ad mob case studies mobile marketing - marc poirier - acquisio - sempo quebec - sept 18 2013
TRANSCRIPT
Performance Media Platform
Performance Media Platform
17 Years Experience in Digital Marketing
MARC POIRIEREVP & Co-Founder, Acquisio
About Me
Performance Media Platform
The SCIENCE of ACQUISIO
Performance Media Platform
Acquisio Mobile GDN Optimization ToolThe first technology devoted to optimize your Mobile GDN campaigns. Gain full control of CPA target, conversion volume and ad spend.
Performance Media Platform
Resolves Misfit Ad Placements
Performance Media Platform
Scope of Optimization
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.
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 #
Aug 1 2011
Aug 15 2011
Aug 6 2011
Aug 18 2011
Sep 4 2011
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
Sep 5 2011
Aug 2 2011
Aug 3 2011
Aug 5 2011
Aug 4 2011
Aug 7 2011
Aug 8 2011
Aug 9 2011
Aug 10 2011
Aug 11 2011
Aug 12 2011
Aug 13 2011
Aug 14 2011
Aug 16 2011
Aug 17 2011
Aug 22 2011
Aug 19 2011
Aug 20 2011
Aug 21 2011
Aug 23 2011
Aug 24 2011
Aug 25 2011
Aug 26 2011
Aug 27 2011
Aug 28 2011
Aug 29 2011
Aug 30 2011
Aug 31 2011
Sep 1 2011
Sep 2 2011
Sep 3 2011
$3.25
$3.00
$2.50
$2.75
$2.25
$2.00
$1.75
$1.50
$1.25
* Source: Google Trends
Why Update Frequency MattersGoogle Search*(sweepstakes)
Acquisio Conv (sweepstakes)
Acquisio CPA(sweepstakes)
Performance Media Platform
Case Study:
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• $3 CPA target
Performance Media Platform
Case Study:Results• After 2 weeks conversions went from 1-2 per day to 6-10 per day.• Increased steadily to 20-35 per day.
A. FIRST STRATEGY: Average data at the start (high volume apps)• 3 to 5 conversions a day• CPA 40$ range
B. SECOND STRATEGY:After the switch (targeted apps)• 20 conversions a day• 10$ CPA
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
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)
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)
Performance Media Platform
THANK YOUQUESTIONS?
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Marc Poirier
@marcpoirier
/marc.poirier
in/marcpoirier