310% ROI with gaming mobile subscriptions

We have a strategy that works well for us, but it may not suit everyone. When launching an offer on pop traffic, we select all available sources or run RON ads. This allows making maximum broad tests with wide targeting options.

And one more trick, if the budget allows, we put a CPM rate a little higher than the recommended one. This helps to gather enough information for optimization as fast as possible.

For this offer and GEO our manager recommended an average bid of $2, but we followed our own rule and set up $3.5.

We started testing a bundle with 2-3 pre-landers for 1 offer. All pre-landing pages have already been confirmed earlier with the CPA network. During the split test, we sent the main stream of clicks to the most converting bundle of pre-land → landing and distributed non-unique clicks among the rest.

We won't show our landing pages (hope you understand), but we can show some similar ones.

The first rule is to make many tests to find a profitable bundle (test pre-landing and landing pages, rotate unique and non-unique users) and communicate with managers. The second one — try to achieve exclusive conditions (higher rates and more caps) and the ability to adapt landing pages (the so-called exclusives).

And remember this simple truth, it happens that even after changing the color of the button on the landing page, it may start converting. I mean, even those that had not converted before!

Conclusion: test a lot and get even more in return! We got the first conversions in 10 minutes after the start of the test.

Moreover, for some GEOs that we have already tested with similar offers on RichAds we had 100%+ ROI before optimization was started. Of course, we were very happy. It was a sign that after optimization, the numbers would be much higher.

Spoiler: after optimization, we reached that number and got 310% ROI!

We always start optimization by disabling non-converting websites. We add the source to the blacklist if we spend x2 payout and it doesn’t bring conversions.

After all, we raised the CPM from $3.5 to $5 to get even more traffic.

We began to narrow the target by non-converting cities, provinces, OS versions, browsers after we've collected enough data. In this case, we turned off some versions of Android, left only the Chrome browser, and turned off WebView.

In this case, we did not use Automated rules. The templates are great, but most team members prefer to deal with the data themselves. As for Micro Bidding and Target CPA, we always use them.

How Micro Bidding and Target CPA help us:

• Micro Bidding helps to increase/decrease bids for particular websites without applying it to the whole campaign.
• Target CPA helps to auto-search for more sites for our target.

Let me say a few words about how we scale these offers on push ads.

When we launch push traffic, we usually start with at least 6 creatives at once. The most important thing for us is the text. Then we care about the icon.

If CTR drops significantly, we start refreshing creatives once a week and monitor the results. And RichAds team always helps with free creatives, if necessary.

We use a different approach on push ads — we start with Premium sources because the traffic will have better quality without overspending the budget.

Further, we advise starting other campaigns with other traffic sources like Standard and New ones. The main thing is not to add them to the old campaign but to create new campaigns to make their progress visible.

The logic is still the same for target: we start as wide as possible, then narrow it down. The budget usually allows this strategy, and it is interesting to observe the differences.