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Knock it Out of the Park: 11 Pro Tips to Improve your Game!


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by Jeannine Cook, Mike Allen & John loBrutto

Published in: Marketing
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Knock it Out of the Park: 11 Pro Tips to Improve your Game!

  1. 1. Knock It Out of the Park: 11 Pro Tips to Improve Your Game
  2. 2. The Coaches John LoBrutto @JPL65 Jeannine Crooks @Jeannine_Crooks Mike Allen @mta1
  3. 3. Tip #1 Get the ball rolling: Start with the right program source Slides at
  4. 4. Tip #1 – The Right Program Source Slides at Network vs. In-House – Which should I choose? • Interface • Technology • Minimum payout threshold • Program management Which Network to choose? • Support • Tracking • Interface • Features Don’t just choose Amazon! • Lowest commissions/shortest cookie • Weaker technologies
  5. 5. Tip #2 Next man up: Improve your traffic & ROI Slides at
  6. 6. Tip #2 – Traffic & ROI Slides at Traffic = People • Readers, shoppers, clients, etc. – they are investments! • Make sure you own the source(s) • Pay attention to their CR (conversion rate) – it’s like a “satisfaction rate” • Win with stellar customer support • Build your brand for the long game ROI = Return on Investment • Reality: Negative returns (losses) are unsustainable • Look for opportunities but “fail fast” • The direction things go might surprise you (embrace it if you can) • Predetermine “your number” for success • Application / Analogy: Goose & Golden Egg…
  7. 7. The direction things go might surprise you! Image credit: Namecheap Slides at
  8. 8. Tip #3 Hit a home run: Recruit the right partners Slides at
  9. 9. Tip #3 – The Right Partners Slides at How to Choose the Right Merchant • Product selection • Product promotions • Buying process • Technology • Publisher communication • Publisher support
  10. 10. Tip #4 Game of inches: Deploy effective site optimization Slides at
  11. 11. Tip #4 – Site Optimization (Part 1) Slides at Spring Training: Learn to Optimize • Establish what value your website provides to your audience • Define your website. Topic based, Promotion based, Product based? • Understand why your target audience will click to your website and what makes them do it more. • Understand the market and competition. Look for similar websites and identify best practices. • Add merchants that fit your business. Excites you? How can I promote? • Best way to find and drive the right traffic to my merchants? (Price, reviews, unique offers?)
  12. 12. Tip #4 – Site Optimization (Part 2) Slides at The Fundamentals Traffic • Does the traffic convert & is it a match to the campaign? • Are you using SEM or SEO and is it profitable? • Use Social Media, Email or other non-traditional methods? Content • Add value to the user experience and promotes the advertiser • Is it creating SEO relevance and improves organic search results • Does it provide the user with a unique benefit and create loyalty? Review • Review the metrics and determine if your traffic is converting • Compare your site’s conversion rate to the Advertiser's overall CR • Work with Advertiser for the best practices • A-B Test different links, products and promos. Develop new ideas.
  13. 13. Tip #5 Par for the course: Enhance your toolset (use best practices) Slides at
  14. 14. Tip #5 – Tools & Best Practices Slides at Affiliate Tech • Ultimately about relationships… but technology can help! • Marketing calendar • Coupon tracking • Premium Tools: FMTC, datafeedr, Skimlinks (alternatives), Affluent • FTC disclosure (it’s required!) • Site: Email newsletter, SSL, uptime, hosting, contact info, about/privacy pages WordPress Tech • Be careful what plugins and theme you use • Pretty Links (or or • SEO (Yoast, SEOPress, Rank Math) • WordPress-optimized hosting (staging, backups, updates, support) • Global blocks and calls to action
  15. 15. Tip #6 Full court press: Maximize your conversions Slides at
  16. 16. Tip #6 – Maximize Conversions (Part 1) Slides at Watch the Replay • How much am I making and who are the top partners? • What products or services are selling the most? • What is not selling at all or has a high cancelation rate? • Understanding where traffic is coming from and where it is going. • Is the Product or Service accurately described on my site and frequently updated?
  17. 17. Tip #6 – Maximize Conversions (Part 2) Slides at Move the Ball: Why clicking to co-branded pages/promos are important • Validates you as a referral source for the Merchant • They are usually the Merchants' highest converting pages • It creates SEO relevance and improves organic search results • Provides the user with a unique benefit and creates loyalty • Custom pages have competitive pricing and unique offers • Builds a closer relationship with the Merchant
