Step Up Your Revenue with Lead Generation Expertise

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Step up your revenue with Lead Gen expertise
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Lead Generation Offers

• CPL offersCapturing interest
• CPA/CPS offersCapturing sale
• Benefits to Lead Gen (CPL)
• Shorter formshigher conversions
• Diverse verticals to work in
• Thousands of offers

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Main Verticals of Lead Generation
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The Life Cycle of an Offer
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The Life Cycle of an Offer

• Offers are much like novels containing a
  beginning, middle, and end.
• The key is to monitor where the offer is at any
  point and optimize based on the position.
• As the offer rises towards its climax it is
  important to use that time to negotiate payout
  and to start preparing a backup offer.

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• Once an offer reaches its climax point, it is
  only a matter of time before the returns start
  dwindling down.
• Plan correctly to avoid going days without
  revenue waiting for another offer to take off.

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The Life Cycle of an Offer

• Why is this decline inevitable?
• Creative burn out
• Placement burn out
• The Network factor

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The Life Cycle of an Offer

• The Network Factor
• If you are running an offer through a network,
  once your traffic reaches the apex you may
  discover shaving or scrubbing at  a higher
  rate.
• The same timeline applies to a Network working
  with an Advertiser.

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Working With an Advertiser

• In the beginning, an Advertiser will be begging
  for traffic.
• But as the offer begins to peak youll discover
  that the advertiser may pull back on needing
  traffic.
• This is either due to caps being filled or having
  allocation from other sources that they have
  commitments to.
• Or they want to scrutinize your traffic to insure
  quality.

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• The key for both publishers and networks is to
  stockpile several similar offers and have them
  all ready to go.
• Also, to start running new offers before your
  current offer hits its climax so as one dwindles
  down youll have another reaching its peak

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Know Thy Advertiser

• Each lead generation vertical only has a handful
  of advertisers that are major players. 
• Learn who they are for each vertical you work on.
• Be able to identify them by the offer name, look
  of the creative, their privacy policy etc.

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Know Thy Advertiser

• Why know this?
• Some advertisers offers convert better than
  others so aftertime youll know which offers to
  avoid and which ones to go after.
• Some advertisers are heavy-handed with returns.
• Also while some advertisers always pay, others
  may take forever to pay or wont pay at all.

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Tips on How to Know Your Advertiser

• Look at privacy
• policy.
• Most of the time
• the advertiser
• identifies itself
• within the privacy
• policy.

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Tips on How to Know Your Advertiser

• Look up the offer URL in who.is to find
  advertiser, ip address and contact info.

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Tips on How to Know Your Advertiser

• Look up the offers IP to find other offers the
  advertiser may have stored on the same IP.
• CMD
• Type command
• ping www.offer.com
• Put IP address into Bing.
• Note This may not work every time.

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Tips on How to Know Your Advertiser

• Ask your Affiliate
• Manager.
• Sometimes they will
• just tell you or it will
• be obvious.

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Tips on How to Know Your Advertiser

• Once youve identified the advertiser, keep a
  chart of your experience working the with them.
• Conversion rates
• Payment time
• Returns rates

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Tips on How to Know Your Advertiser

• If you find an advertiser you like and can do
  volume on the offer, it may be worth pursuing a
  direct relationship.
• Benefits higher payout and possible higher
  conversion rates.
• However, in most cases Id recommend sticking
  with a network

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Why Use a Network When You Can Go Direct?

• Networks protect
• publishers by being
• able to float
• payments.
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• Most advertisers pay
• their networks a lot
• later (net 30, 60,90),
• then the network
• pays their publishers.

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Why Use a Network When You Can Go Direct?

1. Using a network puts less scrutiny on your leads
   since the network is viewed as one source by the
   advertiser even though there is traffic from
   multiple places.
2. This ensures the likelihood of getting paid for
   every lead.

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Getting That Higher and Faster Payout

• Remember the chart.
• Utilize your offers growth to negotiate payout.
• Pick up the same offer on several networks--use
  them to stagger your profit stream.

