Solo Ads

Solo Ads are an email based advertising program agreed between two marketers or organizations to reach out to a list of subscribers that are registered to either one of them for a fixed price or performance based agreement. The marketer or organization sends an email to their subscribers on behalf of other marketer to display their offer and ads. The approach is performance driven to reach out to a large audience. Each solo ad GeneRally includes 8 to 10 lines of text.

Payment method

Solo ads are based on four major payment methods

• Fixed price- The marketer agrees to send email to a list for an agreed fixed price.
• Pay per click- Fee is based on if a subscriber clicks on the link provided in an email.
• Pay per open- The marketer has to pay a pre-decided fee, when a subscriber opens an email.
• Pay per conversion- Fee is paid when a subscriber take an action including purchase, subscription or any other goal agreed by them.

Tracking

Web tracking software and tools including Google Analytics, ClickMeter and Statcounter are typically not used to track performance of solo ads campaign as a marketer may run multiple solo ads during a work day and therefore needs tracking software that will measure performance on each individual ad. The performance of a solo ad campaign is measured by software and tools. The overall performance is measured in terms of goals achieved which generally include purchase, subscription, referrals, social sharing and others. Metrics that are typically tracked include conversion, IP address, unique visitors, country, referrer, browser and timestamp.

Performance

The performance of a solo ads campaign is typically determined by the number of unique opt-ins to a marketer's list and/or number of sales made. Traffic quality can also be used as an additional metric as it is popular for marketers to only want traffic from “TIER 1” countries which include the United States, Canada, United Kingdom, Ireland, New Zealand and Australia. The cost of a solo ad is typically higher if only these countries are desired as they are the countries where the majority of online buyers for English language products come from.