Optimizing Affiliate Marketing Campaigns Using Mobile

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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Harness the mobile revolution. Learn how to garner $0.01 clicks, create ads that …

This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Harness the mobile revolution. Learn how to garner $0.01 clicks, create ads that work and much more this session will provide the insight needed to succeed in the mobile affiliate marketing space.

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  • Mobile advertising is still relatively smallcompared to desktop, but growing at a rapidrate. Inventory fluctuations can be due to:Growth of mobile web pagesGrowth of mobile apps for in-app advertisingNew device groups and OS entering the marketIndustry competitionIncreased payoutsSeasonal/HolidaysBurst CampaignsRemain in constant communication with Account Managers to question root causes of inventory fluctuations. Set volume expectations associated with payouts. *includes spending primarily on desktop-based ads** includes display (banners and other rich media and video), search and messaging-based advertisingSOURCE: Emarketer June 2013
  • All MMA sized ads didn’t look good – too small and awkward to arrange on the slide.
  • Don’t assume that you know what a source contains or that the sales rep knowsLet the data to talkTest your assumptionsKnow your source – how do they advertise? - Non-Incent or Incent? - Display? - In App? - Push Notifications - Email - SMSNon-IncentivizedOffers with backend quality standardsOffers with tight restrictions Highly engaged user (intent to click)Higher payoutIncentivizedOffers looking to grow volumeLow restrictions and not quality dependentNot as engaged user, reward drivenLower payout
  • Proper sizedOptimize by ad sizeMany surprising results – hard to create rulesScreen Size - It’s important to remember you can’t just scale down a desktop ad – you need a mobile-centric creative thought process when designing (colors and use of space matters!) - Less is more – limited color palette, strong call to action, use only relevant images and language - Ad formats and sizes are ever-changing. Small banners and text ads started with feature phones, which evolved into static and rich banners/interstitials for smart phones, evolving into expandable ads and full screen video interstitials - Take advantage of tablet screen sizes to include more copy, calls to action, and relevant messaging Device Capabilities - Is the device touch screen or does a user need to navigate with buttons? Can the ad swipe/scratch off/be animated?Internet Accessibility - Can the device connect to WiFi? Make sure the images and landing pages are able to load as fast as possible to keep the user engaged. User Experience - Engage the user from the beginning – make the ad interactive or get the user thinking or ask a question that can be answered on the landing page. - Leverage brand awareness if available - It is important to rotate creative ads frequently to give a fresh look to the offer. Don’t let users become familiar with it and ignore.
  • CPC prequalify on ad Evaluating AdsDetermine KPIs Look for commonalities between successful/unsuccessful ads (branding, colors, etc.)Determine from a source by source level Pause poor-performing adsIncrease bid on high CTR ads for more visibility/impressionsKeep in mind high CTR means high RPM for your publishers – help them prioritize your offerUse learnings for future campaign creative designsChart Findings:Text ad has low RPC, pause adLarge branded ads have high CTR and RPC, increase bidLarger ads have higher RPC, create larger ad sizes to promote offer
  • Test test test Look at eCPA & ROI of every possible optimization: Carrier Handset IP Address Age Gender Publishers Placement Ad Unit Ad creative (color, copy, images – all content counts and affects performance)
  • -Spending too little and too much is possible. Spend in mobile does not always increase quality and traffic. Every source has it magic floor and ceiling where you are getting optimal quality and traffic for your spend. Below it, you are likely spending too little to get enough depth into the traffic, and too high you might receive remnant, poorer quality traffic. Find the balance. -Additionally, sources can choose to help the advertisers find this ‘sweet spot’ as well. - The magic margin- find an equilibrium. the larger the industry gets, the harder it will be to compete as an affiliate. Prices will naturally drop to remain competitive and costs will likely go up, thus reducing margin. (???) -Sometimes two companies simply can’t work together- not because of choice, but because of financial restrictions. Partners might not be able to pay what a source needs as its floor, and sometimes a source might not be able to provide the traffic a certain payout warrants.
