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(source: Gartner)
CPA stands
for Cost per
Action
Leads
Sales
From
$0.5
From
$1
From
3%
5
$ 50
3.50
$ 0.07
$6
1.15
$ 0.04
Negative Example of
Mobile Media Buying
DATING
CAMPAIGN
- $ 40
0.60
$ 0.06
1.5
0.5
revenue
ratio =
cost
10
Expense
Transactions
Revenue
e-CPC
Ratio
CPC
1957
$ 78.28
18
$ 56.70
$ 0.03
0.72
$ 0.04
1299
$ 51.96
37
$ 116.55
$ 0.09
2.24
$ 0.04
1.33
$ 0.04
Formula
e-CPC =
revenue
number
of clicks
Case Study
In the example above, the first target (1) for that campaigns is not profitable and should be discontinued:
the ratio is under 0.75. The second (2) one works well and should be continued; it could be split-tested
to further improve its ratio and e-CPC.
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How to Improve
Campains? Split-Testing
Split testing is used to improve the e-cpc and ratio of your
campaigns. It will allow you to find profitable niches for
each campaign.
Do broad tests of the campaign by spliting it in 3-5 broad
segments. For example: target by telco/carrier.
150 500
clicks
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About MobPartner
Launched in 2008, MobPartner is a
global mobile affiliate network. Our
Advertisers run CPA campaigns through
our network of publishers. Those
publishers are composed of media
buyers, mobile applications and mobile
sites.
With MobPartner, media buyers can get
CPD (downloads) (Java, iPhone,
Android), CPL (leads, subscriptions,
etc.) and sales campaigns.
Risk
MobPartner has:
generated over 4 million transactions over 3
years. Half in the last 6 months
grown from 2 employees to over 17 employees in
less than one year.
Raised 2.5 million in April 2011
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10%
10%
20%
Callback URL
http://web.mobpartner.com/en/admin/sitesapps
MobPartner 2012 All rights reserved
Contact
MobPartner HQ
Contact :
Morgan Coudray Affiliate Manager
morgan.coudray@mobpartner.com
+ 33 (0) 1 58 39 34 00
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