  18. 18. Tip #7 The ball is in their court: Negotiate commission Slides at
  19. 19. Tip #7 – Negotiate Commission (Part 1) Slides at How do you get paid? • CPS/Rev Share – Cost per sale. Paid a portion of sale amount • CPL – Cost per lead. Usually paid a fixed amount • CPI – Cost per install. Paid when an app is successfully installed. What is the EPC (Earning Per Click)? • What products or services are selling the most & not selling at all? • Do I get paid on gross or net sale and what is the validation period? • How do cancelations & return rates effect my commission? • Am I getting paid on gross or net sale and what is the validation period? Do you understand how Click-Through, Conversions and Cancelations effect commissions and revenue?
  20. 20. Tip #7 – Negotiate Commission (Part 2) Slides at Impressions 25,000 Results CTR - Click Through Rate 4% 1000 CR - Conversion Rate 3% 30 CX - Cancelation Rate 10% -3 CPA - Cost Per Action $200 27 x 200 Publisher Revenue $5,400 Impressions 25,000 Results CTR - Click Through Rate 4% 1000 CR - Conversion Rate 1% 10 CX - Cancelation Rate 20% -2 CPA - Cost Per Action $200 8 x 200 Publisher Revenue $1,600 Example A: EPC $5.40 High Volume (Optimized) Example B: EPC $1.60 Low Volume Performance dramatically effects Publisher’s Revenue
  21. 21. Tip #7 – Negotiate Commission (Part 3) Slides at What is the current EPC for each Merchant? • Is the reversal rate (cancelation/ fraud) low or high? • Are you seeing higher value orders and only paid a flat fee? • What is the current & historical click through rate? • What is the current & historical conversion rate? • What is the Average Order Value? Create a compelling reason to increase commission: • Develop ideas for a win-win joint venture • Established a relationship with the Merchant and discuss their model • Share the competitive landscape with your Merchants • Explain how more commission can be turned into increased sales volumes • Create an opportunity for an exclusive or premium placement • Participate and excel in Merchant Commission Boost Programs & Contents • Identify commission attribution model and discuss how it impacts you
  22. 22. Tip #8 Monday morning quarterback: Use vital metrics Slides at
  23. 23. Tip #8 – Vital Metrics Slides at Affiliate Metrics • Simple vs. Complex? (KISS wins!) • Key indicators: Clicks, Pageviews, CR, EPC • Affluent – tracks across multiple affiliate networks & programs Site Metrics • Your visitors: Google Analytics, Clicky, Visitor Analytics • Server load at web host • Page load testing (recommend GTMetrix) Financial Metrics • You have a business! • Bookkeeping: QuickBooks, Wave Accounting, Kashoo • Tax time – hire an accountant
  24. 24. Tip #9 Don’t drop the ball: Communicate and participate Slides at
  25. 25. Tip #9 – Communicate & Participate Slides at Read merchant emails • Specials • Contests • New products Reach out to the affiliate manager or program manager • Seasonality • Most popular products • Special opportunities Raise your profile • Special deals • Commission bumps • Tester
  26. 26. Tip #10 Hail Mary: Take some chances Slides at
  27. 27. Tip #10 – Take Some Chances Slides at • Always watch new merchant announcements for hot new opportunities • Quickly build a website about the “new hot thing” • Try out new technologies • Work with Merchants that you may not usually engage • Accept a lower CPA and work with a lower ROI at first • Invest in campaigns that look interesting or unique • Share ideas/collaborate/create something new (get NDAs signed first) • Get noticed by Top Merchants in your vertical • Walk away if not working even if you need it (free up resources) • Spend money on great ideas. Try to share costs when possible. • Look for co-branded opportunities to cross-promote • Is it time to hire help?
  28. 28. Tip #11 Slam dunk: Enjoy profitable campaigns Slides at
  29. 29. Tip #11 – Profitable Campaigns Slides at • Pay attention to seasonality • Consistent Testing and Optimization of your site and business model will yield the best possible results for your campaigns. • Publishers & Advertisers must work closely together to find out what works and what doesn’t. • Each campaign is unique and sometimes you need to walk away and try again with another partner or partners. • Once a working model is developed, duplicate, duplicate, duplicate. • Look for ways to scale (without adding more of your labor)
  30. 30. The Coaches John LoBrutto @JPL65 Jeannine Crooks @Jeannine_Crooks Mike Allen @mta1 Slides at