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BOOM! - Creative Ways for Crazy New Angles (49)

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Introduction

One of the most important factors that will decide if your campaign will either make a ton of $$$ or will fail miserably is your angle.

An angle is basically the whole flow that will take a visitor from your banner to the offer and hopefully convert him.

Many affiliates that aren't very creative sometimes have trouble coming with new ideas. So instead they just try to copy / paste what's out there and hope for the best.

I've seen many guides on how to split test landers, how to optimize but coming up with an angle is something that is not often talked about.


The Offer

It all started when I was trying to promote a mobile offer for Android called CleanMaster.

The offer pays about 55 cents on F5Media at street payout for each android install.

As I always do before investing any time in an offer , I ran a quick $50 direct linked test to see if the offer was converting.

Good news , direct linked with generic banners produced a -55% ROI! This means that with a good angle ( lander + ads ) and a better payout there is room to make it profitable.

The nice thing about this offer is that it's generic enough to allow you to play with different angles.

Here's the description on the Google Play Store :

"Trusted by 50 million users and growing, Clean Master is the number 1 powerful memory booster and trash cleaner to increase the speed of your Android device.

Memory Boost/Task Killer - Boosting apps and games speed is much easier with Clean Master.
Clean - Delete those junk files (cache and residual) that take up valuable storage space
Clear - Protect your privacy by deleting personal information like your search and browser history
App Management - Move apps to an SD card, remove pre-installed apps and backup .apk files"

So basically being a cleaner app you can make ads about the phone being infected by a virus , being slow , losing signal etc.


The Process

The way I would have gone about it in the past would be to come up with 3-5 different concepts ( virus / lost signs / slow phone etc) and run a first test.

Then after I had enough data to know which was the best concept I would have test 3-5 new landers based on the winning lander. Rinse and repeat till I had it profitable.

But thinking about it, it would take a lot of effort to come up and test all these landers. Between getting them coded and buying enough data I would have lost at least 4-5 days.

So I remember reading on the forums about creating a survey and let the users decide which is their main problem and build an angle around it.

After couple hours of reading articles about android and browsing android related forums I came up with a list of the most common problems in android devices.

Here they are :

* Slow performance/sluggishness
* Phone keeps hanging and freezes
* Battery is draining faster then it was before
* Phone signal/reception issues
* Unable to update Android updates
* Wi-Fi dropping or not connecting
* Phone getting hacked
* Virus/malicious code infection
* Someone reading my messages
* Unknowingly sharing my geo location
* Installing not trustworthy apps
* Mobile banking process


The Survey

So after coming up with this list, imagine how time consuming it would be to come up with a lander for each and buy data.

Instead I created a survey that users could express their opinion on what are their problems on android.

The hook used to get the users to fill the survey was a free $15 Google Play credit. That worked ok but I think I could have came up with a better one tbh.

Also, to make the most after the traffic bought , after users filled the survey they were sent to the offer itself and try to make some of the money spent back.


The Lander and Ads

So enough theory, here are some stats.

The lander that I used :

Step 1:



Step 2:



Step 3:



Note : In the real test, "Please Select just one Answer" was replaced with "Please Select ALL that Apply"

Final Screen :



As for the ads, since I ran this on AirPush , it was a pain to get any decent ads approved. So instead I used the only one that managed to get through.

The ad used :

Do You Want $15 in 15s?
Yes? Answer these 2 simple questions.

I know this ad is not the best, but after getting 15 ads disapproved I just wanted to see some data so went with this.

This ad got 2820 clicks, had a CTR of 2.8% and spent about $160 ( even though I paid only $50 because the rest was overflow and airpush refunded it).

From these clicks 2538 made it to the lander and only 183 through all the steps and to the offer.

I wish I tracked the CTR on each step but I rushed this and was really curious to see the data. So all I know is that 7.71% of the total visitors made it to the offer.

This is pretty bad for a normal lander but again I didn't optimize ads / landers / publishers in this case.

Out of the 183 users that made it to the offer 56 converted, which is a whooping 30% conversion rate. Not bad at all!

To sum up, I spent about $160 ( which in reality paid only $50) to gather the opinions of 183 users and also make a $30 dollars revenue.

Not good for sure but also not too bad since the aim was to collect data and not be profitable.


The Survey Results

So finally to the juicy part. All this effort was done only to have this data.

Here is a screenshot of the results :



To be honest I was expecting the "Virus/malicious code infection" to win. I see those You Have (1) Virus ads everyday and thought advertisers would have done some research before.

This shows again that you can't really assume anything about what works and what not.

The battery draining fast won with a 30% more votes than the second place.


