Objective & Mission
Our sole objective is to pool and combine fractions of our members' advertising resources together to compete for more customers for our members more cost-effectively through Internet Pay Per Click (PPC) advertising. PPC is an innovative, effective, and measurable marketing method. Unfortunately, due to the participation and dominance of more resourceful businesses and franchises, businesses with less marketing dollars get squeezed out and become unable to take advantage this effective marketing method. To help businesses solve this problem and gain market shares, we have launched CAP. By joining our CAP programs, these less resourceful businesses, collectively, are able to buy higher positions in the PPC advertising marketplace, share the opportunities of serving those customers, and compete as a group, like wolf pack, for profit. We manage the CAP programs to maximize the return for our program members and help them become more competitive in their respective marketplaces.
Here is how our CAP program works. Program fund contributed by its members will be used to purchase PPC advertising and drive interested and pre-qualified visitors to a program landing page. All members of that program will have their ads displayed on that landing page. The display order of those ads changes randomly. Members will therefore equally share the benefit of the purchased traffic.
CAP program drives interested and prequalified visitors by bidding on a set of core target keywords. CAP program may bid on relevant but less competitive keywords to achieve maximum amount of traffic within its cost contraints.
We may pause PPC advertising campaign when the number of program members falls below this threshhold. When the program is paused, there will be no cost to its members. We only start expensing ad cost when we resume the PPC ad campaign after we have recruited enough new members to meet this minimum number. Without enough members in our CAP program, we may not be able to place competitive bids on keywords in the PPC advertising marketplace.
Members will pay the same monthly membership dues. Members can purchase multiple months in advance. In the event that we raise the membership due because of over subscription, prepaid membership will be grandfathered and new rate will only take effect after prepaid membership is run out. In the event that we lower the membership due, members will receive refund, credit, or extension. Owner can transfer membership to any other party without restriction.
Terminate at Will
Program members can terminate their membership at any time. Member contribution will be refunded on prorate basis promptly. We may cancel ads that we deem inappropriate for our platform or our audience. We reserve the right to terminate any membership in our sole discretion.
CAP Program Specific Rules
Each individual CAP program may have its own rules. By default, general rules are incorporated into individual CAP program specific rules. In the event there is a conflict between these two sets of rules, individual CAP program rules will govern.
Administrative expense will be fixed at 15% of total membership dues collected. 85% of the fund contributed by members will be used to buy PPC advertising to drive traffic to CAP Program Landing Page.
CAP will provide timely expense report to its members. Any member has the right to audit
actual expense records at any time. Any member can request to have password to access
Google Adwords account and review the expense records. We will provide members access
to Yahoo/Microsoft Bing or other PPC advertising once they become available. This rule
is to ensure CAP programs are managed in a transparent and accountable fashion.
CAP buys ad spaces through PPC bidding process across major search engines for its members. When we have surplus funds, we will buy ad spaces on content network sites and 2nd tier search engines as well.
Digi-Go CAP Buys Ads In These Two Areas
Horizontal & Vertical
(Google Adwords PPC Advertising Area)
From Wikipedia:
In the bid-based Internet PPC model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot.
When the ad spot is part of a search engine results page (SERP), the automated auction takes place whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher's geo-location, the day and time of the search, etc. are then compared and the winner determined. In situations where there are multiple ad spots, a common occurrence on SERPs, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The ad with the highest bid generally shows up first, though additional factors such as ad quality and relevance can sometimes come into play (see Quality Score).
In addition to ad spots on SERPs, the major advertising networks allow for contextual ads to be placed on the properties of 3rd-parties with whom they have partnered. These publishers sign up to host ads on behalf of the network. In return, they receive a portion of the ad revenue that the network generates, which can be anywhere from 50% to over 80% of the gross revenue paid by advertisers. These properties are often referred to as a content network and the ads on them as contextual ads due to the fact that the ad spots are associated with keywords based on the context of the page on which they are found. In general, ads on content networks have a much lower click-through rate (CTR) and conversion rate (CR) than ads found on SERPs and consequently are less highly valued. Content network properties can include websites, newsletters, and e-mails.
Advertisers pay for each click they receive, with the actual amount paid based on the amount bid. It is common practice amongst auction hosts to charge a winning bidder just slightly more (e.g. one penny) than the next highest bidder or the actual amount bid, whichever is lower. This avoids situations where bidders are constantly adjusting their bids by very small amounts to see if they can still win the auction while paying just a little bit less per click.
To maximize success and achieve scale, automated bid management systems can be deployed. These systems can be used directly by the advertiser, though they are more commonly used by advertising agencies that offer PPC bid management as a service. These tools generally allow for bid management at scale, with thousands or even millions of PPC bids controlled by a highly automated system. The system generally sets each bid based on the goal that has been set for it, such as maximize profit, maximize traffic at breakeven, and so forth. The system is usually tied into the advertiser's website and fed the results of each click, which then allows it to set bids. The effectiveness of these systems is directly related to theFrom Wikipedia: quality and quantity of the performance data that they have to work with - low-traffic ads can lead to a scarcity of data problem that renders many bid management tools useless at worst, or inefficient at best.
Co-operative Advertising Programs managed by Digi-Go Publishing