Optimizing an MGID Campaign (4)
Hello.
I am currently working on campaign on MGID. I spied it using Anstrex, I ripped the funnel and offers, and I've moved it to Canada from the US, where I found it running. I have been running it for about a week and a half. I have spent $410 on it and I have three conversions totaling $143. (143-410)/410 gives me a -65% ROI. I feel like this campaign has potential, but I'm stuck optimizing it. Here's what I've done so far.
I've blocked $32.60 worth of bad widgets.
I noticed that two of my three conversions came from the same ad, so I ran that ad with a different headline, and I made a closeup of the same image and created another ad based on that image. I also did an image search to come up with related images to test.
I started with two landers. They were two versions of the "watch this video" lander with the same headline and image. I had two conversions from one and one from the other. I didn't feel that this was conclusive, and I took the image from the best performing ad and made two more landers with that image, following the same format as the first two landers I started with. I haven't tested new headlines on the landers yet.
I have looked at my worst performing ads, checked their CTRs and conversions and killed a couple that were not performing.
I am split testing four offers, but I am sending about 80% of my traffic to the offer that has been converting. This is the one that was being used on the campaign that I originally found on Anstrex, and it is the one that all my conversions have come from.
I do have a profitable path in the campaign ad->lander->offer, but I don't think there isn't enough evidence yet for me to declare that this is a winning combination. I suppose I could start another campaign with just that ad, that lander, and that offer.
So that was $150 ago, with no conversions since. I feel like major changes will require much more data to justify. What else do you think I should be doing here in terms of optimization?
Thank you for reading, and thank you for your help!
-65% is definitely a positive indicator for a new campaign. But it only came from three conversions so there is simply not enough data to make any decisions since you do no have enough conversion data to work with.
For example, you say that 2/3 conversions came from the same ad. That's simply not enough to determine a winning ad, could have been pure luck.
One the other hand, if you would have had 20/30 conversions come from the same ad - it would more likely indicate a winning ad.
To be honest, with only three conversions i don't think you should be optimizing on the ad/lander/offer level at all. Just let it run until you get more conversion data to help you make better decisions. These decisions will also come much more naturally.
One thing you could do in the mean time is kill obviously bad placements and grow your blacklist to gradually increase the overall quality of the widget pool you're buying traffic from.
If budgets are an issue, stop buying traffic from highly competitive countries such as USA/CA and focus on countries where you can get cheaper traffic and gather conversion data more easily.
On another note, don't rush into creating more ads even when you have strong indicators of a winning ad. If you have a winning ad, just let it run and very gradually add more ads to compete with the winner
Do you have an account manager? Most of them will do a good job optimizing on their end.
How many ads are you running? The traffic that ads on native get is not steady quality or volume. So a true A-B test is not accurately possible when some days a lot of spam gets sent mostly to one ad. Ad performance can jump day to day. This is why its good to keep about 3-5 ads running at a time, and not more. Its hard to gather reliable performance data if you run more than ~5.
(The same doesn't hold true for lander and offer A-B tests, those are more accurate when you run different versions concurrently)
Probably most importantly - are you optimizing widgets off of your lp ctr? Higher lp ctr is a strong indicator of a good placement and below average ctr is a strong indicator of a bad placement. You don't have to wait for sales to optimize widgets, just block the lower lp ctr ones.
Some good rules of thumb I got from my MGID manager:
-> you can block a placement if the first 50 or 60 clicks resulted in no click-throughs.
-> if you look at all of your lp ctr stats, it's safe to block the bottom 40 percentile.
Jack01, Thank you for your reply!
Originally Posted by jack01
Originally Posted by jack01
Originally Posted by jack01
Originally Posted by jack01
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