October 26, 2016 at 14:53Arbitration of mobile traffic: methods and approaches
- Tutorial
One of the main tasks of mobile marketing is to attract traffic to the final product. Specialists who select CA, come up with creative banners, and also create and conduct advertising campaigns, called arbitrageurs. The amount of downloads of your application, its position in the stores, and, as a result, the final profit depends on their work.
Many advertisers go for traffic to advertising agencies that already have entire departments for purchasing traffic, or to agencies that work directly with freelancers: arbitrageurs or webmasters.
Today, competition for the user is very high, and in order to get downloads at a reasonable price for Unit economics, you need to use many different approaches and constantly learn to “pour”.
At MobioMore than 20 arbitrageurs work, attracting 250,000 installations daily for clients from all over the world. In this post we would like to share the basic techniques and approaches in the arbitration of mobile traffic.
For determination, we usually use the following formula:
Arbitration = Science + Art , where
Proper combination of the above concepts is the key to a successful advertising campaign. A good arbitrageur must have perseverance, be able to competently focus (1 source, 1 offer) and not be upset if 90% of his work fails and only 10% success.
Of course, having your own arbitration team is better. But there are pros and cons:
Working as a team, it is possible to test various verticals and advertising platforms. After the test, hundreds of offers are easy to understand which banners and which ads go better in different topics, whether it be Travel, E-commerce, Dating, Games or Utilities.
Now we already know the working combinations and approaches to each vertical, site and geo, thereby we are able to avoid many mistakes in the future. But without errors, there is no development, the main thing is not to be afraid to get bumps, otherwise you can’t earn any experience, and profit along with experience. A simple example of creating creatives for a ticket application:
You can also use the following phrases:
A good example of arbitrage marketing is Aviasales. The guys quickly track trends and often get a lot of traffic from this.
As you can see in the above examples, the creativity of banners plays an important role in mobile advertising, since performance indicators directly depend on this:
Banner creativity is a full-fledged separate topic for the article, we will talk about this later.
The key to the success of this method lies in the correctly selected narrow target audience of the application and banners for it. Banners should be clearly matched to the audience by color, image, style, terms, slangs, etc.
A couple of examples:
1. We choose groups according to their meaning: maternity hospitals, breastfeeding, pregnancy, January, February, April, etc.
2. We take creative and make a target: All women, all Russia, iOS. The result of CTR is 0.86%, CR is 14%.
Through Cerebro / Segmento parsim audience of publics for mothers, about childbirth, pregnancy, etc. ID List Targeting, All of Russia, iOS. Result: CTR 1.5% (+ 0.64%), CR 18% (+ 4%).
Narrow targeting allows you to achieve a higher margin than when using broad targeting, but you must not forget that the number of installations will be less than when targeting a wide audience. Here you need to build on the goals that you pursue.
This approach is based on the known weaknesses of a person: laziness, greed, envy, pride, anger, despondency and lust.
It is very effective to apply this technique in Dating, creating a separate advertising message for each “sin”. Example:
Laziness : “Guaranteed dates in your city. Search 3km around you, only pretty girls. 30 seconds registration. Many of our girls want to date today. ”
Greed: "Get ready to meet at least 1 new girl a week after registering in this application."
Envy : “7% of men receive 54% of all female likes and comments. How do they do it? First they registered on this site. ”
Pride“Your ex will hate you when she sees them next to these stunning girls.”
Anger : “How dare she not answer you? Before you lose hope, calm down! And register on this site to meet the girls who will give you a chance. "
Despondency : “Is it a shame that there is still no girl? Lonely at home? Register on the site. "
Lust : “Want to have a fun night? Many of our girls are looking for a guy for tonight. ”
A few more life hacks for generating approaches:
The next step to get the best result is automation of work with advertising platforms:
This is a big topic, and in the next posts we will dwell on it in more detail.
The first post comes to an end. We will be glad to feedback and are ready to answer questions. If you are interested in reading about cases and tools in mobile arbitration, you can check out our blog .
Many advertisers go for traffic to advertising agencies that already have entire departments for purchasing traffic, or to agencies that work directly with freelancers: arbitrageurs or webmasters.
Today, competition for the user is very high, and in order to get downloads at a reasonable price for Unit economics, you need to use many different approaches and constantly learn to “pour”.
At MobioMore than 20 arbitrageurs work, attracting 250,000 installations daily for clients from all over the world. In this post we would like to share the basic techniques and approaches in the arbitration of mobile traffic.
