How I use mobile analytics to measure mobile advertising

23 09 2008

I said a few weeks ago that I was going to run a few ad campaigns to get some traffic to Mobislim and try the Bango mobile analytics tracking links. To make this experience more interesting I decided to contact Peggy Anne Salz –, an authority on mobile search and mobile advertising (who runs the blog msearchgrove.com ) and an overall really fun person to work with. She was up for the challenge and came to visit our offices here in Cambridge to set up different campaigns.

The chosen ad networks were Google, Yahoo!, Medio, JumpTap, Mojiva and Decktrade. Surprisingly enough, we were only able to use Google, Decktrade and Mojiva. To be more precise, the only company that let us start out campaign immediately after set up was Google… Peggy, who was beyond cynicism at this point, put it this way: “This is new media, new advertising and a whole new frontier and yet we are stuck here making calls and second-guessing self-service websites to get all this up and running. Go figure!”

For a full review of this experience check Peggy’s ad network review. I’m happy to announce too that Peggy will be writing a white paper about “Mobile advertising for newbies” to provide sound advice and analysis on running campaigns and measuring results. Watch this space to download it for free as it is coming very soon!

How to create a tracking link on Bango mobile analytics

How to create a tracking link on Bango mobile analytics

The first thing I did to start this experience was to get Bango tracking links so I would be able to measure all the results at once through Bango Analytics. This was an easy peasy step that took me about 5 seconds per tracking link. I just have to name the tracking link, enter the destination URL of my page and my tracking link is ready to collect.

On the other hand, it took me the whole morning to sign up to the different ad networks, transfer the money by credit card to pay for the campaigns and compose my 30 characters text banner ad that will bring me lots and lots of traffic to my site. I couldn’t help but wonder when someone will design a console to manage all my campaigns from one website with one transfer of funds to a central account that I can then distribute into my different campaigns with just one click… Does anything like this exist already? And the million dollar question, can I sign up for it online?

I have now 3 campaigns up and running with the goal of getting people to download one of the free charts about calories I have available on the landing page they get to.

My daily budget for each campaign is $5. The Google campaign started on September 18. Mojiva kicked off in the early hours of September 19. Decktrade…Well, there must be a problem because 4 days after the initial setup my campaign is not running! We’ll keep you updated it about this.

So as we speak I’m checking my Bango Analytics results and this is what has happened over the weekend. Countries targeted UK and US, data obtained to date are as follows:

Google

54 page views

40 unique visitors

9 unique countries

18 unique operators

29 unique devices

Mojiva

160 page views

128 unique visitors

4 unique countries

14 unique operators

35 unique devices

Even though I was only running this campaign in US and UK with Google and in the US with Mojiva, my analytics tool has identified traffic coming from other countries. I wonder if these ad networks have their geo location right…

I’ll wait to see what happens to my Decktrade campaign and I’ll present more results but up to this moment, no one has downloaded the chart, which means 0 conversion rate.

What’s next? Maybe we should run a campaign a bit more targeted…I’ll get a specific landing page for my images and I’ll write better copy for my 30 characters message, aim for more specific keywords and adjust the channels on the ad network…hopefully more people will download my charts!

If you want to follow up this campaigns and all the traffic going to mobislim.wap.com on real time you can login into our demo account following this easy steps:

  1. Go to http://bango.com
  2. Login as demo@bango.com and password demo
  3. Click on analytics center

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