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This is very important, and if you don’t follow this it’s one of the fastest ways to lose a lot of money. You will run into a lot of publishers and ad networks that have a minimum spend of anywhere of $5,000 to $10,000. Don’t let this scare you off. There are ways to negotiate the deal so that you still test small then roll out big.
- Get a 24 hour out clause – With a 24 hour out clause even though you are signing a $10,000 insertion order for the month you can get out of it and stop the traffic with a 24 hour notice which means the test will only be a few hundred bucks.
- Extend the flight dates – One way to negotiate your IO to make sure you are testing small is to extend the flight dates on the IO and make it a 60 day or even a 90 day run. Combine this with the 24 hour out clause and you just structured the deal to only be spending a little over $100 bucks per day in traffic to allow you to test small, make sure the traffic converts before renegotiating the deal to crank up the traffic and roll it out big once you know the traffic is converting for you.
Note: Make sure you specify even delivery in your IO, otherwise even though you got a 24 hour out clause if the publisher hammers you with a bunch of traffic, you are liable to pay for that traffic because it’s on your insertion order and you didn’t specify even delivery.
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