Bruce Merrill

What $100M in affiliate marketing spend taught me about choosing the right deal structure In my career, I’ve managed over $100M in affiliate marketing spend, and one thing is crystal clear: Choosing the right deal structure can make or break your growth. If you pick the wrong one, you risk inefficient marketing spending, longer payback periods, and slower growth. But when you get it, right? You’ll reduce CAC, boost ROI, and accelerate your company’s trajectory. Here’s my breakdown of the best deal structures for each stage of a company’s lifecycle: 👉🏻 1 - You’re a start-up or aggressively expanding. CPA is your go-to here. Paying a fixed amount per customer might seem pricey at first, but it’s great for quickly growing the user base. With iGaming CPA rates ranging from $70 to $150 (outside the US), you can shorten your payback period if your customer LTV is high. 👉🏻 2 - You’re focused on lead generation (CPL). CPL is less risky, as you only pay for leads, not conversions. However, a strong follow-up strategy is needed to convert those leads into paying customers. Fraud is also a big issue. 👉🏻 3 - You’re promoting your mobile app. CPI (Cost Per Install) is perfect for the mobile era. The average CPI for iOS in the US is around $2.07 for iGaming, but post-install engagement is key. Without it, you won’t monetise those installs effectively. 👉🏻 4 - You’re a mature company with a solid customer retention strategy. A revenue share deal works best here. Sharing lifetime customer earnings (usually split 50/50 or 60/40) can ensure a steady income stream. Affiliates are also motivated to drive more traffic, knowing they’ll benefit over the long term. Plus, the initial investment is smaller, and there’s no payback period to worry about. 👉🏻 5 - You’re a mature brand looking for a mixed approach The hybrid model combines the strengths of CPA/CPI, which offer immediate returns, with the longer-term gains of revenue share. This balance is excellent for mature brands that want flexibility. Matching your affiliate deal structure to your company’s stage can optimise your marketing budget, improve payback periods, and fuel sustainable growth. The key is to regularly reevaluate and adjust your approach as your brand evolves. What’s been your most successful deal structure?

143

8 Comments

SSPs in 2024: Publishers’ Biggest Headaches, by far. In 2024, SSPs are the frenemies publishers wish they could ghost. What once promised easy revenue and slick ad deals has turned into a costly, opaque mess of complications. Publishers are being squeezed like toothpaste tubes, asked to perform miracles on budgets that barely cover coffee runs. Economic uncertainty and the relentless shift toward performance-based models have turned CPMs into the tech world’s equivalent of Schrödinger’s cat: alive and dead, depending on who’s looking. Let’s break down the current market, feel free to tell me to add more: Google Admanager: “The godfather of SSPs—unmatched scale, infinite data, and just a touch of evil to keep you awake at night.” PubMatic: “Great for publishers who want a solid yield, but let’s be honest, they’ll still remind you they were ‘omnichannel’ before it was cool.” OpenX: “Known for transparency and clean ad exchanges, but you’ll still feel like you’re explaining Bitcoin to your grandparents.” Magnite “A leader in CTV and video, but they’ve merged so much they’re basically the Frankenstein’s monster of ad tech.” Index Exchange: “Excellent for premium publishers, but they name-drop ‘supply-path optimization’ like it’s their karaoke go-to.” Xandr Monetize: “Love the forecasting tools, but AT&T sold them like a used car, and now they’re just driving in circles.” Sovrn: “Solid tools for indie publishers, but let’s admit it—they’re the ad-tech version of the local diner: reliable but not glamorous.” TripleLift: “Amazing native ad placements, but they’re like the friend who won’t stop pointing out how good they look in every photo.” Sharethrough: “Committed to sustainability, but sometimes you just want them to recycle fewer buzzwords.” Amazon Publisher Services: “Brilliant for premium demand, but it’s basically Bezos whispering, ‘You can’t escape me.’” Adform: “A top-tier choice in Europe, but their dashboards make you feel like you need a PhD in ad ops to log in.” Teads: “Fantastic for video ads, but their autoplay strategy is like the kid who photobombs every family picture.” SpotX (now part of Magnite): “Leaders in video advertising, but they love pre-roll so much they’ll keep it running while you’re asleep.” Smaato (Now part of Verve): “Incredibly easy to use, but it’s the SSP equivalent of a free sample—great for a taste, but you’re still hungry.” Vistar Media: “Amazing for digital out-of-home, but they’ll have you wondering if your billboard campaign really needs geofencing.”

