Optimize Mobile GDN Campaigns with Acquisio's AI
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Optimize Mobile GDN Campaigns with Acquisio's AI
- 2. Performance Media Platform 17 Years Experience in Digital Marketing MARC POIRIER EVP & Co-Founder, Acquisio About Me
- 3. Performance Media Platform The SCIENCE of ACQUISIO
- 4. Performance Media Platform Acquisio Mobile GDN Optimization Tool The first technology devoted to optimize your Mobile GDN campaigns. Gain full control of CPA target, conversion volume and ad spend.
- 5. Performance Media Platform Resolves Misfit Ad Placements
- 6. Performance Media Platform Scope of Optimization
- 7. Performance Media Platform Mobile GDN Optimization: Not for Humans To effectively gain conversions at the right price, an enormous number of decisions are made by Acquisio’s algorithms. The daily job of properly managing an mobile GDN account (i.e. choosing apps categories combinations, making budgeting adjustments, targeting apps for ad placement, and fine tuning bid prices) requires an average of over 100,000 decisions. For this, a human would be need to make 1.2 decisions every second – with perfect accuracy.
- 8. Performance Media Platform * Source: Google Trends Google Display Network ad engineGoogle Display Network conversion engine AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume. AdMetrica GDN CPA Google Search Vol. AdMetrica GDN Conv # 1,000 0 2,000 3,000 4,000 5,000 8,000 7,000 6,000 $3.25 $3.00 $2.50 $2.75 $2.25 $2.00 $1.75 $1.50 $1.25 * Source: Google Trends Why Update Frequency Matters Google Search* (sweepstakes) Acquisio Conv (sweepstakes) Acquisio CPA (sweepstakes)
- 9. Performance Media Platform Case Study:
- 10. Performance Media Platform Case Study: Budget and KPIs Objectives • Gain more registration to their newsletter • $12,000 spent since deploying Acquisio for Mobile GDN app ads Initial Strategy • Started with the assumption that high volume apps were important. • Ads deployed on apps with a lot of traffic (mostly games) but it did not work. High volume but low conversions due to mismatched demographic. • Avg. CPC was low (2 to 3 cents), the max CPC was set at 20 cents. • Decreased the Max CPC to 5 cents but there was no change. Revised Strategy • Shifted to targeted apps related to pregnancy such as pregnancy trackers and coupon hunters. • Max CPC was raised to gain volume and avg CPC was higher (15 cents). • Tested image ads against text ads (multiple versions of each). • After some testing 320x50 image/flash and text ads were optimal for producing conversions. • Image ads were more successful than text ads. • $200 per day • $3 CPA target
- 11. Performance Media Platform Case Study: Results • After 2 weeks conversions went from 1-2 per day to 6-10 per day. • Increased steadily to 20-35 per day. A. FIRST STRATEGY: Average data at the start (high volume apps) • 3 to 5 conversions a day • CPA 40$ range B. SECOND STRATEGY: After the switch (targeted apps) • 20 conversions a day • 10$ CPA
- 12. Performance Media Platform Case Study: C. Then (testing ad size and image ads vs text) • Peaked at 90 conversions • 5$ CPA D. Finally (focus on image ads) • 30-40 conversions • 2$ CPA
- 13. Performance Media Platform Objectives: Gain more subscription to their magazines Budget • Already Generating 1,200-1,500 conversions per day. • CPA of $1.20-$1.30 Initial Strategy • When Mobile GDN became available we were confident we could help based on our success with Everyday Family. • They started on Mobile GDN about 2 months after we started our work with Everyday Family. • Applied our learnings to speed up the learning curve and employ techniques that had already worked well. • Started directly by targeting the most relevant app categories and subcategories. • Not chasing high volume, chasing high quality instead. Case Study: Magazine Publication (US)
- 14. Performance Media Platform A. Initial Results • Within 7 days we had 15-20 conversions per day • CPA $1.70-$2.00 B. After 30 days • 40-50 conversions per day • CPA $1.50-$1.60 C. After 4 months • 100 conversions per day • CPA $1.20-$1.25 *Growth is slow but on target, as we discover new apps that fit the profile. Case Study: Magazine Publication (US)
- 15. Performance Media Platform THANK YOU QUESTIONS? Contact Us! Marc Poirier @marcpoirier /marc.poirier in/marcpoirier
Notes de l'éditeur
- Need the admob logo as a gif or vector without background. SB
- Online website and digital publication related to pregnancy and early childhood.Have a mobile site as well but no specific mobile strategy.Ask people to enter e-mail address in return for free offers, coupons and other e-mail offers from marketing partners.Most important information is e-mail, mailing address and birthday.Already using adMetrica with success.Interested in avenues to generate more volume and conversions.Wanted to try adMob after it launched. Prior launch the adMob optimization, we had to do a clean up.