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JennaTalia Native Ads Follow Along Entry - Going Native (18)

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Campaign Goal

I am weakest by far when it comes to the creative side of campaigns, focusing instead on curve fitting my traffic bids to incoming EPVs as much as possible. Now seems as good a time as any to break out of my comfort zone.

Traffic Source

I expect the popular choice to be Taboola, OutBrain, Revcontent, and maybe Gemini, so I'm moving in a different space: Go2Mobi. I had a chance to preview a case study hosted by Go2Mobi and after reading a couple reports on consumer spending through mobile devices--people actually entering in their credit card information directly on their phones--mobile e-commerce seems primed for critical mass.

Offer

I went back and forth with my AM over this, and found a mass appeal offer that has very low barriers to conversion.

Paribus.co

This is an offer that I personally use and can easily find anecdotal case studies to build up social proof.

That said, if I can't get this offer to work, there are several others that I'll be testing out.

Country: US
Bid Prices: $0.25/click
Budget: $1,000 loss--I don't expect the campaign to be -100% ROI.
Tracking: Voluum with a couple plugins of my own design added.
Ad:

Go2Mobi Native ads have a couple components.

80x80 Image
1200x627 Image
15 Character CTA
25 Character Headline
100 Character Description


Here's the 80x80 Image being used across all ads.



Image 1



Headline: Paribus - Get Your Money
Description: Stores owe you money. Paribus will get it back for you.
CTA: Learn More

Image 2



Headline: Paribus: Gets You Money
Description: Stores owe you money. Paribus files price adjustment claims for you.
CTA: Get My Money

Image 3



Headline: Do You Shop On Amazon?
Description: If the price of something you buy drops on Amazon, you're entitled to the difference.
CTA: Show Me How

Image 4



Headline: [Free] Automatic Rebates
Description: Paribus works in the background to monitor for opportunities to get money back.


All the ads were plucked from various areas of the offer site. Hopefully this will help maintain congruency through the click-flow from the traffic source to the offer.

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hey this is a really weird co-incidence, i recently met a startup founder who built virtually the exact same thing as paribus.
I don't know what kind of deal you're getting with them, but if you want I can connect you to the founder I know.

send me a private message if you're interested.

If you run the paribus offer and you turn your experience into a marketing case study, i could probably get you a direct deal.

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This offer looks like a potentially good fit with native channels. The headlines and images are weak though. You can use your landing page to bridge the congruence gap instead of trying to do this at the ad level.

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I've seen this offer around on networks with $0.90-$1.9 cpa, is that sort of payout going to be feasible when you're bidding against those running rebills and clickbait tits? Taboola and OutBrain would need to convert at 50-150% for you just to break even. Perhaps there is a higher paying credit card submit version I've not come across yet.

Your angles are quite "Brand Safe", I'd consider something a LOT more agressive. For example going down a "loophole" route

"Kardashian's Personal Shopper Hides This Shocking Secret! Guchi Refund Loophole Makes Her $600,000"
"Turn a $300 Shop Into $3,000 Overnight! Huge Flaw In Walmart Checkout Reveals Money Making Loophole!"
"Shopaholics Quit Their Jobs After Discovering This Loophole"
"Hurry Up Before This App Gets Banned! This Walmart Loophole Can Generate $600,000 Legally!"
"Walmart Do Everything To Ban This Video! Checkout Loophole Makes $6000 in 7 Days!"
"An Automated Loophole That Generates Real Cash When You Shop"
"New York Mom BANNED from Walmart After Checkout Loophole PAYS HER $35,475"
"Rake In Over $600,000 A Month Using This Walmart Hack"
"Walmart is Furious at New York Moms Who Abuse Loophole to Make Millions"
"Walmart Shelf Stacker Finds a Loophole and Makes $324,657 on His Lunch Break"
"Controversial: Leaked App Reveals Walmart Refund 'Loophole'"
"Personal Shoppers Don't Want You To Learn Their Secret - This Crazy Loophole is Making People Loads of Cash"

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If the payout is < $2, I agree with nickpepelow. I think you will struggle to get the economics to back out on just that offer alone without putting in place further monetisation streams.

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Smart call setting your budget as loss rather than absolute. That's a very good way to think.

The images - are those pre-Photoshopping? If you're going to go with the images you posted, I'd strongly recommend running them through the usual levels/curves/Vibrance/sharpen/etc list of filters.

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The goal is to run on Go2Mobi. I know I can't compete on Taboola, Outbrain, or Revcontent--too many people who can afford to pay more than I can.

