Over the weekend I posted a quote that I made inside our Private Community on our Facebook page:
Around the office we say, “dare to be different!” Make your own unique landing page and analyze your tracking data. Make your competitive advantage your hook and angle, landing page, and intelligent data. By doing this you’ll not only become a successful affiliate for years to come you’ll also be successful on other mediums such as mobile. The traffic source is not the final piece of the puzzle, you should be able to make any source work, it’s about your marketing skills!
This came up while we were talking about traffic sources and what exactly it takes to make a winning campaign. Too often affiliates will come to us at Revived Media and explain how they’ve made millions with rebills or media buying on desktop advertising sources and how they’re super stoked to do the same with mobile. They then expect us to say, “run this page on this traffic source with these offers and you’ll make mobile monies.” Unfortunately it doesn’t work that way. To consistently create winning campaigns you need to recognize your own hook and angle, come up with a unique landing page, and utilize intelligent data.
Marketing is all about creative hooks and angles. One that comes to my head that I’m sure you can relate to is the GEICO gecko. How many of these silly commercials have you be entertained with on television featuring this talking reptile? Insurance is boring and it’s really a pain in the ass to buy because you may go years and never even file a claim. I personally hate every time of the year when the agent comes out to our office to renew our health insurance plan. It’s not a fun subject to talk about but unfortunately it is necessary. GEICO uses their creative hook and angle to get us interested hence heavily branding their company. The same holds true when developing a successful campaign on the Internet. You want to be creative and engage your audience and then bring them into your offer. I’ve talked many times about how I made money with a survey page asking if Brett Favre should retire from football (this was several years ago). My creative hook and angle was a hot trend and eventually filtered traffic down to a CPA offer.
The days of the Acai Berry really brought some characters out of the woodwork. Over the years a lot of affiliate have become spoiled by pushing health and beauty products all using the same landing page and just plugging in different traffic sources. From large desktop media buys to Facebook and Google the traffic is the final piece of the puzzle because everyone is using the same page. The only competitive advantage here is the top bidder. Whoever has the deepest pockets and can gobble up the most traffic wins. Moving over to mobile this is a lot tougher to work. You have to tailor your landing pages to the traffic source and understand important things such as user engagement. What is the user doing when they click on your advertisement? Does your landing page successfully engage them and send them through your conversion funnel? Screen size also plays an important role because you must format your landing page to display correctly on the device a user is browsing on.
Gathering intelligent data is another winning piece to the entire successful campaign creation process. Immediately when you start receiving traffic you should be able to monitor the results of your landing page and banner click through rates. It doesn’t take a rocket scientist to see how many people that click on your banner make it through your landing page out to the offer. By watching these numbers you can tailor your landing page to increase this number. The more people that make it to the offer you’re promoting the more money you’re going to make. Back to mobile traffic, metrics such as screen size, data speed, and operator can make a big difference. If a user is using a feature phone it’s possible your landing page doesn’t even format correctly (especially if you’re using jQuery).
Being a successful affiliate and consistently creating winning campaigns is more than “rip and run.” Last year I wanted to prove this point to one of my friends. While running a mobile campaign I took a landing page that’s running everywhere and split tested it against one I created. The page that was running everywhere lost me money while my page made over 100% ROI! Once you get down your creative hook and angle, use your own unique landing page, and carefully analyze your data you will find yourself creating winning campaign after another and successful on every medium. The traffic source is far from the magical piece of the puzzle. While you do want volume, it should not make or break your campaign. The next time you’re creating a new campaign consider all of these points and you should find yourself with a nice ROI sooner.