This is a case study of Huobi that I have assisted with advertising on PC and mobile
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During the first stage from October 30th to November 9th, due to the account being in the testing phase, the volume was not opened up, and the main focus was on optimizing CPA. Therefore, the daily volume was relatively stable, at around 30.
During second stage from November 10th to November 16th, after various adjustments and optimizations, CPA showed a significant downward trend, and spent was gradually released. The volume showed a fast upward trend.
This is the first stage data(11.30-11.09)
In this stage, the account's network placement was on Search and GDN for Google Ads advertising. In the early stage, GDN had a higher consumption ratio. After adjustments, the daily consumption ratio of Search and GDN was controlled at 7:3.
The Search CTR remained stable at 3.7%, while the GDN CTR was 0.11%.
The account's consumption and daily registration were relatively stable, with an average daily expenditure of $550 and an average daily registration of 30.
Due to the fact that the core keywords of the Search campaign were cryptocurrency-related and the bid setting was relatively high in the early stage, and low competition long-tail keywords were not added, the overall CPC and CPA were both high.
This is the second stage data(11.10-11.16)
The daily consumption gradually increased during this stage, from an initial adjustment period of $200 to the current $700.
In terms of the Search campaign, through adjusting the keywords and bid strategies, adding new keywords, and other optimization measures, the CPC was reduced from an initial level of around $1 to the current $0.29. This resulted in obtaining more clicks with the same amount of spending. The CPA was also reduced from an initial $30 to the current $10.
In terms of the GDN campaign, through testing different material sizes, targeting types, and material directions, recent CPA has also shown a downward trend. Currently, the following results have been obtained through testing and summarizing:Effective material sizes: 728x90, 300x600, 300x250, 160x600, 970x90 Effective targeting types: Interests and Topics
Effective material directions: Directly highlighting the profitability of virtual currency in the material.
Based on the above data, the following conclusions were drawn:
- The purchase of cryptocurrencies, cryptocurrency exchanges, and cryptocurrency trading keywords have shown good performance, and we are continuously expanding the keyword coverage in this category.
- Keywords related to cryptocurrency definitions and calculations have shown poor performance, and adjustments have been made such as reducing the bid price for these keywords.
Some creatives
The above data shows the top ten countries in terms of advertising spend during the campaign period (10.30-11.16). Country bid adjustments will be made based on GA data in the later stage.
From the above chart, it can be seen that the volume on Android is much higher than on iOS, and the CPA on iOS is higher than on Android. Due to the short duration of the advertising campaign and the fact that the Google system is still learning, the data may fluctuate in the future.
The volume on Android is larger than that on iOS. Due to the short duration of the advertising campaign, UAC is still learning, so the data may fluctuate in the future.
From the above chart:
For IOS: the largest volume and better cost are observed in Colombia and Morocco.
For Android: the larger volumes and better cost are observed in India and Venezuela.
The performance in terms of volume and cost is better on the Phone platform than on the Pad platform based on the two graphs above. However, since the data volume is currently small, this data may not be accurate.
