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  #1  
Old 11-07-2010, 08:15 PM
 
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Default Case Study - IQ Quiz Campaign

Hey guys,
To help me and give value to this forum lets try to make this campaign profitable.

Offers:
Neverblue - Cellfish - IQ Booster - EXCLUSIVE ($10.00)
EWA - Mobile IQ Quiz - QuizYou (No Exit Pop) (USA) ($10.40)

Marketing:
TrafficVance, Media Traffic, AdOnNetwork

What I have done \ figured till now:
1. I have used Google AdWords Keyword Tool and fetched ~800 Keywords (for the keyword iq quiz) and entered them to a direct link (on the Neverblue offer), display creative in a TrafficVance campaign.
2. I have added ~100 targets using http://www.cpvden.com/free-scraper.php (being iq quiz the phrase that was entered to the scraper)
3. All bids were set up to 0.01 .
4. I have decided to stop all non performing keywords\targets after they got 400 impressions without any conversion or they went by cost over $10.
5. I found that these keywords\targets converted for me:
iq quiz
quiz iq
ig test
bible quiz
quizheros.com
quizilla.com
officialiqquiz.com
6. I raised the bid for the keywords and targets to try and get more traffic to it. Though I've got more traffic, I didn't really get more conversions, except for officialiqquiz.com who got another conversion.
I guess these conversions were just randoms and d'ont imply that these keywords\targets are "winners", except officialiqquiz.com.
7. officialiqquiz.com is just another iq quiz offer with high traffic on TrafficVance.
8. I thought maybe I'm here on something, so I used a tool I have created who fetches & parses google results based on a query that I give him (just another google scraper) - I think I gave it the phrase iq quiz - and then fetches each URL out of the results and checks if a given source code (for this project - some piece of text I found out that is in all of these mobile offers) are in the fetched URL, and gives you back those filtered results.
9. I think out of ~200 results, I found 14 more iq quiz offer sites.
10. I have added them to my creative.
11. Most of them don't get any traffic from TrafficVance.
12. As for now, only officialiqquiz.com is converting for me, but I'm only breaking even with it. Lowering the bid would lower the traffic I get.
13. I decided to use EWA offer which also has voice in it. I thought it might raise the conversion rate.
14. It didn't. conversion rate stayed the same.
15. For now, I am trying the keywords\targets that converted for on Textlink creatives as I think:
1. Competition over there is lower, thus bids are lower.
2. The problem with these kind of display marketing is that it's not so solid in my opinion. To say, the user lands on an iq quiz offer (which he intended to fill or not), and then a very same offer pops to him. Kind of confusing for him and some might take the bait and some might not.
3. In Textlinks the user actually sees what is the offer before clicking on it, thus I might pay less advertising costs, and conversion rate might be higher.
16. I am trying to build the same campaign (offer + targets) on Media Traffic and AdOnNetwork as they have lower bids for example to the officialiqquiz.com target, and at least AdOnNetwork should be more demographically targeted to this offer.

Also, I have stopped those ~800 keywords\targets who rarely got impressions as I concluded:
1. They are silently eating my money.
2. Even if I find a winner, most of these keywords don't even have any traffic so even if I find a winner, it would rarely convert.

Next steps to consider\that are running:
1. Textlinks.
2. Running the offer and the keywords\targets that converted on other PPV networks.
3. Maybe trying the iq quiz technique on this: running the iq quiz in a theme like are you smarter than Bill Gates?

Until now Spend: $248.18
Until now Revenue: $131.20

Any criticism / suggestions would be highly appreciative.

- Yan
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Last edited by yann; 11-07-2010 at 10:04 PM.
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  #2  
Old 11-07-2010, 11:54 PM
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This looks good so far.

One suggestion though is the targets.

Take the url of the offer and plug it into alexa.com to find out the demographics.

Then go and find websites that have that same demographic. Bid on those.

That's how you can go really big.

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  #3  
Old 11-08-2010, 02:01 PM
 
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Thanks for the reply coach.
Iv'e checked the demographics and got:

cellfish.com
18-24 / 65+, Browsing from home. (Alexa)
13-17, Female, Afr. Am, Has kids, No college. (Quantcast)

officialiqquiz.com
45-65+, Female, Some college, Browsing from home. (Alexa)
13-17, Female, Afr. Am, Has kids, No college. (Quantcast)

Is there any tool you dump in the dempgraphics and get a list of websites related to these demographics?

BTW, why alexa / quantcast are giving me on the age factor different results?

Thanks,
Yan
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  #4  
Old 11-08-2010, 04:04 PM
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When dealing with demographics, it's a best guess so you will not always get the same info from different sites.

I do wish there were a tool that could spit out demographic information for a list of sites.

Lucas & Sean? (there's a good one you could build...)
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  #5  
Old 11-09-2010, 12:28 AM
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The reason why the demographics maybe different is that if a family has 13-17 year olds then they also probably have women 45-55 years old. How would Alexa or Quantcast know who was using it? These tools are only guestimates unless the sites themselves allow access.

In terms of entering in demographics and a list of sites being presented, the only one I know of is Google's Adplanner. You can enter your demographics and it will display a list of sites. Problem is that you'll get some big heavy hitters in the list with those kind of demographics - facebook, myspace etc.

I really haven't cracked the demographic code in terms of CPV but from what I've read one key to it is to steer away from those mega kind of sites and focus on sites that have demographically consistent traffic but also have one principal reason people visit the site. For example, photobucket.com has clear demographics, it gets a fair amount of traffic and people primarily visit the site because they are interested in photos. Then you'd throw up a variety of offers at the site to see what sticks.

Of course, this approach costs lots of $$ but if you crack it then you can easily add more related domains (same demographic and interest) and ramp it up.

But that doesn't necessarily help you go the other way - matching an offer to a demographic. One thing you could do is get a selection of domains that relate to your demographic and test them with the offer one by one.
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  #6  
Old 01-19-2011, 12:27 AM
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maybe try more lateral keywords like "trivia"
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