My first instinct would be to select all the apps that have my size format, and then to see which ones are performing. But to get all the apps included, I get the impression that I'd have to have a relatively high CPM to win some of the quality traffic, and this might just end up bidding on some of the low quality traffic anyway with my high CPM. It also feels like I'd need a large starting budget to test out the entire network this way, and eventually hone down on the apps that work. The other way would be to select a few individual apps and to keep adding on, but I don't have information on the best practices of choosing apps for our particular ad (trying to get users to receive a coupon.), and I don't seem to be able to set individual bids for individual apps without creating many campaigns. Do you have suggestions as to how best approach this?
It really depends on if you're optimizing for cost or speed.
If you have time constraint and need to move fast you basically pay for it with bigger upfront budgets. You will definitely "waste" more of your marketing budget going this route but you will also get you to your goal much quicker (basically, you're buying the data you need to scale).
If you don't have a large marketing budget, then you really don't have an option but to start small and expand.
In both of these scenarios it is critical to instrument your app properly so you are getting good data on conversion rates, engagement and LTV. If you're not sure that you are collecting this data properly I'd do a smaller test campaign before going all-in on a big marketing push.
Answered 10 years ago
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