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How to define a budget according to the market (9)

03-06-2017 09:11 AM #1 Issac (AMC Alumnus)
How to define a budget according to the market

Hello,

And thank you for your answer.

I'm launching camps in 4 o 5 GEOS and I have a doubt.

Following these rules:

(number of offers)*(number of landers)*(average payout)*5

10x average payout

I use to get some significant amount of data in markets like IQ, ZA, but when I go to markets like TH or MY I spend all the budget with a few clicks and 0 conversions.

I tested the same camps in DSP and in POP, with the same 0 conversions

My AM says the camps are converting but I cant. I trust my AM

I use generic banners with no landers til get a good offer(s) to create the full funnel. Should I use landers from the very beginning?

Regardless of the characteristics of the offers and the funnels, Do you define the budget differently for small and large markets or with little or high competition.?

Thanks
Issac

03-06-2017 01:35 PM #2 matuloo (Legendary Moderator)

Not every vertical can work without a LP, what kind of offers are you promoting?

Your budget should be different in GEOs with higher competition, because the bids are higher too, which means you need to spend more $ to get the same amount of traffic - keep this in mind.

You also need to bid higher in competitive GEOs to get good quality traffic, if you bid too low, it's possible to get no conversions even thou the traffic is flowing.

You need to give us more information in order to get better advice.

03-07-2017 04:49 AM #3 Issac (AMC Alumnus)

Thank you very much, Matuloo

It makes a lot of sense.

I´m promoting carrier game subscription.

Usually, I bid 15 or 20% above the average. In the beginning of the camp, I use to use staggered bids to see how works.

One thing that I can´t know how to figure out is the level of competition in a market.

With big markets is easy, but I´m not there, but when I face with markets in Tier 2 or Tier 3, I just can look at Adplexity and see hoy many offers there are in the market.
What another method. can I use?

03-07-2017 09:05 AM #4 mrbraun (Moderator)

Hello!
To be honest it's not the best way to run games throw POP traffic. I have green camps with game offers, but for me it converts only with Adult landers. For example I write on the lander: "Warning! There are a lot of naked girls who play this game. Be careful!" But in 90% cases it's prohibited. So ask your AM about that, may be he'll allow you

What banner sources did you use?
If we talk about banner traffic and it's 1-click flow offer, you can run that directly (but not in 100% cases), just create good banners and don't use generic (it's often shit). If you have other flows (MO/MT etc) I recommend to create a lander. Ask you AM about that, try to find landers on Adplexity or may be you're a super creative guy and you can create your own.

Good luck with that! Games is one of the hardest verticals for me.

03-07-2017 10:02 AM #5 matuloo (Legendary Moderator)

Quote Originally Posted by Issac View Post
Thank you very much, Matuloo

It makes a lot of sense.

I´m promoting carrier game subscription.

Usually, I bid 15 or 20% above the average. In the beginning of the camp, I use to use staggered bids to see how works.

One thing that I can´t know how to figure out is the level of competition in a market.

With big markets is easy, but I´m not there, but when I face with markets in Tier 2 or Tier 3, I just can look at Adplexity and see hoy many offers there are in the market.
What another method. can I use?
Ok, carrier billing still can work without a LP, but as mrbraun told you, it's not so common with POP traffic. I see adult PINs working even without a lander sometimes, but usually the LP still helps. I would focus on getting good LPs if I was in your shoes for sure.

As for assessing the competition level - you can find out where your competition sits by increasing bids in steps : at some point, you will see a large boost in traffic, because you are now bidding more than the rest and taking the bulk of the traffic - so that's where your competitors move. If that bid is high, well so is the competition It's all about testing.

03-07-2017 10:23 AM #6 Mobidea (Veteran Member)

Hi Isaac,

I have noticed there are really a lot of rules out there helping to define how much you should spend on your campaign, and it is good to take them into account, although each case is different, and you need to find your own rule, something that you will stick to and keep as a part of your strategy.

I believe your performance will increase if instead of generic banners you'll try to use some specified ones, as Mr.Braun has already mentioned, few clicks are a proof of that Things to consider while creating banners:

1. Try to use buttons, gifs.. sometimes blinking works well
2. Use a language of your target, and make sure it's a good translation
3. Banners should be related to the offers you have
4. Set a clear call to action "Click to Play", "Play here".

Test not more than 5 banners, for you to understand which ones are with better CTR, and try different colors, different fonts, it all, surprisingly, may affect your performance.

In some networks banners are already included in the offers, or there is a Media buying team that tested some, try to speak with your AM about it, I am sure he will be able to give you specific suggestions.

Regarding your question about defining a budget for specific GEOs - countries with more population tend to be more competitive. It is pretty logical - there are a lot of people, lots of users, therefore huge amount of traffic, and a lot of competition. In such countries (let's say for ex. IN, TH) you tend to have lower payouts and high bids due to competition. Try to find a niche, with a good amount of traffic, good CR and less marketers competing. You can ask your AM for all the metrics, normally they have information on Average CR and eCPM, knowing not only the payout of the offer, but how convertible it is, can help you to decide how much to spend on promotion.

You've got good advises here, hope mine will help you as well!

03-07-2017 05:03 PM #7 Issac (AMC Alumnus)

Is a pleasure to ask something in STM and receive so many valuable inputs. Thank you very much.

The approach of the generic banners is to test the real worth of the offers.
I have always thought that it brings little to the sales funnel, but I have to admit that they are a very easy way to launch.

I´m using, for these camps, Go2Mobi, and tomorrow I´m gonna change the generic banners to the custom ones for the 2 winners offers. I have created LPs too.

I agree with you, Matuloo and Mr Braun in two ways:

1.- I´m focusing my efforts in landing pages. I´m testing a systematic way to adapt and launch ASAP. I have learned HTML 5 and CSS3 recently.

2.- My idea is to mix the landings extracted from tools like Adplexity, with some created by me and learn.

Apart from the technical aspects, in my opinion, two of the most relevant points are landings and copy text. I´m working hard on these areas.

Mobidea, thank you very much for the advice about GEOS, make sense and I will ask for those KPIs you mentioned.

Thank you

Issac

03-07-2017 05:08 PM #8 mrbraun (Moderator)

You're right. Focus on LPs and try custom banners. But be careful with your own landers. As you don't know which things work on these offers, it will be very hard to create a good LP. But if you have a budget and ideas - that's would be cool!

03-08-2017 04:47 AM #9 Issac (AMC Alumnus)

Thank you mrbraun

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