Just because you’ve planned and designed your creatives, set your budget and selected where to place your ads, doesn’t mean you are finished with your mobile advertising campaign. If anything, that’s just the beginning. After launching your campaign you should track it, analyze the results and optimize it to maximize ROI. Here are five best practices for doing so.
One of the biggest challenges within mobile advertising is finding the right balance between traffic volume and traffic quality.
The first step in campaign optimization is to look at the mobile ad networks/suppliers. Data shows that when daily budgets increase, average CPI goes up too. In order to maximize volume while minimizing the acquisition cost, it is important to leverage multiple networks. The optimal mix of networks depends on each campaign and the overall budget.
Publisher IDs for CPC suppliers can be tracked to evaluate which ones are delivering quality traffic and which are not. A blacklist and/or whitelist can be created and sent to suppliers to ensure the highest quality traffic. In order to do this effectively, you’ll need a deep technical integration with each supplier.
This is best done through an aggregation platform or a demand-side platform (DSP), which is integrated with the various suppliers. This process requires deep tech integration and/or a great deal of manual work. Therefore, it is best to work with an experienced partner.
In order to drive campaign performance, it’s important to understand when your users are most active. Clicks, installs and user activity can be broken down by an hourly basis. With this data, the times of day that have the best conversion rate can be pinpointed and parameters can be set that target these times.
For instance, smartphone users use their devices fairly steadily throughout the course of the day, while tablet use rises during the evening/night. Combining a dayparting strategy with mobile device targeting can be an effective way to increase campaign ROI while driving down the cost. Not only do the numbers of clicks and installs vary throughout the day, but also the conversion rate. Other factors, such as relevant seasonal events for an advertiser, should of course also be considered.
Targeting specific devices and even their operating system is possible with most suppliers. An analysis of the campaign performance broken down by each device can be used to determine which devices have the highest conversion rates. For example, an analysis by Trademob found that on Android, approximately 70% of all conversions happened on Samsung devices.
However, such a metric only tells part of the story. The best practice for gauging which devices are most effective for advertising is to cross analyze device conversion across the market share of a particular device. For instance, if it’s discovered that a device is contributing to the majority of traffic, but that it only has a small amount of the market share, then this is absolutely the best device to target.
Optimizing for the Right KPI
CPI is still the most used KPI for mobile advertisers. While it is a reasonable metric to monitor and optimize against, CPA and overall campaign performance should equally be considered. Another oft-forgotten aspect is the evaluation of campaign results over time. In many cases, there’s a larger time gap between the click and an in-app action than there is between a click and an install.
Since the time of click, the time of first opening and the time of action can be recorded, analysis can be performed to determine how long it takes for the custom action to occur after the click. The evaluation of CPA performance should thus be run shortly after campaign start and then again one week later, one month later, etc.
To realize truly successful mobile advertising, a holistic and systematic approach must be taken, while constantly optimizing various components of a campaign.