What do you optimize first and why? Here is a sample model in terms of priority
1. Placement cut - a lot of bad pubs either not converting or bot traffic or high click loss
2. Os version targeting - something like brand which defines the consumer group
3. Browser targeting - less definitive than brand and Os version, but reflects an active choice made by the user.
Is 2 or 3 more important? And is placement cut given the correct priority?
On mobile specifically? I assume you are leaving out creative elements e.g. banners/angles/etc.
My thoughts:
1. Placements and traffic source categories (e.g. direct nav or popups, banners or interstitial, etc.)
2. Device Types (tablet vs smartphone)
3. ISP/carrier
4. Phone makes/models
5. OS versions
4 and 5 might switch depending on how the campaign is going and if it's iOS or Android (much more fragmentation in Android).
Hello boss!
What is a direct nav? Mobile redirect? Direct link?
What is the difference between tablet and smartphones? I don't see much differences in my results. Tablets usually don't get much traffic and performance does not differ too much from smart phones on my data. Maybe it's insufficient
Could you explain isp in terms of mobile utility app downloads? I understand that carriers perform better for pin submit, but for our lower payouts how does this apply? We are looking at the less educated poorer group? Wifi instead of carrier might perform better? Not every traffic source allows isp targeting
Direct navigation is where you get directly sent to a URL without clicking a banner. Like with Zeropark. Mobile redirects are the same. Direct linking is not a type of traffic.
Tablets and smartphones... is the difference not obvious? One is small and fits in your pocket. One does not. Tablets have much larger screens and are geared more towards content delivery and entertainment. The way people use them is different. People don't walk around making calls on their tablets so much - they are in a different mindset when using them compared to smartphones, and usage is often higher at home than at work and out and about.
If your data shows they both perform similarly for your campaign then that's that. Data is data. Whether they perform differently depends on the campaign and the offer. You just need to test it and optimise accordingly.