Failed Super Mario Campaign (1)
This was a failed mobile pin submit campaign that I ran recently.
Offer: Maxbounty Super Mario ($7.20/pin submit) Network EPC $0.32
Country: France
Traffic Source: AirPush
Advertising campaigns targeting Android offer more creatives sizes. I created multiple 300x250 banners with borders. These are a few of the english versions for the purpose of this follow along.
This was my mobile responsive landing page. It took me over an hour to create due to the technicalities of containers, positioning, image compression, text formatting, source code cloaking and not knowing the software. Despite looking visually appealing and being compressed heavily the CTR was extremely poor at around 1.3%
Best viewed on a mobile device: mconv.com/lp/mario
And finally, this was the offer page.
Over a seven day period these were the stats. I should have cut the campaign more quickly.
AirPush Banner Statistics. The banners had a decent CTR. The odd thing was that 3 of my 4 banners were disapproved for low relevance to the landing page. That's shocking since they're all the same with the exception of the color of the border. The campaign I created specifically targeted phones rather than tablets. Within the optimizer setting of AirPush, I noticed that the majority of traffic was presumed to be Wifi traffic. However, enough visitors came over the cellular network to give statistical significance indicating that's not a important factor here.
And these are my stats in
Voluum Stats.PNG
Views: 49
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Overall Stats in Maxbounty
Reasons why I think this campaign failed:
- The offer wasn't compelling enough.
The "why" wasn't strong enough. The visitors that clicked through the banner liked Mario. But there wasn't any reason why they had to sign up through this offer. And perhaps they thought to leave and check the Google Play Store directly. A video game is a perceived voluntary download. A battery manager on the other hand is established by the banner and landing page as a perceived necessity.
- Something was apparently very wrong with the Landing Page
I'm going to have to look in to this one. Outside of visual complexity, I can't see a major flaw. Perhaps the copy?
I'm going to research and develop creatives for another campaign. Any feedback is welcome.
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