EPC System Explained
Our EPC System distributes traffic to Locker campaigns in a way that is effective and beneficial for Advertisers and Publishers of the Linkbucks network.
What is EPC?
EPC (short for "Earnings per click") is an indicator of Locker campaign performance. Campaigns with the highest EPC are served first.
EPC = (campaign bid) x (conversion ratio)
Campaign bid = bid per 1 survey, offered by the campaign
Conversion ratio = conversions / displays
Example #1: If campaign bid is $10 and campaign was displayed 1000 times, and 50 surveys were completed, then EPC is calculated like this:
10 * (50/1000) = $0.5 EPC
Example #2: If campaign bid is $10 and campaign was displayed 1000 times, and 25 surveys were completed, then EPC is calculated like this:
10 * (25/1000) = $0.25 EPC
Campaign from Example #1 will get priority over campaign from Example #2 because it has a higher EPC rating.
How it works
There are usually several ad campaigns willing and able to receive a particular kind of traffic but, among those, our system must choose which campaigns to be served first. At the beginning of every hour, EPC for all running Locker campaigns is calculated. Campaigns with the highest EPC are given highest priority.
Calculated EPC is fixed at the beginning of every hour and stay unchanged for that hour. In other words: If your EPC was highest at the beginning of the hour, it will remain highest until the end of the hour.
This hourly system makes traffic delivery more predictable so that you don't have to constantly manage bids when you want to establish highest priority.
Since EPC is calculated based on campaign conversion ratio, and the conversion ratio is unknown for newly created campaigns, we use a probation period for new campaigns.
Probation lasts until campaign receives 1000 displays. While on probation, survey displays are counted (if user stays on the page for 5 seconds). Survey display cost is calculated as (bid per 1 survey) * 0.002.
After probation, if conversion ratio was acceptable, locker campaign will continue running and will not be charged for further survey displays. If not acceptable, campaign will be refunded.
Note: While campaign is on probation, it is not displayed on EPC table
Increasing your EPC
There are two ways to increase EPC: 1) Increase bid. 2) Improve campaign conversion ratio.
The better your campaign is performing (in terms of conversions), the less you need to bid in order to maintain high traffic priority, and vice versa (a poorly performing campaign requires a higher bid).
You can adjust your bid on the fly, while campaigns are running, using Campaigns page, or you can set up a balanced bid and the system will automatically adjust bid every hour to keep your EPC higher than others (if possible).
To assist you with bid optimization, we offer two resources: EPC Table and Estimate Bid
This shows the EPC calculated for all running locker campaigns that have passed probation. You can select the desired time period (Period) and type of content (Content Type). As seen in the screenshot below, EPC is shown for each particular country with a summary:
By taking note of EPC by Country, you can better determine your agenda and better understand your competition. For example, if you have a Clean campaign targeting the United States, you will compete only with advertisers with the same campaign criteria (Clean targeting the US). You can expand each country row to see EPC of all campaigns targeting that particular country.
For each EPC, the following information is shown:
- Traffic Taken % (Hour) - Estimated percentage of traffic taken by campaigns performing with that particular EPC. Any remaining traffic (percentage difference) is given to lower performing campaigns.
- Traffic Remainder (Hour) - Estimated number of impressions available for campaigns performing with that particular EPC. Top EPC (best performing campaign) gets top priority on all available traffic. Lower performing campaigns get any remaining (unused) available traffic (when possible).
- Ordered impressions (Hour) - Total number of impressions ordered by all campaigns performing with that particular EPC.
- Campaigns - Number of campaigns performing with that particular EPC. If several campaigns have same performance, and there is not enough inventory, impressions are divided evenly.
Note that some rows are highlighted (green, yellow, red):
* If country is highlighted green, there are remaining impressions (good availability)
* If EPC is highlighted green, there is a good chance of delivery success
* If country is highlighted yellow, there are available impressions but no remaining impressions
* If EPC is highlighted yellow, traffic availability is moderate and will be divided evenly between all campaigns with that EPC
* If EPC is highlighted red, there is a very low chance of traffic delivery
Finally, EPC table will highlight your campaign placement in bold (additional information available upon expanding).
In the screenshot above, my campaign is targeting United States, performing with EPC of $0.055. If I expand the row, I'll see additional information:
Before we explain campaign information, it's important to note that two types of data can be viewed on the EPC table:
* Current Hour - This type represents EPC fixed at the beginning of the current hour. It does not include EPC of campaigns added during this hour, nor does it reflect any changes that were made to bids or campaign performance during the hour.
* Next Hour - This type represents up-to-date EPC, valid for the current moment, including all ongoing changes.
Note: Estimates are based on statistics and can differ from actual figures, as real figures cannot be predicted obviously
- Hour Budget - Budget for hour (in order of campaigns). If 'Period' is Current Hour, it shows fixed budget for current hour. If 'Period' is Next Hour, it shows estimated budget for next hour. Ultimately, it will depend on several variables, such as the following: remaining total budget, remaining daily budget, and budget smoothing.
- Conversion Cost - Cost per 1 survey completion. Determined by your bid. If bid is fixed, cost is equal to the bid. If bid is balanced, cost is calculated by the system.
- Conversion Ratio - If 'Period' is Current Hour, it shows ratio that campaign had at the beginning of the current hour. Otherwise it shows current campaign conversion ratio.
- Estimated Budget Usage - Estimated amount of money that will be spent during current or next hour (depends on 'Period').
- Estimated Imperssions - Estimated amount of impressions your campaign will receive during current or next hour (depends on 'Period').
- Estimated Conversions - Estimated amount of conversions your campaign will receive during current or next hour (depends on 'Period').