Optimizing Mobile Campaigns

Jason CianchetteGeneral Manager

Liquid Wireless

2011 2012 2013 2014 2015 2016 20170

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Desktop*Mobile**

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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