One-Click Billing VS SOI (9)
Hi all,
pretty new to the mobile scene here and hope this isn't a stupid question. Been researching the forum and other blogs, but still don't understand the difference between One-Click billing offers and SOI offers. They sound the same to me, but Avazu seems to seperate them into two different flow types. Can someone please enlighten me?
Roi
SOI means a user has to submit their email or contact address (e.g. Phone number) once and then not confirm it. It's more of an email/desktop term.
1-click-billing is just that, one click, bam billed. It's specific to carrier-billed offers so is really it's own thing.
You could say 1-click-billing is SOI because people 'opt-in' once, but I really wouldn't mix the terms.
For Avazu, I'm not sure. Is this mobile specifically? There are so many types of flow in mobile.
Thanks for your reply Zeno 
According to Avazu,
One Click Billing is defined as: User clicks on the confirmation button > conversion made
SOI Sign Up is defined as: User fills lead form > User lands on confirmation page > conversion made
They have both of these for mobile subscription offers. Does this mean that for one-click, your phone number is already filled in for you and you just have to click one button?
They have a few european one-click billing offers that have big payouts... Since there are relatively low barriers to conversion, how do they manage such large payouts? ROIs could be huge!!
That looks like a sensible definition difference - SOI being more related to a form submit than a carrier billing system.
I'm not entirely sure how the one-click billing setups work. It will be easy to go through but users aren't so ignorant anymore and don't as readily fall for $10/week SMS subs, and the offer will likely have a wall of text below the button detailing their terms and such.
But yes, people make a lot of money with PIN submits and these types of offers.
Thanks again Zeno.
What is your opinion on trying these offers as a newbie without a large testing budget? I am following the mobile cookbook approach currently and have got some campaigns near green, do you think this will be possible will high payout offers like these? If these high payout offers have good conversion rates, I still may be able to get some good actionable data yes?
Sure, but I wouldn't be too optimistic about conversion rate.
For a $10 pin submit you'll probably want to set a side $200+ for multiple angle/lander testing and optimisation at a single traffic source.
With higher payouts you generally need to spend more for enough data per placement to have a decent idea of what is and isn't converting well. One of the difficulties with mobile - you will get thousands of placements worth of data.
Interesting, Im not sure I understand why a lower payout helps with a smaller budget, meaning the traffic will cost the same amount of $ for a specific geo.. so if you get paid 1.20 its easier to profit than with a 0.25 offer no ? i know people usually spend 2x-3x the payout but at the same time you get as many impressions on both offers..
It's not the lower payout specifically that is advantageous.
Generally, a lower payout parallels a lower barrier to conversion - and it is this that you want.
Take a $1 app install vs a $10 PIN submit. The app install is simple and users are very accustomed to them. The barrier to conversion is low and conversion rates may be 1-20% depending on the campaign.
Now, take a $10 PIN submit. The barrier to conversion is much higher - there may be longer forms, flows, and even if it is one-click billing, the landing page will be less trustworthy than the Google App Store page, and may have a legally required huge paragraph of text detailing T&C. The user is far less likely to convert on this, all else being equal. The conversion rate may then be 0.1-2%.
In this example the conversion rate and payout are an order of magnitude apart, so EPCs could be equivalent - sure. But, from a testing standpoint, you may need to spend $5-20 on a single placement to get conversion data to make statistically sound decisions. With 100's of placements initially getting traffic, it may take your hundreds - even thousands, to get data on all the variables in mobile for you to cut based on profitability - assuming the campaign overall shows promise and you continue with it.
Now, take the app install. You may be able to spend $1-3 on a placement before making decisions. Because the payout is also much lower, it is also easier to make sensible assumptions in your cuts. E.g. at the current costs, some placement has a CTR that gives CPCs of $0.31. You know - from campaign average data (which you have much more of due to the higher CVR), that it is very, very unlikely that this placement will be profitable. So you cut it at $1. With the PIN submit, $0.31 would be break even with about a ~3% conversion rate, which is much more plausible. What to do now? More data needed... more money needs to be spent.
This is why we recommend low payout offers.
It's not due to the potential lower payout offers have to make money, it's so that you have a higher chance of getting actionable data at low spends and also to minimise the risk you absorb.
Thanks for that amazing response as always, Zeno!
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