Running Mobile? Boost ROI with Granular Offer Testing! – Part 2

Find Part 1 Here…

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STEP 2: FIND AND TEST OFFERS FOR EACH TRAFFIC SEGMENT

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Now that we know which carriers have enough traffic to be worth testing, we can test offers for them separately.

I compiled a list of offers for MX, and the carriers and OSs each offer will accept.

Next I set up the following camps on popads: General Wifi, Adult Wifi, General Telcel, Adult Telcel, General Iusacell, Adult Iusacell, General Nextel, Adult Nextel – one adult and one general camp for each major traffic segment.

Camp 1 – General Wifi:

PopAds Targeting: general categories, country = mexico, connection types = all targeting options EXCEPT cellular, connection speeds = all targeting options EXCEPT cellular/carrier, device = smartphone+tablet, internet service providers = everything EXCEPT Telcel and RadioMovil Dipsa, S.A. de C.V. (because those have carrier traffic – we’re testing those separately), everything else at default. Checked traffic estimator and picked an above-average bid to make sure I’d get OK-quality traffic, but not really high because most of the traffic is just wifi so no need to.

Tracker Setup: Proven lander + all mainstream offers that accept wifi traffic. (Being careful not to include adult offers here!)

Camp 2 – Adult Wifi:

PopAds Targeting: same as for camp 1 except target adult categories. Checked traffic estimator and picked a higher-than-average bid.

Tracker Setup: Proven lander + all adult offers that accept wifi traffic + mainstream offers that allow adult wifi traffic. (Many mainstream offers don’t accept adult traffic so be sure to check with your AM!)

Camp 3 – General Telcel:

PopAds Targeting: same as for camp 1 above, except for “internet service providers” choose Telmex and RadioMovil Dipsa, S.A. de C.V. Checked traffic estimator and picked higher-than-average bid.

Tracker Setup: Remembering that by targeting Telmex I’ll be getting 97% wifi traffic, I set up a rule that says “If carrier is Telcel”, then added all mainstream Telcel offers in the list above. Then in the default path – where the wifi traffic would go through – I listed all mainstream offers that accepted wifi. Same proven lander.

Camp 4 – Adult Telcel:

PopAds Targeting: same as for camp 3 except choose adult categories. Checked traffic estimator and picked higher-than-average bid.

Tracker Setup: same as for camp 3 above, but also add to the tracker offers that accept adult traffic.

Camp 5 – General Iusacell:

PopAds Targeting: same as for camp 1 above, except for “internet service providers” choose Iusacell only. Checked traffic estimator and picked higher-than-average bid.

Tracker Setup: Remembering that by targeting Iusacell I’ll be getting 80% wifi traffic, I set up a rule that says “If carrier is Iusacell”, then added all mainstream Iusacell offers in the list above. Then in the default path – where the wifi traffic would end up – I listed all mainstream offers that accepted wifi. Same proven lander.

Camp 6 – Adult Iusacell:

PopAds Targeting: same as for camp 5 above, except choose adult categories instead of general. Checked traffic estimator and picked higher-than-average bid.

Tracker Setup: same as for camp 3 above, but also add to the tracker offers that allowed adult traffic.

Camp 7 – General Nextel:

PopAds Targeting: same as for camp 1 above, except for “internet service providers” choose Nextel Mexico only. Check traffic estimator and bid max bid – because there’s very little volume for this carrier so I need every impression I can get; and bidding low wouldn’t get me any traffic, because carrier traffic tends to be a lot more expensive (cause it converts so much better!).

Tracker Setup: No need to set rules here because ISPNAME=Nextel is 100% Nextel traffic. I listed all mainstream offers that accepted Nextel. Same proven lander.

Camp 8 – Adult Nextel:

PopAds Targeting: same as for camp 7 above, except choose adult categories instead of general. Checked traffic estimator and bid max bid.

Tracker Setup: same as for camp 7 above, but also add to the tracker offers that allowed adult traffic.

(Note: Alternatively, you can use the staggered bids method I’ve suggested many times in previous posts – basically look at the traffic estimator, pick low + average + high bids, and set up 3 campaigns instead of one with these different bids. Run some traffic to each camp – 10-20x payout would be good – then see which bid is giving you the highest ROI, then pause the other 2 camps and run the remaining camp to continue cutting offers.

I’m not doing this for mexico because carrier traffic volumes are already really low so it’s not worth the trouble. But you can do this if you find a geo that has lots of carrier traffic. And you can certainly do this for wifi traffic which is usually in abundance.)

Continued in Part 3…

Koutrouss Media

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