Everything starts with the purchase of traffic, the sources. We always try to emphasize that understanding the quality or content of your traffic is not always done by simply split testing with various different networks, and if it doesn´t work moving on to another network. Part of the success of knowing how your traffic works is based on the optimization of the sources with different products, understanding how each source works, what’s the best business model per source, which offer works best, what LPs give the best CTR with that source… there are many variables apart from the actual ad network that you work with.
In the end each traffic platform has a different algorithm to distribute traffic and a bidding method – the better you understand it, the more efficient your strategy will be. For example, most platforms offer tools such as simple whitelist and blacklist setups, these are essential to start filtering your traffic and making the most of each click at the best performance.
Once you have the traffic platforms controlled and set-up correctly, the next thing to keep in mind is where you’re going to redirect that traffic and how you’re going to do it.
We consider the following points as the most important added value services:
– Worldwide coverage
– Local teams in direct contact with advertisers
– 100% direct product
– All types of models: CPL, CPA, CPI, CPM
– Exclusive Offers
– Complete product information (LP, Prices, Flow …)
With all these value added services that an ad network can supply it is much easier to make a match between you filtered traffic and what we call “the demand side” (the offers) . By logic, if you have a huge catalogue of offers, with an account manager that understand the local markets and how those offers work, it is easier to find the product that stands out and best suits your traffic. We know, because that’s what Kimia offers affiliates!
Now, the tricky part comes in “the way you’re going to do it”. In the end each media buyer has his preferences, his style, and becomes skilled at one thing, one type of optimization – that’s what makes one media buyer different or more competitive than another using the same traffic sources and ad networks. But I think it’s interesting to start from a clear concept of the basics on how to redirect traffic.
Everything is based on the “angles” that you want to apply. In the end, those famous “angles” everyone talks about on forums are simply a test in which you touch three factors: source of traffic, creatives/LP and the final offer. Depending on the market (volumes, prices, format …) it´s usual to try a number of different angles.
So, when we say that every media buyer has “their style”, it´s because they are able to achieve positive ROI due to their particular focus on how to make “the angle” work. For example, there are partners who are very good at making banners, and even if you do not have the best traffic sources or the best offers, you make it work because you optimizes the traffic very well through attractive, well focused, creatives. On the other hand, there will be people who are very good at buying from the right source and using the platforms to their full capacity in order to turn positive ROI. Other times the offers just rock due to the direct connection between the network and the advertiser, having exclusivity, achieving higher payouts, etc. In all cases we at Kimia, send a weekly newsletter to ensure Media Buyers know these top offers exist and are able to catch them on time, and ride the wave.
We want to end this overview of how media buying works with something that isn’t just advice, but basic market knowledge, however we are going to say it anyways!: the importance of a media buyer controlling their budget and being very analytical of results.
The control of the campaigns and the ROI that each one generates, is the most basic but also the most important aspects of media buying. You can be good at all previous “angles” and KPIs, but if you do not know how to measure results … Internet marketing is not your game my friend! But, no fear, especially newbies, that’s why, working hand in hand with premium network that offers detailed, real time stats and a platform with various filtering tools for extensive analysis, is an advantage to any media buyer. Add to that a personal account manager that will help you navigate the optimization process, the analysis, and you have the perfect combo.