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Volatility Native VS Facebook (9)

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As the headline says.

Is Native as volatile as Facebook in terms of performance?

I've heard guys say native is "set it and forget it" once you have an offer nailed down.
I haven't played along in native too much yet but what i've seen across other
threads that is not the case?


Let's say you take an offer to $500 profit daily, is it less maintance then on FB?

What do you guys think?

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Native, Facebook, Push, Pops.... it's never the case.

Even if you're doing good for days, weeks, months, I'd say you still need to keep monitoring your camps and react - try new things when CTRs are going down, constantly look for improvements, block some segments of traffic that under-performs.

You can definitely spend less time watching over your campaigns if you have some automation tools.

In Voluum DSP we have auto-rules (AKA automatic pausing of widgets, sites, creatives, browsers, etc. under certain conditions, for example if the CTR gets lower than X and the cost is more then Y). We also have auto-optimization AKA automatic micro-bidding - our machine learning algorithm pilots your campaign towards your desired goal (let it be iCTR, CPC, CPV, CPA) without you lifting a finger.

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"Set and forget" makes it sound to easy lol

But there is some truth to that
Native algorithms are less complex and volatile compared to facebook, which gives you much more manual control over the campaigns.

Potentially, if you are running an evergreen offer and optimize a campaign to it's optimal sweetspot it could run profitably for a long time with relatively little ongoing maintenance.

The main difficulty is optimizing your campaigns to reach that sweetspot, which usually involves having a lot of data on the traffic sources you're working with and going trough tons of crappy placements, so these "set and forget" campaigns do not come as commonly as many people like to say they do

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An optimized native campaigns can last a good amount of time. One of my last bigger campaigns lasted 12 months. Depends on the source though. Sometimes placements/widgets can disappear shrinking your whitelist, and you may still need to upload new ads every week or two. Normally I'd say a few months is the more reasonable expectation.

I'm told Google Adwords and GDN campaigns can also last a long while.

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Certainly a shitload of big niches have steady search volumes.

But Google also see a shift of people using their app for in-app searches. For example looking for music? You use Spotify, Youtube, Shazam often. Although Youtube is a Google thing. Amazon takes big chunck of the e-commerce searches nowadays, just like Ali Express etc. Somehow Google will earn their bucks ofcourse .


Sent from my iPhone using STM Forums mobile app

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Totally depends on the network. IMO FB isn't actually that volatile.

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I've never managed to make a campaign last more than 3 months ( most of my smaller ones die after a month or so ) on native tbh and I run a lot of volume through native networks.

How do you do it ?

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Definitely not a "set it and forget it" thing.

Let's take a simple example:
Say we start a new RON campaign where out of all the placements our campaign gets traffic from, we manage to kill most of the poor performers and get the best ones out on a separate whitelist campaign. Campaign which manages to deliver a steady $xxx /day for a few days or weeks without having to do much on optimizing it. After a while, it slowly starts dropping its performance on several levels like: Ad Ctr, Landing Page Ctr as well as Offer CR, which directly ruins the profitable equilibrium between CPC and EPC until the campaign slowly dies out.

Now even during its best days in the above example, we’d still need to keep a close eye on our campaign and optimize bids and budgets. If there’s no need to do that, then our competitors are sleeping. But I’d hardly believe that – as a long lasting campaign often gets copied within its first days after it shows up on spy tools.

On the other hand, if we keep the above whitelisted campaign running for a long time, it will be necessary to test new images and angles, otherwise the initial ones will quickly burn out with the targeted audience. So once we do that, we don’t have any guarantee that the new creatives will perform the same like the initial ones did over the same placements. And with that being said we’d still need to resume the main RON campaign to see where our new ads perform best and squeeze out any profits from new discovered placements.

Running native these days is not the same it used to be a few years ago, so coming up with new good performing creatives that work well (for us & the traffic network) might be one of the main challenges. And this is where automation comes in handy, allowing media buyers to focus more on stuff that matters rather than chasing placements 24/7.

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In that case it was the top offer in a vertical with a high payout above $100, so that creates a big hurdle to entry for anyone looking to compete. People tried to copy my stuff a lot, but the cost to optimize it proved too much and they gave up. I also made use of Revcontent's autoboost bidding before anyone else was really using it to build a lot of data on a vertical and let it do the heavy lifting for me. Built up a couple really good whitelists from running RON with it. Even without automation though, a good whitelist can last a long time.

The biggest issue is honestly just the offers dying, lowering payouts, pausing, rebranding etc especially in the nutra space, but also common in the VSL space. But a good whitelist will usually carry you even with a 2nd or 3rd rate offer. I think some of the oldest campaigns around at least on Revcontent are still VSLs.

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