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 6090)
• then the network
• pays their publishers.

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Why Use a Network When You Can Go Direct

• 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.
• 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

• If you have a good relationship with the
  advertiser than you can loosen that payout
  timeline as well.
• 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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