April 17, 2019


$57k Pay Per Call Campaign

We stumbled upon a nice case study shared by Nick Lenihan on his blog. He talks about how he made $23k net earnings with pay per call in the flight booking niche. All done running Google Ads.

The case study covers an 11-week journey, before the Google hammer beat him down.

Let’s try to catch some key takeaways.

Week 1: Nick started by picking two offers. As we said, flight booking offers. The companies were: American Airlines, Delta Airlines, United Airlines and Air Canada.

He then set up a basic Google Ads campaign with a $100 daily budget, targeting just a few keywords.

He suggests not doing anything overcomplicated when you’re testing the offer, because if the niche doesn’t work you’ll simply waste too much time and money.

Week 2: After the first week of testing he only got a few conversions, ultimately paying $50 per result. He’s completely in the red at this point, considering the payout was $10-$12.

This was because there was too much competition on the airlines’ keywords. So he decided to focus on the comparatively cheaper keywords: Delta Airline.

Plus, he added some broad match keywords.

Week 3: Break-even point. The broad match keywords were doing fine, so he added some negative keywords and created new ads.

His aim was to increase the CTR in order to be ROI-positive.

Week 4, 5 & 6: During this period, Nick just focused on making better and more relevant ads to lower the costs.

The Eureka moment hit when he discovered from his Affiliate Manager that American Airlines, Delta Airlines, United Airlines and Air Canada weren’t the only companies he could send traffic to.

They were just the most rewarding for the Network. However, these companies were the most expensive for Nick to target.

Decision time. He removed these companies’ keywords from his campaign and only used broad match keywords.

Week 7: He finally started to see some green. The cost per conversion this week was under $4, with a $12 payout. That’s a 200% ROI!

Week 8: The affiliate manager notified him that he was getting many calls but not enough buyers.

So, he focused on Delta Airline, made a related campaign and built landing pages only for Delta Airlines in order to improve the quality of the prospects.

This campaign was more expensive but allowed him to continue pushing the offer.

Week 11: He continued running the campaign and improving the CTR until Google banned his account for violating the misrepresentation policy.

Sh*** happens…

Final stats:

Total Spend: $34,106.57 – Revenue: $57,141.80 – Net margin: $23,035.23
Total Calls Generated: 17,837 – Billable Calls: 4,936
Average Payout: $11.57
Average EPC: $3.21

Key takeaways

  • If you want to run Pay Per Call, a call tracking software is a must.
  • Earnings per call are one of the best KPIs to determine which offer is making you the most money.
  • The flight-booking niche will almost certainly get one of your Google Ad accounts suspended. Simply because the call centers are shady. Often, they will intentionally book someone’s reservation with an error, and when that person calls back to make changes, they charge them several hundred dollars to make that change or cancel the flight.
  • Don’t give up too early: Nick took 7 weeks before seeing some green.
  • CTR is very important for call-only ads. The better your CTR, the more Google likes to show your ads.


Using Responsive Display Ads in 2019

It’s been quite a while since Google rolled out Responsive Ads as the default ad type for Display Network.

Since then, standard text ads have started to phase out in favour of these ads for both regular as well as smart display campaigns. They include all the features of responsive ads, allow for multiple assets of each type, and give you more control over your ads.

If you are a veteran Google Ads marketer, you’ll certainly remember the pain of creating dozens of different sizes of the same creatives.

Thanks to Responsive Display Ads, Google does all this heavy lifting by automatically adjusting the text and visual assets to fit the wide variety of ad sizes on the display network.

What did this mean for advertisers?

  • Optimization using machine learning: Google started optimizing the best creative combinations for a given ad slot based on its performance.
  • Flexible ads, more reach: A single image fits in various ad slots, subsequently increasing the reach of your campaigns without additional effort on the advertiser’s part.

Since then, Google has introduced even more game-changing updates for Responsive Display Ads.

  • Video assets: You can now include five videos up to 30s in length. If you already have a YouTube channel, you can simply connect it to your Ad account and clip sections to use as ads.

