How to Choose a Solo Ad Vendor

A vendor can deliver exactly the promised number of clicks and still be a poor fit for your offer. Vendor selection starts with audience alignment, not testimonials.

1. Match the audience to the offer

Ask which niches consistently make up the vendor's list. A broad “make money online” audience is different from a specialized ecommerce, SaaS or local-services audience.

2. Define the traffic

• What is a unique click?
• Which countries are included?
• What percent is Tier 1?
• Is buyer traffic available, and how is “buyer” defined?

3. Ask about sourcing and filtering

You do not need proprietary list-building details, but you should understand whether the provider can explain the broad source of its audience and what filtering occurs before the visit reaches you.

4. Bring your own tracking

Vendor tracking is useful for reconciliation. Your own tracker is what connects the click to opt-ins, leads, sales and downstream revenue.

5. Read the terms

Know the treatment of underdelivery, scheduling, refunds or replacements, prohibited offers and any geography promise before paying.

6. Start with a measured test

Read how to test a vendor before scaling.