So mobile, eh? Let's give this a shot! (7)
Hey hey,
Man feels good to be back around this corner of the internet. I've been browsing and I see a lot of new faces and also the usual (always so helpful) suspects.
A few months ago I took a hiatus from STM but not from AM (been focusing 100% on FB to the point where I feel I know a thing or two about that traffic source) and now I'm back to see if I can take a swing at mobile.
I'm going to be completely open on this follow along because I'm looking for as much feedback as I can. I know 0 about mobile (other than reading Caurmen's tutorials and Ruck's manifesto...)
So let's get right into the camp:
- Offer: Primark Vouchers (email submit)
- Country: Netherlands
- Payout: 1.20€
- Network: AdSimilis (my man DutchDavid!)
- Traffic: Decisive (as it seems a lot of folks here use it, I take it I can get more help)
Before getting into the creatives, landers and numbers:
I ran this offer on FB (mobile) and CR was around 30% and LP CTR around 65%, but for some reason my Clickloss was huge and I ended up with a -30% ROI. With these numbers, I thought, well let's try to translate this to 'native' mobile (as I know the offer converts).
Ok, enough with the FB stuff. Let's see some creatives:
I suck at banner creation however I'm not worried to much about it as I know an ugly banner can work. My biggest issue right now is being sleep deprive (little one at home and a second on the way) so my creative juices are...meh.
Here's a screenshot of the lander:
And here's the offer:
Now let's see some stats:
I started the camp late yesterday so I have some numbers, they are WAY different that what I saw from FB.
Decisive:
Following Caurmens advice, I create 4 camps (Wifi-site / Wifi-app / Mobile-site / Mobile-app)
Let's look at each individually:
Wifi-site
Wifi-app
Last night I checked the report on this and found out that this baby H_WF - Android App - 320x50 Utilities is the reason the spend on this was so high. Super high CPM and no clicks. Based on Caurmen cut criteria I blacklisted it.
Mobile-site
Mobile-app
Now, as you can see I don't have much data still. Not knowing anything about mobile I don't know if the ads CTR is good or not (in terms of what's a decent CTR).
So, so far not a single conversion has happened and what is really eating my brain is that I'm split testing between DL and my lander. So far, in ANY of the camps has my lander had a single click. Da fuck is going on here?
I mean, I could pre-sell big time with this camp on FB so that might have something to do (so I thought). So I changed the lander just a bit so it included more pre-sell (the one I posted above). Same thing. ZERO clicks.
Just for the sake of it, let's check performance of the lander:
I mean, 1.4s... could this be it? Dunno actually, but is something I'm going to try a diff version (so it loads WAY faster to see if that has something to do).
Ok, so today I'm launching a new set of ads. the angle is a bit diff as this is more, you have a Gift Card waiting type of thing. My goal is to see if I can increase CTR on the ads, and well try to figure out the lander thing:
Let's roll.
P.S: The banners are animated but they stop after 3 times.
1.4s loading time is kinda slow, yep. That'd definitely be the first thing I'd look to improve. It's not terrible, but could be a lot better.
Have you manually checked the lander to be sure there are no technical problems? That'd also be something very worth doing.
Hi Caurmen, good to hear form you man.
I'll take a look at the loading time. I did a test with a clean page (meaning an index with no content) and my server can do 0.59s. So my lander, tracker, etc is adding almost a full second on top of that.
The second batch of creatives went live today and hopefully tomorrow I'll have more data to share.
Thanks!
Ok, so I stopped the camp. Found out a couple of things that pretty much explain why after a $30 spend there where no conversions and my lander CTR was near zero.
So reading the forum I found out that http://www.webpagetest.org/ can test on mobile speeds. Up until today I never had the need to so always overlooked that option.
Here is my lander speed test on 'Regular 3G'
and what they call 'Fast 3G':
So yeah no wonder people where not clicking on my lander. However, after the changes I made on the lander (adding a pre-sell) I did get from my WIFI-APP camp (no wonder) a 10% CTR on the lander.
Looking at this, I switched the camp to DL while I worked on the lander and just for the sake of it, I did a speed test on the offer:
No wonder not a single conversion yet.
In the meantime and asking around, it looks like doing leadgen on Decisive might not be the best idea and the general recommendation is that I change to a CPI which I'll be doing.
