One of the biggest killers I see with mobile marketers is PATIENCE. Seriously, if you want a good scenario of a mobile marketer who shoots them in the foot, here you go:
Affiliate: I tested this campaign for 2,000 clicks
Me: How long did it take for those 2,000 clicks?
Affiliate: About 6 hours
Me: If you don’t test for 24 hours a day, 7 days a week, how can you conclude something doesn’t work?
Now I realize most mobile marketers have a budget they have to work off of. However, at Revived Media, we fund our mobile marketers ourselves, so our Affiliates don’t have this problem. They get the cash they need to fund their mobile campaigns whenever they need it.
The important thing here is patience. I’ll tell you why.
You have to shift you’re thinking from “web-based” advertising to “mobile” advertising. CONCENTRATE ON VOLUME – NOT ROI.
Day Parting – Has this campaign ran for 7 days 24 hrs non-stop? There’s “profit pockets” in certain hours in mobile.
Week Parting – Has this campaign ran for 30 days at 24 hrs each day non-stop?
You see most mobile marketers won’t have 1 of 2 things here to test efficiently. A lack of budget or a lack of patience. I assure you, it’s not the lack of optimization. Especially using iMobiTrax.
Here’s what I mean in a screenshot below. You can see that on Wednesday for the Week Parting schedule reporting, we were not profitable but on the rest of the days, we were:
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Now, as we move on to Day-Parting Reporting, you can see there are certain hours that were profitable and unprofitable:
Click To Enlarge
So remember mobile marketers out there – HAVE PATIENCE. There is gold in them there mobile hills, you just have to be willing to ride out the “data storm.” You can see in the screenshots above that if we got in a hurry, we could have been just one conversion away from a profitable hour. In the case above, I like to run 30 day tests for 24 hours a day. Sure, I’ll hop in and optimize if I am losing my ass, but overall, if you’re profitable, there’s no reason to go in and start optimizing down.
If you’re profitable, KEEP COLLECTING DATA! You will find that the longer you run, and the more data you collect, the better your calculated decisions will be to optimize your overall mobile campaign. Literally, in the Day Parting screenshot above, we could have been just 1 conversion in an hour profitable or had another handset converted through the offer, that could have put our reds into black as well.
It’s all in the data! Remember that.