management
Creating a New Campaign 9
Search Campaigns 15
Campaigns Approval 18
Add Funds 19
Enable Campaigns 24
Editing a Campaign 26
Disable Campaign 28
Delete Campaign 28
Campaign Optimisation
Concepts 29
Impression 29
Clicks 29
CPM 30
CPC 30
CTR 31
Performance Summary 32
Performance Charts 34
Chart Operations 35
Change Date Range 35
Change Graph Type/Export 36
Analyze Clicks Chart 40
Analyze CPC Chart 41
Agency Partners 42
Support 42
Introduction
MTNL Ads is a portal that allows organizations to create/run and monitor Email
Advertisement campaigns for their products/services. The advertisements are displayed as a
Signature in Emails sent/received by MTNL Broadband email users.
As advertisements are appended to Emails as a signature, the advertisements need to
be in a specific format. An advertisement can consist of one line (of at most 80 characters) and
an URL.
A sample advertisement is given below:
______________________________________
STOP SPAM, STOP Virus, SAVE Bandwidthwww.safentrix.com______________________________________
MTNL Ads portal allows organization to create and monitor advertisement
campaigns. Statistics and Graphs relating to the advertisement performance are made
available to Advertisers to gauge advertisement campaign performance.
This guide helps you to Manage and Optimize your Advertisement campaigns. If you
are a new user and trying to get your First advertisement campaign running on MTNL Ads
platform, we would recommend the “MTNL Ads Getting Started Guide”
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MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
Advertisement Concept: Lifecycle
In this section, we give look at the states an Advertisement campaign can be in from
Creation to the end. This will give an idea of how MTNL Ads works with advertisements.
The following picture gives a Work flow of how an Advertisement campaign changes
over its life.
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and Optimizing Advertisement Campaigns
The Green blocks give the various states the Advertisement can be in. The state of the
Advertisement can be see in the Home page of MTNL Ads Control panel (as follows):
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and Optimizing Advertisement Campaigns
New
Waiting for Approval
Rejected
Approved
This is the state a new Advertisement is in. Advertisements in this state have to cross the following stages before being considered for display:
1. Editorial Approval for Advertisement content.
2. Activation by user (after adding funds for budget)
A newly submitted Advertisement, or an old Advertisement whose content has been edited, lands up in this state. Editorial team reviews content of Advertisement and either approves it (moving to “Approved” state) or rejects it (moving to “Rejected” state).
When an Advertisement is rejected by Editorial team for policy reasons, it ends up in “Rejected” State. This means that user has to Edit the campaign and re-submit for approval.
When an Advertisement is approved by Editorial team, it lands up in this state. At this point of time, user can either Enable it (for running the campaign) or change it. If changed, the Advertisement again goes to “Waiting for Approval” state to be reviewed by Editorial team.When enabled, Advertisement starts appearing in Emails.
Submit for Editorial Approval.
User can Edit the campaign while in this state. If you Edit the campaign, it goes back into “Waiting for Approval” state.
User can Edit the campaign and re-submit for approval.
User can Enable it and the advertisement starts getting displayed.
State Description Operations permitted
The state of campaign is given in “Status” column (highlighted by Red Oval).
The following table describes each state
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Active
Exhausted Full Budget
Disabled by User
Deleted
These are advertisements that have been Approved and Enabled by the user. These are currently being displayed to Email recipients.The advertisement will continue to run till they exhaust their Budget (or) disabled manually by user.
These are advertisements that have Exhausted their full budget and waiting for further action by Users. These advertisements can either be enabled by users again (after adding requisite funds) or Deleted (if considered no longer useful).
Users can interrupt an Active advertisement at any point of time by Disabling it. Once disabled, the Advertisement lands up in this state.
If user wants to change an Active advertisement, it has to be disabled first before changes can be made.
All advertisement campaigns that are deleted by user.
User can Disable the Advertisement.
User can Re-enable the advertisement (or) Deleted.
User can Enable, Edit or Delete the advertisement.
These campaigns are no longer available for access.
State Description Operations permitted
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and Optimizing Advertisement Campaigns
In the following sections, we will look at each of user action in detail.
User action State
User starts with “New Campaign” in MTNL Ads Control panel.
User has submitted a New campaign with all details filled up. Waiting for Approval
Editorial team has approved the Advertisement Approved
User has added funds to account and enabled the EnabledAdvertisement.
