Over time many advertisers that get into mobile performance marketing will run into the same issue: how to balance quality and quantity. An advertiser’s goal is to pay a price that maximizes traffic volume but still backs out to its back-end goals. Achieving this goal can be challenging in mobile but is achievable by closely monitoring and analyzing each element of the campaign.
Mobile can encompass many different traffic types, including incentivized, mobile search, mobile display, mobile email, mobile co-reg and more. When first starting in mobile many advertisers will only acquire one type of inventory (such as incentivized). If this traffic doesn’t perform well, or back out with high quality, some advertisers are will write mobile off as not being effective for their business. This is a big mistake.
As more digital inventory moves to mobile it’s important to try all forms of mobile traffic before writing off the entire channel. Here are three things to keep in mind to ensure the effectiveness of your mobile performance marketing campaigns.
Track Mobile-Specific Parameters
The first set of analytics you need to monitor when launching a mobile campaign is mobile-specific parameters. These include operating system, device(s) and carrier/ISP. Once you grow your mobile efforts you will soon discover that traffic quality and performance can vary drastically by these parameters. For example, you may notice that iPhones vs. Android devices yield very different traffic quality depending on the offer, carrier, OS, etc. The next step at that point would be to adjust your pricing and differentiate traffic from the two platforms.
Don’t Skimp on Mobile Budgets
When testing mobile performance you will need to commit to large budgets to get any kind of meaningful results. There are many variables that can affect mobile performance. Make sure to spread your mobile marketing efforts across all types of mobile devices and channels to find patterns that provide the perfect balance of quality and pricing. Gather statistically significant data across various mobile variables, otherwise you could be leaving a lot of money on the table by dismissing mobile campaigns.
Mobile Traffic Performs Differently than Desktop Traffic
When trying mobile for the first time many advertisers use existing channels to establish back-end metrics they are trying to hit. For example, an advertiser may have a back-end conversion rate of 30% across all media channels for a cost-per-lead campaign. If the advertiser doesn’t reach a 30% conversion rate when testing mobile it may assume that mobile is a poor traffic source for its business. That’s a mistake.
The key is to understand that mobile will never perform the same as search, email, social or display traffic. It will have its own performance and its own critical metrics that each individual advertiser will need to reach in order to find success. It’s important to adjust your cost-per-acquisition (CPA) pricing to a point that still makes you money but is high enough to get distribution on mobile.
Effective monitoring and analysis of mobile campaigns requires that the following elements are in place: tracking the various mobile channels, analyzing mobile-specific data using analytics and gathering enough data to have actionable insights. Once you’ve gathered your data feel free to adjust your CPA pricing for the various mobile variables to find the right pricing that will get you volume without sacrificing quality.
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