Scaling Mobile Campaign - Feature Phones (14)
I was wondering if anyone could give me tips regarding scaling a mobile campaign? I've got the campaign set up in JumpTap and it's for feature phones only. The campaign is profitable right now but I would like to get more traffic to it. Currently in JumpTap my CTR for the campaign is .5%, my bid is 0.13, and my freq cap is 4. I've narrowed down targeting only to mobile provider (the only one the offer allows) and feature phones. I am not targeting specific models yet.
I was wondering if creating the same exact campaign over again would help drive more traffic? Also, how high do you recommend bidding to get more traffic? At one point I was bidding as high as .21 but I'm not sure if this makes sense (even though I was still profitable I didn't see a huge surge in traffic).
Also, is my frequency cap of 4 good? I was using freq cap of 2 for a while but decided to double it to see if I'll get more traffic. I don't have much more info on this yet.
And I've been wanting to scale to other networks as well. I went to AdMob, AdWords and BuzzCity but couldn't find the ability to target feature phones only. Do these networks have feature phone traffic? I also signed up for AdFonic but haven't received my welcome email for over an hour now.
Any other tips or advice would be greatly appreciated! Thanks so much.
1) Yes, copying the campaign over a few times will increase your traffic. Creating a second account & running the same ad might help also.
2) Work on your CTR. Higher CTR will get you more impressions. Also might want to try CPM.
3) All those networks have the option to target feature phones. Click around the different options to find it.
Admob: Platforms / Devices: target by OS & choose everything that's not a smartphone OS
BuzzCity: Device Targeting: then either platforms or Devices
Adwords: haven't messed with it enough, maybe someone else knows
...not sure about the frequency cap. Definitely interested to hear your results. Did it increase clicks? Conversions?
You gotta get that CTR up to get more traffic. All these networks are optimizing on their eCPM, and when you're bidding CPC your CTR plays a huge role in how many impressions you get. (same thing on facebook)
Make a ton of creatives in all the different sizes and just keep launching to see what gets clicked on. I found "annoying" style ads with flashing and animations tend to get higher CTRs.
So unfortunately I had to pause the offer I was promoting even though it was profitable. The offer ended up having tracking issues and I got a large amount of leads taken away because of this issue. Now moving on, here are some things I noticed from my experience with the offer.
Duplicating the campaigns did give me some additional impressions but it wasn't anything worth writing home about. I dropped my bid back from .21 to .13 because I saw that the amount of impressions coming in between the two bid prices was the same. Also, doubling my frequency cap from 2 impressions to 4 impressions seemed to help a lot.
I didn't have the chance to increase my CTR but if the offer comes back that'll be my goal.
Now another question I have that I didn't want to start a new thread about was how to actually first start promoting an offer on mobile. Considering there are so many different combinations of how to promote an offer (pick an ad network, pick a mobile carrier, choose iPhone/Android/WAP, pick dif types of phone models, choose between sites and publishers) how do you guys recommend going about starting to promote an offer?
How deep is your initial test when it comes to promoting a new offer? Do you recommend picking one offer, one ad network (ex/ Jumptap), one mobile carrier (Verizon), and doing a RON test? Or do you prefer testing all the carriers at once on specifically targeted categories?
If anyone could walk me through their initial process of starting an offer I'd greatly appreciate it.
Also, which do you give more weight to when optimizing? Would you rather keep pubs/sites that are converting or specific phone types (ex/ Droid X)? There are so many combinations I'm almost going crazy 
Thanks in advance for all your help!
How about you test and find out for yourself. People who spent tons of money learning this won't just give it away for free. Just set up small tests and keep track of your results.
I also heard theres some good ebooks out there for basics like that.
hey... here's more mobile network traffic sources that might help you in scaling and increasing your traffic...
* Playbooks
* White papers
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mobiThinking guide to mobile advertising networks (2011)
March 2011: three new ad networks profiled in depth: Mobile Theory, Madvertise and Hunt; plus 16 other top networks. This guide exclusively provides all the stats and facts that advertisers and publishers require when choosing a network.
Other guides in this series:
• Guide to mobile agencies
• Guide to mobile industry awards
• Compendium of global mobile stats
• The insiders' guides to world’s top mobile markets
The guide to mobile advertising networks
Welcome to the mobiThinking guide to mobile advertising networks. This is the only place advertisers and publishers can get the real and detailed information required when choosing a network. All data is supplied directly by the networks.
• This guide is being updated. By November 2010, we will have added three new network profiles, Mojiva, Greystripe and Adfonic; updated many of the existing profiles; and removed two networks, Quattro Wireless (shut down by Apple in September 2010 in favor of the proprietary iAd advertising platform) and Pudding Media.
