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HELP! Overpowered by Tsunami of Mobile Data!! (4)

02-26-2015 12:39 PM #1 luther88 (Member)
HELP! Overpowered by Tsunami of Mobile Data!!

Arghh!
I've been researching now for a while how to draw conclusions about the profitability of a placement on mobile traffic and my results seem to split my head!

Here are my notes on what I have found out so far:

-different placements may perform differently on different devices. not only do ios and android users see potentially different ads but also the different devices have different screens and resolutions which affect the perception of the banner. so the implication is that to get significant data about the profitability of a placement, I have to get data for each placement seperated by handset, carrier and OS. and I think also by wifi/mobile because that will probably affect response.
which means I have to know exactly how each handset/carrier/OS/(wifi/mobile)/placement combination performs for each banner! How in god's name do you track THIS!?

-also, if I cut any placement/carrier/handset I have to understand that a different banner or LP could be profitable on that placement. so what that means is that I need to test each variation of banner x lander on every placement with all possible carriers/handsets/os
which means.... that I can never rule out anything because it could be profitable with another banner!?!?!?

How do you deal with that? How do you optimize your mobile campaigns without wasting money or blocking potentially profitable traffic?

02-26-2015 12:54 PM #2 flyingcake (Member)

You don't need to split test every single placement/carrier/handset/banner (you can if you have the budget for it). Just group up elements that are similar and look for patterns to guide your optimisation strategy

02-26-2015 01:05 PM #3 ivancy (Member)

To track it is what the tracking platforms are for, they will make life way easier for you (at a cost).

The key is to create different campaigns as segmented as possible, so you can optimise your placements and it's bids for that segment in particular.

The problem is that it means tons of different campaigns so a good starting strategy to limit the amount of initial campaigns is to:

1) Decide the main important conversion factor for an offer (IE: for a carrier billing offer, obviously the carrier is the main factor) and order the other factors by relevance for that particular offer.
2) Create different campaigns using that main factor as segment
3) Run the campaigns with a limited budget and colecta data
4) Analyse the data and decide if extra segmentation (like device) would make a difference, and in that case, create specific campaigns for that new segmentation (carrier+device), etc. Keep doing it until you find either the best ROI segment or even better, until you find the max bid for the max ROI in each segment.

That way you can start from less segmented campaigns and then create more segmented campaigns when/if needed.

02-26-2015 01:48 PM #4 luther88 (Member)

Quote Originally Posted by flyingcake View Post
Just group up elements that are similar and look for patterns to guide your optimisation strategy
What do you mean by "similar elements"? Even if I group all devices with similar screensize/resolution it only removes a relatively small part of the variables I talk about.

Quote Originally Posted by ivancy View Post
1) Decide the main important conversion factor for an offer (IE: for a carrier billing offer, obviously the carrier is the main factor) and order the other factors by relevance for that particular offer.
2) Create different campaigns using that main factor as segment
3) Run the campaigns with a limited budget and colecta data
4) Analyse the data and decide if extra segmentation (like device) would make a difference, and in that case, create specific campaigns for that new segmentation (carrier+device), etc. Keep doing it until you find either the best ROI segment or even better, until you find the max bid for the max ROI in each segment.

That way you can start from less segmented campaigns and then create more segmented campaigns when/if needed.
This is very helpful. Thanks a ton!

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