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Mobile Popunder Campaigns Lifespan (9)

09-22-2014 06:35 PM #1 jaguar team (Member)
Mobile Popunder Campaigns Lifespan - CR and CTR tanked

What's the average lifespan of a mobile popunder campaign? I've been running a campaign with decent profit but it started to die off for the past 3 days and in the red. It seems a bit sudden, I figured if a traffic source is running out of unique visitors, the ROI would gradually drop over a week... but I felt like it dropped within a day or two and it's just stuck there. I've been split testing more landers but no go.

Here are my stats:

*** conversions for Saturday and Sunday are mixed up

My conversion rate basically dropped by 3-4x out of no where. I figured it might be because it's the weekend but today's now Monday and I barely got 1 conversion.

It literally went from 36 conversions to 19 conversions to 6 conversions and so far... 1 conversion

Also, I've been thinking about porting the popunder campaigns to mobile display networks... are the LPs interchangeable or do popunders and mobile display function on different types of landers?

09-23-2014 02:49 AM #2 zeno (Administrator)

If you think running out of unique users is a problem, why not just lessen or remove your frequency cap?

Popunders are just a way of sending people to a landing page. The LP itself has nothing to do with the traffic source so you can send traffic to them from wherever you want.

Mobile display = banners and people will click these to go to your LPs.

You will need to work harder on banner creatives and angles to get clicks vs popunders where your lander is the only thing users see. In the case of banners, expect more expensive but higher quality visits.

09-23-2014 03:25 AM #3 jaguar team (Member)

Thanks for replying Zeno.

I actually set the campaign to the lowest frequency cap from the start, 1 every 24 hours.

Aside from frequency caps, do you think there's any other possible remedies? I do want to stick with popunder campaigns since, like you said, they cut out the issues of having to test banners.

However, it is a bit discouraging to spend $1.4k on testing and after hitting profit, for the campaign to die within days.

I just want to make a more informed decision as to whether I should attempt to revive the campaign on a banner network (where the campaign may perhaps last longer) or if I should just keep going around different popunder networks. Due to my inexperience, I simply don't know which path would be more scalable and sustainable and that is why I'm here.

Any advice regarding how you would approach this campaign would be appreciated.

09-23-2014 03:38 AM #4 deondup (Member)

If you are doing what everybody else is doing then your campaigns will have a very short life.

If you keep innovating and improving your marketing then your campaigns will last much longer.

Display, especially App traffic tends to have a lot of fresh turnaround and I've had campaigns last 8 months + running on exactly the same placements

09-23-2014 04:14 AM #5 quantum27 (Member)

Quote Originally Posted by deondup View Post
If you are doing what everybody else is doing then your campaigns will have a very short life.

If you keep innovating and improving your marketing then your campaigns will last much longer.

Display, especially App traffic tends to have a lot of fresh turnaround and I've had campaigns last 8 months + running on exactly the same placements
Can you please elaborate on what you mean by fresh turnaround?

09-23-2014 04:34 AM #6 deondup (Member)

Quote Originally Posted by quantum27 View Post
Can you please elaborate on what you mean by fresh turnaround?
Apps (and especially games) have quite a short lifespan as people get bored of it. Popular games get high volume of installs and it tends to turn around quite quickly so you don't have a small pool of users who are exposed to your ads every day.

09-23-2014 04:49 AM #7 jaguar team (Member)

Quote Originally Posted by deondup View Post
If you are doing what everybody else is doing then your campaigns will have a very short life.

If you keep innovating and improving your marketing then your campaigns will last much longer.

Display, especially App traffic tends to have a lot of fresh turnaround and I've had campaigns last 8 months + running on exactly the same placements
When talking about innovating landers... if you've already tested a bunch of landers and found out that the one you're running is the best combination so far, how do you keep optimizing it to reduce LP blindness (or whatever this is called) while maintaining the same structure that originally provides a good ctr/cr/ROI?

09-23-2014 05:24 AM #8 deondup (Member)

The first thing you can do when you notice a sudden drop in CVR is to get the same offer from another network. That will confirm if its "your problem"

Another thing is that if you see the same dip for the same campaign across multiple ad networks then its often not you.

If your lander is working well...if I see a big drop I will either start testing something completely different or I will move on.

09-23-2014 05:40 AM #9 zeno (Administrator)

One single lander construction won't be the best combination for all time, every day, no matter the placement or traffic source.

Your so-called 'best combination' is just a combination that you have tested. There are infinitely many others that you haven't tested.

If you have one that's working, test completely new ones and new approaches, as well as modifications of the original lander, and fork off a % of your traffic to test these.

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