Three facts you need to know about mobile ad networks:
1. No ad network is dominant. This is still a very fragmented market. There are at least 10 ad networks in the US alone.
2. No one really knows what ad network is biggest. Any figures you read about market share or revenue are estimates, if not pure guesswork. And as we all know, size isn’t everything…
3. Mobile ad networks are not created alike. Choose a partner (or a number of partners) that suits your requirements, target market, geography and budget.
If you're new to mobile ad networks, perhaps start with this step-by-step primer on picking a mobile ad network. Put the networks head-to-head on questions that matter to most to you: What’s the best mobile ad network for you?
mobiThinking divides networks into three categories, based on the business model. At one extreme there are blind networks (see definitions below), which mostly work on cost-per-click (CPC) basis; at the other extreme are those networks that focus on premium publishers, which mostly work on cost-per-thousand impressions, and then there are those in between. Clearly there is some overlap.
The mobile ad networks (click on each network to read profile)
SECTION 1: BLIND NETWORKS
* Madvertise * New: March 2011 *
* BuzzCity * Updated: January 2011 *
* Adfonic * New: November 2010 *
* Admoda/Adultmoda * Updated: September 2010 *
* Mojiva * New: September 2010 *
* InMobi * Updated: May 2010 *
* AdMob (Google)
SECTION 2: PREMIUM BLIND NETWORKS
* Hunt Mobile Ads * New: March 2011*
* Millennial Media * Updated: October 2010 *
* Greystripe * New: October 2010 *
* Madhouse * Updated: August 2010 *
* Jumptap * Updated: May 2010 *
SECTION 3: PREMIUM NETWORKS
* Mobile Theory * New: March 2011 *
* YOC Group * Updated: July 2010 *
* Hands * Updated: July 2010 *
* NAVTEQ Media Solutions (formerly Nokia) * Updated: July 2010 *
* Microsoft Mobile Advertising
* Advertising.com/AOL
I asked because I thought this forum was to give me "the techniques, tools, and know how to make big money"... ya know, the reason why I subscribed? I'm not looking for any hand me outs but for someone who has only been experimenting with mobile for a week, I'd like to cut my losses with whatever information available. That's why this forum exists... so we don't go out blindly throwing shit up and hoping it sticks.
Anyways, I found this awesome resource that liane was kind enough to share: http://stmforum.com/forum/showthread...ining-Resource
There are some awesome webinars that answer some of the basic questions that I had. This webinar is about 8 months old so I'm not sure how outdated this info is or if she's changed her mind about some things... feel free to correct me liane
Some notes from the first webinar that I took include these:
1. With a big budget she normally likes to target all the combinations possible. For example she'll make a separate campaign for every combination of "ad network * carriers * devices * channels/categories/keywords"
2. Spend 2x the payout for small offers or 1.5ish for the bigger paying offers.
3. In Admob, %pa% will give you back the channel
4. Handsets and carriers are the most important
^ ^ ^
Still true. Most of that stuff is still applicable.
Check out the mobile webinar I did here on STM, I shared a few other admob variables.
But...I'd wait before you get deep into Admob.
Google adwords will soon be the place to go if you want to advertise on mobile sites...and Admob will be strictly in-APP.
Thanks Liane. Yeah I heard about Admob and Adwords doing their thing so I'm probably going to wait it out like you suggested.
One other random question... for Jumptap I noticed when you target Android devices it gives you the option to target sites and apps. Do you split test this initially as well, do you target both to start, or just sites and no apps? I've read that app traffic is mostly misclicks but I wasn't sure if that was regarding Admob or just in general.
Yeah, so app traffic in general tends to be lower quality. Especially with games. I recently found out that by unselecting "games" as a category, you can actually keep your ad out of game apps (those are the ones that have the biggest issues with clicks). But I would definitely split app / no app traffic when possible. And if you have to start with one, start with non-app traffic.
Thanks again! I really appreciate your help. Liane, I already messaged you this question but if anyone else could answer too it'd be great. I was wondering how you can guarantee you are not targeting prepaid phones when an offer requests not to? Some phones work both on prepaid and standard plans. Is there an option in JumpTap not to target these types of phones?
Newbie here and I thought all mobile offers done in ad networks are generating app traffic, no?
Originally Posted by shhhant
Originally Posted by cxm210
Advertising can be:
-in-app
-on a mobile website
-on-deck
-probably some other ways as well
Is there a way to separate App traffic from the rest in Jumptap?
Edit:
Answer - you can't for feature phones but there is an option for Android & iPhone
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