37

4 Comments

🤖 🦾 AI has become super helpful in the work I do. From distilling complex information and refining drafts to crunching numbers and testing ideas, it adds serious value. Think of tools like Claude as a smart, always available intern. For everyone, but comms professionals in particular, I highly recommend you follow Anthropic's Steve Mnich for practical tips on using Claude to make your work easier. Here are a few of my favorites: AI for Comms tip: Claude as your PDF Power Reader 📄🤖 (Everyone can benefit from this one) https://lnkd.in/e3AmbnXG Claude as press release partner 📝🤖 https://lnkd.in/eBqeP2jD Claude for Social Media https://lnkd.in/eNjn6HgJ Claude for Competitive Analysis https://lnkd.in/eDZQVnwS Claude-powered media prep https://lnkd.in/ePQy9bbZ AI for Comms tip: Back to the basics with first steps in AI for communicators  https://lnkd.in/eWF6ymFa

30

2 Comments

What is the PESO model, and why is integration so important in the modern media/marketing environment? Though the "The PESO Model" is originally attributed to Gini Dietrich, I can't think of a next-best person to explain its many benefits than my longtime friend and one-time colleague Nikki Little! Curtis Hays and I were so honored and thrilled to have her join us on the Bullseyes and Bullhorns #podcast this week to discuss all things integration. 📢➕🎯 Here's a clip for you to preview, but please do yourself a favor and listen to or watch the entire episode on YouTube or the podcasting platform of your choice -- all of which is linked to in the comments below.

15

10 Comments

While Google’s most-recent delay for phasing out third-party cookies provided a stay of execution — and, with it, more procrastinating for those relying on the trackers — a new study shows that more marketers are putting value in collecting other forms of data. The 2024 B2C Marketing Audience Building Report, from Porch Group Media, surveyed more than 350 B2C marketers, finding “the diversity of data sources marketers utilize directly correlates with success.” “We uncovered that having confidence in the data types and sources used to build audiences has a significant impact on the effectiveness of a data strategy,” the report says. “In fact, those who exhibit the highest confidence in this regard are an astounding 5.5x more likely to have very effective data-driven strategies than their less confident counterparts (89% vs. 16%).” More than 90% of B2C marketers were using first-party data they had collected in their strategies, with 84% using second-party data significantly or somewhat, and 67% using third-party data significantly or somewhat. “An overwhelming 73% of those surveyed feel cookie depreciation will greatly inhibit or somewhat limit their ability to access the right data to build audiences,” the report says. “In an effort to alleviate the impact of cookie deprecation, 53% of those surveyed have already implemented a strategy to identify and target audiences without relying on third-party cookies.” For those collecting first-party data, 40% report improved customer experience, 39% an increase in customer retention, 36% an improved advertising ROI, 36% an increase in customer engagement, and 36% an improved accuracy in targeting. Obviously, the importance of quality data can’t be overstated. A unified CRM platform with marketing automation and intelligent analytics can help get the most out of data, simplifying every decision and providing a provable ROI. #firstpartydata #audiencedevelopment #audiencegrowth #thirdpartydata #cookies #cookiealternatives #cookielessfuture #b2cmarketing #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Porch Group Media)

2

Assuming you've discovered the true incrementality in any ad channel, the next limiting factor to maximizing efficient spend returns to the amount of creative supply:

