A makegood is a term for a free adjustment or credit provided to an advertiser by a publisher. This type of credit is supplied when a sponsorship has a significant performance issue.
What Causes Makegoods?
Here are four situations where an email advertiser might request a makegood from a Paved publisher:
Unusually Low Engagement
If a sponsored email gets unusually low click-through rates (CTR of 1% or less), the advertiser may request a credit or makegood.
Too Many Bot Clicks
If email campaign metrics show high bot clicks (50% or more of all total clicks), advertisers are entitled to a makegood.
Ad Placement Issues
Placing the email ad in the wrong section or next to questionable or conflicting material entitles the advertiser to a makegood.
Display or Graphics Problems
Any ad display issues (not caused by the advertiser) may trigger the makegood process. This includes sizing errors, pixelation issues, indecipherable text, or other graphics issues.
Paved's Makegood Resolution Process
Here’s what you can expect from the Paved makegood process:
The advertiser will reach out to Paved to request a makegood.
The publisher will receive a notification from Paved that an advertiser has requested a makegood.
The publisher should supply an alternate offer to the advertiser as a makegood. Options include alternative ad placements to boost performance or promote the advertiser’s content on different social platforms.
Once the advertiser and publisher agree on terms, the advertiser can prep the new assets and choose a run date.
Next, the Paved team syncs with the advertiser and publisher to supply tips for better results next time. Tips include advice on improving the ad copy, calls to action, subject line, and visuals to help the sponsorship resonate with the publisher’s audience. We also may suggest a higher-traffic run date for better engagement.
For more tips and best practices, check out our blog post:
Paved's Refund Policy
As a company policy, we do not issue refunds. However, in the event of significant ad underperformance, we can help facilitate makegoods and ad credits to your account.
Learn more in our Advertiser Terms.