Closing Thoughts

So to sum up since the post came up way longer than I initially planned. The most common problem as reported by the survey was "Battery is draining faster then it was before" followed by a second "Virus/malicious code infection" and third "Slow performance/sluggishness".

The next step after seeing this data is to try the first angle with 2-3 landers. If profitable or close to keep improving. Otherwise test the second angle "virus" and so on.

That's all for now folks, hope this sparkled some new ideas for you.

Let me know if you have any questions.

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hows Clicks/Convs?

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Very interesting! Thanks alot. Any chance of a part 2 to see how it went after this?

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Already in the thread mate

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funny way to figure out the working angle.
now you can easily run "Battery Low Alert" type banners and make the prelander for this offers.

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excellent post brock. never thought of surveying traffic prior to launching campaigns, I usually just go with what I see out there and try to add my own spin on things. this will definitely be a little more work but totally worth it! A+!

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How many 15 dollar credits did you hand out? Ha..

Good idea tho.

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Till supplies last

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What is needed to create a survey style landing page like that that collects data?

I've done it ghetto style in the past with survey monkey with very limited control.

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Awesome write up, thanks

You're incentivizing the cleaner app and promising something they'll never get, i understand we as marketers sometimes "imply" similar things but i've not seen a campaign flat out say 1) ... 2) ... 3) get $15. Not being an arse, just would like you to explain your feelings about it.

Which i presume will be something like "it was just a quick test for data"

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Great share brock! Very efficient and effective way to gather data and come up with angles.

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It was indeed , I needed data fast and the offer itself ( CleanMaster ) is a pretty good android app with no rebills etc so no innocents were hurt

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Hey man , this was all custom coded but is nothing fancy.

Just saves the answer into the db. You can get it done on odesk for $50 roughly if you need.

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Great study!
I really liked the page design, too.

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The design is pretty simple and we didn't split test variations.

However if we wanted to spend more on collecting data ( $1k+ ) we would be split testing designs to get votes for cheaper.

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I've never used this method for testing angles and i for sure will be in the future. It's like having your own test group.

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Just a thought. Might these cursory survey responses suggest actual offers that satisfy these customer complaints?

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ABSOLUTELY. I have a feeling smart advertisers do this exact method when coming up for angles for new offers!

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I have a question, do you think question position affects answer %?

I know on offer walls, it can affect things a good amount.

Do you think randomizing the question position would be worth it?

Also, if you did that, you'd be able to show just one page of answers and still collect data for all questions.

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^^ Sharp mind!

I am positive the position will have some affect.

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Yes, indeed, that's a great point - it'll almost certainly have a significant effect.

(Which is probably also something we should be considering on our Rules Landers. BRB writing randomisation script for all my rules landers...)

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I am positive that order of qualifying questions must play a considerable role as well. Never tested it myself :/

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Nice, definitely one of the best STM posts this year.

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I've got quite a few PMs people asking for the code of this lander so decided to share it here :

Download Here

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Dats ma Giovanni!

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Thanks Besmir!

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Thanks Brock, this is awesome.

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Interesting results!

Something I'm not fully understanding; regarding the "free $15 Google Play credit" hook you used, did you ever actually get requests regarding receiving this $15 Google Play credit?

Thanks!

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Nah never, most people prob think the Cleaner at the end is worth it?

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How would someone contact you anyway? they couldn't find your details unless they whois'd ur lp domain but even then i bet 99% of affiliates have whois privacy.

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All emails sent to whois protected email get forwarded to the real email. Not sure though how many people would go through the hassle, esp from a cell phone.

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Ahhh i see what you're saying yeah

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I heard people making a lot of $$$ with this offer....

But you have to spend very little <$0.50 to convert....hummmmm

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Interaction is right.... but I think you have to be more scary

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This was just a test. If you do big volume you have to do it more legit or complaints will flow in.

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You are right. thanks

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Thank you for this great post and your right you do not see much online about what the thinking is that goes into campaign
building ...Love it ...

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By offering users 15$ in Google Play credit, have we turned this into incentivised marketing? Will CPA networks allow this?

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There are some incentive networks out there that you can use. Adgatemedia , adscendmedia, adworkmedia etc....

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Hi bbrock32,

I'm curious about this "overflow" in airpush

I think I experienced the same case with airpush. In my campaign 2 months ago, Voluum showed 1/3 clicks than on airpush report.
Can you explain me briefly what is this "overflow" mean? How did that happen in your campaign?
How do you know those were "overflow" clicks? Is there a way to prevent it?

Thx

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Overflow just means when the campaign spends more than you have budgeted for.

Many sources will honour a refund if their platform failed to throttle traffic, within reason.