Add at least one landscape and one square image along with headlines and descriptions and then Google will decide where and when to show videos for maximum impact.

  • Reporting: New combinations report allows you to choose various combinations of text, image and videos. Once you have some data collected, it will even pick the best performing combinations for you.
  • Ad Strength: This tool tells you how likely your ads are to perform well based on images/video, headlines, and descriptions, even before your campaigns go live.

PS: These updates were introduced a few months ago and we discussed them in depth at the time of their release. This post is just an overall recap about Responsive Display Ads and how Display Network has changed over the last several months.

Need more help? AdEspresso has a detailed walk-through of the whole process, along with screenshots and some key tips to get started.


Get rewarded for your success story – PropellerAds case study contest!

PropellerAds is looking to reward some of the best, most in-depth and educational case studies out there. If you had a good campaign when using PropellerAds’ traffic on push, pops, interstitial or native, pay attention!

You’re probably wondering “what exactly is in it for me?” Let’s have a look at the prizes, shall we?

  • 1st place – 100% of the ad spend will be refunded to your ad account (and yes, they’ll refund even $2k if you spent this amount)
  • 2nd place – 70% of the ad spend will be refunded
  • 3rd place – 50% of the ad spend will be refunded

That’s not all. Other participants will receive special bonuses for their next deposit or a personal consultation with PropellerAds’ in-house affiliate expert.

What are the conditions?

  • PropellerAds was your traffic source for this campaign.
  • Your campaign started after 01.02.2019.
  • The average net margin per day was at least $50.
  • PropellerAds’ team judges the case studies.
  • You can send more than one case study and you can get more than one prize!
  • Refunds are transferred to your advertising account on PropellerAds.
  • No funny business like cloaking.
  • The following offers are not allowed: Black latte, Casino Vulkan, Money Amulet, Rapicredit, Hair Grow +, Max TV, Green Card Lottery Experts, Credy.
  • Results will be revealed on 25.04.2019!

How can you apply?

  1. Write a detailed story about your advertising campaign with the following PropellerAds ad formats: Push Notifications, Popunder, Native Ads, Interstitials.
  2. Send your case study to [email protected] with the title “CC3 – Case Study Contest”.

Don’t have a PropellerAds account already? Sign up right here and start running traffic on one of the biggest networks out there!


New metrics to leverage. FB refreshing and adding a new bidding strategy

How to leverage the new metrics that will replace the Relevance Score. Plus, Facebook for Business is getting a revamped look.

Leveraging the new Relevance Score metrics

As you might be aware, April 30th will see FB replace the Relevance Score metrics with 3 new metrics in order to provide more performance feedback to advertisers.

With new metrics come fresh new ways to leverage them and to keep your score high. Let’s see what Alex Stiehl shared about this in the FB Ad Buyers group.

First of all, these metrics won’t influence your place in the auction or CPMs. It’s just feedback on how your ads are performing against competitors.

Aside from that, the metrics will no longer be categorized on a 1-10 scale, but on the following rankings:

  • Above Average.
  • Average (Bottom 35% – 55% of ads).
  • Below Average (Bottom 35% of ads).
  • Below Average (Bottom 20% of ads).
  • Below Average (Bottom 10% of ads).

How to leverage these new metrics?

Quality Ranking: Your ads perceived quality compared to other ads competing for the same audience.

  • Fix: Test different targeting, creatives that are of better quality and eye-catching for the audience, reduce click-bait style content and adjust ad to better represent your product/service.

Engagement Rate Ranking: How your ad’s expected engagement is compared to other ads competing for the same audience.

  • Fix: Test different audiences that are likely to engage with the ad, and test different call-to-actions. Use content that is interactive and improve the post-click experience.

Conversion Rate Ranking: Your ads expected CR compared to ads with the same optimization goal.

  • Fix: Improve the post-click experience. Test different audiences to find the ones with the highest intent. Test different optimization strategies.

This is how it’s going to work from April 30. Let’s see how it will change things and if these new metrics will really prove to be as useful as they promise to be.

