Display Media Buying for Affiliate Traffic

brentb

brentb

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Jun 13, 2011
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I am sure most will agree that most of the time display banners do not generate enough direct response large scale to be an effective channel for CPA. ie. direct response is you click, you convert

I have heard time and again that its all about the VTs (view through conversions) giving overall volume increase across channels.

Are VTs a bullshit concept or legit? I think there is something to it in terms of brand value but it seems almost too easy to get VTs versus direct response if you have a lot of traffic.

Any tips to successfully attribute VTs to the CPA model?

Thank you!
 


This is a great question and I'm interested to hear the answer as well. For me, the topic of VTs come up most frequently with regards to retargeting companies. They normally want to be comped for any previous visitor, that viewed one of their retargeting banners, but decides to just visit the offer url and not click through the link in the banner. One could consider this paying for a lead that would have been generated without the help of the banner.
 
VT is legit... Display campaigns cause people to go to google and type in the place they see...

The client should see a 10 - 20% lift in search traffic.

You can place VT pixels and you can pay less for VT... Just like you can pay coupon affiliates less considering they are adding no real value when a user has the items in their cart and decides to google for coupon codes...

if VT was not legit things like newspaper ads, billboards, tv ads, and magazine ads would not exist

if this was too helpful i will provide a link with one mans penis going into another mans butt while that mans penis spins around
 
VT can be huge. It can make display advertising(which can work just fine complete DR btw) have insane ROIs.

But you have to have a somewhat unique/good brand.

Lenovo or Dell for example can get a huge VT lift from running display. However some 5 word brand name you can barely fit on the banner no one has heard of won't do so well.

For retargeting just go to Google and a good DSP and buy the impressions on a dCPM basis. That's pretty much what all retargeting companies do than try to mark it up to advertisers ridiculous amounts because it works so well.
 
You need to own a brand for this - don't even bother if you are just an affiliate.


On the other hand...
If you happen to have an affiliate website ranking #1 for the product's brand name keyword then you can capture these sales.
 
Would you do a massive display campaign banking on VTs even if you are doing no other channels or do you need to be doing significant volume in other channels to maximize your VT response?
 
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