What you're describing is different, sounds like click loss and that can happen for all manner of reasons. The traffic source has no reason to refund you anything for click loss unless you can prove there is a high % bot traffic or clicks that aren't legitimate.

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Nice one man, great idea to invest in polling your users before starting the campaign. Definitely going to try that in the future.

I like to leave a live comment box open on my landers sometimes. They give you lots of great ideas for copy.

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Great idea. Stealing that.

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Sorry if this sounds dumb. I'm pretty new to this.
Once they finish the offer we know their biggest problem and fear. Would it make sense to add a retargeting tag to the landing page and based on them serve them targeted ads?

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Great post .. Buying Data to Sniff out Marketing Angles...

I did not read the full thread yet. So hopefully I am not repeating anything.

Few more tips & ideas on ANGLE Sniffing ..

One thing we have had success with is using Survey Monkey & Open Ended Questions

With open ended questions eventually you will find a common trend & you can use this data in many ways ...

You can use this data to A) Figure out what else to sell that traffic market .. and B) to enhance your current landing pages

So for Registry cleaners.. and this would not be for mobile ..

Ad :

Slow Computer ?
Download 2015's Top Register Cleaner
Fix now - FREE

Then in Survey Monkey you can say something like :

" What is the Most Common Problem you have with your Computer ? Speed ? Please explain & we will send you one of 2015's Top Cleaners "

This will get you a bunch of answers & people complaining about the same thing ...... and you can use these as FLOG Comments or as little nuggets to increase the conversion of the lander... after they complete the survey you just redirect to your lander / offer / whatever...

For Dating you can have a Generic Dating Ad & on the Survey get Specific.. Older Younger Angle, 4 Girls to 1 Guy , and you will find out what that traffic will bite on most . Then you can take that data & test new Banner / Ad Copy Angles & often generate more revenue from the same traffic because of the "Angle Sniffing "

Another tip :

You can take LIVE traffic & direct to SurveyMonkey for 10-20 minutes ( depending how much you have ) & get a bunch of answers that can instantly be used as Testing Points on your landers and shoot up your ROI ..

Another tip :

On tube we have tested just Single Play buttons.... after they press the Play Button they hit a Survey that sniffs out what type of Sites , Offers, whatever they are most interested in . Thats why we were one of the first to drop cpa style dating ads on Tube

A Final Tip :

You can use survey monkey to ask users sneaky questions to determine what SITE they are on .. this is a good tip if you are buying traffic from blind networks & into direct site buys.. just don't get caught

RAT ALLIANCE

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Yes, if the advertiser found the landing page, they will pause your account and give you nothing for misleading people

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I want to add/clarify something here...

When you're using surveys, don't forget to focus on what they do NOT want about _________. Here's why.

When people are asked what they want, they often don't know; but, they feel like they should so they'll tell you what you want to hear OR repeat what they feel/think is the correct answer. People, really, don't know what they want. Not right away, anyway.

The answer: you have to understand the psychologically about asking people for opinions. (BTW: if you want THE #1 method for using surveys, check out the book ASK on Amazon by Ryan Levesque.)

An example of this would be like asking a group of your friends, "What do you all want for dinner?" Chances are, no one's really sure. They'll say, "Uh, I don't know." Or, "It doesn't matter."

Buuuuuut,...

If you were to ask, "What do you NOT feel like having for dinner?" Or, "What did you have for dinner last night?" ...you get better answers; answers driven by instinces, feelings & personal experiences.

What it all comes down to: emotion; it always does.

So, in the context of this post, you'd ask something like -

"What do you HATE about your computer?"
"What's the #1 thing that's bothering you about your computer right NOW?"
"What's your single biggest struggle with using your computer?"

When you do this ^, you'll get the feedback you're looking for - it's not uncommon for someone to write 500-1,000 words telling you about all their problems (lol).

This is good news, because for people like us we can get to know what's going on in peoples' heads *before* they click/view/buy/etc.

One last thing: it's a misconception that quantity of problems = the biggest problem in the market. Again, this is a matter of people repeating what they often hear from others, because they don't want to look/feel dumb.

Instead: look for the LENGTH of the survey answer. Someone who tells you their life story is waaaaaaaay more valuable, research wise, than a 50 one-sentence replies of the same old, same old.

Hope this helps!

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is their any one can recommend for F5 Media?

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I'm wondering how many people are using surveys before starting their tests.

Since testing is essential because you can't guess the exact needs of your target (and how to hit them in the most effective way), surveys are actually the most direct way to identify the most compelling problems (and related keywords).

Testing without doing any survey... is it worth it?

Very interesting "case study", which leads to good reflections

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