Are You Gambling With Price-Format? (2)
If you, like me, paid this year a lot of attention to Push Notification campaigns you must be aware of the different payout types some of the common verticals have to offer. In this opinion passage, I would like to introduce you to my flowof testing and choosing between the same offer’s Price Formats. For the newbies let just put out in short the difference between the popular formats:
CPL - Cost Per Lead: Advertiser will pay you on a lead, mostly a user’s registration or just leaving his details.
CPA - Cost Per Acquisition: Advertiser will pay you on a more complex action of the user like completing a sale, create an account or maybe even deposit money into it.
CPC - Cost Per Click:Advertiser will pay you just for bringing a user into the landing page without any further action.
I will use the example of one of my long-term campaigns: Casino Canada from a known network in order to explain my point more easily but without any doubt, I believe it’s relevant to any vertical.
Always start a new activity with a CPL campaign; The Advertiser offered me $13-$17 per conversion when the user only registers to the online platform. After a short period of running and optimizing the campaign, when I already generated a statistic amount of leads, I will ask my advertiser for quality feedback of the sources he wants me to push, I will keep asking him for an updated feedback every few days.
The feedback I’m getting is basically my new White List of sources that after completing their registration converted into depositors and became valuable to the advertiser.
Once I accumulated a fairly number of sources, I will use them and only them for running my CPA campaign, here the advertiser already offers me +$160 for a conversion that completed the required action (deposit a certain amount into their new account).
Both campaigns will run at the same time, so it is important to set a higher bid for the CPA campaign in order to deliver most of the WL sources into the CPA landing page rather than to the CPL one.
The third format I have been offered is CPC, the advertiser paid me $0.5 for any click I brought into the landing page with a small cap of 500 daily clicks for start. If you use the average bid for a CA Push ad ($0.08) you can obviously have a very generous margin, but you will probably get a paused notice for this campaign after few days due to poor performance.
In a CPC campaign, the advertiser is expecting only quality traffic and usually offers you it after he evaluated your potential. Here I’m using all the sources that converted in the CPL campaign with a higher payout (+$0.11) and narrow campaign's setting (Carrier, Device, OS Version, Day-parting and any other targeting option you think will be useful) based on their previous stats.
Once the advertiser will have a positive ROI on this format you can get a high budget of hundreds of dollars on a daily basis where you have a risk-free performance campaign.
At the end of the day, a Casino Advertiser is looking for FTDs(First Time Deposits) but we all acknowledge the flow a user goes from seeing your ad until he submits his CC and starts playing. If you know how to use your data wisely and shifts your sources between the various formats, you can significantly improve your results and make more profit.
I assume there are more ways to deal with switching among the price formats campaigns (also to some I haven't even mention like Post Deposit Payout) but I shared with you mine based on a very successful experience with relatively consistent performance.
Hope you find my words helpful and inspiring, if you like to discuss it, please don’t hesitate to contact me ☺
By Gilad Yefet
Skype: live:gyefet
Sign up now: https://dsp.adservme.com/
One more important point for running offers on CPA.
Always make sure to have an additional $0 event fired when the user signs up.
That makes it 100% easier to track and optimize campaigns for such offers.
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