Mobile Case Study – Almost 4K Profit And 63 Percent ROI

I’m feeling pretty generous today, so I’m going to reveal some of our internal data on a very profitable combination of a Mobile Manufacturer, Operating Systems and even the exact Handsets.

So to begin with, I’m a huge fan of the Samsung Galaxy mobile devices. They got nice, big screens and people love these mobile phones. They are excellent for mobile landing page campaigns, which is what I ran here. I’ll try to be as transparent as possible and share as much as I can about this campaign.

First off, let’s begin with that I ran this on the Android OS. Sorry, I won’t reveal the traffic source. :-) My top-converting Android Operating systems include:

  • Android 2..2
  • Android 2.3.3
  • Android 2.3.4
  • Android 2.3.5
  • Android 2.3.6

Some of my favorite Samsung mobile devices include:

Note: SGH-NUMBERSHERE (This is the device model)

  • Samsung GT-i9000 Galaxy S
  • Samsung GT-i9100 Galaxy S2
  • Samsung GT-s5830 Galaxy Ace
  • Samsung GT-s5660v Galaxy Gio
  • Samsung SGH-T989 Galaxy S2
  • Samsung SGH-i727 Galaxy S2 Skyrocket
  • Samsung SGH-T679 Exhibit 2 (Ancora)
  • Samsung SGH-T769 Galaxy Blaze (4G)
  • Samsung SGH-I927 Captivate Glide
  • Samsung SGH-i577 Exhilirate
  • Samsung SGH-i997 Galaxy Infuse (4G)

Ok, now I’m not going to give you all of my winning mobile devices, but I think you get the picture. :-)

Now, I cannot show the offer or landing page either. This offer is extremely hot at Revived Media and I’m only sharing it with a few affiliates over there who have a little bit cash-flow to bank with it. However, if you are a smart cookie, you’ll probably have a really good guess as to what type of offer it is from the way it’s labeled. :-)

As a matter of fact, you should understand just from showing you the Campaign Overview, Offers Overview and Landing Page Overview below, I’m throwing you a bone here. :-)

Ok so, a broad overview on how the campaign performed is below:

Screen Shot 2013-03-05 at 11.40.11 AM

Overall, the campaign performed at a 63.1% ROI with $10,128.60 in Revenue at a cost of $6,210.48 for a Net Profit of $3,916.12

Now, for this case-study I’m only going to talk about the Mobile Manufacturer Samsung. However, you can see a broad overview of all the performing mobile manufacturers below:

Screen Shot 2013-03-05 at 11.46.13 AM

 

  •  Campaign Country: Australia
  • Carriers Targeted: Telstra, Optus & Vodafone
  • Note: I cut Vodafone into the Campaign because it sucked.

Below, you can see how well the Carriers/ISP’s performed. Clearly, Telstra & Optus are my winners.

Screen Shot 2013-03-05 at 11.54.00 AM

In iMobiTrax, I then group by stats reporting by Device Manufacturer, Device OS and Device Combined Name (Combined Name is the Device Name + Marketing Name) – Some mobile devices will have different marketing names across Carriers. :-)

This will reveal to us the profitable combinations of Manufacturers, Device OS’s and specific devices that are profitable and which ones are losing.

IMPORTANT TIP: I have always said and will always say that your mobile advertising ROI can, does and will always come down to the exact device right? Well, I’m about to show you the truth in the pudding (so to speak). This is what most mobile marketers simply do not understand or comprehend. Look at the results below:

Here are the results of the Android OS 2.3.3 and the Samsung mobile devices:

Screen Shot 2013-03-05 at 12.02.00 PM

As you can see, in the Android OS 2.3.3, with 14 Samsung mobile devices, I only had 4 that were profitable overall. Now, as you can see, there aren’t many clicks to the losing handsets. Why? Because I made real-time optimizations to the campaign on-the-fly with iMobiTrax and cut the low-performers as the campaign was running or these were devices that just didn’t give much traffic from my mobile traffic source.

Note: There’s an important gold nugget I just said. Know what it is? Silly, it’s the handsets that have the majority of traffic on them in Australia. :-)

Now, as I have said, Mobile ROI always comes down to the specific mobile device. Looking at the data above, you should be able to see this clearly. However, for the newbie mobile marketers out there, I’m going to explain this in a very simple manner.

You see, most mobile ad networks allow you to target by Carrier, OS, Manufacturers and (hopefully) specific mobile devices. The mobile ad network targeting out there is dismal at best and their optimization techniques and abilities are even worse. Heck, mMedia doesn’t even allow you to cut non-performing referring sites. (LOLZ).

So, as you can see above. It doesn’t matter what Carrier, Operating System, and Manufacturers you target. You can, will and most likely will always have a bunch of different mobile devices within the Carrier, OS, and Manufacturer targeting combination. That’s the exact reason we built the iMobiTrax mobile ad tracking platform. So, you can track these metrics on your own and have a fighting chance against the lack of technology and optimization options that mobile traffic sources provide.

