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Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
Mining Affiliate Data for Untapped Opportunity
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Mining Affiliate Data for Untapped Opportunity

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Affiliate marketers are often overwhelmed by product catalogs. In this session Martin will look at ways to analyse data for opportunities in search, and how you can focus your marketing …

Affiliate marketers are often overwhelmed by product catalogs. In this session Martin will look at ways to analyse data for opportunities in search, and how you can focus your marketing efforts.

Experience level: Intermediate
Target audience: Affiliate/Publisher
Niche/vertical: Retail/Travel

Martin MacDonald, Inbound Marketing Director, Expedia Affiliate Networks (Twitter @searchmartin)

Published in: Business
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  • 1. Martin MacDonald,Inbound Marketing Director 1
  • 2. Mining for Opportunity 2
  • 3. Affiliate Marketing with 1,000,0000s of products 3
  • 4. Lets size the current marketExample Industry: Travel>HotelsBooking.com (Priceline) 230kEAN (Expedia) 180kAgoda 261kHRS 250kCompensating for crossover there are around 500k hotels globally available on thecommon affiliate networks. 4
  • 5. Most common & best converting keywordsExample Industry: Travel>Hotels[HotelName][HotelName] + [City]/[State]&/[Country]“Hotels in” + [City]/[State]&/[Country]Just these combinations would result in 4,000,000 potential keywords, coveringlong tail property names, but crucially not covering long tail search terms. 5
  • 6. Keyword Conversion Rate vs VolumeLow Volume 8-12% Conversion Hotel Name + City Name + Reservations City Name + Hotels Hotels + Region Name Hotels + Descriptor (ie. “spa”)High Volume <1% Conversion Hotels 6
  • 7. Low Hanging Fruit… 7
  • 8. Ingredients: + 8
  • 9. Market Sizing & Opportunity Organic Search (SEO) • Rank check the top 10 results for the top 10k-100k keywords • Export the list into Excel • Calculate the % of top 10 SERPs which are subfolders or sub pages • Sort the keywords by the number of results on sub pages. 9
  • 10. Market Sizing & Opportunity Organic Search (SEO)Formula to calculate Folder Depth in a URL String: =(LEN(B2)-LEN(SUBSTITUTE(UPPER(B2),"/","")))-2 10
  • 11. Market Sizing & Opportunity Organic Search (SEO) Build a pivot table as per the screenshot, summing the total number of subfolders/pages per unique keyword. 11
  • 12. Market Sizing & Opportunity Organic Search (SEO) Sort the results by average number of slashes descending. This is now a good indicator of the order of ease of ranking for keywords! BONUS: Download the source sheet: http://bit.ly/ASWmm1 12
  • 13. “But that still sounds like a lot of work…” 13
  • 14. Market Sizing & Opportunity Paid Search (PPC) Lets do something similar but this time using Paid Search! • Using the original keyword list, re-run the rank check using “Google Adwords (USA)” • Now export the data as a “Top Sites” report. 14
  • 15. Market Sizing & Opportunity Paid Search (PPC) Lets do something similar but this time using Paid Search! • Using the original keyword list, re-run the rank check using “Google Adwords (USA)” • Now export the data as a “Top Sites” report. 15
  • 16. Market Sizing & Opportunity Paid Search (PPC) This time we are going to just “count” the appearances of results against each keyword. Add a second column, put the number (1) in each of them. 16
  • 17. Market Sizing & Opportunity Paid Search (PPC) Pivot table the Sum of the Count Values to give the total occurances of each keyword. Note: in the example (screenshot & sheet) the data is spread over 10 days to improve the average and accuracy of the results. 17
  • 18. Market Sizing & Opportunity Paid Search (PPC) Results that require the lowest average CPC to rank <4 appear at the top. Results towards the bottom are the most expensive. In a keyword list of 4MM terms you uncover 10k-100k’s of keywords you can bid minimum CPC on and still appear. DOWNLOAD: bit.ly/ASWmm2 18
  • 19. Market Sizing & Opportunity Paid Search (PPC) Notes: In given example, city names are often broad match – hence higher than average competition. The terms [hotels] and [cheap hotels] are often broad or phrase matched Carry this procedure out on product names, and you can find a high % with ZERO competition.. DOWNLOAD: bit.ly/ASWmm2 19
  • 20. Market Sizing & Opportunity Bonus: Scraping Google Results, at Infinite Scale. AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited. 20
  • 21. Market Sizing & Opportunity Bonus: Scraping Google Results, at Infinite Scale. AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited. Private Proxy Networks: Pro – scale your scraping reliably, choose your IP Location Con – can become very expensive to get speed into 100k per day 21
  • 22. Market Sizing & Opportunity Bonus: Scraping Google Results, at Infinite Scale. AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited. Private Proxy Networks: Pro – scale your scraping reliably, choose your IP Location Con – can become very expensive to get speed into 100k per day VPNs & Anonymizers Pro – massive scale, quick data collection Con – you can burn IPs quickly, be sensible in your scraping folks! 22
  • 23. 23
  • 24. Thank you!Want to get in touch? Tweet:@searchmartin email: mmacdonald@expedia.com Copyright notice: all images licensed via shutterstock except the AWR Logo, a Caphyon product, and the Excel Logo, a Microsoft Product. 24

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