How to Crack the Mobile Display Nut | AWasia 2016

Okay so, once we get our presentation up
here. My name is Eric Dyck, Director of Marketing at Go2mobi and we’ve got
Yannick, our top performance marketer on the platform. Today we’re in the
Mobile Unleashed panel and we are learning how to crack the mobile display
nut, along with lots of tips about mobile display, we’ll have lots of great
monkey, squirrel metaphors. It’s gonna be a good time. So again, I’m Eric Dyck, as
Marketing Director at Go2mobi, my main job is marketing marketing to marketers, which can be confusing sometimes and as I
say, we have Yannick van Osselaer, our mobile display top guy. So well, I’m
trying to figure out always how to help affiliates crack the nut. He’s
the one that has them. So Go2mobi is a mobile DSP that was built by performance
marketers for performance marketers. We recognised this
opportunity early that obviously, there’s just this huge amount of inventory
available, but our founders sort of realised that it was very
difficult to get the information that they needed to be able to run the
campaigns as successfully as they wanted. They weren’t getting the publishers
exposed properly, they weren’t getting all of the details they needed, they
weren’t able to really dive into the data and pull out the the most
profitable pockets in an effective enough way. So they set about to built
this platform to do just that. So our main tools for nut-cracking might
appear like overkill, but we built a system that’s all around the two
principles of transparency and granularity. We expose every bit of data
that we have and then we give you the ability to act on that data in
any fashion that you want. Then of course we have traditional nutcracker of
customer service, we put a big focus on making sure we get we get timely
emails responded. So just running some numbers on
our inventory tool, which is part of our transparency promise,
where we allow you to research the traffic ahead of time. We just pull
up simple numbers that there’s 45 billion daily impressions, which is
pretty ridiculous, it’s pretty pretty huge nut there. So
it’s a massive opportunity for people that are able to crack it, but it’s a
tough nut to crack because there’s so much traffic and there’s so many
different parameters within there. You need a really big nut cracker. That’s
Drake for scale, if you were wondering. Where to start, there’s
so many different offers, so many exchanges, so many publishers and then
there’s millions of placements. How do you go about finding the right
placements. What’s important when optimising compliance is always an
issue in the mobile DSP space. So how is it best to think about compliance, how do
you set yourself up to have a good relationship with compliance, and then
once we go through, you’ll be like, Eric that’s a lot of clicking,
that’s gonna take me a long time. Well we have some solutions for that,
where we’re gonna be here talking about our API, which allows you to do all sorts
of massive changes at scale and really kind of make your campaigns more
efficient. So we have Yannick here, our top affiliate. He has run
hundreds of thousands of dollars on our platform and he’s our favourite client
because he uses the platform really as it was intended to do. He uses
all of the features, he does a lot of research, he puts it all
together. So Yannick, when you’re deciding what campaigns to run,
what are some of the thoughts that you have? What do you think about when you
choose your offers to run on Go2mobi? So what I like to do is focus on
verticals and country combinations. definitely if you’re starting out on Go2mobi
pick one or two and focus on those. We’ve listed a few examples
of things that have worked pretty well in the past. Anyway when you choose
a combination, always just like anything you can fight
within that vertical. New things, old things, ask your advertisers to create
custom pages, everything. Nice and so you generally have a global focus, you’re not
really focusing too much on the United States or the UK, it’s really sort of an
international focus? I think most of the revenue is done outside the US. Nice, it’s
gonna be on things like antivirus, sweepstakes, and mobile content? Yeah
that’s for like, typical things that we run on Go2mobi. Exactly and then you
always build up a good relationships with your affiliate
managers, ask what’s working best and be willing to test almost anything. Yeah
just talk to your affiliate managers and talk to your advertisers. What’s
working with between the verticals and test those. Nice, so what is
your sort of overall philosophy? What’s the most important thing you need
to be thinking about as you’re setting up your campaign that you’re thinking
about what you want to do? Well the main goal is to find that perfect
combination of your offer, creative and your landing page. You want to start
doing that by testing on a few small placements, don’t test in any
placement you can find, just keep it limited, and when you find a winning
combination, you scale to do as many as possible. Do you have specific placements
that you set aside as testing placements? Or does it vary by campaign?
