Results of our ad buys on Daring Fireball and The Deck

#1

Post by benjaminfox » Tue, Dec 20, 2011, 11:47 PM UTC

Results of our ad buys on Daring Fireball and The Deck
paperlabs.com

Re: Results of our ad buys on Daring Fireball and The Deck

#2

Post by kposehn » Tue, Dec 20, 2011, 11:54 PM UTC

Very cool. I've been a bit dubios of the CPMs on The Deck and curious about response for DF. Now, my question is...what was your CPA on it? ;)

Re: Results of our ad buys on Daring Fireball and The Deck

#3

Post by fthead9 » Wed, Dec 21, 2011, 1:14 AM UTC

Thanks for sharing the stats, always love seeing real world examples. Couple of questions - 1)Where you taking people directly to the app store page or a landing page? 2)Did you see any significant differences between the sites in terms of conversions/downloads? Between the sites your performance campaigns?

Re: Results of our ad buys on Daring Fireball and The Deck

#4

Post by benjaminfox » Wed, Dec 21, 2011, 1:25 AM UTC

fthead9 wrote: post #3

Thanks for sharing the stats, always love seeing real world examples. Couple of questions - 1)Where you taking people directly to the app store page or a landing page? 2)Did you see any significant differences between the sites in terms of conversions/downloads? Between the sites your performance campaigns?

We were using a landing page on App.net with default settings, so users on iOS devices were dumped straight to the app store. Users on other devices (including PCs) were taken to our landing page for a presell.

We didn't have the infrastructure to support per-ad conversion/download tracking, hopefully we will for our next big spend.

Re: Results of our ad buys on Daring Fireball and The Deck

#5

Post by slaven » Wed, Dec 21, 2011, 1:28 AM UTC

kposehn wrote: post #2

Very cool. I've been a bit dubios of the CPMs on The Deck and curious about response for DF. Now, my question is...what was your CPA on it? ;)

Did I just see CPA and App Store mentioned in the same context?? :)

Re: Results of our ad buys on Daring Fireball and The Deck

#6

Post by gcarswell » Wed, Dec 21, 2011, 1:29 AM UTC

Interesting. The CTR on the Deck Ads is impressive, especially considering the fact that the traffic is so highly targeted demographics-wise.

I'll bet you get a lot fewer fraudulent clicks and impressions (or as Google would say "Invalid Clicks") than you would using Google mobile or regular Google Display Network ads. The publishers of the sites you're advertising on aren't really incented to pump the numbers when they're all on flat rate. Either they have the influence or they don't.

Re: Results of our ad buys on Daring Fireball and The Deck

#7

Post by gcarswell » Wed, Dec 21, 2011, 1:53 AM UTC

slaven wrote: post #5

kposehn wrote: post #2

Very cool. I've been a bit dubios of the CPMs on The Deck and curious about response for DF. Now, my question is...what was your CPA on it? ;)

Did I just see CPA and App Store mentioned in the same context?? :)

unpossible

Re: Results of our ad buys on Daring Fireball and The Deck

#8

Post by latchkey » Wed, Dec 21, 2011, 2:10 AM UTC

tl;dr: They spent $14,800 on two weeks worth of advertising and got 8507 clicks, some feedback and a few connections with people they didn't have the creative juice to figure out a way to connect with. The app is 'free for the holidays', so one can't relate that to CPA.

It is a very pretty looking polished app. I'm not sure I'd spend money to buy it myself, but maybe others would. I suspect it will take a long time to make back the $15k in advertising.