Let's Bring Metal to the Battle: Shotgun vs. Sniper Method (8)
Let's Bring Metal to the Battle: Shotgun vs. Sniper Method
Since I'v been in affiliate marketing (about 10 years now) I always found out I really really enjoy the part of creating ads/images and text. Especially on STM I see a lot of follow alongs and case studies which point out and explain the other important part of affiliate marketing > targeting (on device/browser level) and analytics in general.
Here are my thoughts on how to enter the battle of becoming profitable in two totally seperate ways, SHOTGUN vs SNIPER!
SHOTGUN
When you choose the shotgun to enter the battle your bullets (in this case; ads) are quite cheap and not so precize. Well at least you know you shoot at a relevant group of people, but your not quite sure which of them could be a hit. It could be the blond woman having an iphone, or the brunette guy having an android. At the end I don't really care since both are potential targets in some way.
Focussing on creatives and text gives you the advantage to buy cheap clicks (good creatives -> high ctr-> low cpc cost) if you are doing it right ofcourse. This way your budget is being spread on lots of relevant people, hoping all the cheap clicks will hit someone so you can proceed with the campaign and become even more profitable optimizing your ads for cheaper clicks.
SNIPER
When you choose a sniper, your bullets in general are worth a bit more money, since the shot you gonna take has to be a hit. You've got the brunette guy in your crosshair that you found out should be a hit, but if not all the work of analyzing and aiming for the right target was kinda waist of time and money.
Your ads might not be you're focus, so you are oke with a decent CPC/CPM tariff you pay at the traffic source. But with the data you gathered you pinpoint on the most relevant people, which makes it likely you aim at the ones that will convert. Since your "expensive" clicks (which could be way cheaper, but your time goes to analytics more than to ad creation) are so precize your conversion rate will be higher in general than the shotgun method.
Either way you are having a healthy margin, focussing on cheap clicks -> lower conversion rate VS. more expensive clicks -> higher conversion rate. Since the shotgun is loud and in the open, it's campaigns will be more short term or don't really get a good chance to succeed. Snipers could survive in general a bit longer with their stealthy and precize way of working. But remember, what's a good scope worth if you put air or rubber bullets in your sniper?
M16
Ofcourse their is so much in between to make campaigns profitable, and preferably I would choose a M16 with a scope+silencer, so you spray very precize in short time on lots of people. Unfortunately I am not an analytics guy at all. I never use extra tools/software to spy/cloak/get extra insights/stats on my campaigns, just because I like the game of getting the lowest CPC and it takes most of my time and energy. Diving into Adespresso or
So what's your favorite gun? 
*edit, I am going to try to add more comparisons in this thread which might go a bit deeper. Btw, not a a real fan of guns and spraying people lol.
I'm into AK-47s....
Affirmative!
I'm somewhere in the middle between a shotgun and sniper rifle ... sometimes I try be more precise with my targeting, sometimes I throw shit at the wall to see what sticks 
Shotgun method; In-depth part 1
Most suitable traffic sources; Facebook, Instagram, Adwords
The Shotgun method isn't suitable for all traffic sources. It's a waist of budget to shoot really out of the open, for example via a DSP, Native or Pops. Targeting possibilities (demographic) are quite limited on these sources which makes it hard to find at least a relevant pool of possible converting people. Not even talking about bot traffic. These sources are more suitable for optimizing on device, OS etc etc.
FB, Insta and Adwords have better/more specific targeting options so at least you know you are aiming for the right group of people. For example you are pushing a CPL offer asking women if they are interested in a free Baby gift box. To make it relevant you can possibly target on women who are currently pregnant /expecting a baby (FB , Insta) & women who search for Baby gift boxes and/or stuff you search for when you are pregnant/expecting a baby. Quite pinpointed I would say.
Most suitable verticals; sweeps, low key CPL, products for the masses
You can imagine every person is likely to be interested in winning an iphone or a voucher for supermarket X. If they convert depends on 1001 other things ofcourse. When you want to push a campaign like "Win a 500 euro Aldi Voucher", and you target on women 30+, who liked "Aldi, you are quite sure you are fishing in the right pond. If you launch 9 images with the same text, keep the lowest CPC live. Why I don't add any sub-id's to the ads to see where the conversions come from? I think it's quite unlikely an image of an Aldi bag would outperform an image of an Aldi employee working in store when it comes to conversions. That doesn't make sense if the text, targeting etc are exact the same. Also, why should an iphone owner have more/less interest in winning an Aldi voucher than Android people. Ofcourse their are certain type of products used more often by certain type of people, but let's not aim for exceptions here since we are scattergunnin' here.
Good thing is you can switch easily and fast between loads of campaigns. Sweeps for example are live in almost every country, with dozens of advertisers and zillions of brands/variations. Always ask your AM which campaigns convert best, not which do most volume. I have seen affiliate managers tellin' me campaign X does best, but they mean most volume instead of best conversion rate. This volume might be based on one publisher with one certain angle, what ofcourse isn't representative for the campaign in general.
I know this Shotgun approach isn't most common and assuming things in life could be dangerous. But taking it back to the basics without any help from tools or software makes it mandatory to think like this.
Originally Posted by matuloo
Usually I try the shotgun approach in larger GEOs and/or lower payout offers, the more broad appeal the better. If I need to sell something at a higher price and to a limited audience, I spend way more time on the initial research and setup.
Originally Posted by matuloo
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