In order to start moving towards the desired CPA target immediately, the push campaign was adjusted exactly to get more chances on successful optimization.
1. Launching in Performance Mode for automatic push traffic optimization
The in-house optimization flow at RichAds is set to select only the most performing traffic sources according to targeting parameters, whitelists, and then add them to the campaign. Thus, the sources with the highest response are going to be prioritized by default, potentially increasing the CR. Performance Mode is the perfect opportunity to set effortless traffic filtering, since push ads circulate millions of impressions daily across all the popular geos.
2. Adding diverse creatives to determine the best responded
The best tactic to detect the creatives that will attract relevant users is to add as many product-related variables as possible, and monitor which perform better than the others. This way, by gradually removing the under-delivering creatives, the campaign will be slowly narrowed to target audience only with the precise advertisements.
By adding about 5 different creatives, trying separate approaches to the audiences, we supplied the campaign with Italy-oriented
push ads of strong Finance/Trading resemblance.
An example of creatives used for Trading offer promotion on push ads
3. Targeting only the most likely converting cases
Narrowing down the
push campaign’s parameters from the launch is not only highly non-advisable, but also might be harmful as that will leave out great parts of traffic and potential audience. Considering that, after selecting Italy as the target geo, we left the primary and advanced specifying options regarding regions of the country, OS, language, browser, internet carriers, untouched.
The only noticeable adjustment was setting the ‘
Impressions cap’ and ‘
Clicks cap’ both to 1 action for a person per day. Limiting these options narrows down the interactions with the potential audiences to the extent of paying only for the engagement that is more likely to bring conversions.
4. Optimal budgeting, choosing performing sources and optimizing traffic
Since the primary target is taking only the best cost-effective traffic sources, the
optimal budgeting for the push ads campaign was estimated to include as many potential sources as possible. The daily budget was set at $150, while the traffic distribution locked on ‘
ASAP’, providing placements as soon as the bid hit the WinRate.
Furthermore, to supply campaigns only with the traffic of the greatest converting potential, we targeted the
Premium group that contains only the already tested and performing sources. This was to secure the provision of high-quality traffic flows to the offer, while all the filtering tools to determine the most efficient push sources applied.
As required to enable some tools for advanced optimization at RichAds, we connected the
affiliate marketing tracking software and made sure the traffic data and conversion were attributed correctly. This was preceding the adjusting of
Automated rules, a helpful optimization functionality to filter traffic sources by custom criteria on performance or profitability. To cover all the possible angles, additionally to rule-based optimization, we decided to also adjust costs with
Micro bidding on some parameters at RichAds’ manager’s discretion every week.
5. Scheduling campaign for the most active audience hours
Setting the time when the users would be the most active and responsive was also an important topic at launching the push ads campaign, and it was agreed on the displayed schedule. The audience from Italy who was particularly interested in Financial or Trading products online was expected to reach its activity peak at the selected time gap as many leads were gathered primarily during that daytime on similar promotions before.
