Testing a new traffic source usually starts with a small budget, a promising offer, and a lot of questions. Which GEO to pick? How much to spend before drawing conclusions? When is it time to scale, and when is it time to move on?
To answer them, Pierre and Renz, our CBDO and VP of Growth & Partnerships, sat down to discuss where to start, what to pay attention to, and which pitfalls to avoid. Below is the full video, followed by a summary.
Every traffic source has its own audience
Two ad networks can work with sites on the same topics, and still deliver different audiences. Each ad placement on a publisher’s site is served by a specific traffic source, so the impressions you buy there come only through that network. Add each network’s own mix of publishers and formats, and the traffic you get can differ a lot.
That’s why an offer that fails on one network can do very well on another. That’s why it’s a good idea to test several networks, but you should start small: one or two offers, a couple of GEOs, and an ad format you already know.
Start small, but not too small
There’s a classic first campaign error: trying to get a thousand conversions out of $50, particularly in the US. Unfortunately, the era where every dollar brought back ten is long gone, and the market is far more competitive now.
For the US, where traffic is of course the most expensive, $1,000 is the starting figure to plan on. For Tier 3 countries, $100-200 could be quite sufficient to see what proportion of the audience actually engages.
Everything depends on the offer and the GEO
There isn’t one best format. One offer can work on Push in one country and OnClick (Popunder) in another, and can fail if you switch their places . That’s why it’s so important to get in touch in advance with your account manager or support team to find out which format this particular audience will respond to before going live. We have a guide detailing the differences between Push, OnClick, and Direct Click and the verticals and GEOs where they show especially good results.
Direct Click is doing extremely well across the board. And you can also get through to the most relevant audience thanks to IAB targeting. We recommend giving this format a try. It might be just what you’re looking for!
No tracking, no scaling
Some traffic is just not going to convert, and that’s perfectly normal. The problem is that without a tracker, it’s much harder to see what to cut and what to scale. Usually, advertisers who do scale are the ones who have a tracker—simply because it enables you to make informed decisions based on the data you get.
If you still don’t track your conversions, start with our postback tracking guide. Then, when launching campaigns, use the bid recommendations provided on our platform for each ad format and GEO to avoid bidding higher than other advertisers.
Q4 is eCommerce season
Black Friday, Cyber Monday, and Christmas are of course the peak times of year for eСommerce offers. Utilities, Software, and Subscription offers all continue to do very well globally.
What else is in the video
There is much more in this video than we can cover in this article. First-time advertisers will find advice on where to look for promising offers. Our guests also share how some of RollerAds’ largest advertisers got started with a single Push campaign seven years ago. They discuss the impact of AI on campaign creation and share their perspectives on how the industry is changing.
Watch the full conversation for more insights and practical advice from our team.
Interested in trying a new traffic source? Check out RollerAds and contact your account manager to discuss the ideal setup for your offer.
