Hey everyone,
I'm creating a campaign targeting tablets and have the option to exclude wifi traffic. I think I've heard before that it's a good idea to exclude wifi traffic on mobile campaigns, but I'm wondering if that also holds true on tablets?
Also, why does wifi traffic not do as well? Doesn't make any sense to me.
Thanks.
Well for one thing, some offers are carrier specific.
Another good reason is because in mobile traffic (for the most part) there's no real way to get demographic targeting, so separating carriers out can kind of act as a form of demographics. You may start to notice that users on carrier A respond to certain types of ads vs carrier B who responds to a totally different kind. With wifi, you're kind of just getting a grab bag of random traffic with no way of telling who the user is.
Thanks dory, that makes a lot of sense. In my case I'm promoting a web offer so the carrier thing isn't an issue. I can't think of any other reason wifi would be bad; in fact, it seems like it would be better in my case since it should load the page faster than 3G would.
There's no golden rule unless you're promoting a download that requires wifi. Just split test carriers and wifi. Then take IP ranges that convert well, set up an IP range targetted campaign and there you go (I left out all the usual stuff like handset etc. etc. as this is 'basic').
Always split test the variables independently to see their affect. Test Test Test.
There's isn't a golden rule like fj said, BUT here's why in general WIFI will convert worse for atleast 75% of mobile offers.
A good chunk of mobile offers work off carrier billing, which means the carrier (ie: AT&T) will bill the user through their AT&T mobile subscription and thats when you get a lead for $10 or whatever the payout is. IF a user is on WIFI then AT&T cannot automatically bill them using the simple carrier billing method, thus you don't get a lead.
This isn't always the case which is why you should always test wifi with every offer, but after you test $50-$100, you'll know if WIFI is good or no good. Make sure to split WIFI as a separate test from the rest of the carriers.
For pin submits I'd exclude it. Everything else I'd say is worth testing.