About 10 days ago I went ahead and jumped into media buying with SiteScout. I'm still very much learning the ropes, but heres what I've been doing so far:
I'm focusing on CPA offers to try to get some early conversions.
I've identified a traffic source with a fairly cheap CPM (~.15) which has been getting a fairly high CTR (%0.25-%0.5, without optimization).
Testing out different offers on this site (running three right now, have two currently offline). Each offer is for products targeted at the site's demographic.
I've also set up conversion pixels for each offer, and created retargeting lists for click and conversions.
Unfortunately, I haven't had any conversions after throwing ~400 clicks to various offers (2/3 currently running offers have less than 50 clicks, so not enough to make any decisions on).
Here are a few things I think could be going on:
1. The site just doesn't have traffic that converts
2. The ads aren't sufficiently pre-qualifying the offer -> crappy results
3. The offers don't match the demo as well as I think it does.
4. Something my newb brain doesn't know yet.
I've got the right age and gender demographics, maybe I should be looking for something more targeted?
Should I move on to a new traffic source?
Continue testing offers until I find one that sticks?
Is it still too early to determine if this traffic source isn't a winner?