3

1 Comment

This week, Magnet Monster has generated another $5.7k in course sales, straight to the bottom line. If you own an agency, I believe developing digital assets will be the single most powerful investment you'll make. But while the ridiculously profitable income is a game-changer, that's not the sole reason I'm advocating for you to do the same. It's because we're now drafting team members to participate in revenue share agreements based on their contributions. My goal is not just to make our agency the leader in its space for subject matter expertise around retention marketing, but also empower our team with an incredible incentive to stay with us over the long haul. Because an agency is only as good as the people delivering the work. & I want our team to truly be the best in class and hold themselves accountable to the public. That means democratising our work with clients and putting it on stage for other professionals in our industry to judge. Here's what I'm seeing based on this first run with our staff following this model: 🧲 They're already fiercely active on social promoting the company and course, increasing our reach & impressions 🧲 They're suggesting new concepts for future digital products and buzzing with ideas 🧲 It's making them think more like business owners as they have skin in the game Ultimately, my goal is to use this as a staff retention tool and to get the team marketing us in public more. It's early days, but it's been an exciting first test run and we've got plenty of opportunities ahead of us to build upon this! #emailmarketing #ecommerce #klaviyo

30

8 Comments

A hard truth for CMOs: likes and follows don’t drive revenue. I know this can be a hard pill to swallow. But CMOs aren’t using metrics to their full potential. Watch this video to find out the better way to use metrics to increase your ROI.

4

Getting video testimonials from clients is easy. But most people overcomplicate it. They think you need: - A fancy camera setup - The most articulate client - High end editing skills to present it in the best way All you need is: - A client who had a great experience - The right questions - The ability to listen and let them talk - The understanding of how to cut the best parts together - A simple method to record them with the right tools - Lack of perfectionism that slows down distribution #Clientdiary #videoproduction #weekendshoot #Lemonz #Lemonzstudios

17

2 Comments

Don't be afraid to test the water. After you've unleashed marketing promos, check how they performed and how much they engaged. Listen to feedback. Don't keep regurgitating the 'exact' same model without tweaking to increase the metrics. Release | Listen | Improve

3

Blogging ain’t dead. The best blogs today bring together different types of content into one nice experience. And they don’t stand alone. They’re part of a bigger media and content experience. YouTube Shorts, clips, and audio snips, plus original imagery, make for a killer blog. It’s why Nick and I decided to start a blog on the TACK ⛵️ Network. The Moden Go-to-Market blog. Here’s a peek at the first article I just published. “Once upon a time, brands thrived using go-to-market (GTM) strategies like Inbound Marketing or Predictable Revenue while also gating every single piece of content they could. These playbooks were reliable, driving growth and success for many businesses. However, as the world continues to evolve, the efficacy of these strategies has begun to wane. The problem isn't the playbooks themselves; rather, they often focus more on the company's needs than the people they serve. Buyers' expectations and behaviors have changed, and brands must adapt to stay relevant and competitive. The solution lies in embracing a people-first approach to go-to-market strategies. By putting the customer at the center of every decision and interaction, brands can foster deeper connections, build trust, and ultimately drive more sustainable growth. In this post, we'll give you a go-to-market strategy framework that’ll help transform your organization's focus to be people-first” Check out the entire article here: https://lnkd.in/e-3xiimB Images and videos are coming this week. Head over to the TACK Network YouTube page if you want an early taste. p.s. It’s been just about six months since the launch of the TACK Network and Nick and I have learned a lot. We got some pretty sweet changes coming. This being one. The goal is more subscribers powered by an owned media strategy. Big shoutout and thanks to AudiencePlus. Pulling people into our free and paid memberships experiences in ClubPF presented by TACK. An owned community. A shoutout to Mighty Networks and Slack

22

3 Comments

One common CMO-CFO tension: brand investment vs. short-term ROI. Both are essential, but how do you ensure long-term brand investment? CMOs can address this by presenting brand initiatives with clear, long-term financial benefits. For instance, using historical data or campaign tests, a marketer can look at how increasing brand recall has impacted revenue, customer loyalty, and CAC. Creating a proxy or index for these impacts can help CMOs and CFOs have a simpler, financially driven conversation. Building brand initiatives into the marketing narrative helps both the CMO and CFO see brand investments as a powerful component of sustained growth.

