Campaign building

For any offer, we typically need 3 campaigns

• A CPA campaign – to catch the media that allows buying on CPA

• A CPC campaign – to catch most other media that is not available on CPA

• Build this campaign with a low base CPC price

• Have specific bids on segments that work better

• A CPM campaign – usually at later stages in which you know exactly how much to pay for each segment. This allows buying the media for lower overall price and allows using generic banners

Campaign lifecycle

• Probing
• Discovery
• Optimization
• Growth

Probing

Challenge

• Find out if the traffic source has any potential

Method

• Buy in very low prices

Discovery

Challenge

• Find out if the full potential is of as many publishers and media as possible

Method

• Increase prices
• Buy very wide
• Aim for an ROI of 20% for the first 500 conversions, i.e. the budget should be 500 x CPA goal x 5
• Run exclusion optimization (remove things that do not work) and use additional 500 conversions to get to 50% ROI

Optimization

Challenge

• Get to 100% ROI

Method

• Run price optimization on all traffic matrices

Growth

Challenge

• Increase the size of the campaign

Method

• Run Probing, Discovery and Optimization on additional traffic sources
• Identify segments of solid behaviour and buy their media in CPM

Optimization best practices (A)

• Try to buy as much media as possible on CPM 
• Refresh the content constantly
  (creative and landing pages) 
• Use specific bids
• Use multiple landing pages to A/B test them

Optimization best practices  (B)

• Common optimization matrices
• Publisher and placement / External publisher
• Day of week
• Channel – CPI campaigns
• Browser – CPI campaigns 
• Device type – CPI campaigns
• Make/model – mobile subscription campaigns
• Find what IPs are working and target them – mobile subscription campaigns
• Region – mobile subscription campaigns
• OS version – CPI campaigns