Step Up Your Revenue with Lead Generation Expertise

1. Step up your revenue with Lead Gen expertise

2. Lead Generation Offers • CPL offers=Capturing interest • CPA/CPS offers=Capturing sale Benefits to Lead Gen (CPL) • Shorter forms=higher conversions • Diverse verticals to work in • Thousands of offers Courtesy of Underground Elephant Lead Generation Services

3. Main Verticals of Lead Generation

4. The Life Cycle of an Offer Courtesy of Underground Elephant Lead Generation Services

5. The Life Cycle of an Offer • Offers are much like novels containing a beginning, middle, and end. • The key is to monitor where the offer is at any point and optimize based on the position. • As the offer rises towards its climax it is important to use that time to negotiate payout and to start preparing a backup offer. Courtesy of Underground Elephant Lead Generation Services

6. Once an offer reaches its climax point, it is only a matter of time before the returns start dwindling down. Plan correctly to avoid going days without revenue waiting for another offer to take off. Courtesy of Underground Elephant Lead Generation Services

7. The Life Cycle of an Offer • Why is this decline inevitable? • Creative burn out • Placement burn out • The Network factor… Courtesy of Underground Elephant Lead Generation Services

8. The Life Cycle of an Offer • The Network Factor • If you are running an offer through a network, once your traffic reaches the apex you may discover “shaving” or “scrubbing” at  a higher rate. • The same timeline applies to a Network working with an Advertiser. Courtesy of Underground Elephant Lead Generation Services

9. Working With an Advertiser • In the beginning, an Advertiser will be begging for traffic. • But as the offer begins to peak you’ll discover that the advertiser may pull back on needing traffic. • This is either due to caps being filled or having allocation from other sources that they have commitments to. • Or they want to scrutinize your traffic to insure quality. Courtesy of Underground Elephant Lead Generation Services

10. The key for both publishers and networks is to stockpile several similar offers and have them all ready to go. Also, to start running new offers before your current offer hits its climax so as one dwindles down you’ll have another reaching its peak Courtesy of Underground Elephant Lead Generation Services

11. Know Thy Advertiser • Each lead generation vertical only has a handful of advertisers that are major players.  • Learn who they are for each vertical you work on. • Be able to identify them by the offer name, look of the creative, their privacy policy etc. Courtesy of Underground Elephant Lead Generation Services

12. Know Thy Advertiser • Why know this? • Some advertiser’s offers convert better than others so aftertime you’ll know which offers to avoid and which ones to go after. • Some advertisers are heavy-handed with returns. • Also while some advertisers always pay, others may take forever to pay or won’t pay at all. Courtesy of Underground Elephant Lead Generation Services

13. Tips on How to Know Your Advertiser Look at privacy policy. Most of the time the advertiser identifies itself within the privacy policy. Courtesy of Underground Elephant Lead Generation Services

14. Tips on How to Know Your Advertiser • Look up the offer URL in who.is to find advertiser, ip address and contact info. Courtesy of Underground Elephant Lead Generation Services

15. Tips on How to Know Your Advertiser • Look up the offer’s IP to find other offers the advertiser may have stored on the same IP. • CMD • Type command: ping www.offer.com • Put IP address into Bing. • Note: This may not work every time. Courtesy of Underground Elephant Lead Generation Services

16. Tips on How to Know Your Advertiser Ask your Affiliate Manager. Sometimes they will just tell you or it will be obvious. Courtesy of Underground Elephant Lead Generation Services

17. Tips on How to Know Your Advertiser • Once you’ve identified the advertiser, keep a chart of your experience working the with them. • Conversion rates • Payment time • Returns rates Courtesy of Underground Elephant Lead Generation Services

18. Tips on How to Know Your Advertiser • If you find an advertiser you like and can do volume on the offer, it may be worth pursuing a direct relationship. • Benefits: higher payout and possible higher conversion rates. • However, in most cases I’d recommend sticking with a network… Courtesy of Underground Elephant Lead Generation Services

19. Why Use a Network When You Can Go Direct? Networks protect publishers by being able to float payments. Most advertisers pay their networks a lot later (net 30, 60,90), then the network pays their publishers. Courtesy of Underground Elephant Lead Generation Services

20. Why Use a Network When You Can Go Direct? • Using a network puts less scrutiny on your leads since the network is viewed as one source by the advertiser even though there is traffic from multiple places. • This ensures the likelihood of getting paid for every lead. Courtesy of Underground Elephant Lead Generation Services

21. Getting That Higher and Faster Payout Remember the chart. Utilize your offer’s growth to negotiate payout. Pick up the same offer on several networks--use them to stagger your profit stream. Courtesy of Underground Elephant Lead Generation Services

