The most common phrase that account managers hear from our clients is “Give me more traffic!” Understandable as it is, this request is not as simple to fulfill as people might think.
In an ideal world, each account manager has a magic tap with traffic on their desk which they open up upon request.
Unfortunately, our world is far from ideal and traffic doesn’t come from a tap on your manager’s desk. To get more of it for your campaigns, you’ll have to dive into technical details and find out what really impacts the volumes.
One thing that directly affects the amount of traffic you get is a thing called eCPM.
Briefly speaking, eCPM is the real bid for which you’re buying your impressions and clicks. The higher it is, the more traffic you’ll get. However, it’s not always possible to set it directly — it depends on various parameters based on what bidding model you choose.
So, in this post, we want to take a moment to explain what eCPM is, how it’s calculated for each bidding model, and how you can impact it to get more traffic.
