Running Mobile? Boost ROI with Granular Offer Testing! – Part 1

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INTRODUCTION

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With competition levels on pop traffic sources being an all-time high, it’s becoming increasing important to test massively but effectively to get the most ROI out of each traffic segment.

Many people know that in general, mobile carrier/cellular traffic converts a lot better than wifi. I’d like to share my way of mass-testing offers in a granular way – by finding the best offer for every major carrier vs. wifi traffic separately. This way you can get more ROI out of each traffic segment.

I’ve only used this approach with pop traffic so far, but you should be able to do this for display traffic as well.

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WHEN TO USE THIS APPROACH

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The following conditions will make this approach especially effective and suitable:

You already have a proven lander that works. Without a good lander, you can’t gauge how promising the offers are that you’re testing. Plus it would waste more test budget.

Offer payouts are low. Otherwise it would take too much test budget. (Exception: When you don’t care about initial test budget because you may just make it all back after identifying the best offer for each traffic segment.)

You’re running on a traffic source that has a lot of traffic for your geo. Otherwise you’d be waiting days to cut offers for separate camps.

I’m going to test some offers in Mexico on Popads to illustrate the process.

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STEP 1: INITIAL TESTING TO IDENTIFY MAJOR CARRIERS

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First thing I do when running in a new geo on popads, is set up 2 test camps to find out how much carrier traffic is available, and which ISPIDs/ISPNAMEs they’re under:

Test Camp #1 – I call this the “CAR” camp – With “connection types” set to “cellular” and “connection speeds” set to “cellular/carrier”.

Test Camp #2 – I call this the “NOCAR” camp – With “connection types” set to everything EXCEPT “cellular” and “connection speeds” set to everything except “cellular/carrier”.

Basically I just use any offer for these – we’re not looking to test offers at this point. Bidding a bit above average would be good, because we want to trigger traffic from every carrier. Set a $5 for each camp. Before running these tests, make sure you’ve added popad tokens ISPID and ISPNAME to your tracker!

Then we drill down into stats. Let’s look at the CAR camp first:

Then I did this:

-In Voluum, I drilled down to ISPID -> Mobile Carrier -> ISPNAME, expanded all entries.

-On an excel spreadsheet, I recorded all ISPIDs that contained carrier traffic (except when there was only like 1 impression because that could just be wrong traffic; anyways we would never optimize for small volumes).

-For ISPIDs that had both wifi and carrier traffic, I also calculated and recorded the percentage of carrier vs. wifi traffic.

-I also recorded the ISPNAME for each excel entry. I ended up with this:

I then checked stats for the NOCAR camp. I:

-Drilled down by Mobile Carrier -> ISPID, expand for carriers (basically all entries except “Wi-Fi”), recorded all ISPIDs that contained carrier traffic (except when there was only 1 impression).

-Then I drilled down to ISPID -> Mobile Carrier -> ISPNAME, checked each ISPID recorded on the chart and noted down traffic makeup and ISPNAME for each. Resulting excel chart:

Then, I used PopAd’s traffic estimator to estimate the amount of carrier traffic that is available for every entry in both CAR and NOCAR excel charts above. So I went to the CAR camp on popads, went into campaign edit, set the bid to $1 to get top bid, set the “Internet Service Provider” to each carrier one by one and checked the “Summary” tab for the maximum traffic available, and noted the number in the excel spreadsheet. Then did the same for the NOCAR camp.

(Note: If you’re only interested in testing either one of mainstream or adult offers, you’ll need to target the right categories to get the corresponding traffic estimates. Same thing with other targeting – e.g. if you only want to test android offers then target android only).

To finish the excel spreadsheet, I looked for entries that had both wifi+carrier traffic, and calculated the daily volume for carrier traffic.

The finished spreadsheet:

So what does all this data tell us?

1)There isn’t much carrier traffic for Mexico on Popads.

Iusacell may look like it has good traffic volume, but 80% of Iusacell traffic is wifi and only 20% is carrier. Still worth a test – the key would be to have at least one offer that converts well enough for the wifi traffic in order for the ISPID to be profitable overall.

Telcel does have some carrier traffic volume (approx. 5800/day), but for ISPID 366660 then you’ll need to be prepared to have 145k wifi traffic “tag-along” with that Telcel carrier traffic. ISPID 959205 is 100% Telcel traffic, but volume is negligible (only <1000/day). Again, still worth a test assuming we can find an offer that converts well enough for wifi.

Nextel has 2k/day max. Not much especially when we separate that out further for adult and mainstream, but if we hit on an offer that converts well for this carrier, that may turn into xx/day – a nice start for a newbie.

Every geo and every traffic source will be different in the amount of carrier traffic available. By spending a little bit of money to set up test camps for different geos on different traffic sources, you can target the largest volumes of carrier traffic and mass-test offers for them. MX on popads unfortunately doesn’t have a lot of carrier traffic, but I’m going to continue this example anyways for the sake of illustration. I can’t bring myself to show stats for my best geos but you can find out easily with similar testing.

2)On the other hand, there’s lots of wifi traffic. Over 95% of MX traffic on popads, in fact.

So what do we do with this info?

Continued in Part 2…

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