We're all too lazy at dropping poorly performing programs

[footballaffiliate]

One thing we've practiced over the past couple of years is to drop poorly performing programs and not let them linger on our sites.

It has prompted me to post this because I see across many affiliate forums affiliates quoting things like "I just checked my account with xxx and we haven't earnt anything for 12 months" or "we've given them x thousands clicks and not a single FTD!".

So, I want to urge all affiliates to check their stats and drop poorly performing advertisers. The reason why - not only are you losing money, but the longer we all keep poorly performing programs on our sites the longer they survive. Yes, they're not making revenue, but they are getting brand exposure from you displaying their banners and links for free.

On another note it will weed out the robbers and thieves from the affiliate industry. The programs that are skimming revenue will be dropped from sites when they appear to not perform.

Don't just measure performance on clicks, registrations and FTDs, look at the value per click/registration/FTD too, because some programs appear to convert well, but you make very little money per player for whatever reason (we suspect that a lot of the time this indicates skimming of accounts, as referring the same traffic to a brand and seeing player value only 10% of what you would expect doesn't make much sense).

So, next time you go to a conference like LAC in February, be sure to not give new programs more than a few weeks to perform on your sites. Don't let them fool you into giving them 6 months on your sites - they'll tell you that they need this time to perform, but if you have the traffic then you should know within a week or two whether a brand is converting for you.

Affiliate programs will hit you with the big rev share offers, making out they're in control of how much you promote them in order to retain your account or get your bonus, but it's your advertising space and you should call the shots instead. For example, someone offers you 50% rev share for the first 3 months. If you do well then do not allow them to drop it to the standard rate. Demand it continues or that advertiser loses your business.

 

[AussieDave]

Affiliate programs will hit you with the big rev share offers, making out they're in control of how much you promote them in order to retain your account or get your bonus, but it's your advertising space and you should call the shots instead. For example, someone offers you 50% rev share for the first 3 months. If you do well then do not allow them to drop it to the standard rate. Demand it continues or that advertiser loses your business.

These outlandish rev share percentages, are not true to their claim. No (legit) casino could operate and make profit on these figures. Sure it's 50 or 60% of the remaining Net Revenue. But how is that figured reached? Simple, your getting hammered by a slurry of undisclosed fees and charges.

That 50 or 60% your getting, when it's broken down, could be as low as 20% is real terms.

I much prefer to go with cutting a realistic %, where I know I'm not getting hit with every fee, charge and these days, you add UK gaming tax. 32Red is now hitting affiliates for this too.

 

[LandofOz]

There are so many questions that go through my mind before I drop an affiliate program.

1. Did I give them enough exposure?
2. Is it them or is it my traffic?
3. Why are they listed on a number of trusted affiliate sites?
4. I see that a few affiliates have been paid by them this month. Maybe the problem is my traffic.
5. I can join and start promoting a new sponsor, but that's risky. What if they don't convert or are dodgy?
6. I remove their links, and then I suddenly get my first depositor. Then I list them again, and no more players join.

I have dropped quite a number of sponsors over the last 12 months, and am currently looking at new ones to join. When joining new programs, I look at other fellow affiliate sites that I trust and see what they are promoting, and I keep an eye on the payment threads to see which programs actually convert and pay.

 

[AussieDave]

I keep an eye on the payment threads to see which programs actually convert and pay.

That feature on AGD is the BEST!
I watch it to see who is paying on time, on a regular basis or before their stated payment date. I also take notice of which program AM's are attentive to members here.

I do think though, even if a program is trusted, pays on time and members are making dollars, it's not a 100% guarantee I'll make money with them. I've had portals where casino A rocks but on site 2 is sucks and doesn't convert. Same sort of traffic, different theme layout. Strange!

 

[Online18Casino]

We're all too lazy at dropping poorly performing programs

That title made me laugh, but very well said and so true! I have been going through my sites and downsizing the number of casinos I link to.. My problem is, I try to do to much (manage to many sites, sign up with to many programs). My New Years goal has been to downsize and focus more on who to push and who to cut.

