It’s no secret that PPV is hot these days. With other forms of marketing such as PPC or media buys getting saturated or shutting out affiliates due to strict standards, PPV is emerging as the place for affiliate marketers to be.
PPV campaigns are fairly easy to set up but as many would be PPV marketers know, that doesn’t mean it will be a winner. If it were that easy we would all be rich right? So what are the steps you need to take to ensure you launch your PPV campaign the right way?
1. Know your offer’s demographics
It’s not enough just to select an offer and throw some targets at it, you need to really get in the head of your prospective customers. This part of your research can’t be done with any tool which is actually good news! We don’t want to generate the same results as everyone else so we need to get creative.
Let’s take a car insurance offer for an example. Before picking your targets to bid on, sit down and brainstorm the reasons why someone would want car insurance in the first place. Some ideas that come to mind are:
- Buying a new or used car
- Parents teen’s getting their license and needing insurance
From those ideas I can come up with a creative angle to select my targets; new or used car dealers, relocation websites, teen drivers, etc. This is what is going to separate you from the thousands of other PPV marketers who just scrape together a list of car insurance targets.
(Editor’s Note: Here are two great demographic posts on Marketing to Women. Part 1 and Part 2)
Tracking your PPV campaign is important because one target can convert great while another does nothing but eat your daily budget. You can use an external tracking system or network SUB ID’s to track your campaign.
3. Landing page & direct linking
A really common question I get is ‘what is better…landing pages or direct linking?’ This is a hard question to answer because both can work. Don’t get caught up in the offer fitting in the pop up window size, what offer should a LP be built for, etc. Simply make ½ of your campaigns with a landing page and ½ direct links. You will quickly discover what strategy works best for you.
4.Know when to hold ‘em, know when to fold ‘em
One common mistake PPV marketers make is spending way too much money on a campaign that isn’t converting. I know most people want an exact formula of when to cut off a campaign but there really isn’t one. A good general guideline is this;
- Spend 1-3x the offer payout on your campaign, and if you have no conversions it is time to change something. For example, I am promoting an offer with a $10 payout. I set up my campaign and spend $10-$30 on my PPV traffic network. If I have 0 conversions I will either drop the campaign or change my targets and let it run for another $10-$20. If I have a conversion or two I will cut out the targets that didn’t convert and focus on the ones that are. If there are still no conversions I don’t hesitate to drop the offer. Don’t bang your head against the wall trying to make something work, most of my profitable campaigns have shown a little promise right from the start.
One thing to watch out for is that one or two targets don’t eat your entire budget. What I mean is that if you spend $20 testing a campaign but spent $19 on one target, it’s not a very good test. Watch your campaign closely and if you see one target getting all the action, pause it and let some other targets get traffic.
5. Launch like there’s no tomorrow
Another common issue I see all the time is people trying to make their campaigns perfect. They spend so much time working on 1 campaign and when that campaign dies (yes, it will) they are back to square one. Think about it, would you rather have 1 campaign making $100 or $10 campaigns making $10/day? With the 10/10 strategy even if ½ your campaigns die off, you still have 50% of your income.
Stop trying to make every campaign perfect and squeeze every penny out of it. Certainly if you have a profitable campaign, try to optimize it but whatever you do don’t stop launching campaigns.
There is a lot of money to be made in PPV marketing but like anything it requires careful planning and work. Use your best judgment and don’t just rely on what others tell you works for them.
David Ford is the author of the PPV Playbook marketing guide. In addition to being a full time affiliate for the last 5 years, he runs a PPV coaching program and active forum.