February 12, 2009
Content, relevance and intent will definitively save the online medium. Justifying every dollar of your marketing budget, brand awareness that is held accountable to driving revenue and sales as well as driving brand is paramount.
Many of us are seeing shrinking advertising budgets. We’re seeing a shift to ROI in the online world which is great. But we still need to prove ourselves, create new forms of measurement and earn the respect we so desperately seek. Why do all of those media dollars still end up on TV? Why isn’t everything coming our way?
We need to have an engaging and relevant message for online users. Targeting, websites that add value, smarter search, user generated content and how to leverage that will crack open the vault.
Advertisers will welcome us as soon as we can prove we’re not wasting anyone’s money.
That’s our challenge for 2009.
February 10, 2009
As our economy worsens and belts continue to tighten online advertisers are even better off. The reason? ROI – Return on Investment. There is no other medium where the advertiser knows exactly where ads will run, and can track performance. There is certainly value in brand advertising, but in order to fully see the power of online advertising, one must only offer a CPA, or CPC and watch the magic happen. Certainly there are risks involved as there are regarding any advertising. You’ll be well suited to investigate the pitfalls – ie, chargebacks or deductions, click fraud but rest assured if you need to advertise -and you DO, then make it performance based. The worst feeling in the world is spending dollars and you cannot quantify where there went, or the purpose regarding your spend. When you have a paying customer that just paid you $30, and you paid an affiliate $15 to generate that sale, I can guarantee you’ll migrate your spend to performance driven.
October 24, 2008
Working with a performance based ad network can make you a superstar, or can get you in the hot seat quicker than you can say Vonage.
Here are a few tips that will help you as the advertiser get back into the control seat. Networks have a tendency to promise the moon, and deliver a hunk of cheese. Don’t let this happen to you. Work closely with the right partner and you’ll reap the rewards. Give up that control, and they will send you a bag full of useless leads that will kill your entire marketing budget. Be smart – understand your allowable acquisition and get in front of a few different networks. Ask lots of questions and insist on the following – and you’ll be fine.
1. Demand full disclosure and transparency – If your brand is large enough they will offer it. If not, find a partner that will. You need the control of knowing where your ads are running.
2. Request certain hand selected publishers receive a higher payout (at the networks expense – reduced margin) to drive more volume.
A. Make sure payouts are listed privately – so you don’t anger other publishers running the offer
3. Insist that the appropriate checks and balances are in place
A. List the number of leads you’re willing to pay for in a set time frame – ie, if a publisher generates 2000 leads over the weekend, but you’ve capped the offer at 1000 leads – you’re not held responsible – PUT THIS IN WRITING IN THE CONTRACT
4. Set weekly conference calls – If you think there’s nothing to discuss, think again – something ALWAYS comes up
5. Don’t be bullied into unfavorable payment terms – Networks are HIGHLY competitive, and they need your business.
Go get em!
March 20, 2008
Recently we’ve been seeing a lot of chatter in the media about a pending recession. Some may argue that the recession has already hit, and that it’s only going to get worse. Pending events like the US Presidential Election, coupled with the Bejing Olympics are top of mind as well.
I feel that performance based online marketing/affiliate marketing is recession proof.
Let’s think about this; if you’re currently spending money online for your company you certainly understand that there are numerous ways in which you can aggregate new users/viewers etc. You can purchase media on a CPM, CPC, or CPA. If you’re currently working in a CPM scenario and you have a budget that can handle that, great. But what happens if that budget is directly effected by a recession. You’d be forced to modify your offering to performance based only. This would entail your only paying for a paid conversion, or a user (depends on how you’d prefer to define an aquisition).
In this manner of advertising you’re still spending ad dollars, but only if you’re making money yourself. If you’ve done your homework, understand your allowable aquisition rate, and can back into the appropriate metrix….then you’re recession proof!
July 19, 2007
I cannot tell you how fired up I am about what’s happening internally here at Azoogle! Since 2000 Azoogle has been the premier performance based ad network. About a month ago we have expanded our product offering to CPM Media Planning, as well as Search AOR services. In less than a month we’ve already moved forward with million dollar media buys, and have signed Blockbuster, and Thumbplay as Search AOR clients!
Talk about wanting to get out of bed in the morning! There are so many great things going on here!