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  1.  Lead Impact: A Completely Different Way of Targeting
  2.  
  3.     For my first case study ever, I’m going to blow your mind with a totally different way of doing targeting on Lead Impact than what you usually see. This technique has the potential to be very powerful, though it can be challenging to implement. I was a little nervous about sharing this technique, since I’m still using variations of it. After all, the best part about this technique is that you usually don’t have direct competition.
  4.  
  5.     So, I’ve decided to share a small campaign that I was running at the end of 2011 that demonstrates the technique well. This little campaign only netted me $20-30/day, less than a thousand dollars total before I stopped it, but I had a whole bunch like it going at once, for a couple solid $x,xxx months.
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  7.     The Offer
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  9.     I needed a very broad offer, so I first went with zip/email submits. I got tired of constantly switching those out because of scrubbing, so I switched to a “Gift with Purchase” coreg path from Silver Path which does revenue-splitting. The gift was an ipad.
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  11.     Targeting
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  13.     This is where it gets interesting. The vast majority of advertisers on Lead Impact are targeting domains (e.g., dictionary.com). Some smarter ones are targeting inside pages (e.g., dictionary.com/definitions/conversion.htm). But relatively few people have made the conceptual leap that you don’t have to include domains at all in your targets. That is, if you wanted to, you could just target “/definitions/conversions.htm” or even just “ions/conve”. You can target any part of a url string you want. This opens up whole new possibilities for campaigns.
  14.  
  15.     For this mini-campaign, I decided to target people who had just filled out a form, any form at all. My reasoning was that people who had just filled out a form would be likely to fill out a zip/email submit offer, since people tend to keep doing whatever they were just doing, in this case, filling out forms.
  16.  
  17.     How do you target people who just filled out forms? You could try a bunch of different methods, but for this mini-campaign, I targeted the pages that show up after a user fills out a form. Usually, websites send form-fillers to a “thank you” page after they’re done. So, my targets were variations of:
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  19.     thankyou.php
  20.     thankyou.htm
  21.     thankyou.aspx
  22.     thank-you.php
  23.     etc.
  24.  
  25.     Creatives
  26.  
  27.     This was my main landing page. I made it all by myself with my amazing design skills:
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  29.     Click image for larger version.  Name: thankyou.jpg  Views: 238  Size: 16.2 KB  ID: 1249
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  31.     Note the submit button: I just copied it directly from the offer page. I copy submit buttons and other graphics from offer pages because 1) it provides visual continuity between my lander and the offer; 2) it’s easier than making one myself.
  32.  
  33.     I did split test fancier landing pages against this one. This one always won. After a few weeks, someone ripped my landing page and kept using it long after I stopped these campaigns. They even had their designer make a copy of the submit button (that I had just ripped from the offer page) with different calls to action. They even used it in niches I never tried it with, like auto insurance.
  34.  
  35.     I saved one of the copycat’s landers (they were mostly using them with zip/email submits and popping over other zip/email submits):
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  37.     Click image for larger version.  Name: copy.jpg  Views: 164  Size: 14.4 KB  ID: 1250
  38.  
  39.     Results
  40.  
  41.     I got disappointingly low traffic volume for this, just a few thousand views the first day, falling over subsequent days and then plateauing at around 1,000 views/day (this was with frequency cap set to 1:14 days). I’ve found this happens a lot with LI: you really lose views as time goes on, and you often end up with half of what you started with. I think I could have gotten much higher traffic volume if I had been bidding higher (I was bidding the minimum of 0.015), but the campaign didn’t have the profit margin to justify that.
  42.  
  43.     I averaged a 6.3% CTR for the best-performing landing page, and the path converted at 6%, with an overall epv of 0.024. Not an extremely profitable campaign, but a bunch of them together all added up. This campaign made $10-$30/day for about two months, before Silver Path’s GWP conversions went off a cliff in early December 2011, and I retired all these kinds of campaigns.
  44.  
  45.     Big take-aways from this campaign
  46.  
  47.     1) You can target any part of a url string on LI. Unfortunately, this means you can’t just port the campaign as-is to TV.
  48.     2) Simple landing pages can work well.
  49.     3) At least when you’re starting out, you don’t need hugely profitable campaigns. A bunch of tiny campaigns will do until you just can’t be bothered with managing them anymore.
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