Arbitration of mobile traffic
For determination, we usually use the following formula:
Arbitration = Science + Art , where
- Science : analytics, mathematics and tests
- Art : creatives and marketing
Proper combination of the above concepts is the key to a successful advertising campaign. A good arbitrageur must have perseverance, be able to competently focus (1 source, 1 offer) and not be upset if 90% of his work fails and only 10% success.
Outsourcing or own team?
Of course, having your own arbitration team is better. But there are pros and cons:
| pros | Minuses |
| Easier to ensure traffic transparency | Few experienced arbitrageurs in the market, we must teach ourselves |
| It is possible to take more interesting client projects | It is difficult to make win-win for arbitrageurs |
| The presence of internal expertise and knowledge (you don’t know, doubt it, ask!) - one head is good, but two, three, five, etc. are many times better | A long-term investment that fights only as expertise and technology grow |
| We accumulate knowledge - the ability to quickly scale | Scaling needs processes and technologies |
Working as a team, it is possible to test various verticals and advertising platforms. After the test, hundreds of offers are easy to understand which banners and which ads go better in different topics, whether it be Travel, E-commerce, Dating, Games or Utilities.
Now we already know the working combinations and approaches to each vertical, site and geo, thereby we are able to avoid many mistakes in the future. But without errors, there is no development, the main thing is not to be afraid to get bumps, otherwise you can’t earn any experience, and profit along with experience. A simple example of creating creatives for a ticket application:
You can also use the following phrases:
- Eagle and Tails recommend.
- Help plan your vacation.
- The number of cheap NG tickets decreased by 23% over the past month.
A good example of arbitrage marketing is Aviasales. The guys quickly track trends and often get a lot of traffic from this.
As you can see in the above examples, the creativity of banners plays an important role in mobile advertising, since performance indicators directly depend on this:
- Better banner - higher CTR - cheaper clicks
- Better banner - higher CR - cheaper installation
Banner creativity is a full-fledged separate topic for the article, we will talk about this later.
Narrow targeting
The key to the success of this method lies in the correctly selected narrow target audience of the application and banners for it. Banners should be clearly matched to the audience by color, image, style, terms, slangs, etc.
A couple of examples:
1. We choose groups according to their meaning: maternity hospitals, breastfeeding, pregnancy, January, February, April, etc.
2. We take creative and make a target: All women, all Russia, iOS. The result of CTR is 0.86%, CR is 14%.
Through Cerebro / Segmento parsim audience of publics for mothers, about childbirth, pregnancy, etc. ID List Targeting, All of Russia, iOS. Result: CTR 1.5% (+ 0.64%), CR 18% (+ 4%).
Narrow targeting allows you to achieve a higher margin than when using broad targeting, but you must not forget that the number of installations will be less than when targeting a wide audience. Here you need to build on the goals that you pursue.
7 Sins
This approach is based on the known weaknesses of a person: laziness, greed, envy, pride, anger, despondency and lust.
It is very effective to apply this technique in Dating, creating a separate advertising message for each “sin”. Example:
Laziness : “Guaranteed dates in your city. Search 3km around you, only pretty girls. 30 seconds registration. Many of our girls want to date today. ”
Greed: "Get ready to meet at least 1 new girl a week after registering in this application."
Envy : “7% of men receive 54% of all female likes and comments. How do they do it? First they registered on this site. ”
Pride“Your ex will hate you when she sees them next to these stunning girls.”
Anger : “How dare she not answer you? Before you lose hope, calm down! And register on this site to meet the girls who will give you a chance. "
Despondency : “Is it a shame that there is still no girl? Lonely at home? Register on the site. "
Lust : “Want to have a fun night? Many of our girls are looking for a guy for tonight. ”
A few more life hacks for generating approaches:
- We study the target audience (reviews of applications in the stores show the pains and wishes of users), read reviews of competitors, press releases and reviews;
- We constantly monitor ads in AdMobiSpy and Publer. We look at how others are advertised and notice;
- We monitor social media trends, popular applications, memes on Popsters;
- Learn Wordstat and what users are looking for.
Automation
The next step to get the best result is automation of work with advertising platforms:
- Scripts for launching a new offer
- Scripts for scaling an offer for volumes
- Bidding: CPM vs CPC
- Work with targeting, Lukalayk, etc.
This is a big topic, and in the next posts we will dwell on it in more detail.
The first post comes to an end. We will be glad to feedback and are ready to answer questions. If you are interested in reading about cases and tools in mobile arbitration, you can check out our blog .