I have testing placements for each vertical and a country that I run in. I
always start on those. Nice and that’s because they’ve worked for you in the
past and they have a high enough volume in order to get you statistical
significance pretty quickly? Yes they’re perfect for testing out new things. Nice.
You create a white list of those so you can just kind of run them when
you’re starting your campaigns? Yeah always use white lists. So you know, in order to crack the nut,
you must understand the nut first. So how do you go about researching
the placements that you’re gonna run these campaigns on? So the inventory tool
is always very helpful. Every time you start running something you do
your research, they have many different exchanges with many placements, operating systems. I always start with researching those and try to find a
match between our vertical and your placement. Nice, so that’s the one
thing that the inventory tool does, is it allows you to
set the different parameters that you’re looking for, you can set your country, you
can set your operating system, you can set your creative size, hit enter and
it’ll just tell you exactly all the available inventory. So it’s a way that
you can go about building your white list ahead of time for when you launch these
campaigns and have a good sense of the scale you’re going to be able to
achieve. You don’t want to set up a campaign, go to a lot of work of thinking
about all this, and then realise that you’ve picked placements that don’t have
scale, which is why this is a valuable tool. So we talked about your overall
philosophy on campaign setup, which is divide and conquer. When you’re dealing
with this much inventory, this many placements, is your approach to cast a
wide net and figure out all the different granular aspects ahead
of time? Or do you like to basically set up campaigns that are broken out in in a
very divided fashion? So I like to break down my campaigns as much as possible. So,
the first step to start is always find find the best placements. Now most people,
they like to do a run of network. Problem with that is you’re gonna spend
a lot of money on our placements that don’t have any potential. So I would
suggest you focus on the big placements that are out there and put all your
testing on those. You can also try to only test placements that belong to the
same type that match your vertical. Now with Go2mobi, you can access
all sizes of mobile display, as well as native. Do you break those out
individually? Do you test all different types? Do you run native as well
as mobile display? Yeah we run native and just normal banners. This for example,
like campaign-naming convention that you can use. You want to break down at least
operating system and creative size because they all perform completely
differently. They also have like different CPM rates, and you can you can
divide even further by carrier or devices, but I will do that in a later stage.
What would you say is your favorite ad size? Do you have one or you
just really let the data tell the story? They’re all good but you will
notice that some verticals work very well in small ad sizes, and some
work very well on native ads. And it’s just a case-by-case basis or are
you able to know ahead of time as you set up a campaign, what you think
it’s going to do. After a while you start to know like what will work or not, but
you can’t make too many assumptions. Okay, so when you’re setting up
the tools of trade, like this Hedgehog here is really good at cracking
nuts with this sweet bluetooth headset. When you’re setting up these campaigns,
especially a run of network campaign, where you want to test
a lot of different kinds of traffic in order to see what works best. What are
the settings that you use? There’s a few important settings. Mainly the bids,
if you’re doing run over network, start with the auto-bidder and later when you
have something that’s working, you can start testing at different bids on a
profitable placement. So the auto-bidder is designed to test as many placements
as possible, and it’s designed to alter your bid per placement, in order to try
to win about 30% of the traffic on any given placement. So that allows you to
test a lot of inventory without spending too much or too little on any of the
placements. Yannik’s let us know that it’s not a way to run campaigns
permanently, because he feels it actually it over bids in cases. So that’s
something Nick, Nick’s in the office, we’re gonna work on that. It’s a good way to test a lot of
things, but then you’re saying you want to go in and override those with actual
custom bids that really reflect what you’re able to do with the inventory.
Yeah, most of the time the auto-bidder is bidding like very high. You can
get the traffic cheaper, just you have to test like multiple bids. Nice and how do
you stop big volume placements from blowing all your budget? So when you when
you start out for for like a run of network campaign, you set your daily
spins for each placement as low as possible, because some of these
placements have very high CPM rates and they will never work for
your low payout offers. And if you just let them run, all the top
volume placements are going to eat up 90% of your testing budget?
Yeah it depends a bit, yeah. So this per placement cap, do you have a
number that you generally set it to? Do you have a rule of thumb?
