Hi,
I'll post a separate follow along for this once we get started next week. But I wanted to float this idea in case any experienced marketers want to tell me it's madness before I blow my cash.
We (me and my partner in business and life) have been running sweeps on mobile pops in SE Asia countries. We ran break even campaigns and there's a few things I think we could have done that would have driven them into profit. But for various reasons we've decided pops isn't really where we want to be. It was an enormously valuable learning experience and I'd recommend it as way for anyone to get their feet wet in this business.
So the new plan basically was, desktop/sweeps/english speaking geos/banners. I like the idea of targeting traffic a bit more than is possible with blind pop networks. And it fits well with the intended strategy of testing bulk offers. It feels like it's a much bigger learning curve than pops. But so be it...
So first question... I've had a look on adplexity's display BETA and I'm not seeing a lot of sweeps related banners. Is sweeps on display a crazy idea for some reason I'm missing?
Second... Whilst looking for matching placements seems to be the standard way of targeting with banners. I've been thinking about retargeting. And how I could use PPV traffic sources to generate retargeting audiences. I'm thinking stuff like DTNX/Tonic's keyword targeted redirects or a more traditional PPV source like 50onRed. The basic idea being to find a bunch of people interested in my offer vertical with the PPV and plant the sitescout cookie. Then follow them around with banners. This would be pointless with plain pops since there's almost zero indication of user intent. And it's somewhat less on the scale of user intent than a user that had clicked on my banner but not converted. I guess it sits somewhere in the middle, but it makes up for it with volume. Presumably if I pay for 1000 banner impressions I might be adding maybe 5 people to my retargetting list. But with PPV I'll gather quite a few more (and have a small chance of converting them beforehand anyway).
So I guess I'm just throwing this idea out there for more experienced minds to poke holes in. It seems sound to me. But when it comes to display/retargeting there's not quite the same volume of info on STM as there is about pops. The one thing that is reassuring about pops is that at least you know it CAN work, it's just a matter of getting it right.