  • Negotiate Prices-The advertised floor isn’t always the lowest you can go-Having a good relationship with your account manager can help adjust prices to make both parties win-It is important to find a balance on both sides: - if your campaign performance looks too good to be true, chances are it isn’t working on your partners end.-Price is dependent on many things: -How much volume you want. In order to win more volume your partner needs to increase RPMs, which can be done through an increased bid or payout -Cost: if the traffic you want to acquire has a high CPM, they expect a high RPM and need a higher payout to make it worth it -Quality: High quality traffic is worth more, and will require a higher price -Offer: depending on the offer type or vertical you may be able to pay less or more -Form Optimizations: things such as the number of fields, two or one page landing page, where the conversion fires, can increase or decrease the price
  • Create affiliate out of networks for more valuable traffic Valuable to test on guaranteed pricing model and transition to CPA Opens possibilities to increase the types of media providers you work with Increases value to the quality mix of leadsDemonstrates confidence in your offer when you’re willing to take on the risk for the first test
  • Q3 2012, Nielsen Mobile InsightsMore than just iPhone-Android now has more market share than any other device-Android has many versions of their devices, all matter when targeting and create uniqueness -Size: there are some devices that have larger screens than others and can accommodate bigger advertisements -Vendor: Samsung, Song, HTC, Motorola, etc. -OS Version: newer OS can have different capabilitiesFeature phones have a small percentage but can still be valuable if your campaign is made for smaller screens -Feature phone prices are more expensive than in the past
  • http://www.digitalstrategyconsulting.com/intelligence/2013/04/android_vs_ios_differences_every_marketer_needs_to_know_infographic.php (From Comscore)Targeting by Campaign & User-Every campaigns has a target user -Age -Gender -Income -Lifestyle-Every device has a different user profile, but those are only guidelines and are ever changing -As smartphones continue to get cheaper, the user profile on these people begin to change -As of now, iOS is slightly younger but has a much larger percentage of higher income users -You can use these facts as a guide for testing, but they are not facts-Separate campaigns out by device category to test which works best for each campaign separately -In order to successfully test a campaign, you need to test each device separately. -There are many factors that can lead to why a certain device does or doesn’t work for a campaign, and when you combine them together, it eliminates truthful tests-Find what works for that specific campaign, not what you think works
  • -Device audience is dynamic: 4 years ago how would you describe a typical/average Android user? ‘No really, tell me’ (perhaps engage some of the mobile talent in the room) ‘And today?’ -What about the first iphone user? And today? (my grandma has one!) -Depending on their company, this answer probably differs (ie for us- Wendell is now partly on android)-Rise in smartphone users has made it more difficult to target by device (iphone/ android/ feature) aren’t what they used to be -Vigilance and an open mind are required for targeting: A mobile marketer can’t sit back and assume that traffic, devices, and carriers that were successful 6 months ago are optimal today. -Give an example: talk about Liquid Wireless’ experiences. People love anecdotes and stories- it will help to apply the concepts being talked about.
  • Admin 7/25-7/31
  • Carrier Based UsersYou can reach certain users by targeting certain carriersPostpaid and prepaid users have different behaviors on their phoneA prepaid and postpaid Android do not typically have the same demographicPrepaid carriers tend to reach a younger, subprime, urban demographic. Postpaid carriers tend to have higher income users with a more sophisticated or newer device
  • Now, because the fraudulent traffic is weeded out and removed from our system on the front end, we can focus on improving our buys to increase the quality of our optins.Lifetime values by Carrier-- These are within a sourceBack into a $1.50 goalMetro doesn’t provide a lifetime profit for usAT&T & Verizon are far and beyond the most valuableHave the option to remove low LTV carriers, or to segment our buys. We could do a buy focused on AT&T & Verizon only, knowing that we have a higher allowable due to their lifetime engagement. But we also review the performance at the source level----- Meeting Notes (3/20/13 17:08) -----Only ADR & Feature -- no iPhone
  • http://techcrunch.com/2012/04/05/study-61-of-u-s-households-now-have-wifi/*The graph is from the WIFI carrier across all campaigns Feb-July 30thGrowing WIFI- 61% of houses have WIFI, and global hotspot are said to triple by 2016- If WIFI continues to grow, carrier targeting will become less important because there will be less carriers to optimize - WIFI can come from all types of devices or placements, which means it is hard to judge and therefore we cannot assume the demographics or behavior of a WIFI user- If WIFI is producing low conversion rates, try finding the root of the problem through operating systems, devices, placements or creative
  • Sweat equity goes a long way Suggesting optimizations that will improve the affiliate’s EPC will improve your offer in their eyes/system Allows relationship to growHelpyour affiliate optimize, you’ll both win

