Optimizing Mobile Campaigns
Jason CianchetteGeneral Manager
Liquid Wireless
2011 2012 2013 2014 2015 2016 20170
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Desktop*Mobile**
Billi
ons (
USD
)
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
Traffic Types• Mobile Web– Paid search– Premium display– Lead flows
• App– Display– Push Notifications– Hosted forms– Virtual currency (incent)– Social
Mobile Ad Formats
Mobile Ad Sources
Big Name Sources• Google• Facebook• Pandora• Twitter• Apple (iAd)
Mobile Only Sources• Admoda• Jumptap• Adfonic• Mobile Theory• InMobi
Case Study:Mobile Web CPA OfferNon-incent payout: $1.50Incent payout $0.50
Any carrierAny mobile device
Restrictions:No SMS, No Push NotificationsUS traffic only
Ideal Audience for PCH Offer
• Email engaged• 35+ years old• Sweepstakes or Gaming orientation
Non Invent & Incentivized Traffic
Create Ads that Work
Factors to Consider: • Screen size• Device capabilities• Internet accessibility• User experience• Publishers Colors
Performance by Ad CreativeAd CTR CVR
1.57% 5.91%
1.39% 4.98%
1.37% 4.17%
1.19% 4.05%
1.17% 4.82%
Source Considerations
• Accurate mobile tracking– Postback URL with unique identifier
• Flexible pricing• Strong targeting capabilities• Responsive Account Manager
Choose Sources to Test
Big Name Sources• Google• Facebook• Pandora• Twitter• Apple (iAd)
Mobile Only Sources• Admoda• Jumptap• Adfonic• Mobile Theory• InMobi
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
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
Negotiate Prices
• The floor is not always the lowest price• Factors for Price:– Volume– Cost– Quality– Rich vs. Static Ads– Device and Carrier
Negotiate CPA Pricing
• Test on guaranteed pricing, transition to CPA
• Instill trust in your offer• Expand your market
How do you get $0.01 Clicks?
• Identify pockets of unfilled inventory• Build relationships that are mutually beneficial
with publishers
Advanced Optimization
• Ad size• Placement blocking• Device targeting• Carrier targeting
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
Placement BlockingPlacement 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
Major Device Groups
Android; 52%Apple iOS; 35%
Blackberry; 7%
Windows; 2% Others; 5%
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
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?
Performance by Android HandsetHandset 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
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
Carrier Optimization
$0.50 $0.75 $1.00 $1.25 $1.50 $1.75 $2.00 $2.25 $2.50 $2.75 $3.00
$1.43
$1.61
$1.82
$2.46
$2.80
Millennial – Mar ‘13
February March April May June July2,500,000
2,700,000
2,900,000
3,100,000
3,300,000
3,500,000
3,700,000
WIFI Clicks February-July 2013
Beware of WiFi
Keep Calm and Optimize On
1,069% Increased Revenue
Key optimization to reduce lead scrub