What is a RON Campaign?

RON campaign

Run Of Network Campaign; typically used in media buys.  A campaign in which your ad(s) will be displayed on all of the advertising network’s sites.

I recently ran a campaign through an advertising network’s whole network. That was a mistake.  Although I had very low-cost of impressions and a tremendous amount of clicks, conversions were very, very low.

You can typically determine how your conversion rate is going to be before you buy a lot of impressions.  One indication, is tracking your CTR (click through rate) from your initial landing page.  I believe a lot of clicks were accidental.  Most of the time, these users didn’t click from my initial landing page to the entire lead gen form — which was inconsistent with my other data.

If the advertising network is very small, I’d recommend testing out a RON campaign; otherwise, stay very targeted and avoid using a RON campaign.