Hi all!
Today let’s talk about organic funneling in affiliate marketing.
The problem of flow hasn’t been solved yet, even with the high level of digitalization and use of advanced technical features. Due to the large number of intermediaries in the chain, the advertiser is still unable to control the promotion of his brand at all stages. The affiliate can hardly guess what promos to use when launching an ad campaign, which lead user to make the target action.
Pic.1: Classic funnel curve construction: banner, pre-land, land
This year we've tried to test how wholeness of the funnel influences on the final performance. To that end, we suggested that publishers upload the creatives they use for an advertising campaign to our cloud so that we can use a script to substitute the background of our feeds with the appropriate creo. So, the lead user gets a native flow: he sees an image of a girl on a banner, a push, a social account avatar, a video in tik-tok or any other editable format, clicks on the link and gets to the pre-land, where we use images or videos of the same girl.
So, the user gets a native flow: he sees an image of a girl on a banner, a push, a social account avatar, a video in a tik-tok or any other advertising format. After, he clicks on the link and gets to the pre-land, in which we use images or videos of the same girl. User's confidence in landing page increases and they more likely will move forward the funnel. For increased trustworthiness, we suggested that partners pass on the girl's name in the link to use in the creative.
Pic.2:Standard IMI pre-land and swapped creatives with Custom Creo
It's all nice and logical in theory, but let's look at metrics.
For the A/B test, I took an affiliate with push traffic to USA and divided it into 2 streams:
1) With our standard pre-lаnds
2) With the same pre-lands, but the creatives for the backdrops provided by our partner.
Pic.3: Split two passes
As you can see in the screenshot, the custom creo shows the advantage of all performance metrics. So, CTR is higher by 6.5%, visit2conversion by 15.3%, CR by 8.3%, and EPV by 8.6%. Using Custom Creo would bring this publisher on this segment almost $800 in additional revenue if we spilled 100% of the traffic into this funnel.
Pic.4: Test results
The test was performed during the month of August 1st through August 31 st. The Auto-Optimization system at some point began to give more traffic to the passer with the best score. The data received is enough to record a statistically relevant difference from the use of Custom Creo.
Pic.5: Stat calculator results
While the test results are positive, Custom Creo remains only an intermediate step on the road to building an organic funnel and will require many more technical changes for use across the platform.
But we are already inviting all affiliates to join our tests and increase their performance results right now!
Any questions? Comment the post and we'll try to help.
Profit to all!
Today let’s talk about organic funneling in affiliate marketing.
The problem of flow hasn’t been solved yet, even with the high level of digitalization and use of advanced technical features. Due to the large number of intermediaries in the chain, the advertiser is still unable to control the promotion of his brand at all stages. The affiliate can hardly guess what promos to use when launching an ad campaign, which lead user to make the target action.
Pic.1: Classic funnel curve construction: banner, pre-land, land
This year we've tried to test how wholeness of the funnel influences on the final performance. To that end, we suggested that publishers upload the creatives they use for an advertising campaign to our cloud so that we can use a script to substitute the background of our feeds with the appropriate creo. So, the lead user gets a native flow: he sees an image of a girl on a banner, a push, a social account avatar, a video in tik-tok or any other editable format, clicks on the link and gets to the pre-land, where we use images or videos of the same girl.
So, the user gets a native flow: he sees an image of a girl on a banner, a push, a social account avatar, a video in a tik-tok or any other advertising format. After, he clicks on the link and gets to the pre-land, in which we use images or videos of the same girl. User's confidence in landing page increases and they more likely will move forward the funnel. For increased trustworthiness, we suggested that partners pass on the girl's name in the link to use in the creative.
Pic.2:Standard IMI pre-land and swapped creatives with Custom Creo
It's all nice and logical in theory, but let's look at metrics.
For the A/B test, I took an affiliate with push traffic to USA and divided it into 2 streams:
1) With our standard pre-lаnds
2) With the same pre-lands, but the creatives for the backdrops provided by our partner.
Pic.3: Split two passes
As you can see in the screenshot, the custom creo shows the advantage of all performance metrics. So, CTR is higher by 6.5%, visit2conversion by 15.3%, CR by 8.3%, and EPV by 8.6%. Using Custom Creo would bring this publisher on this segment almost $800 in additional revenue if we spilled 100% of the traffic into this funnel.
Pic.4: Test results
The test was performed during the month of August 1st through August 31 st. The Auto-Optimization system at some point began to give more traffic to the passer with the best score. The data received is enough to record a statistically relevant difference from the use of Custom Creo.
Pic.5: Stat calculator results
While the test results are positive, Custom Creo remains only an intermediate step on the road to building an organic funnel and will require many more technical changes for use across the platform.
But we are already inviting all affiliates to join our tests and increase their performance results right now!
Any questions? Comment the post and we'll try to help.
Profit to all!
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