Advertisement has run through its full course and Exhausted Full exhausted allocated budget. Budget
Advertisement is deleted by User Deleted
New
Advertisement Concept: Typical Lifecycle
While the full life cycle operations have been given above, most campaigns go through
a simpler cycle as follows:
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Campaign Management: Creating a New Campaign
A new campaign can be created as follows:
1. Get a Free MTNL Ads account, by registering for a free account at
2. Login to MTNL Ads Control panel. That will bring up the following screen:
http://www.mtnlads.in/register.php.
3. Click on “Add New Campaign” link (highlighted by Red Oval).
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4. That will display the following page:
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and Optimizing Advertisement Campaigns
5. Enter all the details asked for in the Form. You may refer to following table for help.
The table gives a description of each field, What to enter in the field, and an
example (if applicable).
Campaign Name
Maximum Budget (INR)
Advertisement Text
A descriptive name for Advertisement
campaign. This is only for identifying your
campaign and does not appear in your
advertisement.
A budget should be specified for every
campaign. Once the budget is
exhausted, MTNL Ads automatically
stops the campaign.
The amount specified is the maximum
that will be spent on this campaign.
Please note that you need to specify the
amount in INR.
The minimum budget that can be
specified is INR 1000.
The Advertisement text that will be
d isp layed to user. MTNL Ads
Advertisement consist of two elements -
a descriptive text and an URL. The
advertisement text should be specified in
this field.
First MTNL Ads Advertisement.
1000
Change the way you advertise to Mumbai.
Field name Description Example
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Field name Description Example
Max. Budget / Day (INR)
Max. Bid / Email (INR)
This field specifies the maximum budget for the Advertisement per day. You can use this to schedule your campaign over a certain number of days.
For example, if you specify overall budget as INR 10,000 and Daily budget as INR 1000, your Advertisement campaign will run for at least 10 days.
Once the dai ly budget for an Advertisement is exhausted, it is not considered for display for rest of the day.
The minimum budget that can be specified is INR 1000.
This is the maximum cost you are willing to incur per advertisement shown.
In this field, you should specify the same. Every time your advertisement is appended to an email and delivered, this amount will be charged to your account.
The minimum value that can be specified is INR 1.
If you are not sure what amount to place here, do the following:
1. Click on “Bid History” link. That will show the lowest winning bid for the last 7 days.
2. Place your bid INR 0.01 above the average.
This bid amount can be changed even after the Advertisement is made active.
1000
1
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Field name Description Example
Field name Description Example
URL - Site
Brief Description (not more than 500 characters)
This is the web site, advertisement recipient is taken to, when she clicks on the link in advertisement.
In Digital parlance, this should be the “Landing page” for your advertisement.
In this field, you can enter a Description of this Advertisement campaign. This is only for you reference and does not appear in the Advertisement.
www.mtnlads.in
MTNL Ads – Winter Promotion Advertisement
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6. Click on “Add Campaign” to add the campaign.
7. The campaign now appears in “Waiting for Approval” state. By default, in the Login
home page, all campaigns created in the last one year are displayed.
8. The newly created campaign appears as given below:
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2. Select the criteria to search. Details of the criteria is given in the table below:
Name Starting With
Status
This criteria helps user locate specific campaigns whose name
starts with specific characters. For example, if you want to search
for campaigns whose name starts with “MTN”, enter “MTN” in this
Edit field (highlighted by Red Oval)
This criteria helps in searching for campaigns depending on the
state they are currently in. By default only Active Campaigns are
shown. To see other campaigns, you may select from one of the
following states:
Criteria Description
Campaign Management: Search Campaigns
By default, MTNL Ads Control panel only shows advertisements that have been created
during the last one year. Advertisements that are
1. Older,2. Disabled, 3. Waiting for Approval, or4. Approved are not shown in the Control panel home.
If you are managing multiple campaigns and want to look at specific campaigns, it is
also possible to search for campaign by names.
To look at specific campaigns, follow these instructions:
1. Login to MTNL Ads Control panel. That will bring up the following screen
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Criteria Description
State Description
All Campaigns Displays all campaigns irrespective of what state they are in.
All Approved Campaigns Displays all campaigns that are in “Approved” state and are waiting to be enabled.
All Waiting got Approval Displays all campaigns that are inCampaigns “Waiting for Approval” state to be
approved by the Editorial team.
All Rejected Campaigns Displays all campaigns that are in “Rejected” state to be submitted for approval after making changes.
All Disabled Campaigns Displays all campaigns that have been disabled by User.
All Budget Exhausted Displays all campaigns that haveCampaigns exhausted their budgets and waiting to
be re-enabled.
