Affiliates are moving away from display advertising as CPMs increase. They’re moving towards content ad networks like Taboola, Outbrain, and even Facebook (yes, Facebook is just a big content ad network). Here’s the secret…as you move towards these content ad network channels you need to think more like a publisher and less like an advertiser.
Four ways to think more like a publisher:
- Focus on visitor retention
- Keep your traffic engaged
- Remember, visitors want to consume more content
- Be your own content network
So here’s how one affiliate implemented these four tips:
They put an exit splash, similar to the one above, on all of their landing pages. When a visitor goes to leave the page an exit splash gives directs them to other landing pages, angles, and/or offers. Take a look at some numbers from a typical display campaign.
Now look at some numbers from their exit splash “campaign.”
Three things jump out right away: CTR is about 16%, spend is zero, and the best improvement, 204 conversions.