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Getting That Higher and Faster Payout

• Once you have the same offer on several
• networks you can use this to leverage getting a
• higher payout. This forces the networks to
• compete for you.
• Hey I can get the same offer for 15 at another
• network but I want to work with you. Can you
• match it?
• Keep in mind Sometimes the highest paying offer
  will not convert as high as the same offer with a
  lower payout. Use this as leverage to get a
  higher payout.

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Getting That Higher and Faster Payout

• Explain your financial situation to your account
  manager.
• Look I am working with another network whos
  paying me weekly and since I pay for all of my
  media upfront its really the only way I can stay
  a float. I want to work with you but I cant stay
  afloat with  your current payment terms.

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Getting That Higher and Faster Payout

• Be ready and able to pause.
• In most cases it is well worth it to lose a few
  days revenue in order to get better payment
  terms with a network.
• Look Im not going to be able run any more
  traffic
• until I get paid. My credit card is maxed out, as
• soon as you can get me payment Ill be able to go
• live again.
• But, remember that if you have the same offer set
  up on several networks you shouldnt have to lose
  out on revenue while you negotiate payment terms.

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Getting That Higher and Faster Payout

• Have a good relationship with your Affiliate
  Manager
• AMs are more likely to give higher payouts to
  affiliates they like.
• Be friends with your AMs. Use networking
  opportunities like Affiliate Summit to strengthen
  your relationships.
• They will go to bat for you when you need it. The
  relationship is reciprocal so its important to
  respect it.

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Higher Payouts From a Networks Perspective

• Always know the margins you are working on for
  every offer.
• Do the math before giving higher payouts to
  publishers.
• Get specific numbers from your pubs when the say
  they can do more volume. Ask what kind of volume
  they normally do with similar offers.

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• In most cases if a
• higher payout will
• mean more volume
• it pays off to payout.
• Try a 3-day payout
• bump to see if the
• increase in volume is
• really there with the
• higher payout. This
• will protect you in the
• event they cant
• deliver more volume.

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Higher Payouts From a Networks Perspective

• Sometimes it is worth it to break even on an
• offer.
• Why?
• You may be able to go back to the advertiser and
  ask for a higher payout with the increase in
  volume.
• Loose profit on one offer but get the same
  publisher to run another offer that you can make
  the profit back on.

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Faster Payouts From a Networks Perspective

• When to give weekly payments?
• With an individual publisher you can loosen the
  payments timeline since you know that they dont
  have the same cash flow to float media buys as a
  network.
• Wait until youve worked with them long enough to
  get paid by the advertiser for their traffic.

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Faster Payouts From a Networks Perspective

• Know how quickly you get quality reports back
  from the advertiser on each offer.
• If it takes the advertiser 30 days to get back
  returns or a quality report than wait to payout
  new publishers until they have cleared the
  quality check.

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Faster Payouts From a Networks Perspective

1. If you have a good relationship with the
   advertiser than you can loosen that payout
   timeline as well.
2. Keep a log of the advertisers that you work with
   and rate working with each. Use this as a cheat
   sheet when dealing with pubs to know where you
   have wiggle-room.

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Network Checks for Fraud Publishers

• In the application process verify the publisher
  with the contact info they submit.
• Dont approve if you cant get a hold of them
  with the number they provided or if the number is
  disconnected.
• If they provide a site where they claim their
  traffic is from look its Alexa ranking up to
  verify their information.

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Publisher Checks for Fraud Networks

• Trust your instinct.
• Use sites like WickedFire to look up a network
  you are thinking about working with.
• Scrutinize the website of the network. Make sure
  they have multiple ways to contact them.
• Ask for references.

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In Conclusion

• Chart the life cycle of each offer and optimize
  your campaign based on the position of your
  offer.
• Stockpile similar offers so that you can always
  have an offer headed towards its highest point.
• Know your advertisers.
• Ask for higher payouts at key growth periods of
  your offer.

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In Conclusion

• Affiliate Managers Do calculated risks with
  payout bumps rather than gambles.
• Make friends with your Affiliate Manager.
• Screen for fraud for both networks and publishers.

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Lauren Palazzo/ Alexander

• Underground Elephant
• Director of Marketing
• 858-815-5323
• lpalazzo_at_undergroundelephant.com
• Aim d5lauren
• twitter_at_hellocoffeegirl
• facebook.com/laurenkayalexander

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