Let’s move along here and take a look at the results of another Manufacturer and Operating System combination (outside of Samsung) so that you understand this is universal across all Operating Systems and Manufacturers. With different amounts and types of phones within Operating Systems and Manufacturers, you have to understand that these handsets are going to have differing screen size, screen resolutions and data network speeds.

Here’s the results of the Android OS 2.3.5 and the mobile manufacturer HTC within the same campaign:

Screen Shot 2013-03-05 at 12.11.55 PM

As you can see again, out of 21 HTC mobile devices on the Android 2.3.3 OS, I only had 6 that were profitable. Again, the devices in red are ones I either cut or just didn’t get much traffic on from my mobile traffic source.

If you know anything about mobile advertising, you must load quickly on the users device. People only stay on a site for an average of 4 seconds or less on their mobile devices. If you are targeting across a Carrier, Operating System and Manufacturer and don’t understand that their are multiple phones within that combination with different screen size, resolutions and data network speed, you are likely going to lose money or not understand enough to make good optimizations to your campaign.

Now, remember when I said mobile ROI always comes down to the exact device? I’m going to show you EXACTLY. In the screenshot below for this campaign, you can see that with the combinations I mentioned above, we have differing display screen sizes, screen resolutions and data network speeds.

I run a simple custom report from iMobiTrax to determine this:

Screen Shot 2013-03-05 at 12.19.07 PM

Screen Shot 2013-03-05 at 12.21.29 PM

Now, this Case Study wasn’t designed to give out a bunch of newb affiliates a freebie. This case study was for serious mobile marketers to understand that tracking is absolutely critical in mobile. Even if mobile ad networks allow you to target Carriers, OS’s, Manufacturers and maybe even specific devices, you have to understand that there are a lot more variables to consider. Such as, the display screen size, the screen resolution and the data network speed.

Those three variables are not widely talked about and I’ve never seen anyone document this online before. Probably because mobile is a very fragmented landscape and there are really not that many people who are actually successful with it.

It was my aim in this case study to show you some very important metrics to consider in optimizing your mobile campaigns, so I hope it helps!

6 Comments

  • Leonidas March 5, 2013 at 7:34 pm

    Hey Ruck, what was the # of delivered clicks according to the advertising network?

    I usually find a 10-30% drop between delivered and actual. As it stands, your actual CPC is ~0.18

    • Ruck March 5, 2013 at 9:18 pm

      Not even sure bud. At 60% ROI all I care about is volume at this point. 10-30% is pretty standard though. I go after the Samsung Galaxy on the Android OS alot because they are pretty quick at loading pages and screens (universally it seems).

      I’ll run some stats though on some of our campaigns and show specific ad networks delivering the traffic along with click loss from ads to landers to offers. Good question!

      • Leonidas March 6, 2013 at 2:00 am

        You could check how much of the traffic had javascript enabled as well.

        According to a Facebook clickfraud press release: “Here’s what we found: on about 80% of the clicks Facebook was charging us for, JavaScript wasn’t on. And if the person clicking the ad doesn’t have JavaScript, it’s very difficult for an analytics service to verify the click.

        What’s important here is that in all of our years of experience, only about 1-2% of people coming to us have JavaScript disabled, not 80% like these clicks coming from Facebook.”

        Source: http://techcrunch.com/2012/07/30/startup-claims-80-of-its-facebook-ad-clicks-are-coming-from-bots/

        • Ruck March 6, 2013 at 9:14 am

          Holy cow man. Big thanks for that information! The one thing I really look at it when it comes to mobile traffic, how responsive my ad rep is. It’s no secret that we are building our own Ad Network right now and I have a lot of relationships with quite a few owners providing tracking technology on their mobile campaigns as well as servicing their inventory directly from Revived Media.

          To be honest, we don’t have too much of an issue with click discrepancies. We are very upfront and firm when it comes to approaching a new mobile traffic source and we usually find out before a campaign on how good their technology is. Which I’m going to blog about today.

          Thanks for the article man, I remember skimming it awhile back but I’m going to read it word for word today.

          • Leonidas March 15, 2013 at 7:30 am

            Hey Ruck,

            Admob has a feature called: Exclude all proxy traffic.

            I’m guessing that most click-fraud is done using massive lists of proxies.

            Description:
            “Selecting this option will exclude all requests we identify as coming through proxy servers. Note that this may severely reduce the amount of traffic received for this ad group. This option is most commonly used to enable specific methods of carrier billing (MSISDN).”

            Any experience with this?

            Also, was your campaign run through Web or APP traffic?

  • Sammy March 6, 2013 at 7:41 pm

    What mobile traffic source would you recommend for South African traffic volume?

    It seems to be spread out across ad networks right now, can’t seem to find the largest provider.

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