Just for the sake of this initial run, I'll consider the $30 a small fee to learn Decisive, practice on some banner (still not sure if my CTR's are decent) making and start building my PRE- Camp Checklist where I already have two items:
- Check your lander speed
- Check your offer speed (when possible)
Here are the general camp stats:
I'll post more details tomos.
Ok, so I finally can post a bit more.
So after ditching the voucher camp as it was confirmed that Decisive was not a good match for lead gen, I talk to the always cheerful Jaimmie at F5 and I got recommended Psafe Brazil.
If you read trough the mobile follow alongs it seems that Psafe is offered to every noob marketeer (I'm a total noob when it comes to anything outside of Facebook) as is an easy offer to convert and because of the payout being so low, you can go DL and not have to worry about landers at first.
I thought, well what the hell, is a good way to start, learn a bit and get familiar with Decisive.
Angles:
Psafe is mostly and antivirus. I mean, is called "Psafe Antivirus" so my inititial reaction of course was 'Dude your phones is infected with crap, clean that shit'. Of course going trough every mobile follow along, that's the initial thought of everyone and their mothers. So I took a pause and just sat down, learned about the product and put my mind to work.
After about 30 mins I had this:
Basically this is a list of the functionality of Psafe and from that I just wrote ideas that ended up being diff angles.
The ones in red I simply would not pursue, the dark grays are on stby and the green ones are the ones I'm currently promoting (won't reveal them just yet to give them a chance as they seem to have an opportunity, but will show them when this camp dies).
So I got to work, created my banners, launched the camp and immediately after (I'm not kidding, like 15 seconds later) all my camps had eaten like 50% of the budget. WTF?
Well, let me start with this:
So I create the first camp and cloned from there. Not sure why the GEO did not clone so my camps where basically set out to show worldwide (Oh yeah MR.305 daleee!). FML.
About 30$ later, I still had no conversions (of course) so I fixed the issue and now had to wait for the day to end, so the data would prune and I could start again. I wasn't sure if to stop or to just let it run as waiting for approval was going to be a pain in the arse.
Quick Note: I got SUPER HIGH ctr's in Turkey with Brazilian banners. I'm still going trough the data, but I think there's an opportunity to target people not in their home country...
So almost 48 hours later, I now have some data but to be honest I'm a bit confused.
I have 4 camps, overall I've spent like $70 and made about $11 in rev. I've been following Caurmen tutorials, and from what I read, if a camp is below -50% you should kill it (I understand that this are recommendations and not absolutes).
But so happens that the placements that are converting are in fact: with positive ROI, breaking even and one just below break even. So, If I look at the whole camp, I should probably pause it.
But after killing placements, creatives, etc. I have, in theory, combinations that look at least promising. So my intuition is to give these a bit more traffic (I actually upped the budget on one of the camps) to see if this is just a fluke or there's some potential there.
Now, about Decisive:
I'm very DISLIKING the source. I mean, how SLOW can a website be? Is ridiculous. There are some serious usability issues and the fact that when you are in reporting the data keeps updating and one second is showing 4 conversions the next 1 and then 3... Right now, I'll give it one more round in Decisive, if there's any promising results tomorrow, I'll keep going and if not, I'll prolly quit as is incredibly painful to use.
So here are some stats from today only (so far) as the one from yesterday are a bit tainted but the original fuck up:
Now, this is the part that confused me a bit. For example you can see a CPA in camp #3 of $1.42. The reason is that high (3x payout btw) is that Grindr was eating most of my budget. If you take that out, then the CPA is promising. So my question is, shall I include that in my judgment to kill this, or now that is out, let it run to see if it holds on it's own?
Also, I believe the angle I'm running could benefit from a lander. That's coming in the next round 
Quick story: the angle is so out there, that the folks over at Mundo did not approve my ads because they had nothing to do with the product. Ha.
Thanks!
Your approach and mapping out of ideas is excellent, but I wouldn't recommend PSafe Brazil.
It may be a good offer, but it has been smashed, especially in Brazil and particularly on Decisive.
Take this approach but move to a different offer/geo (or e.g. PSafe Turkey if available!).
Just my $0.02.
If you're seeing some promising combinations, definitely keep testing those. The "under -50%? Kill it" rule is a simplification for the sakes of having a firm rule in the tutorial.
PSafe has certainly been done to death, but if you have some seriously original angles you may well still be able to get it to work. However, I'd agree with Zeno that testing some more campaigns in parallel is probably a good idea too.
Sounds like a good start! You've got the most important thing - a significant number of conversions with which to test further.
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