Google recently announced the end of a location that allowed all mobile apps to be excluded from Display campaigns in one fell swoop . One of my best practices that I adopted after reading this article in 2014 …
However, is being replaced by Egypt Email List means that can be found in the campaign settings , so it’s not a big deal and Google is not taking control away from us.
However, this change made me want to answer a question: is systematically excluding mobile apps from Display campaigns still a good practice in 2018? The answer is no ! But there is more !
What is shocking is to note the strong disparity between the number of clicks and the number of visits and corresponding users when we are on the mobile . In other words, to note that on mobile, almost 2 clicks out of 3 do not generate a visit.
Indeed, if the mobile CPC is 200% cheaper than on a computer, the cost per user acquired is only 56%.What is the reason for this huge difference between the number of clicks and the number of users? This is a difficult question. In my opinion 3 possible causes: fraud, loss or attribution .
We know for example that in many cases, when a user comes from a mobile application to a website, the referrer information and / or the gclid does not pass, and therefore, the traffic is assigned (wrongly) as direct traffic through Google Analytics .
This obviously has a strong impact on the cost per user
So let’s start by validating that the phenomenon is more marked for mobile applications than for the rest. If we compare the click / user ratio for the different types of sites, the difference is obvious: The previous hypothesis seems to be confirmed. On mobile and in applications even more, the difference between clicks, sessions and users is much more marked .
I then tried to correlate direct traffic with display ad clicks, on mobile, to see if it was an attribution issue. For that I segmented the data of all the accounts that I used to carry out the study. I created a segment that corresponds to users who came through mobile display campaigns vs. direct mobile traffic. And here we are trying to find similar patterns . I put 2 representative ones for you, for fun (where is Charlie
No real correlation . And it is the same thing on all the accounts studied. For me, that eliminates attribution. There remains therefore fraud and loss. According to Google, site speed can have a huge impact . And on mobiles not connected to wifi, loading times are longer , as we know. There are also some formats such as Gmail and YouTube which are known to have large gaps between clicks and sessions.
I am willing to believe that part of it is explainable. But I find it hard to believe in such a significant difference. Everyone will therefore make their own interpretation here . For my part I see loss AND fraudulent clicks. But difficult to know the exact proportion. In the end, despite this, if we study the cost per user per type of location and per device, the mobile remains competitive.
A much less marked phenomenon on computers
Above all, mobile applications perform better than the mobile web . Whether you have a blog or a business site, sending out newsletters is one of the effective ways to stay in touch with your visitors and convert more.
There are now several WordPress plugins to manage your newsletters so I can’t wait to share with you today what the new WordPress DeliPress plugin does. Sublime interface, very good user experience, many options, here are all its possibilities for your newsletters in detail.
For now, the plugin can be downloaded for free, from the French creators’ site WP Nice Guy After downloading and installing it on my WordPress site, a notification in my back office accompanies me for the configuration. A page is displayed with the wizard: you are no longer in your classic interface but do not panic, you are guided! THE DELIPRESS PLUGIN CONFIGURATOR To help us configure the WordPress plugin correctly and step by step, the DeliPress team has devised several simple steps.
THE DEFINITION OF ITS EMAIL PROVIDER To send a newsletter, you have the option of using the server that hosts your site, or an external solution. Personally, as soon as it exceeds a certain volume of subscribers, I necessarily go through an external service to guarantee the sending, to benefit from precise statistics and above all to manage the list of subscribers (incorrect addresses, unsubscribed, etc.).
DeliPress, unlike other WordPress plugins, does not allow sending from its own server: you must therefore be registered with an external solution such as MailChimp. The latter is free for 2000 subscribers so no need to take out your credit card but having to subscribe to another offer to use the plugin can be a brake for some.