The state may be selected from an option in the List box (highlighted by Green oval above)
Created between
By default MTNL Ads displays only campaigns that have been
created in the past one year. To see older campaigns or to narrow
down the search to a more recent time period, this search criteria
can be used.
The date range can be specified by specifying the Beginning date
and End date in the Edit fields (highlighted by Blue Oval above)
The dates can entered or by clicking on the Calendar icon next to
the Edit fields and selecting a Date.
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3. Please note that the Criteria works in “AND” mode. This means that if you specify
! “A” for “Name Starting With”
! “All Approved Campaigns” in “Status”, and
! One year before now and current date in “Created Between” field,
MTNL Ads will show campaigns whose name start with “A” and are in
“Approved” state and have been created during the past one year.
4. Once you enter the desired criteria, click on “Submit” button (highlighted by Black
Oval above). That will only display campaigns satisfying your criteria.
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Campaign Management: Campaign Approval
Advertisement campaigns are manually inspected by the Editorial team and once
Approved, you will see the Advertisement as follows:
If the campaign is not approved, you will get an Email giving reasons for the same.
Then you can edit the campaign and re-submit it for Approval.
It could take up to 24 hours to approve a campaign.
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Campaign Management: Add Funds
Once your advertisement has been approved, you will need to Add Funds to your
Account so that the campaign can be activated. This process is called “Recharging” the
account.
MTNL Ads has a minimum recharge of INR 5000. You will need to recharge your
Account balance by at least the Overall budget for the advertisement you want to activate.
For example, if you want to activate an advertisement with Budget INR 7500, your
account needs to have at least INR 7500 and therefore, you must recharge by at least INR
7500. Account can be recharged using Credit Cards
You may follow the appropriate instructions to add funds.
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Campaign Management: Add Funds
Advertisers can add to funds by following these instructions:
1. Login to MTNL Ads Control panel. That will bring up the following screen.
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2. Click on “Account Information” link (Highlighted by Red Oval above). That will
bring up the following page.
MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
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3. Click on “Recharge” button. That will bring up the following screen
4. Enter the amount to be recharged (in INR) in the “Recharge Amount” field
(Highlighted by Red Oval).
5. Click on “Update” button (highlighted by Blue Oval). That will display the
overall Charges in INR (including taxes and fees) as below.
MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
9. Click on “OK” to accept the terms.
10. This will take you to the Credit Card payment Gateway. You should follow the
instructions in the Payment Gateway site to complete the transaction.
11. You can check your Account balance after the transaction by going to “Account
Information” page.
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6. The full recharge amount will be given in “Total Charges” field (highlighted by
Green Oval),
7. You can pay by Credit Card by clicking on the “Pay Online” link (highlighted by
Red Oval).
8. Kindly note that Account Recharge is not refundable and can only be used for
running advertisements. An alert indicating the same will be displayed as follows:
MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
Campaign Management: Enable Campaign
Once funds have been added to Account balance, the campaign can be enabled by
following these instructions:
1. Login to MTNL Ads Control panel. That will display the following screen:
2. If your campaign is not visible, select “All Campaigns” from “Status” combo box
(highlighted by Blue Oval) and click on “Search” button (Highlighted by Green
Oval).
3. Your advertisement campaign will be shown in inactive state.
4. Click on “Enable” link (Highlighted by Red Oval) next to your Advertisement
campaign to enable it.
5. MTNL Ads will now enable your Advertisement campaign. Your advertisement
will be considered for display with immediate effect. From this point onwards,
your Advertisement will be shown in Active state as follows:
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6. The advertisement is Active (See the tick mark highlighted by Red Oval).
7. To see how the Advertisement is performing, click on the Campaign Name
(Highlighted by Blue Oval). The page will display various performance
parameters including CPC, CPM, Impressions, Overall cost etc.
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Campaign Management: Editing a Campaign
Any parameter specified in an advertisement campaign can be edited at any point of
time. Detailed instructions for the same are given below:
1. If the Advertisement campaign is “Active”, it needs to be Disabled before it can be
edited. An Active advertisement will have the “Disable” link enabled (as given
below):
2. Click on the “Disable” link (highlighted by Red Oval) to disable the campaign.
3. To edit the campaign, click on the “Edit” link next to campaign (highlighted by Red
Oval below)
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4. That will bring up the Edit page. The Edit page will contain all attributes of the
Advertisement and any of them may be changed.
5. After making the desired changes, click on “Save Changes” button (highlighted
by Red Oval).
