We joined forces with self-serve Ad Network and Ad Exchange TrafficStars to talk Dating! Our case study tracked traffic optimisation of TrafficStars premium sources when promoting some of Advidi’s top converting dating offers.
1. Ask for the best converting offers from your Advidi AM
Dating is stronger than ever with Advidi. To find the best offers, we asked our Advidi AM to provide us with a list of their top offers. Each week they send a newsletter per vertical, where they post the best converting offers on a global scale among all partners.
They also refresh their offers with new databases frequently, which helps you to bring the users that you had already brought before. The offers and their payouts are typically segmented as GEO+Device.
TrafficStars has nearly 3 billion impressions daily from exclusive sources and for this particular occasion we started off by creating a RON campaign with small bids on native and banner format, which ran for 2 weeks (no blacklisting) to gather data. The average bid was 0.02 for Tier 1. We had to bid higher in premium GEOs (i.e. Scandinavia, Switzerland, etc.)
To get the best results possible, we translated all headlines, brand names, and banners to the language of the LP. For instance, the CH offer ́s LP is in German. Hence, we always use all creatives in German.
During the first days, we saw traffic volumes growing from a few thousand impressions to over a few million a day. We quickly noticed some offers performing better than others. But we were patiently waiting for more data to come.
3. Optimise bad sources
Once we started noticing some sources were performing better than others, we started optimising by blacklisting sources that performed badly.
Classic rule: if the spot did not convert after you spent more than 2x of your payout, then you should blacklist it. It doesn’t necessarily need to be 2x of your payout. It could be more or less depending on your budget.
Whenever an ad spot would work better than the others, we created separate campaigns with a higher bid and a narrower target. For sources with big volumes, we would also create separate campaigns. The purpose of this was to have cleaner statistics and diminish the impact of big sources to the overall stats.
In terms of the flow, we can’t give much feedback but what we can do is test different landing pages.
After narrowing down on the sources and optimising the campaigns we found a winning flow that was dating offers in DE and FR on native and on US banners.
4. Scale up the best converting offers
After identifying the best formats for each particular offer, we started scaling and even asked our Advidi AM to increase the payouts. They were happy with the quality of the traffic and increased them.
Example: US Banners
Our initial RON campaign for US WEB using a 300×250 format was receiving 5 million impressions per day. After a week and some optimisations, the spending had decreased from $100 to $65 per day. The ROI was -5%.
We can work around these results. We gathered the spots that were showing the ROI > 100% in the new campaign and doubled the bid to 0.04. This new campaign started receiving more traffic, which led to the ROI increasing to 35%, which still was amazing.
There are a number of optimisation techniques that you can use to increase a campaign’s ROI. Reach out to your AM to learn more about optimising your campaigns. Not an Advidi affiliate? Signup today!
With nearly 3 billion impressions daily, TrafficStars is a well-established ad network in the industry. Learn about their exclusive traffic sources and the technology behind their platform by reaching out got their support team at firstname.lastname@example.org.