StumbleUpon Advertising: Selecting Engaged or Unengaged Visitors

StumbleUpon Advertising

StumbleUpon is a little a classic school ad platform that’s been creating a small comeback, especially among marketing types. It&#8217s a social discovery application, much like Reddit. Users browse (or &#8220stumble&#8221) on content that’s posted by users, that is sorted by StumbleUpon&#8217s formula  (note particularly the elevated Earned &amp Delinquent visit within the image below).

StumbleUpon Campaigns Compared

StumbleUpon had its heyday within the mid-2000s, but continues to be a really large second tier social networking with 30-ant million users. It’s especially interesting to marketers since you can purchase compensated stumbles according to very precise interest &amp demographic targeting. And users take presctiption StumbleUpon since they’re particularly searching to browse &amp share. Quite simply, it’s all of the positives of Facebook (target census &amp likes) and Reddit (target precise interests of active browsers) with no anti-marketing culture of Reddit or even the competition with friend&#8217s baby images of Facebook. Also, StumbleUpon is amazingly cheap per click.

However, compensated StumbleUpon visits are infamously bouncy with low engagement. Should you&#8217ve ever used StumbleUpon, then you definitely&#8217ll realize that it&#8217s a really fast-paced knowledge about a to clicking to another bit of content instead of remaining &amp engaging using the content. Also it&#8217s an enormous downside. It&#8217s easy (really very common) to invest a couple of hundred dollars on the campaign obtain a tsunami of traffic and also have absolutely nothing to show after however a 99% bounce rate. Ross Hudgens has written a sophisticated Help guide to StumbleUpon Marketing which tackles this problem &amp AJ Kohn comes with an innovative method to combine StumbleUpon with remarketing to assist &#8220fill your funnel.&#8221

StumbleUpon offers a choice I&#8217ve been interested in &#8211 having to pay an additional $.05 for an engaged visit. StumbleUpon particularly defines it as being &#8220visitors who stay greater than 4 seconds.&#8221 However if you simply are selecting engaged of unengaged visitors &#8211 will it really really make a difference? Could it be well worth the money?

Here&#8217s the StumbleUpon Prices Overview for the reference:

StumbleUpon Pricing Overview

The Exam

The exam itself was really quite simple. I’ve got a calculator that can help online storeowners determine if free delivery is actually worthwhile. It&#8217s interactive, simple, helpful &#8211 and from things i read is a nice good page to undergo StumbleUpon.

I ran 2 campaigns consecutive days &#8211 on roughly exactly the same days each week. The targeting was exactly the same, census exactly the same, and devices exactly the same. The only real variable was &#8220engaged customer&#8221 setting. I spent $75 on every campaign to obtain a decent group of visits to check out. The engaged visitors cost $.21 per visit and also the unengaged visits cost $.16 per visit.

Engagement Results

To begin with, in each and every StumbleUpon campaign I&#8217ve ever run, my figures in Analytics and just what StumbleUpon reports never quite fall into line.

That stated, the overall visit and engagement rates arranged using what I purchased on StumbleUpon. Unengaged visitors spent 73.39% a shorter period around the page versus. engaged visitors. The bounce rate was also 31.65% worse.

Interestingly though, the unengaged (ie, cheaper) campaign only sent 7.93% more visits despite being 23.8% cheaper &#8211 something that will come up again within my cost results.

StumbleUpon Engaged vs Unengaged

But additional time on-page &amp lower bounce rate involved so far as the variations went. Here&#8217s StumbleUpon&#8217s campaign report:

Engaged Campaign Metrics &#8211

StumbleUpon Engaged Metrics

The Unengaged Campaign Metrics &#8211

The Unengaged Campaign Metrics

The possible lack of shares &amp re-stumbles was especially unfortunate. I’d wished more engaged visitors would be also more prone to share &amp re-stumble, but apparently not. A number of that might have been the information, but demonstrated that you will are merely having to pay for additional time on-page &#8211 not always engagement broadly defined. Bear in mind that &#8220time on-page&#8221 might just be individuals with multiple tabs open or anybody who is actually distracted together with your site open.

Cost Results

StumbleUpon comes with a deliberate quirk within their formula more engaged content can earn more organic stumbles &#8211 even when apparently nobody re-stumbles your articles. Also, to have an engaged campaign, you’ll still get all individuals unengaged visits. You simply don&#8217t need to pay on their behalf.

These two variables are type in figuring out regardless of whether you should spend the money for extra $.05 for engaged visitors. Here&#8217s the account overview using the 2 campaigns consecutive.

StumbleUpon Campaigns Compared

Both campaigns received some earned visits &#8211 using the engaged campaign earning a little more. But note all of the compensated visits that demonstrated up on the website which i didn&#8217t really purchase (the pink Delinquent bars). I compensated an additional $.05 for individuals clicks included in the engaged campaign. But, when they were a part of an unengaged campaign, they’d have cost $.10. Obviously, StumbleUpon is fairly good about not offering a lot of delinquent visits&#8230but it&#8217s a quirk that does affect your budgeting &amp choice. Here&#8217s the two campaigns damaged out.

StumbleUpon Engaged Campaign Overview

The engaged campaign&#8217s effective cost-per-view (CPV) (ie, in the end visits generated through the campaign) was $.166.

StumbleUpon Unengaged Campaign Overview

The unengaged campaign&#8217s effective CPV was $.153.

Quite simply, I had been effectively having to pay a $.013 premium in my more engaged visitors after everything was stated and done &#8211 and not the full $.05 front-finish premium.

Conclusion

So might be engaged visitors worthwhile on StumbleUpon?

Again, it is going to your objectives. Prior to the test, I’d have believed that if you’re simply attempting to fill your remarketing audience, then go cheap with unengaged visitors, so if you’re opting for engagement &amp shares, go with engaged.

However the high bounce rates &amp effective CPV throws a quirk for the reason that conventional knowledge. I only were built with a 7.93% rise in visitors (where your remarketing audience can come from) using the unengaged campaign. That’s something, but less than I’d want given the 31% rise in prices. When you element in the effective CPV, it&#8217s only an extra cent to obtain the significant reduction in Bounce Rate &amp Time Allocated to Site with engaged visitors.

I&#8217d state that unless of course you’ve got a specific reason to choose unengaged visitors, it&#8217s well worth the premium to cover engaged tourists in StumbleUpon. But don&#8217t take my word for this &#8211 go operate a small test here and take a look!

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