My first leadgen camp! Feedback wanted! (9)
Recently I decided to try a leadgen offer on push!
My first serious attempt just finished and it wasn't successful 
We learn through experience and I want to know what I did wrong!
First I had few experiments with couple of different leadgen offers with partial success. These were quick tests to get the feeling of the offers as I never tried such type until now.
Finally I took an offer that was proven to work for others with push traffic and was highly recommended from my AM.
The offer is about job proposition from big companies. It was coming with couple of different angels like coca-cola / walmart is hiring.
I chose to try first the coca-cola angle.
I made 5 banners that I tested during the camp and adjusted accordingly together with 3 landers, 1 that I took and 2 that I made myself. The ones that I did were having around 5 version of the CTA working until I came up with a winners of the CTA text (some changes in the CTA were adding more than 10% CTR).
The 3rd lander was underperforming so I just dropped it once it was obvious. At the beginning the offer showed some good signs but then the CR dropped. I tried to adjust and come with different angels of the banner and changing little bit the landers but it did not work. It kept on bleeding.
I know in leadgen lead quality is everything but this was proven traffic source with not so aggressive approach.
Before I give my creatives I want to point that the offer does allow little more aggressive creatives.
Angle one:
- “Coca-Cola hiring $16-$25”
- “Coca-Cola is hiring!”
- “Coca-Cola hiring immediately”
Some traffic sources do allow using logo in the push notification so I had variations without mentioning coca-cola in the text as it was obvious.
Angle two:
- “Coca-Cola TASTERS WANTED!”
- “Drink coke and get paid”
- “GET PAID FOR DRINKING COLA!”
The landers were following the same angles.
First lander:
- Fully functional page with working navigation
- Responsive design
- Sticky header with appearing CTA button
- Build using these guidelines: https://services.google.com/fh/files...x_playbook.pdf
Second lander:
- Just regular quiz page with short “verification” at the end
You may guess that second angle was doing better but my stats are showing the opposite.
The second angle "drink coke and get paid" was receiving less traffic and lower CTR on my prelanders.
The quiz lander did better on CTR than the full page even though full page lander took me more effort to create.
Check the attached landers and the end result from the tracker
Hello yovoyov!
I'm actually quite surprised by the results you got, it wasn't all that bad. I'd expect worse results, because of one simple reason : the offer you used was not a broad appeal offer.
PUSH traffic comes with very little targeting, so you have no chance to reach JUST your target audience, which would be people looking for a new job, those not satisfied with the one they have, those close to a coca cola facility etc ... You basically targeted everyone, even people who hate coca cola and would never work there, people who are satisfied with their jobs etc.
There is a reason why certain offer types work well on PUSH, for example iphone/samsung sweeps, because EVERYONE wants a new phone and if it's not for themselves, they've got kids, parents, partners who would gladly take one as a gift.
I would suggest to focus on a more broad appeal offer in your next test.
Then again, you had like -40% ROI... What does the data tell you? Were there profitable segments? Maybe certain feeds worked better, certain ads, phone types ... Try to analyze the data to see if there is a possibility to optimize this into profit.
Thank you matuloo!
It wasn't -40 ROI all the time I was getting up to -25% at some point but then the CR dropped.
I was constantly checking placements and doing cuttings on what overspends with low CTR and low CR. The placements that were on plus were with 1 click, 1 conversion.
-40% for start is not as bad, have you find any pockets of profit?
Maybe certain cities, ISPs, device types.
Btw did you run on mobile or desktop?
I wonder what were your creatives?
Instead of Matej I think Coca-Cola is broad enough, like everyone likes it and knows it.
But it's also not a such deal breaker like to win a new smartphone or voucher for groceries.
So yes, I would not stop here.
Try more offers, more geos etc.
Great looking landers!
So just to be clear, you're not actually collecting or requiring the user's name and email to be entered as is shown on the first lander? They just click a button or complete the survey and get redirected to the offer page?
Did you add in any tracking or analytics to see where the drop-off was on the 2nd survey lander? The difference in CTR isn't all that great.
Could be that a higher % of users overall clicked to start the survey, but dropped off somewhere, and it would be worth adding tracking to see if that's the case and things could be improved much.
Thank you guys!
Main target was mobile. The form in the first lander is working form that I putted on the bottom as experiment to check how many leads I will collect as my long term plan is to find verticle that works and collect leads for myself. It worked well and it collected some leads even though it wasn’t agreessive and was on the bottom of the page. The main goal here was to send users to one offer after they click on the car.
I didn’t track user activity on the lander and maybe that’s something that is a must and I neglected. So thanks for that!
Originally Posted by yovoyov
And agree with Matuloo that "Coca Cola which is hiring people" does not have enough broad target audience for PUSHes.
Not a bad start. The guys have already given you great advice.
I want to add that in push traffic, working with bids is very important. Optimize the ad campaign for the tips above and try to lower the bid. Perhaps you will get less traffic, but the campaign will be profitable.
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