10

4 Comments

▶ Easy copywriting trick... Helping your audience understand if your offer is right for them can increase conversions, and I love the verbiage Monica Badiu shared in this clip. Hear our full conversation, "6 Ethical Ways To Get Your Audience To Buy Now” (link in comments), and let me know what you think. 😀

6

1 Comment

Here are ten golden commandments to guide you in composing riveting emails that compel investors both to read and engage Read the full article: Craft a Riveting Email Pitch: 10 Rules to Woo Investors ▸ https://lttr.ai/AR8WR #InvestorOutreach #CraftCompelling #FocusedEmails #GarnerResponses #Crowdfunding #Startengine #Equitycrowdfunding #Wefunder #EntrepreneurSWarChest #TenGoldenCommandments #crowdfunding #startengine #equitycrowdfunding #wefunder

1

B2B Budget Bliss: Resources Are Being Poured Into Acquisition https://lnkd.in/eFPWnTEY MediaPost with Stirista & Ascend2 research.

3

Your sales team is frustrated with your content— They say it's not helping them close deals. The technical specs are there… …but prospects aren't moving through the pipeline. This is why we built a strategic framework that guides editors *and* AI in understanding who should communicate what, to whom, how, and with what goal. Let me break down the 8 core elements ↓ 1️⃣ Publisher Positioning We start by clearly defining your role and unique value proposition: - Are you the leading manufacturer of precision components? - Or are you the most innovative automation solutions provider? 2️⃣ Persona Development Next, we craft detailed profiles of your target audiences. A plant manager and a procurement director need different information— We map their… - Technical requirements - Decision-making authority - Specific pain points 3️⃣ Customer Journey Phases Every stage of the customer journey needs carefully mapped content to align with the audience’s needs. For instance… A maintenance supervisor researching preventive maintenance solutions needs technical specs and comparison guides. But later? They need implementation roadmaps and ROI calculators. 4️⃣ Sales Maturity Indicators At this step, we identify specific properties and metrics that tell us where leads are in your sales cycle. - Has the prospect downloaded your technical documentation? - Attended your machinery maintenance webinar? - Requested a consultation? Each action signals their readiness to move forward. 5️⃣ Attractive Formats The format we use *must* match the message and the audience— A systems engineer might prefer detailed white papers… …while a C-suite executive needs concise case studies showing bottom-line impact. 6️⃣ Relevant Themes Now, we identify core topics where you can establish authority. If you're a robotics manufacturer, your themes might cover… - Safety protocols - Automation efficiency - Integration specifications 7️⃣ Keyword Sets Here, we curate specific keywords to optimize your visibility in search engines. These may include… - Industry-specific terms - Product specifications - Technical standards 8️⃣ Tone of Voice Your voice needs to be relatable and appealing to your target audience— We help you establish a communication style that balances technical expertise with clarity. 📝 When creating an editorial calendar, we first assign these strategic elements to each content piece. This ensures that the title of a… - Blog post - Social media post - Mailing - White paper …aligns with your strategy. The possibilities for content development are vast, but this approach ensures every piece serves your business goals.

5

2 Comments

Ever wonder why some clicks convert into sales and others just...don’t? It's all about recognizing patterns in customer behavior. 👉 Key Points: 🧩 Quality Over Quantity: Imagine you're at a party. You don't want just any random person showing up; you want people who actually want to be there and will have a good time. In the same way, thousands of clicks don’t mean a thing if they don’t convert. Less is more, folks—it's about attracting the right people who are genuinely interested. 🧩 15 Touchpoints: Think of it like dating. It often takes more than one date to really get to know someone. Similarly, it takes around 15 interactions for a customer to make a purchase. So, settle in—it’s a marathon, not a sprint. Building trust and familiarity takes time, and each interaction brings you one step closer. 🧩 Smart Spending: Picture yourself as a chef testing a new recipe. You wouldn’t blow your entire budget on one dish without first trying different ingredients and techniques. Use data to optimize your ad budget—test, tweak, and adjust based on what works. Channel your inner detective, analyze the clues (data), and make informed decisions. Ready to make your clicks count? Let’s dive in and turn those views into conversions! #DigitalMarketing #PatternRecognition #SmartSpending #MarketingMagic #ConversionGoals https://lnkd.in/drvAjS8p

3

The #1 thing you need to do to master your content strategy Schedule meetings 1 x week with your content team to discuss strategy, creation and distibution Keep it simple, memorable, concise, and consistent

9