Costs in the Surfbar and Pay-to-Click Ads
The cost for a visitor in the Surfbar and the Pay-to-Click Ads can be determined by the advertiser and depend on the following criteria:
- your personal bid within the eBesucher Bidding system
- the desired retention time of the visitor on the website
- the campaign settings
eBesucher Bidding
The eBesucher Bidding system offers advertisers the ability to set a maximum amount they are willing to spend for displaying their website in the Surfbar or the Pay-to-Click Ads. This amount is a bid that directly competes with the bids of other advertisers.
The highest bid outranks all other bids and ensures that the advertised page is displayed with the highest priority in the surfbar. In short: the higher the bid, the more impressions your website receives.
How Bidding Works
Before each visit, eBesucher determines the next page to display through an internal auction:
- The available pages are matched according to the filter settings of the advertisers.
- The system identifies the page with the highest bid. The cost for the impression is based on the second-highest bidder's bid and automatically exceeds it by the smallest possible amount (0.01 BTP). The impression cost is therefore calculated as follows: ((0.01 + maximum bid of the second-highest bidder) * display duration / 15) + campaign setting costs.
- The impression is delivered to the visitor.
Example: Assuming four available pages (bid calculation without considering campaign settings), Page1 would win the auction.
- Page1: Display duration = 30s ... Bid = 1.8 BTP per 15s
- Page2: Display duration = 45s ... Bid = 1.4 BTP per 15s
- Page3: Display duration = 15s ... Bid = 1.2 BTP per 15s
- Page4: Display duration = 60s ... Bid = 1.1 BTP per 15s
The impression cost is therefore set at (0.01+1.4) x 45/15 = 1.41 x 3 = 4.23 BTP.
Important: the owner of Page1 does not pay the full 1.8 BTP per 15s, but only 1.41 BTP per 15s.
Defining the Bid for an Ad Campaign
The impression costs can be set separately for each registered ad campaign. The bid is defined when creating the ad campaign.
- To change a bid afterwards, proceed as follows: Log in to the Advertiser Portal > Visitors > Manage Campaigns > Edit > select Costs and Usage.
- Under the menu item My Bid, enter a new value and click Save.
Highest Bid
The highest bid refers to the highest point stake of a competing advertiser. The highest bid is determined by the country in which the advertiser is advertising.
Optimal Bid
The optimal bid exceeds the highest bid by 0.01 BTP. This enables a maximum number of impressions and the greatest possible reach.
Won and Lost Auctions
For each ad campaign, statistics are displayed showing won (green) and lost (red) auctions. To win as many auctions as possible and thus receive the greatest number of impressions, the bid should not be set too low.
eBesucher Jackpot
The calculation of the eBesucher Jackpot is based on the eBesucher Bidding system. Each ad campaign has its own jackpot. When an ad campaign wins the bidding for a visitor, the difference in credits compared to the second-highest bidder goes into the jackpot.
With each won auction, additional difference credits accumulate in the jackpot. Once the jackpot reaches 100 BTP or more, the jackpot graphic is displayed to a visitor. If no visitor clicks the jackpot within one hour, it is dissolved and the advertiser regains full access to the difference credits.
A click on a jackpot graphic always also counts as a click on the advertised website. The higher the minimum bid of an ad campaign, the greater the probability that the campaign receives clicks from visitors. Ad campaigns that only advertise with the minimum bid do not generate any difference credits. These campaigns therefore receive no clicks and no additional user activity through the eBesucher Jackpot.