Fortunately (or unfortunately) there has been a lot of issues with several brands brought up recently in the forums... Making the decisions on who to cut much easier.

 

[KasinoKing]

I so agree with the sentiment of this thread - and yet I am the WORST at dumping the duffers!

About half the casinos I list on my sites are a complete waste of space - but because they haven't done anything really naughty, I continue to list them.
If I dumped all the ones who didn't give me DECENT income, I would only have about 6-10 casinos left on my sites!

KK

 

[slotplayer]

I'm pretty lazy myself these days with removing the bad converters.

 

[TheGooner]

Not ALL of us ...

If you want some motivation to get off your butts and start culling ... consider this :
- You will make more sales by offering 3-6 choices to visiting readers than 40 choices.
- It's a marketing phenomenon called "paralysis by analysis" ... or Paradox of Choice

Google it .. think about it .. discuss here!
;-)

 

[LandofOz]

I think that the following article explains it very well
http://socialtriggers.com/get-online-sales/

I'd be interested to see what everyone thinks.

 

[slotplayer]

I have 4 retail sites and can barely keep up with the sales so for me its more of not having time than laziness.

 

[footballaffiliate]

I have 4 retail sites and can barely keep up with the sales so for me its more of not having time than laziness.

You should therefore be employing people and expanding fast! If you're making the money then seize the day!

 

[footballaffiliate]

Not ALL of us ...

If you want some motivation to get off your butts and start culling ... consider this :
- You will make more sales by offering 3-6 choices to visiting readers than 40 choices.
- It's a marketing phenomenon called "paralysis by analysis" ... or Paradox of Choice

Google it .. think about it .. discuss here!
;-)

Interesting stuff on narrowing down choice, this does really make sense. I think the default assumption of many affiliates is to sign up to 200 programs and try make money out of all of them, but after a couple of years of failing you realise you're better off focusing on a few and promoting them well

 

[footballaffiliate]

I wonder if the punter/customer is actually narrowing down the sports market for example through choice. Realistically there are really only 5 or so big UK/European sportsbooks, but probably 95 other pretenders.

 

[Online18Casino]

For me I have a site where I did a review on just about every online casino I could find, and input a aff link to as many as I could (that where not listed as rouge at the time). I'm signed up with about 50 programs.. and yes, I have had some luck here and there with a player or two...

I have always compared affiliate marketing to finishing.. The more polls out the better.... Until you see a guy come by on a boat with a single net...

 

[slotplayer]

You should therefore be employing people and expanding fast! If you're making the money then seize the day!

I have two part time employees although one is going back to school.

 

[slotplayer]

Interesting stuff on narrowing down choice, this does really make sense. I think the default assumption of many affiliates is to sign up to 200 programs and try make money out of all of them, but after a couple of years of failing you realise you're better off focusing on a few and promoting them well

I never signed up for 200 programs. I think the most I ever had was 12-15. A good 10 were consistent earners but with the lost of traffic I had in 2012 its down to 3 or 4.

 

[mister]

this is true. im lookin for new programs to promote. how can groups make so much money from our hard work turn on us like that. casinos dropping from programs, oops there goes out players. and suddenly pops up at another program. its not easy having to drop and restart with another casino or group.

 

[mister]

if these aff companies wont ban me for hacking ill just hack too, hey its promotion right?

 

[Frank]

I have some Under performers that are kept there just for looks, and to keep the site full, and it also gives good stead for the ones I do promote.. Nobody ever clicks through to the ones I dont push.. every now and again a hidden one will get some sign ups so i will give it some exposure to see what happens.. I constantly work on my site daily so not everyone can do that.

 

[i-man]

Yes it is better to promote a few of the best ones which will convert better than giving visitors to your site too many options. It's better to have 20 new players deposit at 4 casinos than one new player at 20 casinos.