If you are a performance-based advertiser, you should have the capability of sub ID tracking, but are you making the most of it? If you do not have sub ID tracking, well, that should be your top priority.
This is an essential tool to fully optimize your online marketing efforts. It allows you to segment your campaign results by each traffic source. This does not mean simply segmenting the data from each network in which your offer is promoted, but taking the extra step of segmenting the data from each source within each of those networks.
For those of you who have sub ID tracking, then you are already familiar with the benefits of being able to analyze clicks, leads and overall ROI by sub ID. You can evaluate each sub ID based on your own individual metrics – the metrics you must hit to be profitable.
For a lead gen offer, it might be that a certain percentage of those leads must convert into a sale. If it is a sale offer, it might be that the average sale amount for those customers must exceed a certain minimum purchase amount. Most retention-based offers typically need a certain average retention rate. So it does not matter what your metric is, it only matters that you are evaluating it by each individual sub ID.
By now, most of you are probably thinking, great, we already do that. Congratulations, you passed Performance-Based Marketing 101. Now, what do you do with that information? Do you simply send the sub ID’s that do not back out to your network and ask them to remove those? And ask them to scale the sub ID’s that are profitable? Although that is an important next step, it is primitive.
In order to truly take your optimization techniques to the next level, you need to provide your sources with the details of those performance metrics.
This allows your partners to look for trends. If a source is unprofitable and has results that are horribly lower than the other sources, then your partner knows to avoid publishers with similar sources.
If a source is falling just under your target metric, then your partner can evaluate that traffic source and determine if they can enable him/her to make some adjustments that will quickly turn it into a profitable source. This could be done by tweaking some language on a jump page, swapping out an image and/or adjusting a slogan to better fit your campaign.
This is imperative for taking full advantage of all your traffic sources. If you simply make hasty eliminations and remove all publishers that fall under your target metric, you will very likely remove sources that can quickly adjust to becoming solid long-term partners.
On the flipside, you should evaluate the profitable sources in the same detailed manner. If you have room to bump their payouts, you most definitely should. These are your golden partners, and you should do everything to keep them.
Laura is the Director of Strategic Partnerships for Clickbooth.com and oversees top advertiser relationships.
Download the entire FeedFront issue 17 here – http://issuu.com/affiliatesummit/docs/feedfront-17
FeedFront issue 17 articles can be found here as well: http://feedfront.com/archives/article00date/2012/2