Publisher Tips
Which traffic source is the best for your site?
Everyone wants more traffic to their website. But it is important to understand that in the world of performance marketing, different traffic sources hold differing pros and cons:
Organic search traffic (SEO)
The benefit that traffic from this source has is that in the long-term it is essentially free traffic. However, be aware that it can take a long time to gain this traffic, and it requires the constant addition of compelling content to your site. You also won’t have control over the key words which you show up for on search engines, so it is harder to get close to the buying end of a user’s journey.
Paid search traffic (PPC)
The direct costs associated with paid search means that this is only a viable traffic source for websites which have a high conversion rate. It can work better on some pages than on others; for example on specific product related pages, conversion rates will be higher than on top level category pages, and so the return can be gained with paid clicks.
Social traffic
Sometimes publishers struggle to gain social users that are in a buying frame of mind, and to make affiliate sales via this traffic source. However, social traffic has the benefit of generating repeat users and a dedicated following. With a viral marketing campaign it also gives the potential for big surges in traffic at a low cost.
Advertiser Profile
MobileInsurance.co.uk
Contact
Lewis Young
Sector
Mobile Phones
Tell us something that publishers might not know about your programme?
Readers of What Mobile magazine voted mobileinsurance.co.uk as best insurance provider 2013, this based on their experiences of our fantastic customer services and levels of cover we provide. It is wholly judged on customer votes, which is pretty awesome for our little company.
Which months are most important for your brand? When are your key sales periods?
Our busiest period is after Christmas, when everyone wants to insure their new phones and gadgets. There are plenty of other opportunities too, including holiday time, back to school/uni, plus event based considerations such as festivals and concerts, where mobile thefts are pretty rife.
What do you think is the next big thing for performance marketing?
Innovation from publishers. We’re continually seeing publishers hanging up their websites in favour of providing SaaS and other tech for merchants and programmes.
Which methods have you found most effectively to motivate your publishers?
You can’t beat personal relationships for getting ahead with your programme. They help you steer your programme in the right direction, and make sure that it’s delivering to satisfy the advertiser and publisher.
What technological innovation would you like to see in performance marketing?
Video I guess hasn’t been cracked yet, properly, but it’s only a matter of time. There’s a few good ideas out there, but we wait for something breathtaking.
What’s the best piece of performance marketing advice you have been given?
Stop working for Google, and work for your visitors. Google is too fickle to continue to please, so keep your customers happy, that’s the secret for growth.
If you could change one aspect of the industry, what would it be and why?
I think the industry has become very limited, we need to broaden it again, to allow for progress, only a few can now break into it, which is limiting in terms of innovation, breadth and maturity for performance marketing, it’s in danger of stagnation.
Which one thing would we always find in your refrigerator?
Milk – the kids seem to drink a cow’s worth every day. Oh and cider, where by I try and drink a tree’s worth of apples each day 😉
Do you have any new/big plans for the next few months that publishers should know about?
Building more relationships with partners, offering bespoke offers and looking at new and exciting ways to promote our programme. If anyone has any ideas, we’re all ears, we’d love to discuss the opportunities and explore new possibilities with anyone.
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