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Days 1 & 2 of Mobile Media Buy

Discussion in 'Media Buying' started by thedorf, Apr 17, 2013.

  1. thedorf

    thedorf Senior Member

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    Right so I've been busy the past couple of days with a mobile media buy.

    I am running a payday loan, ~85.00 payout (on loan funding) from Neverblue.

    The first day I setup the campaign on MMedia (mobile traffic). I got an email from them offering a $75 trial run with a CC submission. I submitted $10 (could have been $1) and got a $75 credit. I have $85 to spend.

    So day one I get absolutely zero traffic. I upped my bid from 5 cents, to 25, to 50, to one dollar per click and got nothing.

    Turns out my targeting was too limited - I had set age to 21-34 only, and I also had the wrong size banner.

    Day two I opened at $.50 cpc hungry for any traffic, dump the age restriction, and make a couple other sized banners. I go off to do other things, come back 2 hours later and I've spent $9 for 2500 impressions with 22 clicks, 0 conversions. I drop my bid to $.06 and leave my $5 daily max. to cover me.

    I end the day as shown below:

    clicks-impressions.jpg

    Yes everything is skewed high trying to get the traffic to run, and my banners are pulling .051%

    My banners are ugly as sin itself, and I am not used to working in such limited space. Lemme see if I can upload them:

    V1
    payday.png

    V2
    get-money.png

    The background white is not usually there like you see here. Anyway, I just started the orange one today, and before you say "Fix your firggin banners and copy" I'll say this is version two, version four will look snazzy come tomorrow afternoon.

    Lessons learned: mobile banner sizes of 300x50 and 320x53 are getting traffic, 300X250 didn't. Still need to test a couple other sizes.

    I am going to try age segmenting again tomorrow, with the newer banners, as I don't need under 18 eating at my ctr.

    Here are V3 banners:

    summer-fun.jpg

    summer-fun-320x53.jpg

    V4 banners will color match the offer, like they should.
     
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    Last edited: Apr 17, 2013
  2. Panther28

    Panther28 Elite Member

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    Media buying is tough till you get the hang of it, but once you do, its superb, and your off to a good start getting the free credit. Try some other offers on different niches too. I tried a payday loan campaign, but didn't get good results.

    You should stick to a rule that as soon as the amount that the average payout gives you is spent, then change offer.

    Keep a good record of your media buys, how much you spent with who, and what results you got. Its this information that really helps you in the long run.
     
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  3. everythingred

    everythingred Jr. VIP Jr. VIP Premium Member

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    I did media buying and it went ok. I broke even and needed the money for other projects so I didn't have much time to play with it. I hope you get a hang of it because it can be lucrative. Learning first hand is always best.
     
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  4. wasted

    wasted Jr. Executive VIP

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    Here is a fun fact, 50% of all Mobile display ad clicks are accidental.
     
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  5. marketer14

    marketer14 Regular Member

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    I'm starting mobile media buying myself. Is it better to bid on CPC or CPM?
     
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  6. thedorf

    thedorf Senior Member

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    I am not sure which is better. I am bidding per cpc and right now it is running $0.26 cpc.
     
  7. everythingred

    everythingred Jr. VIP Jr. VIP Premium Member

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    I did not know that actually. Hmm I'll note this for future ideas. Thanks
     
  8. Panther28

    Panther28 Elite Member

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    It depends on the niche your doing it with, and you just need to calculate your average CPM, then make the decision from there.

    as an example i have one CPC campaign : cpm @ 1.06, and only 1 click. So if i switch it to CPM campaign and pay that bid, what will happen?
     
  9. thedorf

    thedorf Senior Member

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    Hey hey here is a quick update on days 3&4.

    Day three I tried targeting again and again got no views. Need to try that one more time.

    Here are the current stats:

    3-4-stats.jpg

    My cpc is currently $0.26. I think I can get a CPM from these numbers.

    Total spend so far: $32 / 28K views is roughly $1.14 CPM.

    So I have 125 clicks, 0 conversions. I am thinking/hoping this will convert 1 out of 500 and I have spent over 1/3 my spend ($85) so I'll be close to hitting just that number.
     
