An interesting case study published by the Adsterra network evaluates the performance of pop-under ads for adult dating site offers on the digital advertising network. Although limited in its scope and duration, the study yielded some potentially useful tips for advertisers, particularly those who already advertise on the Adsterra network, or are considering doing so.
As explained in the case study, the author chose a double opt-in dating offer with a $3.80 payout for each approved registration, targeting the German market.
“The offer is mobile, and competition is high, it sounds like a challenge,” the case study noted.
Observing that Europe is a “highly competitive region,” the study identifies a need to “to invent some workarounds to push in a new offer into an oversaturated market.”
“In my case, I decided to run a campaign with a high bid, to get, if not the first, then at least the second or third impression,” the study explained. “That sounds risky, but anyway, you will get your traffic and your conversions, but in a smaller amount. I decided to set the bid at $2.25.”
An important aspect of the campaign was selecting the creatives used as pre-landers – something which was dictated in part by the terms and conditions set by the affiliate program whose dating offers were included in the campaign. Naturally, the program in question prohibits the use of misleading creatives and the study also noted the need to use “very soft solutions” to avoid having a campaign terminated for violation of terms.
“In such cases, I usually recommend choosing pre-landers with questionnaires that don’t say that you are guaranteed to find yourself a couple for a night, love of all your life, etc.,” the study’s author observed. “Try to make such a questionnaire that will attract users to give information about their preferences so that in the future, you can correct pre-landers.”
The study adds that while it’s important to try out different creatives and to refresh a campaign periodically, it’s also “important to understand that changing creatives too often can also carry a threat.”
“You may not have enough time to get those converting users who really like your pre-lander,” he observed. “Therefore, you should do everything in moderation, wait some days, change, wait again, and so on, until you find the perfect option for this or that offer.”
In terms of optimizing the campaign, the study warned it is best not to overdo things, or to “pinch targeting too hard” as the author puts it, because “you can lose a large piece of traffic.”
The upshot of the campaign, in which $238.50 was spent advertising on Adsterra, was $402.80 in income, for a profit of $164.30 – and ROI of 69%.
While limited in scope, the author was pleased with the outcome and predicted that other Adsterra users could generate similar results by following his approach.
“To be honest, that was quite a risky and challenging campaign,” the author wrote. “I had some difficulties with campaign settings because I underestimated bids for Europe and spent a couple of days determining the perfect bid. As you can see, you can work even with difficult Geo’s if you follow the plan and action order. I advise you to try adult yourself on a small budget, and I think you will like it.”
To read the full case study, click here.
