Ok lets rock :-) (6)
Hi there,
Ok lets rock.
Hope you guys can give me some tips and guide me allong. Thanks!
Current situation:
Traffic source: Decisive (for the sake of learning)
Budget: 4000,-
Lander: 1type. (one angle)
Geos: Two of them.
Type offer: Sweepstake, leadgen.
CTR Lander: 17-30 %
I used the top 100 to be blacklisted placements of Mr. Green (used -almost- all)
SETUP: I choose one of the following: wifi/site, wifi/app, 3g/site, 3g/app
- For two geos.
- For android as well as IOS.
(so I am running 4 campaigns)
Stats banners 1 day (android and IOS combined) for geo 1.
Stats placements 2 days (android and IOS combined) for geo 1.
Stats banners 1 day. (android and IOS combined) for geo 2.
Stats placements 2 days. (android and IOS combined) for geo 2.
Focus: I want to optimize the banners, however, I can see that placements have a huge impact as well. And maybe not stated in the stats, for those placements that are converting i have about a 100% bid/win ratio. So it might as well that a breakout and bidding lower might work out better.
Questions:
1) Regarding optimizing the banners: Two ways to approach this: I can take 1 banner and build variations of it. Or -->I can take the top 5 and build variations of it. With how many banners do you need to end up anyways? 1? 3? 5? Charles Ngo says he refreshes his banners every 3 days. Or is one sufficient?
Note: the data collection period is kinda short.
Note 2: Funny thing is: the best performing banner in one geo performs worse in the other geo.
2) Regarding the placements. Ideally, I would like to not touch anything and focus on the banners. But this seems like a stupid idea as well. Because I am overbidding on those placements that might work. So should I make a breakout campaign on those two placements already? (and blacklist them from the main campaign?). What is the % of the current CPM i should bid?
3) Regarding starting over again. As the cookbook says, if you have a lower than %-50% ROI, start over again. Ok, I am very willing to do that. Question: how do I remove past 'learnings'? NB: I dont want to remove the past blacklisted things, blacklisted by mystelf. Of course, you can leave out the 'learning group' blank, so it forgets prior learning regarding the targetting. However, smart CPM remembers very well the 'cpa goal'. I might be wrong but: if your creatives are not perfect yet, your traffic get kinda throttled? Currently, I am thinking about: to clone the campaign, so it forgets the Smart CPM. Does that work?
Thanks for helping me out!
Chunk.
If you're winning 100% of the bids, I'd definitely lower your bid on those.
My recommendation would be to cull placements first, then concentrate on banners after that. How are each of the sub-campaigns doing in terms of spend and ROI?
Hi Caurmen,
I did not create subcampaigns yet, see my second question.
The ROI you can find in the pictures i posted: -46%, 19%, in one geo, and -48%, 45% in the other geo.
- So you would recommend to go with 1 banner? I mean, the data collection period is kinda short to draw such conclusions?
- Also make breakout campaigns (and blacklist them from the main campaign). What is the % of the current CPM i should bid on the breakout campaign?
Ah, right. Which combination did you go with initially? I see you picked one, but I don't know which one.
I'd recommend separating your iOS and Android stats - the two platforms usually perform very differently.
I'd definitely not recommend going with just one banner - but cull placements before you cull banners. To give an extreme example - if you had one placement that was eating 90% of your spend and not generating any clicks, you'd want to cull that before you started looking at banner CTRs, as it'd obviously skew them way down!
Breakout campaigns - only if it's a big placement. But in that case, yes, give them a go. There's no fixed rule on %age of CPM - drop it a bit, observe resulting bid/win (if it's a big placement you should almost be able to do that in real time), repeat.
Ok lets give that a try. What is the effect of cloning the campaign? (regarding the smart CPM?)
Cheers.
That's probably one to ask Decisive. Hit up their support and see what they say.
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