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- Dec 29, 2018
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This case focuses on a Nutra offer in India with a payout of $0.7 per conversion (CPL) and a target CPA of $0.49. The campaign was launched using 300x250 banner ads and involved 5 different creatives to conduct split testing.
Campaign Settings:
- Ad Format: Banner (300x250)
- Pricing Model: SCPM
- Frequency Capping (Impressions): 3 per 24 hours
- Frequency Capping (Clicks): No capping
- OS Types: Mobile (Android 9, 10, 11, 12, 13, 14)
- Device Types: Phone
- Ad Delivery Method: Distributed
- Targeting: RON (Run of Network, no zone restrictions)
- Daily Budget: $30
Optimization Process:
After the first 3 days, the campaign gathered enough data for optimization. The initial CPA was $0.53, and using Keitaro for s2s postbacks, the advertiser began refining the campaign.
Key Adjustments:
- OS Exclusion: Android 9 was removed due to its high CPA.
- Geographic Optimization: High-CPA states, including Mizoram, Andhra Pradesh, West Bengal, Kerala, Karnataka, Odisha, and Manipur, were excluded.
- Bid Adjustment: Initially set at $0.013 SCPM, the campaign was hitting the daily budget within 13 hours. To extend the daily budget, the bid was reduced to $0.012,
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