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Grouping Offers w/ Different Payout Levels (6)

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When setting up a campaign, I set up limits based on payouts. So if an offer's payout is $5, if I spend $15 on a publisher without a conversion, I cut the publisher.

One of the challenges I face is finding and grouping offers for niches. I set up the niche landing page and the offers payouts are totally different (e.g. $7 vs. $19).

How do you guys handle offers with totally different payouts? Do you put them in separate campaigns? Do you average out the payouts? Something else?

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What traffic types are you using to promote your offers?

If pop/redirect, then you don’t need to wait $5 spend per publisher to cut non-converters. You can start optimizing right from your landing pages click through rate.

i.e If 200 traffic source impressions or campaign link visits and no landing page clicks -> Kill the publisher.

If you’re having two different payouts with such a big difference, then might be worth checking the conversion flow. A $19 payout offer should have a more complex flow compared to the $7 one. In which case, you should probably use two different warmup angels in the landing page before the user lands on the offer.

If you’re looking to split test similar offers, then check on more offer networks for similar offers and separate them on different campaigns based on the conversion flow.


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With so much different payouts, it's really a good idea to split them up into different campaigns, or at least not testing them all at the same time.

When I use offers with different payouts, I try to use those that are more close to each other, so like 5 and 7, or 3 and 4... If it's not possible and the payouts are that much different, I focus on optimizing the placements/pubs first with a lower paying offer and once I know I got rid of the worst ones, I move on to testing offers and give them 1-1.5x spend.

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That's a fantastic idea. I never thought about optimizing the CTR on landing pages. I'll add that to my rules for The Optimizer.

I was on pop but I'm preparing to move to native ads.

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So if you have an $7 and $4 offer, you use the $4 to cut placements?

And you only give each publisher a 1-1.5x spend? So using a 3x spend is way too much?

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In this case, I'd go for $7 at least, in case the other metrics such as ad ctr and LP ctr are looking good/standard. Like platinum suggested, when I see some placement having really poor CTRs I cut it, because the final LP clicks would be to expensive. Let's say you pay $1 for a LP click and the offer pays $2 ... a 50% conversion rate is not really possible, so no need to go on with such a placement.

But I need to add one thing, I rarely test something without having a proven funnel at hand, simply because Im in the game for a while so I got all kinds of funnels stored from the past. So if I take a funnel I know is solid, I don't need to wait longer as it wouldn't make sense.

3x is an overkill in most cases, 2x is reasonable when it shows at least some promise (1 conversion) . With a proven funnel, 1-1.5x is more than enough in most cases. What I like the most is when I see conversions coming from multiple pubs/placement, which means the funnel is ok, then the really bad pubs are easy to spot: no conversions, poor ctrs, poor LP ctrs (or very high ones due to bots).

NOTE: please take these figures as rough recommendations, or a rule of thumb. It's very hard to set a general strategy for "ALL" campaigns, there are simply too many variables that you need to consider.

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