Transcript

  • 1. Optimizing Mobile Campaigns Jason Cianchette General Manager Liquid Wireless
  • 2. 0 5 10 15 20 25 30 35 40 2011 2012 2013 2014 2015 2016 2017 Billions(USD) Desktop* Mobile**
  • 3. Overview Mobile Basics • Traffic Types • Ad Formats • Media Sources Effective Marketing • Create ads that work • Selecting sources • Negotiating prices • Ad size optimization • Device targeting • Carrier targeting
  • 4. Traffic Types • Mobile Web – Paid search – Premium display – Lead flows • App – Display – Push Notifications – Hosted forms – Virtual currency (incent) – Social
  • 5. Mobile Ad Formats
  • 6. Mobile Ad Sources Big Name Sources • Google • Facebook • Pandora • Twitter • Apple (iAd) Mobile Only Sources • Admoda • Jumptap • Adfonic • Mobile Theory • InMobi
  • 7. Case Study: Mobile Web CPA Offer Non-incent payout: $1.50 Incent payout $0.50 Any carrier Any mobile device Restrictions: No SMS, No Push Notifications US traffic only
  • 8. Ideal Audience for PCH Offer • Email engaged • 35+ years old • Sweepstakes or Gaming orientation
  • 9. Non Invent & Incentivized Traffic
  • 10. Create Ads that Work Factors to Consider: • Screen size • Device capabilities • Internet accessibility • User experience • Publishers Colors
  • 11. Performance by Ad Creative Ad CTR CVR 1.57% 5.91% 1.39% 4.98% 1.37% 4.17% 1.19% 4.05% 1.17% 4.82%
  • 12. Source Considerations • Accurate mobile tracking – Postback URL with unique identifier • Flexible pricing • Strong targeting capabilities • Responsive Account Manager
  • 13. Choose Sources to Test Big Name Sources • Google • Facebook • Pandora • Twitter • Apple (iAd) Mobile Only Sources • Admoda • Jumptap • Adfonic • Mobile Theory • InMobi
  • 14. Spend money to make money • Find pockets that work – Drill down into the data – Identify your KPIs for each offer • Balance between volume & optimization – Optimize small volume items first
  • 15. Common Source Mistakes • Spending too little • Spending too much • Over optimizing in the User Interface • Acting in isolation from the industry • Not talking with your Account Manager • Not negotiating prices
  • 16. Negotiate Prices • The floor is not always the lowest price • Factors for Price: – Volume – Cost – Quality – Rich vs. Static Ads – Device and Carrier
  • 17. Negotiate CPA Pricing • Test on guaranteed pricing, transition to CPA • Instill trust in your offer • Expand your market
  • 18. How do you get $0.01 Clicks? • Identify pockets of unfilled inventory • Build relationships that are mutually beneficial with publishers
  • 19. Advanced Optimization • Ad size • Placement blocking • Device targeting • Carrier targeting
  • 20. Ad Size Optimization Ad Size CTR Avg. CPC RPC 300x50 0.70% $0.04 $0.09 216x36 0.60% $0.03 $0.07 168x28 0.50% $0.05 $0.02 120x20 1.3% $0.05 $0.12
  • 21. Placement Blocking Placement Clicks Conversions RPC Placement 1 94,244 7144 $0.05 Placement 2 14,495 454 $0.03 Placement 3 13,456 269 $0.02 Placement 4 7,796 247 $0.03 Placement 5 6,811 77 $0.01 Placement 6 6,220 40 $0.01 Placement 7 5,593 141 $0.02 Placement 8 4,239 310 $0.06 Placement 9 601 26 $0.06 Placement 10 287 9 $0.06
  • 22. Major Device Groups Android, 52% Apple iOS, 35% Blackberry, 7% Windows, 2% Others, 5%
  • 23. Device Groups Targeting • Different devices have different users • Device profiles are only guidelines • Separate campaigns by device category 39% 37% 24% Android $100K $50-$100K <$50K 23% 36% 41% iOS $100K $50-$100K <$50K Average Income
  • 24. Device Targeting • Who was the typical Android user 2 years ago? • And today? And 6 months ago? • Reevaluate targeting constantly! Your users may have gotten a new phone, but did you notice?
  • 25. Performance by Android Handset Handset Clicks CVR RPC ZTE Score 7,407 11.98% $0.13 Huawei Prism 4,359 11.98% $0.10 Motorola Milestone X2 4,349 10.32% $0.09 Samsung Galaxy Note 2 8,747 7.51% $0.07 Kyocera Rise 7,041 9.09% $0.06 LG Viper 4,090 7.48% $0.05 ZTE Warp Sequent 15,957 5.62% $0.05 Huawei Activa 4G 27,684 4.16% $0.03 ZTE Avid 4G 70,930 1.85% $0.01
  • 26. Carrier Targeting • Target certain users based on carrier targeting • Prepaid and postpaid users can behave very differently –Match carrier demographic to the offer demographic Prepaid Examples Postpaid Examples
  • 27. Carrier Optimization $1.43 $1.61 $1.82 $2.46 $2.80 $0.50 $0.75 $1.00 $1.25 $1.50 $1.75 $2.00 $2.25 $2.50 $2.75 $3.00 Millennial – Mar ‘13
  • 28. 2,500,000 2,700,000 2,900,000 3,100,000 3,300,000 3,500,000 3,700,000 February March April May June July WIFI Clicks February-July 2013 Beware of WiFi
  • 29. Keep Calm and Optimize On Key optimization to reduce lead scrub