The following post explains a typical affiliate situation we can find ourselves in and gives some strategic suggestions, there will be a follow up post that provides further solutions!
Most affiliates are looking for that “white whale” that will bring in the revenue with the simplest strategy, for many partners this usually means only buying carrier traffic. The result is that, in general, wifi traffic can then be bought cheaper in the market. So, why not use a strategy that allows you to monetize “mix traffic” and profit from this, lower-cost, Wi-fi segment.
Affiliates use two tactics to achieve a good bid for mixed traffic:
- If the network/publisher allows it, they create separate campaigns for carrier and Wi-fi with different bids (a lower one for Wi-fi), or else the “carrier-only” buyers will outbid you easily.
- If the network/publisher doesn’t allow separate campaigns, then affiliates use a lower bid for a mix of “carrier+wifi”, as this can still be profitable if the bid is competitive (low) enough.
The problem with buying unsegmented bulk traffic is that the EPC difference between each segment, it can be from $80 carrier to $1 Wi-fi. However the standard % of carrier/Wi-fi traffic that you will receive will be the other way around: 85% Wi-fi and 15% carrier. So, the reality is that finding the right bid, valid for all segments, is complicated, however, if you decide to bid on mixed traffic then…
… the key to monetizing this mix is very simple: use the best filters/routing available, so you can send the carrier traffic to 1-click or 2-click flow wap billing offers (or even better, segment each carrier and send them individually to the best wap billing offer specifically for them). Then send Wi-fi to other offers that work best for this segment (CPL, pin summit etc). This way you make an economic bid for the mixed traffic, then optimize it on your side. This will allow you to outbid your competitors that do not do this specific filtering/routing, either because they don’t have access to the tools or “just aren’t bothered” with the optimisation process!. It will also allow you to avoid the “high bids war” for the best performing “carrier only” traffic.
When we say “use the best filters available” to you, we mean it.
Kimia is very proud of its carrier filtering. We use a combination of 3 different commercial databases plus the IP ranges provided from the partners and even directly from carriers, as we have a strong relationship with many carriers worldwide (Kimia functioned as a tech provider for carrier billing before we switched into an affiliate marketing). On top of that, and this is our differentiator, we have our own “conversions data”. We are currently sending an estimated 5 million conversions per month to carrier wap billing CPA offers, this generates an enormous amount of data that clarifies which IPs convert for each offer. To merge these various sources, Kimia has developed its own in-house technology and has a department dedicated full time on these resources.