New look for Ads Manager and new bidding strategy

There are only two things you can be certain of when it comes to Facebook: Outages and improvements to the ad platform.

For the first one, there isn’t much you can do. But for the improvements, you just have to read WTAFF, and you’ll always stay on top of the things…

Yesterday, FB announced that it is revamping the look of the Ads Manager and Business Manager. Even more importantly, they’re introducing a new bidding strategy as well.

Let’s start with the Ads Manager updates:

  • New navigation bar to search and manage campaigns.
  • Copy and paste feature for building campaigns, ad set and ads.
  • Autonaming feature: This will make it faster for advertisers to customize their campaign, ad set and ad names.

These updates have already started rolling out.

Business Manager:

  • Facebook will update the Business Manager to make it easier for agencies to onboard new clients.
  • A better way for agencies to manage clients’ historical reporting.
  • An easier way to assign and organize assets to people within your Business Manager account.

Notice that they just talked about “new ways” here, but didn’t actually say exactly what they are going to do in that regard. Let’s see what they’ll come up with.

These updates, however, will be released later this year.

Bidding Strategy

Until now, as far as bidding strategy is concerned, you’ve had two options:

Bid cap: For maximizing volume.
Target cost: For a consistent cost per conversion.

The third and new one will be:

Cost Cap: This will allow advertisers to control both the cost per conversions as well as the volumes, especially useful while scaling your well perfoming campaigns. In theory, this will maximize both cost-efficiency and results.

That’s all for now…


Insights on the Evolution of Video

Video consumption has been on a consistent incline over the past few years. Online platforms have been aggressively working to attract more TV viewers to their platforms.

After all, TV ad market is still worth $70B.

The idea of the majority of social platforms is this: Combine the interactive features of social platforms with the entertainment value of TV-like content. This allows them to cater to changing viewer behaviours and the sharp incline in engaging around TV content on social apps.

Twitter tried many things, including the gimmick where one can choose a player for the camera to follow during NBA games. FB, meanwhile, pushed its WatchParty feature. YouTube is currently working on some ‘Choose Your Own Adventure’ type content.

Maybe they’re all looking at it wrong though? Maybe the above ideas of combined capability to view and interact isn’t as exciting for users as shorter, shareable episodes which they can consume on-the-go.

This is Snapchat’s contention, as it publishes its report on evolving video consumption trends and how they relate to Snap’s video offerings.

The report uses the audience numbers of major TV show episodes to conclude how TV viewership has been on a steep decline.

According to the report, more people are watching short-form video content posted in Stories from friends. Hence, short-form video content is becoming a more and more popular meal, particularly with younger audiences.

It provides a different perspective on video consumption behaviours and the trends which could end up defining how we are going to reach the next generation.. This is what Snapchat is betting on.

It also stresses that if you want to reach out and connect with the next generation of consumers, short-form video should be the medium of choice, and Snapchat provides the right tools and reach for doing this.

Read Snapchat’s full “Insights on the Evolution of Video” report here.


Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Assassin’s Creed to help rebuild Notre-Dame

T’was quite an unfortunate day on Monday as a massive fire ravaged one of the most famous landmarks in France – the Notre Dame Cathedral. The fire caused major parts of the 850-year-old gothic building to collapse.

French President Emmanuel Macron has already stated his intention to rebuild the church, but the architects are going to need a great deal of information if they’re going to restore this icon to its former glory.

However, it looks like some help might be on its way from a rather unexpected source: Assassin’s Creed Unity, the quasi-historical stab-a-thon.

Notre-Dame was, of course, one of the game‘s most important landmarks. Hence, while building The Assassin’s Creed series, its developers put a huge amount of research and time into their recreations of the real world locations in their game.

One of the game‘s level artists, Caroline Miousse, spent two years modelling the Notre Dame in Unity, which was about 80% of her work on the game.

As surprising as it sounds, her research resulted in some of the most detailed 3D maps of the structure, and this might help the restoration of Notre-Dame!

Little did she know that her work for the game might end up becoming such an important contribution for the cathedral in real life.

Talk about destiny!

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