22. Getting That Higher and Faster Payout • Once you have the same offer on several networks you can use this to leverage getting a higher payout. This forces the networks to compete for you. “Hey I can get the same offer for $15 at another network but I want to work with you. Can you match it?” • Keep in mind: Sometimes the highest paying offer will not convert as high as the same offer with a lower payout. Use this as leverage to get a higher payout. Courtesy of Underground Elephant Lead Generation Services

23. Getting That Higher and Faster Payout • Explain your financial situation to your account manager. • “Look I am working with another network who’s paying me weekly and since I pay for all of my media upfront it’s really the only way I can stay a float. I want to work with you but I can’t stay afloat with  your current payment terms.” Courtesy of Underground Elephant Lead Generation Services

24. Getting That Higher and Faster Payout • Be ready and able to pause. • In most cases it is well worth it to lose a few day’s revenue in order to get better payment terms with a network. “Look I’m not going to be able run any more traffic until I get paid. My credit card is maxed out, as soon as you can get me payment I’ll be able to go live again.” • But, remember that if you have the same offer set up on several networks you shouldn’t have to lose out on revenue while you negotiate payment terms. Courtesy of Underground Elephant Lead Generation Services

25. Getting That Higher and Faster Payout Have a good relationship with your Affiliate Manager • AMs are more likely to give higher payouts to affiliates they like. • Be friends with your AMs. Use networking opportunities like Affiliate Summit to strengthen your relationships. • They will go to bat for you when you need it. The relationship is reciprocal so it’s important to respect it. Courtesy of Underground Elephant Lead Generation Services

26. Higher Payouts From a Network’s Perspective • Always know the margins you are working on for every offer. • Do the math before giving higher payouts to publishers. • Get specific numbers from your pubs when the say they can do more volume. Ask what kind of volume they normally do with similar offers. Courtesy of Underground Elephant Lead Generation Services

27. In most cases if a higher payout will mean more volume it pays off to payout. Try a 3-day payout bump to see if the increase in volume is really there with the higher payout. This will protect you in the event they can’t deliver more volume. Courtesy of Underground Elephant Lead Generation Services

28. Higher Payouts From a Network’s Perspective Sometimes it is worth it to break even on an offer. Why? • You may be able to go back to the advertiser and ask for a higher payout with the increase in volume. • Loose profit on one offer but get the same publisher to run another offer that you can make the profit back on. Courtesy of Underground Elephant Lead Generation Services

29. Faster Payouts From a Network’s Perspective When to give weekly payments? • With an individual publisher you can loosen the payments timeline since you know that they don’t have the same cash flow to float media buys as a network. • Wait until you’ve worked with them long enough to get paid by the advertiser for their traffic. Courtesy of Underground Elephant Lead Generation Services

30. Faster Payouts From a Network’s Perspective • Know how quickly you get quality reports back from the advertiser on each offer. • If it takes the advertiser 30 days to get back returns or a quality report than wait to payout new publishers until they have cleared the quality check. Courtesy of Underground Elephant Lead Generation Services

31. Faster Payouts From a Network’s Perspective • If you have a good relationship with the advertiser than you can loosen that payout timeline as well. • Keep a log of the advertisers that you work with and rate working with each. Use this as a cheat sheet when dealing with pubs to know where you have “wiggle-room”. Courtesy of Underground Elephant Lead Generation Services

32. Network Checks for Fraud Publishers • In the application process verify the publisher with the contact info they submit. • Don’t approve if you can’t get a hold of them with the number they provided or if the number is disconnected. • If they provide a site where they claim their traffic is from look it’s Alexa ranking up to verify their information. Courtesy of Underground Elephant Lead Generation Services

33. Publisher Checks for Fraud Networks • Trust your instinct. • Use sites like WickedFire to look up a network you are thinking about working with. • Scrutinize the website of the network. Make sure they have multiple ways to contact them. • Ask for references. Courtesy of Underground Elephant Lead Generation Services

34. In Conclusion • Chart the life cycle of each offer and optimize your campaign based on the position of your offer. • Stockpile similar offers so that you can always have an offer headed towards its highest point. • Know your advertisers. • Ask for higher payouts at key growth periods of your offer. Courtesy of Underground Elephant Lead Generation Services

35. In Conclusion • Affiliate Managers: Do calculated risks with payout bumps rather than gambles. • Make friends with your Affiliate Manager. • Screen for fraud for both networks and publishers. Courtesy of Underground Elephant Lead Generation Services

36. Lauren Palazzo/ Alexander Underground Elephant Director of Marketing 858-815-5323 lpalazzo@undergroundelephant.com Aim: d5lauren twitter@hellocoffeegirl facebook.com/laurenkayalexander Courtesy of Underground Elephant Lead Generation Services