6. If either “Advertisement Text” or “URL – Site” is changed, the Advertisement goes
into “Waiting for Approval” state and has to be approved by Editorial team.
7. If the above two fields are not changed, Advertisement stays in the same state as
before. In this case, it can be made Active by enabling.
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Campaign Management: Disable Campaign
Campaigns that are under performing can be disabled to improve overall efficiency of
Advertising. Active campaigns can be disabled as follows:
1. Login to MTNL Ads Control panel.
2. If your campaign is not visible, search for the same and make the campaign
visible. Your campaign should be visible like the one below
3. Click on the “Disable” link (highlighted by Red Oval above).
4. The Campaign is disabled and placed in “Disabled by User” state. It is not
considered for display and remaining unused budget in the campaign is
transferred back to Account cash balance.
5. Click on the “Delete” link (highlighted by Red Oval above)
6. This will delete the campaign and make it unavailable for access.
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Campaign Management: Delete Campaign
Campaigns that do not need to be run further can be deleted by users. Please note that
such campaigns and their details are deleted and will not be available for further access. The
instructions for deleting campaigns are given below:
1. Login to MTNL Ads Control panel.
2. Active campaigns cannot be deleted directly. They have to disabled before
deleting.
3. If your campaign is active, Disable the campaign.
4. Your campaign will appear as follows in the Control panel.
Campaign Optimisation: Concepts
MTNL Ads Control panel provides tools to monitor a Campaign's performance. These
tools provide values to parameters typically used in On line advertising mechanism. Please
note that certain advantages of MTNL Ads (like Shelf life) cannot be measured over a short
term.
In this document, we will give details of terminology used while analyzing an
Advertisement performance.
Campaign Optimisation: Concepts: Impression
At any point of time, MTNL Ads looks at all Eligible campaigns (with daily budget and
overall budget available) and chooses the one with the highest bid per email for display.
When a campaign is selected and Advertisement appended to the email, it is referred to
as an Impression. The number of impressions for your advertisement gives an idea of how
many times it has been displayed to Email recipients.
Campaign Optimisation: Concepts: Clicks
MTNL Ads advertisement consists of a line of text and an URL. If the Email being sent is
in HTML format, then the link will be click able.
If an Email recipient is attracted by your advertisement and clicks on the link, MTNL Ads
will keep track of it. This will be reported as “Number of Clicks” for your Advertisement
campaign.
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Campaign Optimisation: Concepts: CPM
When an advertisement gets appended to an Email, the cost incurred is the amount bid
for the advertisement per email. For example, if you had bid INR 1 per email, cost of one display
will be INR 1.
CPM, which is the short form for Cost Per Mille, refers to the cost for your advertisement
to be shown in Thousand emails. This will be the bid price multiplied by 1000. Suppose, your Bid
per email is INR 1, CPM will be INR 1000.
The Bid per email can be changed over the life of an advertisement. In that case, the
following is used in calculating the CPM.
(Total Cost Incurred for Advertisement) / (Total Number of Impressions) * 1000
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Campaign Optimisation: Concepts: CPC
CPC stands for Cost Per Click. This figure gives an idea of the effectiveness of your
campaign. If your advertisement displays a certain number of times (say M) and cost per Email
is say C, the total cost of this campaign is M x C.
If N number of email recipients clicked on the link and visited the “Landing page”, then
the cost per click (or CPC) will be
(M x C) / N
CPC says how much you are spending to get a single visitor to your landing page. In
general, a lower CPC figure indicates that your Advertisement is effective. While the CPC
depends on various factors, an average advertiser can expect a CPC of INR 75/USD 1.88,
Please note that Email links may not always be click able (specifically in the case of text
emails). If an Email recipient visits your Landing page directly (without clicking), it would not be
accounted for in the above calculations.
Campaign Optimisation: Concepts: CTR
CTR (Click Thru Rate) is an indication of the “attractiveness” of your campaign in
making people visit your site immediately by Clicking. CTR is usually expressed as a
percentage.
If your Advertisement has a total of M impressions and received N clicks from user, CTR
is calculated as follows:
(N / M) * 100 %
Please note that the above calculation only includes Click able links and where
Recipient clicked on link and reached your Landing page.
CTR depends on a lot of factors including the “attractiveness” of your Advertisement.
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Campaign Optimisation: Performance Summary
Once a campaign is activated and starts running, you can get Performance metrics of
the Advertisements in MTNL Ads Control panel. The instructions for the same are as follows:
1. Login to MTNL Ads Control panel and search for your campaign
(if required).
