Most of the affiliates marketers should be familiar with PropellerAds. They are a Cyprus based POP/Push traffic source platform that have been at the top of the industry for quite some time.
Early last year they have introduced a new bidding price model option that has been getting refined since then, prompting me to give it a shot in this case study.
Let’s first discuss what CPA Goal 2.0 is and how it differs from other bidding models.
This definition is taken straight from PropellerAds FAQ: “CPA goal 2.0 is an auto-optimization technology performed according to the required price per conversion. The algorithm is able to predict what traffic slices are most likely to drive quality conversions at the desired price.”
Essentially, instead of you manually setting your bid price per thousand impression, the system will automatically decide how much to bid per placement in order to get the cost per action (normally set to just below the offer payout) .
You can read more about CPA Goal 2.0 here.
The campaign was a Run Of Network campaign, without any zone restrictions. I really wanted to test this to see the full power of what this price bidding model is capable of.
Offer and Landing Page
It just happened that my Affiliate Manager at ClickDealer just sent me a list of highest converted CC-Submit Sweepstake offers over the past week and there was a GEO on that list that I haven’t had any other campaigns in. It was a standard “Win Samsung Phone” Sweepstake offer that showed a promising EPC compared to other offers in Portuguese GEO.
Traffic Source and Tracker Settings
Since I knew that the offer is working and that landing page style has been profitable in other GEOs on that particular traffic source, I’ve decided to only run a single offer/landing page combo for this test. This is not something I would recommend to beginners, at least until you have a very good idea of what works and what doesn’t on your select traffic source.
Cost is set to CPC with “Auto” checked off.
Please beware that after some other tests with the CPA Goal 2.0 bidding model, the cost had to be adjusted manually for the first few days as there was a huge discrepancy in some cases of what the tracker shows and what the traffic source actually spent. I’m assuming this is due to the system’s testing period, where it’s trying to figure out and optimize correct pricing.
Traffic Source Settings
I’ve decided to set a rather conservative CPA of $8 (Roughly 60% of the offer payout), which is definitely something that should be tested further. (Higher percentage payouts vs lower). Majority of the rest of the settings were left as default.
As you can see there is no way to select a frequency cap (how many times your ad will be displayed per user), as system will automatically optimize varying frequency per different zones based on the conversion rate.
To my excitement, the conversions quickly started rolling resulting in almost 500% ROI just in the first few hours of the campaign. Until the next day when the conversion dropped into the negative. As you can see from the chart below, the campaign performed all over the place, on day to day basis, but in the end resulted in being profitable.
It looked like upon launch, campaigns with the CPA Goal 2.0 bidding model seem to really takes off with conversions rolling fast and furious, but then eventually die off towards the end of the day or a few days after. Which is not to say that one can simply launch campaigns every few days to ensure high performance while collecting those profitable zones. Once enough zones is obtained, it might be worthwhile launching a whitelist CPA Goal 2.0 campaign that could potentially generate even more profits, and perhaps not die off as fast.
Premium Members Downloads
- Exact Offer
- Landing Page Zip Archive
- Text file with all profitable zones for this particular campaign