Like a dollar, maximum. So pretty low. Yeah pretty low. Is it depended on the
payout at all or is it just based on the dollar? No, just very low, because sometimes you will
have placements with like $1 clicks and that will never work with like a $2
offer. Nice. So I put it very low. So with $1 for a per placement cap, what are the
first things you’re looking for from that placement in order to know if it’s
a good one? Do you want to know that you profit on that or do
you have sort of proxies that you’re able to sort of use like clicks? Are you
looking for higher click-through rates or is it just straight conversions per
placement that you’re looking for? The first thing I look for is at the costs
to make sure that it’s not too expensive, and then I just spend like two or three
times the CPA. Two or three times the CPA, good rule of thumb. One of the
things you talked about was having different bids on the weekday versus the
weekends, which i think is really interesting. Why do you do that?
Yeah there’s two reasons. The traffic on placements, it depends on the day of
the week or in the weekends. Some placements have very limited
traffic in the week but in the weekend they can like blow up, and also the
performance will be totally different so when you’re testing out, always the test
in the in the week but also at least one weekend day. And you set up separate
campaigns for that? So a weekday campaign and then you clone it and then
you run it on the weekends as well? No, I just do one campaign for both. Yeah,
nice. Do you ever do day parting? Did you ever find that campaign’s perform better at
different times of the day? Most of the time it’s similar. Sometimes they
will break-even during the day and the evening become profitable. So you
want to keep it running as much as possible to increase your revenue.
Nice, okay so you know Go2mobi prides itself on having like I say, the
most granular optimisation capabilities. We have multi-level optimisation, where
you can optimise your placements, then you can optimise your devices on each
placement, and then you can optimise your carrier’s on each device, on each
placement, which as you can see is a lot of clicking but yeah. What are
the three most important factors when it comes to optimising campaigns on DSPs
like Go2mobi? So campaign optimisation that’s something many
people are a bit confused about. What is the right order to do things. It
depends on a traffic source mostly, so for Go2mobi, my three main
optimisation factors are the placements, the offer, and the angle that
you’re using. After that, you have your creatives and landing pages. I always
suggest you use proven creatives for each vertical when
you start. So you don’t have to worry too much about that and you can put in your
efforts in your placements and your offers and after that, you have carriers
and devices. Most of the time, you will only do like black listing on carriers
that totally don’t perform at all. Do you have any universal black lists
that you just know there’s certain placements that you just stay away from,
that you blacklist from all your campaigns? Yeah for every country you
have like carriers that will not perform at all. Depends a bit on the offer in the
same like devices. He regrets nothing. So you know DSPs and
SSPs are sort of locked in an eternal dance of compliance, where SSPs are
updating and evolving their regulations all the time.
DSP sit in the middle of the affiliate and the SSPs and we’re always
trying to appease both parties as well as possible. So with compliance,
what’s your basic philosophy about working with compliance. So
compliance, I always suggest when you start out, you test a very
clean campaign, almost branded and you compare it to like a more aggressive
campaign. You will notice you will get access to different placements.
You don’t have to run like that aggressive on quality placements, you
can go quite clean and still make a nice profit on it. So you’re saying you
actually get access to different placements, depending on the offer you’re
running. So you start with as white, as sort of non aggressive a
campaign as you can, in order to see what works. Do you then ever go back and
and try to tweak it backwards and make it a little bit more aggressive in order
to raise your profit? Yeah, you can do that. You should split test
like a few clean, and a bit more aggressive, and more aggressive. And
see what works best and what keeps running because sometimes the placements
might block you after a few days or they might block your whole vertical
altogether. Which is not worth it for anyone. Nice, okay so this is Mobi here,
he’s our chief of compliance. So your overall philosophy, when working
with compliance to make sure that you don’t end up with a situation
with scumbag compliance. You don’t want to have these people,
you don’t have compliance banning successful campaigns. How do you get out
in front of that and make sure that you don’t have a bad relationship
with compliance? For compliance, they really know what’s
allowed and what’s not allowed on each exchange. So you can just send them all your
banners and your pages and they can review and tell you
this will this is allowed on mo-pop but not on a smart offer, for example. Nice.
So really being proactive, maintaining a relationship, I made up the three P’s,
Yannick never said that but polite, proactive, and patient because
you gotta give them some time to get back to you, but you want to make
sure that they’re not scumbag compliance, that they’re good guy compliance
that’ll work with you to find solutions that work for all parties. Good guy
compliance. We don’t smoke weed with that dog. So Yannick, he has
given us a lot of great tips today but what would you say is your
number one pro tip? This is an interesting one, because it’s not the
most sexy thing, it’s not the most sort of like riveting tip, but
what’s your pro tip number one to crack the mobile display nut?
