When testing new offers on pop traffic, do you test on both 3G and wifi? Do you do it on separate campaigns? My vertical is leadgen sweep. I would prefer to do a narrow test and then widen the criteria once I found an offer that is promising. is that a good strategy?
It depends on the offer and what kind of connection it accepts.
When the offer accepts all traffic I mostly just run it in one campaign and separate it later if needed.
It also depends on the current situation on the specific market.
Sometimes, when good offers are available for a particular GEO with a carrier billing flow, the prices for 3G traffic are way higher than those for wifi. If that's the case, it can be a good idea to target 3G separately as you will need different (higher) bids for these clicks. And you can run a second campaign targeting just wifi, with a way lower bid.
But in most cases, I target both in the same campaign these days... I focus on the wifi clicks and optimize my bids for that part of the traffic and if I can get some good 3G clicks that's a bonus.