Optimizing Affiliate Marketing Campaigns Using Mobile
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Optimizing Mobile Campaigns
Jason CianchetteGeneral Manager
Liquid Wireless
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2011 2012 2013 2014 2015 2016 20170
5
10
15
20
25
30
35
40
Desktop*Mobile**
Billi
ons (
USD
)
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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
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Traffic Types• Mobile Web– Paid search– Premium display– Lead flows
• App– Display– Push Notifications– Hosted forms– Virtual currency (incent)– Social
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Mobile Ad Formats
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Mobile Ad Sources
Big Name Sources• Google• Facebook• Pandora• Twitter• Apple (iAd)
Mobile Only Sources• Admoda• Jumptap• Adfonic• Mobile Theory• InMobi
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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
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Ideal Audience for PCH Offer
• Email engaged• 35+ years old• Sweepstakes or Gaming orientation
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Non Invent & Incentivized Traffic
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Create Ads that Work
Factors to Consider: • Screen size• Device capabilities• Internet accessibility• User experience• Publishers Colors
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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%
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Source Considerations
• Accurate mobile tracking– Postback URL with unique identifier
• Flexible pricing• Strong targeting capabilities• Responsive Account Manager
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Choose Sources to Test
Big Name Sources• Google• Facebook• Pandora• Twitter• Apple (iAd)
Mobile Only Sources• Admoda• Jumptap• Adfonic• Mobile Theory• InMobi
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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
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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
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Negotiate Prices
• The floor is not always the lowest price• Factors for Price:– Volume– Cost– Quality– Rich vs. Static Ads– Device and Carrier
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Negotiate CPA Pricing
• Test on guaranteed pricing, transition to CPA
• Instill trust in your offer• Expand your market
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How do you get $0.01 Clicks?
• Identify pockets of unfilled inventory• Build relationships that are mutually beneficial
with publishers
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Advanced Optimization
• Ad size• Placement blocking• Device targeting• Carrier targeting
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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
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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
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Major Device Groups
Android; 52%Apple iOS; 35%
Blackberry; 7%
Windows; 2% Others; 5%
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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
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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?
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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
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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
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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
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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
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Keep Calm and Optimize On
1,069% Increased Revenue
Key optimization to reduce lead scrub