After working with traffic for more than two decades, we've identified several types of advertisers, and we'd like to share our observations with you. Of course, everything below is exaggerated, simply to make it easier to recognize who you're dealing with when working together.

1. "Go big or go home."

This type actually comes in two very different versions.

The first one is the advertiser you'll barely hear from after launching the campaign. Apart from the occasional "Could you please send us a new invoice?" they simply let the campaign do its job. These are the people who are confident in their product, understand numbers, statistics, and optimization, and have created so many accounts and launched so many campaigns over the years that there's no need to explain how traffic works. They already know.

Hold on to these advertisers. They're worth their weight in gold.

The second subtype also starts with a large deposit.
At first, you're excited. Then the questions begin.
You'll wake up to them, fall asleep answering them, and eventually start seeing them in your dreams. On Wednesday, you'll be repeating exactly what you explained on Monday. Before that, on Friday. And before that, last Thursday.

You'll end up verbally justifying every single cent spent and every popunder impression delivered.
 

2. "Let's start small and see."

Honestly, there probably won't be much to see.

These are usually advertisers who arrive with the smallest possible deposit and the biggest possible ambitions when it comes to GEOs and bids. More often than not, they don't fully understand how traffic testing actually works.

Of course, we have minimum bids in our system, and they exist exactly for situations like these. But a minimum bid doesn't magically make a campaign test meaningful. If the budget simply isn't there, it isn't there.

And if the same approach is repeated over and over again, chances are the budget won't suddenly become bigger in the future either, at least not without changing the strategy.

Traffic needs data. Data needs volume. And volume requires a budget that's actually large enough to produce meaningful results. Otherwise, there simply won't be enough information to optimize anything.
 

3."I trust you to guide me."

These are the advertisers you'll genuinely enjoy working with.

They ask thoughtful questions, listen carefully to the answers, and truly appreciate the experience behind every recommendation. Over time, the relationship with their account manager becomes less transactional and far more collaborative.

They're also the type of partners from whom you expect the least amount of surprises. You're far less likely to worry about an offer suddenly being switched, traffic being redirected somewhere else, or discovering some creative form of fraud halfway through the campaign.

These are the people you're actually happy to meet at conferences. The ones you'll gladly grab a coffee with, or even jump on a quick call when they're looking for advice.

And more often than not, these partnerships turn into genuine win-win relationships. Because business rarely grows on deposits alone - grows on trust. When both sides trust each other's expertise, communicate openly, and work toward the same goal, better results usually follow for everyone involved.
 

4."I'll be overthinking every dollar spent."

Besides asking even more questions than the advertiser from the previous category, these partners have another unique talent: they'll constantly change things on their own.
And they'll do it so quickly that you won't even have time to check what happened before you're already dealing with another complaint.
You won't even notice that they paused the campaign overnight. Then they changed the bids. Then they adjusted the targeting. Then they enabled the settings you specifically advised them not to touch.

And after all of that, they'll come back with the exact same question: "Why isn't it working?"
More often than not, their anxiety moves faster than their decision-making. The good news? We've learned to expect it.
After all, we've been doing this for more than twenty years, and patience is just another part of the job.
 

5."I'm here to buy traffic."

And finally, there are the normal ones.
The advertisers who've been buying traffic for years. Their budgets are realistic, their bids make sense, and they know exactly what they're doing.

They'll ask for advice when they actually need it, not every five minutes. They trust the process, understand that optimization takes time, and don't expect miracles after the first few hours of a campaign.
They're easy to work with, pleasant to communicate with, and they treat their account manager like a partner rather than a customer support chatbot.

More often than not, these are the advertisers around whom long-term business is built. Not because they spend the most. But because consistency, mutual respect, and trust almost always outperform chaos in the long run.

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