2. Click on the name of Advertisement campaign (highlighted by Red Oval above).
That will display the Advertisement Summary page (as follows)
3. By default, the page will display details of the Advertisement including its
Description, Overall Budget, Daily budget and Bid per email. To get the performance
details, click on the “Display Performance Statistics” link (highlighted by Red Oval).
That will display the Performance Summary table (as follows)
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5 The above table gives the parameters required to evaluate and optimize your
campaigns.
4. The above displays all relevant performance parameters of the Advertisement
campaign since the time it was enabled. Detailed information on each field is
given below:
Number of times displayed in current run
Number of times displayed so far
Number of times clicked so far
CTR (Click Thru rate)
CPC (Cost Per Click - INR)
CPM (Cost per thousand impressions - INR)
An advertisement can be enabled and disabled at any point of time. This gives the Number of Impressions of the advertisement since the last time it was enabled.
Number of impressions of the advertisement since it was first enabled.
MTNL Ads advertisement consists of an Advertisement text line and an URL (of your Landing page). In case the email is of HTML format, then the URL will be click able.
This gives the number of times an Email recipient has clicked on the link to your Landing page.
Kindly note that this only includes email recipients who directly clicked on the link. If someone visited your Landing page directly after seeing the Advertisement, it cannot be tracked and would not be included in above statistics.
Click Thru rate gives an indication of the Number of clicks received for every 100 impressions. In the above table, CTR is given as 0.885%. That means that for every 113 impressions, one person has clicked on your Advertisement.
CPC is a parameter related to CTR. This figure gives the cost (in INR) for track able clicks from the Advertisement campaign.
The above table says that this campaign, on an average, costs INR 113 per click.
CPM gives the rate for 1000 impressions of your Advertisement. This directly relates to your Bid per email rate and is calculated as follows:
(Total Cost for campaign) / (Total Number of Impressions) * 1000
Field Name Description
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Campaign Optimisation: Performance Charts
While the above table gives the overall performance parameters, the evolution of these
parameters over time is important to understand how efficient the Advertisement is. According
to surveys, a prospect needs about 7 contacts with a firm before buying decision is made.
This means that a campaign may start showing results after some time.
Similarly, if a campaign is seasonal, its effectiveness may start wearing off after some
time.
To analyze this information, MTNL Ads provides charts that graph the parameters over
a period of time. By default, the performance of
1. Number of Impressions
2. Number of Clicks, and
3. CPC
over the last 7 days is given as a Line chart. Before going to analysis of these charts, we will
describe the different operations that can be performed with respect to charts in the next few
sections.
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Campaign Optimisation: Chart Operations: Change Date Range
MTNL Ads allows users to adjust the ranges of dates for which the data has to be
graphed. This can be done as follows:
1. Login to MTNL Ads Control panel.
2. Click on Advertisement campaign name.
3. Click on “Display Performance Statistics”. That will bring up the following screen.
4. By default, data for the last 7 days is charted. This can be changed by specifying a
different “From Date” and a “To Date”.
5. To specify a different Starting date, click on calendar icon next to “From Date” edit
box (highlighted by Red Oval) and select the desired date.
6. To specify a different End date, click on calendar icon next to “To Date” edit box
(highlighted by Blue Oval) and select the desired date.
7. Click on “Submit” button (highlighted by Green Oval).
8. This will now graph the parameters Impressions, Clicks and CPC for the
advertisements between these dates and display the same.
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MTNL Ads allows users to see the same performance charts in different type of
charts. User can also import the data in XLS (Spreadsheet) format so that it can be
exported back into your CRM system.
Detailed instructions for the same follow:
1. Login to MTNL Ads Control panel
2. Click on the Advertisement campaign name
3. Click on “Display Performance Statistics”
4. By default Line Charts are displayed (sample given below)
5. Displayed above the chart is Control to change type of chart.
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Campaign Optimisation:
Chart Operations: Change Graph Type/Export
MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
6. To get the Chart as a “Bar Chart”, click on the “Bar” Radio button (highlighted by
Red Oval). That will display the char as follows:
7. To get the chart as a “Area Chart”, click on “Area” radio button (highlighted by Blue
Oval in the Control). That will display the data in Area graph format (as follows):
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8. To get the data underlying the charts as a Spread sheet, click on the Export link
(highlighted by Red oval below) and click on “Export to XLS” link (highlighted by
Green Oval in the Control). That will give a file in CSV format and can be imported
into any spreadsheet. The file will contain date wise data for Impressions, Clicks
and Costs.