Thanks for the Headline tips. I'm looking around for imitable examples of Greed, and Fear based angles--the two strongest emotions. How do these fare? Keep in mind that I'm limited to 25 character headlines, and that not all placements show body copy.

• Woman Loses Out On $57.14
• She's Paid After Buying..
• Loophole Saves Woman $472
• Overcharged Woman Gets...
• Amazon Paid Her After...

I've been downloading the apps listed as pubs to see what sort of stuff is running on US carrier. I'm particularly interested in the targeting by zip codes.

The payout I'm getting is $3.10 for Visa/Mastercard signup, and $2.80 for Amex. User gets billed whenever price-adjustment claims are filed.

With the exception of 80x80, the images are pre-photoshop, lacking borders, and badges that I have added to the campaign. Not sure what you mean by curves. Is there some sort of resource quantifying the ideal picture? I'm far better with numbers than I am with 'look'.

Sounds good!


Once I have a day's worth of traffic, next steps are to see how close I am to breakeven, and decide whether or not to pursue a farticle, or to drop the offer entirely.

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For this sort of angle in particular, very worth testing out "You"-based headlines if you can.

"You could be losing out on $57.65!"
"This Online Sales Loophole Can Save You $472"

Etc.

My guess would be they'll have more pull than a third-person equivalent headline, but I could be wrong, as always!

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Campaign got approved Tuesday afternoon. Here's roughly after 24h.



Big thing that stands out is how little traffic I got.

Okay, I'm probably not bidding high enough. So I'm switching my bid type from Auto in Go2Mobi to Standard.



A quick run-through of the stats suggests that the lowest CTR I can expect from creative 447597 is 1.9% and the CPC at $0.1368.

With a $2.80 payout, I need a 4.89% conversion rate from clicks at $0.1368 CPC, or a ~10% conversion rate at ~$0.25 CPC. Not outside the realm of possibility considering this is the low end of the expected CTR.

So I'm keeping 447597, and replacing the other three with new creatives that were recently submitted for a second round while simultaneously increasing the bid. In all seriousness, I was expecting 1/10th the CTR I'm getting now. It's possible the norm for Go2Mobi is much higher.

New creatives going in:

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i love that go2mobi makes the advertisers put stars on the ad...

like ANYONE would ever put a 1-3 star for their ad...

why even make it a field to fill in the first place

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I was gonna put the Amazon App logo with a 1 star and redirect to Paribus.

Repeat with Walmart
Nortstrom
Target
and other ecommerce places that are supported by paribus.

Still trying to see if this will be viable.

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Your ads need to pack more of a punch. Good native ads on Mopub should get around 5% CTR.

All your ads look too similar.

I suggest:
- Shorter headlines
- Different images (try some money shots)
- Use a different icon image...something that gets more attention. (on many mobile native placements its actually your icon + headline that shows up and not the big image)

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@whats1thingnow: I'd recommend split-testing 4 stars and 1 star just to see what happens My guess is that 4 stars will actually outperform 5. And jennatalia's idea is great too

@jennatalia - if these are the creatives you're uploading, I'd really recommend blasting them with a bit of Photoshop and seeing how that affects CTR.

Here's a quick shop of the middle one, for example (and I'm sure you could do better than this with a bit of experimentation - I'd start by oversaturating the green on the money):

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I believe you @caurmen when you say you changed the picture. I don't see the difference.

I had a look at RGB levels to try and figure it out.


Here are the levels for my original:


Here are the levels for your edit:

Now I'm trying to recreate it, and yes, I know I'm incredibly green here.

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OK, here's what I did, as I recall, step by step:

1) In Levels (well, I used Curves, but you can do it in Levels), make sure the darkest points on the picture are 100% black and the lightest points are 100% white. This makes the image "pop" considerably more. This is what you're seeing in the histogram.
2) In Vibrance, pushed both the Vibrance and Saturation up. I'd not normally touch Saturation but it seemed to help here.
3) Using an Unsharp Mask, sharpened the image considerably. This really helps with smaller images, although it can make big ones butt-ugly.
4) Quick Selected the background and blurred it to simulate a shallow depth of field. Helps draw the eye to the figure in the foreground.

Looking at the edit the day after I did it, I could have pushed the sharpen and the depth of field considerably more.

It may be easier to see the differences side-by-side:





Hope that helps!

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Haha, I think you need to get your eyes checked!

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Any update on this?


Amy

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Now that's some native headlines!

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