Case Study: Nutra Campaign in India – 74% ROI with Effective Optimization

This case focuses on a Nutra offer in India with a payout of $0.7 per conversion (CPL) and a target CPA of $0.49. The campaign was launched using 300×250 banner ads and involved 5 different creatives to conduct split testing.

Campaign Settings:

• Ad Format: Banner (300×250)
• Pricing Model: SmartCPM
• Frequency Capping (Impressions): 3 per 24 hours
• Frequency Capping (Clicks): No capping
• OS Types: Mobile (Android 9, 10, 11, 12, 13, 14)
• Device Types: Phone
• Ad Delivery Method: Distributed
• Targeting: RON (Run of Network, no zone restrictions)
• Daily Budget: $30

Optimization Process:

After the first 3 days, the campaign gathered enough data for optimization. The initial CPA was $0.53, and using Keitaro for s2s postbacks, the advertiser began refining the campaign.

Key Adjustments:

• OS Exclusion: Android 9 was removed due to its high CPA.
• Geographic Optimization: High-CPA states, including Mizoram, Andhra Pradesh, West Bengal, Kerala, Karnataka, Odisha, and Manipur, were excluded.
• Bid Adjustment: Initially set at $0.013 SCPM, the campaign was hitting the daily budget within 13 hours. To extend the daily budget, the bid was reduced to $0.012, and later increased again when the daily limit was relaxed.

Further Optimizations:

Using data from the SSP panel, a blacklist of over 100 Zone IDs was created, focusing on those with CPA values more than 30% above the target. Two out of the five creatives were retained for further use, with a CTR threshold of 0.4.

Test Results:

• Test Period: 15.07.2024 – 2.08.2024
• Spend: $933
• Average CTR: 0.86
• Conversions: 2332
• Cost per Conversion: $0.40
• Earnings: $1,632
• ROI: 74%

Final Optimizations:

By the end of the test period, the advertiser successfully optimized the CPA to values 20% lower than the initial target. The top-performing creatives were selected for scaling, allowing for further expansion of the campaign.

Conclusion:

This case study demonstrates that continuous optimization and data-driven testing can lead to significant improvements in both CPA and ROI. The total payout from the partner was $1,632, achieving an impressive 74% ROI, making the campaign both effective and profitable.