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Campaign Optimisation: Analyze Impressions Chart
The first chart displayed gives the Number of Impression over a time period. A sample is
given below:
The chart gives the Number of impressions of your advertisement in given time period.
As you can see in the sample chart, the Number of Impressions will not be the same every day.
In general, following observations will hold good:
1. As majority of MTNL Ads clients use email for official purposes and they do not
work weekends, the volume of emails delivered during weekends usually drops.
This means that you are likely to get lower number of impressions over weekends
than during weekdays. You are likely to see less number of Impressions during
Holidays.
2. The chart displays a Red line (highlighted by Green Oval) giving the maximum
number of Impressions possible within your current daily budget and bid per
email. For example, if your Bid per email is INR 1 and daily Budget is INR 1000,
the maximum impressions you can get per day is (1000 / 1), which is 1000. The
line indicates this amount.
3. As far as Impressions go, your goal must be to get number of Impressions as
close to the maximum as possible. Otherwise, your Advertisement is wasting its
potential and not even reaching the Daily budget.
4. If the number of Impressions is consistently below the the Red line (excluding
seasonal changes), you can consider increasing the Bid per email for your
Advertisement.
5. Increasing the Bid per Email will lead to more Impressions, leading to better
results.
6. For example, if the Number of Impressions is consistently very low (as highlighted
by Red Oval above), you can increase the Bid per email so that it gets close to the
Red line.
7. You can gradually increase the Bid per Email (by INR 0.1 at a time) to see how it
affects the Number of Impressions.
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and Optimizing Advertisement Campaigns
Campaign Optimisation: Analyze Clicks Chart
The second chart that is displayed shows the Number of Clicks per day over the given
Date range. A sample is given below:
The number of clicks give a reasonable “attractiveness” of your Advertisement.
1. Like Impressions, Clicks are likely to exhibit a cyclic behavior. Since most of the
users are Corporates, the number of clicks is likely to go down during weekends
and holidays.
2. Otherwise, a good advertisement should see a gradual growth in the Number of
clicks over a period of time.
3. If the Number of clicks starts falling (without any corresponding decrease in
Number of Impressions), then it shows that your Advertisement effectiveness is
falling.
4. At that point of time, you may want to evaluate and check if any changes to
Advertisement text will make it more effective.
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MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
Campaign Optimisation: Analyze CPC Chart
The third chart that gets displayed is the movement of CPC (Cost per Click in INR),
over the date range. A sample is given below:
Unlike Clicks and Impressions, CPC should not vary and in fact should stabilize at a
particular value.
1. CPC will be very high initially. This is because users tend to click on an
Advertisement they have seen before and recollect. Since your advertisement is
new, the clicks will generally be low and CPC high.
2. You will see a rapid drop (highlighted by Red Oval) in CPC as your Advertisement
reaches a critical point and users start clicking. Depending on the Advertisement,
this could take up to a week.
3. Then over a period of time, the CPC will either come down gradually (or) stabilize
(as highlighted by Blue Oval).
4. Barring abnormal situations, if CPC starts increasing consistently, then
Recipients are losing interest in your Advertisement.
5. If recipient start losing interest in your Advertisement, you may want to tweak the
Advertisement text to see if it improves performance.
6. In normal cases, your Advertisement reaches a CPC plateau and that is the
natural CPC for your Advertisement campaign. If you are fine with that value, you
can keep the Advertisement running.
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MTNL Ads Guide to Managing
and Optimizing Advertisement Campaigns
Campaign Optimisation: Agency Partners
MTNL Ads campaigns can be tweaked for maximum performance by analyzing the on
line reports. If you would prefer that an experienced Agency partner do the same for you, you
can visit MTNL Ads partner page at
In addition to Creating Advertisement campaigns, MTNL Ads partners can continually
monitor if required tweak your Advertisement for maximum performance.
http://www.mtnlads.in/partner
Campaign Optimisation: Support
MTNL Ads offers following support:
1. Live Chat: You can chat with our trained Advertisement specialists as follows:
! Click on “Live Chat help” link on top right corner of any MTNL Ads page.
! Enter your Name and Email address.
! You will be connected to an Advertisement specialist.
2. Offline Message: If all the Support personnel are busy and Live Chat is not
available, you may leave a message by clicking on the “Leave a Message” link in
MTNL Ads Support page at . Response will be
given within 1 business day.
http://www.mtnlads.in/support.php
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MTNL Ads Guide to Managing
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