So, I know that if we've got banners AND landers, if we hit -50% ROI, we're in good shape because we can optimize the banners, optimize the landers, and do things like daypart/carrier target/whatever.
What if we were doing popunders and only landing pages and hit -50% ROI? What would we be doing to optimize? Would be just be split testing more headlines, ad copies, and different styles of landers to reach that remaining ROI to get it to profitable? Just trying to figure out how to get that last bit of ROI to get it from -50% to profitable, or wondering if I can do it with that angle still.
Also, how much optimizing for dayparting generally give you? Like maybe a 10% ROI boost?
Push the landers constantly and ABST (always be split testing).
Day parting is always going to be a variable thing - totally depends on the campaign. Some campaigns might do similarly well at all hours of the day, some might do 10% better in a 6 hour block, some might do 300% better at night. Just gotta get your own data for each campaign, though there will be trends e.g. for dating offers on PoF.
You didn't mention the offer?
If you're using YTZ for example it's a bit out of your hands, but the offer is crucial - even slight variations in the offer lander.
If you're running something for a while and can't break through, and have only one offer lander, hit up your AM and ask if the advertiser can supply more or if you can do host & post.
Advertisers almost always have other landers around that they haven't given to the network.
If you are at -50%, I would strongly advise against micro-testing stuff like headlines, fonts etc. Most likely this won't bring you into profitability and you will just waste time + money.
Instead, I would test drastically different LPs + offer combos, depending on traffic source maybe block publishers that perform terrible etc.
It's hard to give general advise though, because each traffic source has different variables you can / can't control.
^^ Exactly what Andy said. You'll see most difference with LPs and offers. Other than that we don't know what targeting options you have available to you without knowing the exact ad network.