February 14, 2017 at 12:38Offers and verticals in traffic arbitration
- Tutorial
This is the fourth lesson of the free course on mobile arbitration, in which you will receive a general set of knowledge about mobile arbitration, fundamental concepts and a set of tools that are necessary for any arbitrator, Internet marketer or traffic manager.
Previous lessons:
In this lesson we’ll talk in more detail about the offers: what types they are, and what is the vertical of offers. Consider specific offers for mobile arbitration.
Presentation | Text decoding The
product is the first element of the earnings formula on the Internet. Offer - an advertiser’s offer to promote a product with a specific payment condition.
Goods may be different, therefore the offers are divided into groups depending on the advertised product. To do this, we introduce the concept of vertical offers.
The vertical of offers is not only a category of goods. The vertical determines the methods and methods of arbitration, the sources of traffic with which you will work, as well as the advertising creatives and approaches that you will use when promoting this product.
The verticals of the offers may be different, and you should not try to work immediately with everyone. Products from one vertical can convert well on one traffic, but poorly on another.
We’ll take a closer look at the types of verticals and appropriate traffic sources.
Let's go back to the concept of an offer and consider 4 necessary elements for each offer.
1. Product . Nowhere without him.
2. Conversion Flow - user action that will lead to conversion. For example: filling out a questionnaire or form on a mobile site, confirming your email subscription, installing or opening a mobile application.
3. Payout - there are cheap offers with small payments for the lead, and there are offers where they pay a lot for the lead. The main difference is not only in numbers: it is important how much money we need to spend on data in order to understand whether the offer works in plus or minus. Usually we need to spend less money on cheap offers:
If they pay 20 cents for an offer, then we will get 100 leads for $ 20.
If the offer costs $ 100 and we need 100 leads, then you need to spend $ 10,000 on the test.
It is better for beginners to start with tests on cheap offers and then transfer their work schemes to expensive offers.
4. Advertiser requirements for the promotion of the offer and terms of payment. We need to discuss with the advertiser which creatives to use, which users to attract (gender, age, geo), which traffic sources and methods of attraction are allowed. For example, in Dating: are men under 18 years old or only solvent men 25-35 years old? What geo to put for women: only Russia or only Moscow? What can be shown and what is not? Is there any guide line and brand book? It is also necessary to discuss which traffic sources are prohibited: many prohibit traffic sources such as contextual advertising on their own brand.
Now let's talk about how to combine different types of offers with traffic sources.
Not every vertical offer is suitable for working with any traffic source. Why it happens?
1. User context . Each traffic source has a different user context in which it is currently located: different interests and targeting. For example, if we have an advertising platform - an advertising portal for young mothers, then we will not be able to advertise an application aimed at a male audience there. And vice versa: on the advertising platform for children, we will not advertise financial instruments.
When you start working in detail with one vertical, you will understand what methods and sources of traffic fit your vertical.
2. Cost of attraction. When we select an offer and select the type of traffic, we need to think about where we will attract advertising from and understand the difference between the cost of attraction and the payment for conversion. There are expensive sources of traffic that cheap offers will not work on: we will not pass the minimum bar for cost per click or cost per impression. As an example: on expensive branded sites, we will not be able to convert a cheap mobile offer for utilities.
3. Conversion Flow . Not on every type of traffic the user expects one or another Conversion Flow. For example, if we have a user on mobile traffic, he is unlikely to fill out a long form for a loan. This offer is only suitable for him if there is an alternative Conversion Flow with a small application form.
4. Advertising policy. It introduces great restrictions on advertising offers on certain traffic sources. Many large advertising networks prevent the distribution of advertising to certain categories of products.
For example, in the alcohol category or on Dating (on Adult). Often, utilities on Android are advertised using prelendings, but not all ad networks allow the use of preleading.
There are specific types of offers in mobile arbitration that are not characteristic of ordinary arbitration: mobile application installations using the CPI model and mobile PIN Submit subscriptions.
Let's consider them in more detail.
Mobile installations are divided into different subcategories, and their essence is that the advertiser pays for the installation and opening of the mobile application.
There are different mobile applications:
Another type of offer is mobile subscription. They are called “pins,” PIN Submit.
Pin Submit are also mobile offers that work only on mobile traffic.
For example: the user wants to access the site, but does not download the application, but sends a paid SMS and, in response, gets access to this content. He can get a password to access the content.
Depending on the payment, mobile subscriptions are divided into two types:
1. Wap-Click or One click . In this case, the mobile operator determines the number of the mobile subscriber. You click on the button, agree to certain conditions and subscribe to the mobile service. After sending the password, the content is available to you.
2. Premium SMSwhen you must send an SMS to a paid number. In this case, there are two more payment options:
In the second case, the user must confirm with a reply SMS or PIN code on the site that he agrees to this.
Usually this is a site with a button "enter", "access", "download". There are certainly conditions that state that the user subscribes to them and, for example, 20 rubles will be debited from him every day for access to this site until he unsubscribes.
Depending on the country and the mobile operator, these rules are regulated and described in different ways: somewhere you need to specify explicitly, somewhere you can write in small text.
We examined the concept of an offer and found out what are the verticals of offers. Understood what mobile installations and subscriptions are.
In the next lesson, we’ll find out where the advertiser places the offers, and how to access them.
You can ask any questions about arbitration in the comments or in our VKontakte group .
Previous lessons:
In this lesson we’ll talk in more detail about the offers: what types they are, and what is the vertical of offers. Consider specific offers for mobile arbitration.
Presentation | Text decoding The
product is the first element of the earnings formula on the Internet. Offer - an advertiser’s offer to promote a product with a specific payment condition.
