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Lonely? - A story about testing Jumptap and Dating (19)

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We are going to test out a few things on Jumptap for this case study. The MAIN goal of this is to show a methodical testing setup vs just randomly throwing shit against the wall. In both campaigns either the copy or the image was static this way we could effectively test the none static part.

All the traffic is from Jumptap, bidding the min bid (.05) and targeting all categories except RON. I also only targeted ATT, with no WIFI and mobile webites, no Mobile Apps). This was due to a restriction on the offer.

Campaigns

Banner Copy - The goal of this campaign was to test a few Call to actions. I wanted to find a good base to start testing from.


Impressions: 41,531
Clicks: 189
CTR: .5%
Costs: $9.45
Conversions: 0
Profit: -


Impressions: 40,926
Clicks: 172
CTR: .4%
Costs: $8.60
Conversions: 0
Profit: -


holiday-cta3
Impressions: 41,693
Clicks: 191
CTR: .5%
Costs: $9.55
Conversions: 2
Profit: $8.45


Impressions: 41,137
Clicks: 181
CTR: .4%
Costs: $9.05
Conversions: 0
Profit: -

The 3rd ad did pretty well. I think calling out "Local Singles" instead of "love" helped because people are skeptical and meeting local singles seems more realistic. Also the word "lonely" tugs at their feelings and gets them all emotional.

Pic Testing: Time to keep the same CTR and do some picture testing, see if we can't find a demographic that way.


Impressions: 42,595
Clicks: 170
CTR: .4%
Costs: $9.06
Conversions: 0
Profit: -


Impressions: 41,371
Clicks: 161
CTR: .4%
Costs: $8.65
Conversions: 0
Profit: -


Impressions: 41,228
Clicks: 167
CTR: .4%
Costs: $8.97
Conversions: 1
Profit: #.03


Impressions: 41,808
Clicks: 172
CTR: .4%
Costs: $9.40
Conversions: 0
Profit: -


Impressions: 41,629
Clicks: 179
CTR: .4%
Costs: $9.73
Conversions: 0
Profit: -

These pretty much sucked. I think the big issue was I need to have better facials of hot people. (No not those facials you perv's, but they might work) For those of you running dating on POF and FB this would be a good place to use your high CTR images.


Reports

We only targeted ATT and the Iphone so no reason to run carrier reports or handset reports. I'll check the Publishers and sites, but since the targeting is so tight the make or break data is listed above. These campaigns it's all about the banners.


Publishers


Sites



There really isn't much data here. We could possibly eliminate one site, but that could just be performing badly because our banners.



Conclusion

The ads with the same image showed us that if we can tie into the mind of the user we will do much better. The image test shows us that even though we tried to tie into the mind of the user the image threw up a flag. This campaign needs to be retested with better images and on more nights. This was only ran on a Saturday afternoon and evening. I'm thinking Thursday when people are making plans for the weekend on Friday when people are staying home might be a better choice. This also ran very early in the holiday season, so the holiday "lonely depression" might not have set in.

The main goal was to show how to test 1 part of the banner to see what is working. In the first campaign the copy was tested and in the 2nd we tested the images. We could have thrown up a bunch of ads each with different images and different copy. This might lead us to a good ad, but it would be impossible to know what makes the ad work or how to improve it.

Hopefully this will help you start methodically testing out your banners.

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Great case study as usual.

I'm wondering, how do you manage to get dirt cheap clicks? usually when I bid the min. I don't receive any traffic and i'm sure you don't have Mobile Apps traffic on.

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Yeah I was wondering because my min bid is still $0.10 (my rep says I have to spend some money to get it down to $0.05) so was wondering what the difference is in the amount of traffic you get bidding $0.05.

My approval times suck lately for JT, been waiting nearly a day for a test I'm wanting to run.

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You need high ctr to get traffic from low bids. Don't understand how you were able to get that low bids with only ~.4ish ctr

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Yea I have ads with 0.5 ctr and still couldn't get traffic.

@rich you need to have an AM there, he's bidding the minimum for iphone which is $0.05, different from android which is 0.10

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Yeah I did hit up my AM but so far he's not been great if I'm honest. I asked about the min bids and he said I need to spend money there first which I'm not too bothered about but I have asked multiple times about my pending campaigns and if he can take a look to get them approved and it still takes a day or so. Not sure if there is a different team that handles approvals but surely he can expedite it somehow

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Well, yeah my AM gets approvals pretty quick. Apart from that she has no clue about how to optimize a campaign ofcourse.

My min bids were at 0.10 for android and 0.05 for iphone when I first registered there.

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Ask your rep to run a report of your CTR by site id and block any site that gets a CTR of under .05... those sites are dragging your overall CTR down and killing off the impressions the system would otherwise give you.

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Wow, never thought of that. Thanks man

What is a good CTR to get traffic at the min bid?

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Great tip mr grumpy russian, didn't think about this before.

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Great case!

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My rep told me that I have to up my daily budget to at least $200/day or 100 per campaign to get that kind of "help". SUCKS!

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Not true! I got mine and I spent only $200 over a week.

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Also you can use other images to get higher CTR. Look in the facebook forum or use the FBSPY tool.

Are you rotating offers at your end?

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Yes, I normally rotate offers and lps. I didn't for this case study because I didn't want to add that level of complexity.

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awesome case study.....makes me want to take the leap into mobile.....

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I wouldn't it's dead, mobile is dead just like affiliate marketing!

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What offer are you promoting that has a payout of $9?

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Cellflirt at Neverblue Limited to ATT and the Iphone.

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