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Affiliate Summit East 2010
Plenty of Tactics, Tricks and Opportunities
Kimberly KaplanVP, Plentyoffish
• Frequency capping
• Include information about the person you’re targeting
• Branding
• Call to action
Here a click, there a click, everywhere a click click!
• Dynamic insertion tags
• $479.00 spent
• $1.40 CPC
• 879,835 impressions served
• $0.50 CPM
• 87,500 page views and climbing
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
06-Jun 11-Jun 16-Jun 21-Jun 26-Jun 01-Jul 06-Jul 11-Jul 16-Jul 21-Jul
0
5
10
15
20
25
30
35
40
06-Jun 11-Jun 16-Jun 21-Jun 26-Jun
Pageviews
Clicks
The four B’s
• Branding
• Bidding
77%
23%
Bidding in $.05 increments
Campaigns with bids in 0.05
Campaigns with bids on the penny
0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5 0.55 0.6 0.65 0.7 0.75 0.8
Spend per CPM (Canada)
The four B’s
• Branding
• Bidding
• Banners
0.000%
0.010%
0.020%
0.030%
0.040%
0.050%
0.060%
0.070%
0.080%
0.090%
7-Jun-10 9-Jun-10 11-Jun-10 13-Jun-10 15-Jun-10 17-Jun-10 19-Jun-10 21-Jun-10 23-Jun-10
CTR of one ad
• Burnout
Segmenting
• Testing various demographics
• POF segmenting ‘Cross Tab Reports’
• Start wide and narrow down
Why did your ads get declined
• You’re in a grey area• Inappropriate pictures• Ads that confuse users
Why did your ads get declined
• You’re in a grey area• Inappropriate pictures• Ads that confuse users
• You’re uploading the wrong size
Why did your ads get declined
• You’re missing information
• We’re human
• You’re in a grey area• Inappropriate pictures• Ads that confuse users
• You’re uploading the wrong size