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Mobile - My First Follow Along (11)

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Hi guys,

I couldn't really find much info on the vertical I promote (Gaming Subscriptions),so I decided to start a follow along for a new campaign I started over the weekend.

Traffic source: mMedia
Vertical: Gaming 1-Click Flow
Geos: MX
Payout:$3.50

Budget: $100/day
Bid: $0.03 CPC

Angles: Ingame screenshots, screenshots of other similar games and simple "Play" CTA.

Banners: Will post new batch after initial testing

Landing pages: Direct linking

I tested a few campaigns at the beginning of November including this one, but went with another campaign to concentrate on and optimize.

These were the stats from the initial test:

Spend:$60
Revenue:$42
ROI:-30%

Actions I took: I blacklisted placements with 5x spend and no conversions. Created 8 new banners, removed banners with 5x spend and negative ROI.

Started running the campaign again yesterday with new banners and 1 placement blacklisted.

Stats:

Spend:$50
Revenue:$49
ROI:-2%
Conversions: 14


Current tasks: Need more data, to narrow down underperforming banners, handsets and placements. Create new banners.

I have tested landing pages in the past with these kind of offers, with no success so far(my landing pages were bad?). Would it be recommended to use one for this kind of offer?

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Second Campaign I started at the beginning of November:

Traffic source: mMedia, Decisive, MobFox
Vertical: Gaming 1-Click Flow
Geos: FR
Offer: Klubgame
Payout:$25

Budget: $100/day
Bid: $0.08 CPC

Angles: Ingame screenshots, screenshots of other similar games and simple "Play" CTA.

Landing pages: Direct linking

Current stats:

Spend:$1700
Revenue:$1900
ROI:11%

Actions I took: Blacklisted non-converting placements at $100 spend and removed carriers doing badly across all placements. Optimized banners.

Segmented the campaign into 4 campaigns: Android+Carrier1, Android+Carrier2, iOS+Carrier1, iOS+Carrier2. Blacklisted non converting placements at $100 spend or -50% ROI or less.

Split tested direct linking vs landing page and direct linking outperformed my landing pages.

Current tasks: Need more data, to narrow down underperforming banners, handsets and placements. Think of new Angles, create new banners and test other offer landing pages.

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New angle and 4 creatives for campaign 1: http://imgur.com/a/9Zvmc

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Ok these are the stats for the 1st campaign so far :

Spend: $193
Revenue: $157.5
ROI: -18%

I noticed one handset hogging a lot of the clicks and not converting at all, so I decided to block it(which turns out isnt so easy with mMedia). I have removed none performing banners as per this thread. Will need more data on new banners and some old banners to decide whether to cut them or not.

I'm apparently receiving 35% of the available traffic for my current targeting, so I need to figure out how to increase that, after more testing and cutting.

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Ok, time to update on my progress so far:

Spend: $405
Revenue: $490
ROI: 20%

So, I finally got this campaign profitable over the weekend. I have been constantly creating and cutting banners, removing placements that weren't converting or converting poorly. Now the campaign has around 12 profitable banners.

This campaign isn't hitting its daily budget of $100 which is weird in my opinion, especially for a country like Mexico, where I expected a lot more volume. Will have to check with support on what I can do there to get more volume. I have a few ideas.

I have decided to stop my second campaign, as the ups and downs are currently just too much for my nerves and Im not sure what to do with it. Will get back on it at a later point. Ill stick with lower payout offers for now, I prefer seeing lots of low payout conversions instead of a few high payout conversions on my tracking

I have a few questions on how to continue now, as this is the point I usually failed on or didn't fully understand:

Should I scale to other traffic sources already or stick to this source and scale to other GEOs?(while trying to get 100% out of the current campaign for Mexico on this source)
Would I need more profitable banners to scale, to avoid banner blindness?

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What's preventing you from spending your budget on the current source?

Is it the bids? I presume it is. In this case I'd test more banners and up bids and see if you can scale while increasing profit - obviously not going to happen if you just increased bids, all else being equal.

I'd also roll out some test campaigns on other traffic sources. Scale horizontally and see how it goes - different mobile DSPs can perform wildly differently.

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@lanza123 I too have been testing on some game subscription offers but still trying to understand the mechanism. Does it mean that an offer with higher payout is harder to convert even though it's 1 click flow as well? So Brazil for example, with payout of $1.50 - $1.80 will have even higher CR rate?

I haven't tested/optimize enough offers to come to a conclusion, but I don't understand why two offers with same conversion flow (game subscription niche) can have a huge difference in CR cause of offer payout? Hope to get some pointers so that I can better choose my offers to test from now on.

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Yes, a subscription offer with a lower payout in a tier 3 country will usually have a much higher conversion rate, not because of the higher payout, but due to a higher cost for traffic, the end user cost and regulations in that country for WAP offers that restrict the advertiser. Also, depends on the exact conversion flow the advertiser implements.

I would definitely test with lower payout game sub offers, if I were you. Under $5 and preferably not in any western countries, unless you have a huge budget to burn.

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Any update from your campaigns? Eager to know

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Sorry for not updating this thread in a while! I have been really busy lately, testing traffic sources, making banners and getting ready for a trip to California

Here are my stats for the past week:

Spend:$1395
Revenue:$2290
ROI:64%

What I have been doing so far is testing a lot of new traffic sources, with my currently profitable barriers and looking for profitable placements on these traffic sources. I spent around $800 last week testing 4 different traffic sources. Found some good new sources and some with 0 conversions.
I got a pay bump last week from $3.50 to $3.70 and was doing a good amount of volume, but yesterday the advertiser cut the payout to $2.50, so I had to find a new offer to fit with my traffic. So far I'm running a test with 4 offers, that are showing a lot of potential to replace my last offer.
I will be traveling to California this week and wont have any time to update this thread I'll be back at the end of January with some updates!

Thanks for the help so far, has helped me a lot and was just what I needed to build my confidence in my own decisions will be back in January!

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Are you still doing mobile game subscriptions only with direct linking?

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