    Last edited: Apr 19, 2013
  10. Panther28

    Panther28 Elite Member

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    Dude, i would try something else, you really want to get a 50-70% return on your money,
    as an example a campaign i was running made average 20 from 5. I like to spend just a few bucks testing for little fishes here and there, and then once you get a bite, you move on to larger amounts like you have here. Otherwise you just end up spending too much, and then saying that it doesn't work.
     
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  11. thedorf

    thedorf Senior Member

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    Hey mate thanks tons for the feedback. Are your campaigns on desktop or mobile? Could you expand on how you test with that little money? Specifically, are you able to bid extremely low cpc/cpm or are your tests focused elsewhere?

    Btw, this is free money I am spending, given to me by the media network, and I consider myself to be exploring the mobile frontier. I have a specific client who is interested in promoting their own mobile offer, and I am learning some mobile basics like advert sizes, amount of fraud, what cpc/cpm is average for finance offers, what networks are doing traffic & mobile offers and on and on.
     
  12. Panther28

    Panther28 Elite Member

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    Normally when i test, i will bid on something new and spend a max of £1 a day, for 2-3 days, just to get a feel of whats happening. Then I make a decision after that.
    I always try to find out what the offers estimated epm is, and then that way I can tell how much I should be earning for the amount of clicks i send.

    I usually pay 0.05-0.15 for clicks to start with.

    After a couple of days, i'll decide about changing either keywords, or ad text, and then run for a couple of days again, and examine the result. If I then don't get anything, then I will usually stop, and try something else. I might come back to it in the future, if i learn anything in the future that could make a difference, however if i do that then the amount i spend is just cut in half and watched like a hawk, and stopped instantly if nothing happens after a couple of days.

    I'm not sure what never blues interface is like, but i change my campaign names to reflect when they earn, and when they don't. Once you've done it a few times you can start to see patterns, like maybe its the companies website thats the problem, maybe its your keyword, or ad text.

    I've only ever used adwords, and never targeted mobile traffic. I don't think its very good except for virals.

    Actually while i was typing this post, i felt a little fart coming on, so i gave it a little push (like you do, just a gentle one) and then i didn't feel the normal bubble ripple that you normally get with a little fart. So i stood up and headed to the toilet, and within 1 step i knew that i had just shit my pants, and it was now all over my legs.

    After just changing my trousers and washing, i can confirm this is exactly how your media buying campaigns should be done.

    Small little fart pushes, until you get the big shit.
     
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    Last edited: Apr 19, 2013
  13. erussx2

    erussx2 Regular Member

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    Lol!!!!!!!!!!!!
     
  14. danailo

    danailo Senior Member

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  15. Panther28

    Panther28 Elite Member

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  16. ginasims

    ginasims Jr. VIP Jr. VIP Premium Member

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    That's some funny shit! Lol!
     
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  17. thedorf

    thedorf Senior Member

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    Here is an update on the mobile media buy.

    I have about $50 left on this buy, $38 spent, 0 conversions for a payday loan.

    I have updated one banner to color match the offer landing page.

    Spend is $5 daily, getting me some 4K impressions and 20 clicks.

    My cpc bid is $0.26. I am running a comparable cpm of $1.25.

    Untitled222.jpg

    Tomorrow I start A/B testing the following three banners.

    get-money.png && summer-fun-320x53.jpg && summer-fun-blue-320x53.jpg

    I am also dropping my bid to $0.14 cpc.
     
    Last edited: Apr 23, 2013
  18. nysportsworld

    nysportsworld Registered Member

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    I think a payday loan is not good for mobile traffic might need to fill lots of fields depending on lander
     
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  19. thedorf

    thedorf Senior Member

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    True, it is a two-page submit, but I can afford to convert fewer at a payout of $84 per loan, as long as I do convert some.

    You may be right.
     
  20. Panther28

    Panther28 Elite Member

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    Looks like your getting better at fine tuning mate, and more precise with the numbers, well done.
     
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