This case study will show you how to start earning with media buying for mobile content offers. We will show you how to set up a campaign, optimize it and scale it, all using quality popunder inventory from EZmob DSP and the best VAS affiliate program in the world Golden Goose.
EZmob is a self-serve advertising platform for affiliate marketers and media buyers. Clients can set up pop, push, native, and banner ad campaigns across a premium publisher base with over 2B daily impressions worldwide. Get started with a $50 test today and make your ads pop! Join EZmob.
Golden Goose is the world’s best VAS affiliate network, where one platform unites 300+ mobile carriers and 10000+ publishers worldwide. Join Golden Goose.
So, let’s dive into it.
Step 1: Choose your offer.
We must start with a decent offer that is likely to convert quickly. We’re looking to generate valuable data as early as possible in the campaign; any delayed conversions will decrease the offer's confidence and limit our spending. In this case, the data we’re referencing is conversions in the form of leads and sales.
The first thing you should do before choosing your offer is to get in touch with your affiliate manager and just ask which offer is currently converting well and for which traffic.
When choosing your offer, you should consider a few things; firstly, the market the offer is available for; if the market is tiny, it may be very competitive, so you’ll need to bid higher to gain more traffic. If the market is more significant, it gives you a better opportunity to scale your campaign faster, which is what we’re looking for.
Another consideration should be made for the targeting; targeting specific carriers, operating systems, and browsers will also limit your reach. But we can expect those as these offers are focused around carrier billing and usually require users to be of a specific carrier to be able to bill the users and generate a conversion for you.
Here’s a summary of the offer we’ve decided to run
- Name: LP:5832
- Country: South Africa
- OS: Mobile
- Vertical: Adult
- Carrier: WiFi, Vodacom, Telkom, Cell C, MTN
- CPA: $1
That’s all the information we need, for now, let’s start setting our campaign.
Here’s how you can set up the offer with EZmob MACROS
Step 2: Set up the campaign.
We recommend watching this video to get acquainted with the targeting features provided by EZmob’s advertising platform.
Here’s a quick overview of the campaign setup:
First, we give it an intuitive name and set the budget and bid limits.
Choose only mobile for the platform targeting.
Choose a carrier; we also limited this campaign to carrier traffic and excluded WiFi, although the advertiser permits it.
Once your campaign is created, and your account is funded, it should be approved shortly and go live. Make sure to get in touch with your account manager and share your KPIs, so you’re both aligned to your success.
Optimizing Your Campaign
Optimize your bid:
Now we wait. For marketers, we know it’s asking a lot, but we don’t want to rush this phase and use a high bid and get a lot of traffic that won’t work for our campaign. Wait for around 24 hours, come back tomorrow, and check stats; make this a habit for about three days consecutively, and then decrease the optimization frequency.
Once your campaign is live for a few days, we can see how competitive our bid is and tweak it accordingly. We’ve launched our campaign with $0.30 CPM, and the minimum bid is $0.20, so if our win rate is high, we can decrease it a bit and gain more traffic for the same daily spend.
Optimize your publishers.
The most important thing to do in any campaign is to ensure it’s connected to a good supply source. EZmob handles thousands of publishers, and even though we monitor our inventory 24/7, it doesn’t mean all traffic will convert well for all offer types.
Once your campaign has gathered enough data, head to the reports section and run a few reports to see which publishers are eating away at your budget and are not generating conversions.
So we waited 24 hours and ran reports as soon as we got to a computer. We need to run two reports, EZmob and Golden Goose, to evaluate the traffic metrics and conversion results.
So far, EZmob’s results,
- 600,070 ad responses, of which we generated 1,983 impressions for $0.59 (reminding you we’ve set a bid of $0.30 CPM, so ±2000 impressions multiplied by $0.30 is about $0.59).
- We don’t see any conversions tracked on EZmob’s side.
- On Golden Goose’s side, we received around 1800 clicks, with no conversions.
- Our win rate is at 0.03%, which is very low, so we’re winning impressions only 0.03% of the time. This means we should raise our bid considerably to increase traffic and scale up our campaigns.
So we spent close to nothing, and it generated nothing more than impressions; if you felt day one was going to be much more profitable, I’m sorry to let you down, but it will take a couple of more days.
This optimization phase is essential for several reasons:
- We want to check the discrepancy between EZmob and Golden Goose, which is within the boundary of what we can accept.
- We want to see if we’re getting what we targeted, and through EZmob and GG reports, we can double-check that impressions are sent from the proper targeting selections.
- We want to weed out publishers that ‘hog’ all the traffic and not allow other publishers to ‘spend’ some impressions. However, I don’t recommend being too aggressive with publishers.
Overall, we’ve spent less than a dollar, got 2000 visitors on site, and learned a lot by drilling into the reports of both platforms; it’s a start.
Suggested actions for day one of our campaign:
- Increase bid to $1 CPM to gain more publishers and more traffic; at this point, all the impressions are delivered from where we requested; if we optimize anything out at such an early stage, we might miss out on it being profitable down the road.
We've increased our bid to $1 CPM, and we're now seeing more traffic coming in. We’ve also seen a few conversions on Golden Goose, which is great news.
2,845,890 ad responses, of which we generated 8,919 impressions for $8.91 (reminding you we’ve set a bid of $1 CPM, so ±9000 impressions multiplied by $1 is about $8.91).
We don’t see any conversions tracked on EZmob’s side.
On Golden Goose’s side, we received around 7500 clicks, with 5 conversions.
Our win rate is at 0.31%, which is much better than yesterday; this means we’re winning impressions 31% of the time.
Suggested actions for day two of our campaign:
Keep the bid at $1 CPM and start optimizing out publishers that are not generating conversions; this will help us save money and focus on the ones that are working well for us.
We’ve kept our bid at $1 CPM and started optimizing out publishers that are not generating conversions; this will help us save money and focus on the ones that are working well for us. We’ve also seen more conversions coming in from Golden Goose, which is great news!
4,717,741 ad responses, of which we generated 14,541 impressions for $14.54 (reminding you we’ve set a bid of $1 CPM, so ±15000 impressions multiplied by $1 is about $14.54).
We don’t see any conversions tracked on EZmob’s side.
On Golden Goose’s side, we received around 12500 clicks, with 10 conversions.
Our win rate is at 0.32%, which is slightly better than yesterday; this means we’re winning impressions 32% of the time.
Suggested actions for day three of our campaign: Keep the bid at $1 CPM and continue optimizing out publishers that are not generating conversions; this will help us save money and focus on the ones that are working well for us. Also start scaling up your budget to increase traffic volume and get more data points to work with!
We’ve seen how to set up a campaign, optimize it and scale it, all using quality popunder inventory from EZmob DSP and the best VAS affiliate program in the world Golden Goose.
We started with a decent offer likely to convert quickly, set up the campaign with EZmob MACROS, optimized our bid and publishers, and finally scaled up our budget to increase traffic volume.
By following these steps, you can start earning with media buying for mobile content offers. Good luck!
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