Goods may be different, therefore the offers are divided into groups depending on the advertised product. To do this, we introduce the concept of vertical offers.
Verticals of offers
The vertical of offers is not only a category of goods. The vertical determines the methods and methods of arbitration, the sources of traffic with which you will work, as well as the advertising creatives and approaches that you will use when promoting this product.
The verticals of the offers may be different, and you should not try to work immediately with everyone. Products from one vertical can convert well on one traffic, but poorly on another.
We’ll take a closer look at the types of verticals and appropriate traffic sources.
Types of verticals
- Games (mobile, computer).
- Software and services.
- Utilities - Android applications that accelerate the device, save battery, offer various screensavers and desktops for mobile phones.
- Travel: booking airline tickets, hotel rooms, etc.
- Dating, is divided into two sub-verticals: Mainstream dating (the usual dating service for everyone) and Adult (the dating service for more open relationships).
- E-Commerce - the sale of physical goods through online stores and sites.
- Gambling - slot machines, slots and casinos.
- Binary Options and Forex.
Let's go back to the concept of an offer and consider 4 necessary elements for each offer.
Offer Elements
1. Product . Nowhere without him.
2. Conversion Flow - user action that will lead to conversion. For example: filling out a questionnaire or form on a mobile site, confirming your email subscription, installing or opening a mobile application.
3. Payout - there are cheap offers with small payments for the lead, and there are offers where they pay a lot for the lead. The main difference is not only in numbers: it is important how much money we need to spend on data in order to understand whether the offer works in plus or minus. Usually we need to spend less money on cheap offers:
If they pay 20 cents for an offer, then we will get 100 leads for $ 20.
If the offer costs $ 100 and we need 100 leads, then you need to spend $ 10,000 on the test.
It is better for beginners to start with tests on cheap offers and then transfer their work schemes to expensive offers.
4. Advertiser requirements for the promotion of the offer and terms of payment. We need to discuss with the advertiser which creatives to use, which users to attract (gender, age, geo), which traffic sources and methods of attraction are allowed. For example, in Dating: are men under 18 years old or only solvent men 25-35 years old? What geo to put for women: only Russia or only Moscow? What can be shown and what is not? Is there any guide line and brand book? It is also necessary to discuss which traffic sources are prohibited: many prohibit traffic sources such as contextual advertising on their own brand.
Now let's talk about how to combine different types of offers with traffic sources.
Offers and traffic
Not every vertical offer is suitable for working with any traffic source. Why it happens?
1. User context . Each traffic source has a different user context in which it is currently located: different interests and targeting. For example, if we have an advertising platform - an advertising portal for young mothers, then we will not be able to advertise an application aimed at a male audience there. And vice versa: on the advertising platform for children, we will not advertise financial instruments.
When you start working in detail with one vertical, you will understand what methods and sources of traffic fit your vertical.
2. Cost of attraction. When we select an offer and select the type of traffic, we need to think about where we will attract advertising from and understand the difference between the cost of attraction and the payment for conversion. There are expensive sources of traffic that cheap offers will not work on: we will not pass the minimum bar for cost per click or cost per impression. As an example: on expensive branded sites, we will not be able to convert a cheap mobile offer for utilities.
3. Conversion Flow . Not on every type of traffic the user expects one or another Conversion Flow. For example, if we have a user on mobile traffic, he is unlikely to fill out a long form for a loan. This offer is only suitable for him if there is an alternative Conversion Flow with a small application form.
4. Advertising policy. It introduces great restrictions on advertising offers on certain traffic sources. Many large advertising networks prevent the distribution of advertising to certain categories of products.
For example, in the alcohol category or on Dating (on Adult). Often, utilities on Android are advertised using prelendings, but not all ad networks allow the use of preleading.
There are specific types of offers in mobile arbitration that are not characteristic of ordinary arbitration: mobile application installations using the CPI model and mobile PIN Submit subscriptions.
Let's consider them in more detail.
Mobile installations and mobile subscriptions
Mobile installations are divided into different subcategories, and their essence is that the advertiser pays for the installation and opening of the mobile application.
There are different mobile applications:
- Utilities (Android launchers, battery boosters, memory saver, and so on)
- Travel topics (airline tickets, booking)
- E-commerce
- Games
- Dating services in the form of mobile applications.
- Forex and binary options.
- Various application services, like taxi ordering or pizza delivery.
Another type of offer is mobile subscription. They are called “pins,” PIN Submit.
Pin Submit are also mobile offers that work only on mobile traffic.
For example: the user wants to access the site, but does not download the application, but sends a paid SMS and, in response, gets access to this content. He can get a password to access the content.
Depending on the payment, mobile subscriptions are divided into two types:
1. Wap-Click or One click . In this case, the mobile operator determines the number of the mobile subscriber. You click on the button, agree to certain conditions and subscribe to the mobile service. After sending the password, the content is available to you.
2. Premium SMSwhen you must send an SMS to a paid number. In this case, there are two more payment options:
- MO - the user sends an SMS to the short number.
- MT - the user receives SMS from a paid number.
In the second case, the user must confirm with a reply SMS or PIN code on the site that he agrees to this.
Usually this is a site with a button "enter", "access", "download". There are certainly conditions that state that the user subscribes to them and, for example, 20 rubles will be debited from him every day for access to this site until he unsubscribes.
Depending on the country and the mobile operator, these rules are regulated and described in different ways: somewhere you need to specify explicitly, somewhere you can write in small text.
Conclusion
We examined the concept of an offer and found out what are the verticals of offers. Understood what mobile installations and subscriptions are.
In the next lesson, we’ll find out where the advertiser places the offers, and how to access them.
You can ask any questions about arbitration in the comments or in our VKontakte group .