Traffic arbitrage cases
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Traffic arbitrage cases

Case finances: we transfer to MIR debit cards (832,000 ₽).

The banks of the Russian Federation have been disconnected from SWIFT (the international interbank system for information transfer and payment execution) due to sanctions imposed by the European Union. For an ordinary Russian citizen, this means the following: Mastercard or Visa cards issued by Russian banks cannot be used for payments in other countries or foreign stores. Additionally, holders of these cards cannot make payments through Google Pay and Apple Pay.

On March 6, it was announced that although Russians would not be able to use Mastercard and Visa cards abroad starting from March 10, they would still be able to perform transactions in stores, ATMs, and transfer funds within the territory of the Russian Federation. As an alternative payment system, Russians can also choose the Chinese UnionPay, which is accepted in 180 countries.

According to the statement from representatives of the National Payment Card System (NSPK), after the expiration date of Mastercard or Visa cards issued by Russian banks, the cards will be reissued based on the "Mir" system (if the original card was issued by a Russian bank). Cards issued by foreign banks will not be usable in Russia.

However, the aforementioned forecasts may be adjusted due to the tense geopolitical situation. This could lead to further growth in demand for "Mir" cards. From this material, you will learn why it is currently profitable to load funds onto "Mir" cards and how the webmaster Unicom24 was able to earn 832,000 rubles from relevant offers.

Promotion of "Mir" debit cards: the case of webmaster Unicom24

Step 1: Market Analysis

On March 7, the TASS news agency published an article reporting a sharp increase in demand for "Mir" cards among Russian citizens. Previously, such cards were primarily used to receive payments from the budget. Today, the "Mir" payment system is increasingly in demand among various segments of the population. Many customers have decided to obtain a "Mir" card in order to continue using contactless payment services through mobile devices when their banks became subject to sanctions.

According to the Central Bank of Russia, more than 108 million "Mir" cards have been issued in Russia today. They are accepted for payment in over two hundred banks. Over 25% of card transactions in Russia are carried out using "Mir" cards. "Mir" cards are not only used in Russia but also in other countries.

Step 2: Selection of Offers and Traffic Sources

The webmaster has chosen four offers:

  • UBRiR Bank - "My Life" MIR Debit Card
  • Otkritie Bank - Opencard MIR Card
  • FORA-BANK - Debit Card
  • VTB - Debit Card

When selecting offers, the webmaster paid attention to the following:

  • Whether the issuance of "Mir" cards is available in a particular bank
  • The bank's level of recognition
  • The conversion rate of these offers (according to affiliate network statistics)
  • Permitted types of traffic to use
  • Whether the advertiser or affiliate program offers incentive actions for webmasters and customers

In particular, the role of the last factor became decisive for the webmaster when working with the offer from Otkritie Bank: currently, the advertiser is running a promotion where, according to the terms, every five target actions completed before May 31, 2022, will earn the webmaster a bonus reward of 1,640 ₽.

Next, the webmaster analyzed the traffic sources allowed for the selected offers.
The following traffic sources were chosen: banner and contextual advertising, advertising in public groups, and email newsletters.

Step 3: Launching the Advertising Campaign

After selecting the offers and traffic sources, the webmaster launched the advertising campaign. The following conclusion was drawn based on its results: the effectiveness of different traffic sources varied.

Contextual advertising stood out with its high cost per click. After launching the campaign, the webmaster achieved a modest ROI (35%). This could be attributed to a significant portion of customers already transitioning to the "Mir" system by ordering the card from a bank, making internet advertising less relevant for them. The remaining customers who had not yet obtained a "Mir" card followed the link to the offer from the storefront that the webmaster created using the free Unicom24 constructor.

The webmaster selected offers with the highest click profitability since, upon reaching the storefront, a customer would only choose one offer but click through many (primarily those presented on the storefront among the first ones). All the debit card offers from the Unicom24 offer list were added to the storefront, and then the offers were sorted based on EPC.

To pass the storefront moderation, the webmaster needed copies of the licenses for conducting banking operations, which were found in the offer cards.

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Next, the webmaster turned to advertising in VKontakte communities. In the advertising account, they selected groups whose administrators were interested in generating income from advertising within their communities. The webmaster primarily targeted an adult audience capable of utilizing the financial product. They also excluded individuals of retirement age from their targeting since most retirees already receive payments on their Mir cards.

The webmaster analyzed which days had higher post reach in different communities. If there were sharp spikes in reach with low overall coverage, it indicated potential artificial inflation of numbers through fraudulent practices, implying a lack of genuine audience engagement that could negatively impact conversions. The webmaster chose communities with various themes as debit cards are relevant to different people regardless of their interests. They tailored the advertising message to align with the community's theme, ensuring it appeared organic. All the ad campaigns emphasized the security of the "Mir" system.

The VKontakte community advertising campaign proved to be profitable. Many individuals, concerned about the safety of their funds after reading online news, clicked on the provided link to submit an application for a "Mir" debit card.

However, working with email newsletters and banner advertising yielded less effective results. In the case of email newsletters, the webmaster utilized a pre-collected database of email addresses, but the open rate and subsequent conversion rate were low. This could be attributed to many recipients simply deleting unread emails, considering them spam.

Additionally, the webmaster believes that the weak headline played a role in the low effectiveness of the email newsletters. By emphasizing the potential for safeguarding funds with the "Mir" card ("How to Protect Your Money with the 'Mir' Card?"), the webmaster may have deterred a portion of the audience who perceived the email as promoting an unfamiliar and dubious financial product. The high ROI was a result of the low cost associated with handling this type of traffic through self-designing the emails and utilizing a free plan for the mailing service.

The banner advertising campaign was not profitable due to the lengthy moderation process for the banners.

In conclusion, when promoting offers, it is advised to avoid using political topics in advertising campaigns. Advertisers may react negatively and refuse to validate conversions resulting from such campaigns. Specifically, Tinkoff Bank and Alfa-Bank prohibit mentioning their brands or placing any offers in topics related to current political and economic situations.