My pro tip is very simple, is just document everything you do on Go2mobi
because to require a lot of testing to get something working, so you
want to have a good overview of all your campaigns, all your optimisations,
the offers you are running, the placements you’re testing on. So you do
this in a small notebook that you keep beside your bed or you do it on a
spreadsheet? Yeah I used to do that but now use Excel. Nice, not Google Docs?
Okay, just want to clarify. Okay, so this sounds like a lot of work,
especially when you think about optimising that many factors, split
testing that many different options, that many different offers, and that many
different geos, is there anything we can do to make this a little
bit more automated? And the answer is yes. We’ve just launched.
We have a, we’ve launched our total control
advertising API. It essentially amounts to an automatic, nut-cracking machine
because it allows you to basically do everything that you can do on our DSP
by just circumventing our UI entirely, and allows you to really
unleash the potential of our platform. Allows you to test thousands of
campaigns at a time, create simple rules that then allow you to go back and
make sort of rules, white list, black list, you can make them
programmatically based on the results of the campaigns. We have some advertisers
seeing some great results with it. It really helps you achieve scale with a
lot less clicks. So the three things that the API does best are query.
So first of all, you can pull any report you know, any
level, any level of depth within this report then you can create. So you can
create campaigns and then you can update them. So query, create, and update. And
then you can also do fun things like you can integrate third-party data feeds,
which is an interesting one. We’re over there at B25. Ken
and Nick, the guy whose passion project the API is, are both over there. We’re
really interested in working with performance affiliates to help them
scale their campaigns quicker, help them get better results, and there’s some cool,
Ken has actually built out, Ken is not a technical guy but he’s built
out some simple things using spreadsheets that allow you to do all
this stuff. We’re giving all this stuff away if you just contact support at so here are the slides that he’s made up so you can
basically get a look. This is a Google Doc that simply allows you to list all
the campaign IDs, list all the data, and then you can quickly apply split test
targeting and update campaigns very quickly and easily. You can do up to
a thousand campaign updates within one minute or within minutes, in about 15
minutes. So overall, it just really reduces the
amount of time it takes to run campaigns at scale. We just uploaded a video on
YouTube that literally walks you through
step-by-step, exactly how to use the API, exactly how to set up your
Google Doc sheet in order to to make this work. So again, this I’ve seen this in action
where it’s literally creating thousands of campaigns in minutes, which is a
really impressive impressive thing. There’s a squirrel there. And this is
a neat one where I’m interested to see if performance people can make
this work. This is something we use on the agency-side of the business a lot. Go2mobi specialises for brands and agencies. We do this thing
called mobile moment targeting. So for instance we have campaigns that are
triggered by weather, so if we’re advertising for Baskin Robbins,
for an ice cream company, they only want to have their brand associated with
sunny days. They found over the history of their campaigns that they have better
results when it’s sunny out then when it’s rainy. We were able to quickly
integrate a weather API, weather feed, a global dynamic weather feed that
allows us to trigger campaign events by that. So basically any external API feed,
we’ve made it really simple to be able to tie that in for your campaigns. I’m
really interested to see if there’s any affiliates out there that can
come up with some really creative ideas for for how to make this
work and maybe we can talk about it next year. So yeah, basically we’re here. We
want to talk about the API, I know there’s only a couple hours left in the
show but we want to you know we’re really looking for people to test this
out. You can send us an email at [email protected]
with any questions. You can access this API, it’s all there, it’s super
well-documented and as I mentioned, it literally covers every aspect of our
service, everything that you can do on the Go2mobi platform, you can also
do via the API and a lot more as we’ve talked about here. So we’re running a
little short, so that’s basically the end of our presentation. We’ll just slowly
back off the stage now like Homer. If you want to get in touch with me I’m [email protected] and [email protected] if you have any
questions for him, but we’re here until the end of the show. We love to chat
about this. We’re here to chat about video arbitrage we’re doing a lot of
that, as well as anything mobile display rated. So thanks very much.

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