Affiliates & Internal Search:  A Recipe for Disaster?  Tony Pantano – CEO – Imwave, Inc.
<ul><ul><li>Some of you will agree with what I say </li></ul></ul><ul><ul><li>Some of you will say I’m crazy  </li></ul></...
<ul><li>What are the perceived issues & concerns </li></ul><ul><li>What Really Happens </li></ul><ul><li>How can PPC help ...
<ul><li>What really puts internal search teams at odds with Search Affiliates? </li></ul>What Will We Talk About
<ul><li>“ We want/need to protect our brand” </li></ul><ul><li>“ Allowing affiliates to use our display URL will increase ...
<ul><li>We are advocates of strong Terms and Conditions </li></ul><ul><li>Having 1-3 trusted partners assisting with Searc...
<ul><li>Where affiliate is NOT using your URL </li></ul><ul><li>Merchant  bidding $1.00 </li></ul><ul><li>Affiliate biddin...
<ul><li>Where affiliate is using your URL and you are bidding on the same Keyword: </li></ul><ul><li>Merchant  bidding $1....
<ul><li>Where affiliate is using their own URL and you are bidding on the same Keyword: </li></ul><ul><li>Merchant  biddin...
Display URL/Direct Linking Company Campaign Affiliate Search Campaign Potential Keyword Overlap
Display URL/Direct Linking Potential Keyword Overlap
<ul><li>Potential Overlap with partner’s internal search campaigns </li></ul><ul><ul><li>Potential Keyword overlap is typi...
<ul><li>No one size fits all </li></ul><ul><li>Is your Brand well established? </li></ul><ul><li>Are there any budget rest...
<ul><li>Bid Caps on Trademark terms </li></ul><ul><ul><li>Allow Affiliate to fill potential gaps in bidding without increa...
<ul><li>Potential Overlap with partner’s internal search campaigns </li></ul><ul><ul><li>Use of Branded Keyword Terms </li...
Search Overlap <ul><li>Affiliate Paid Search Overlap Continued </li></ul><ul><li>Commission rates typically force affiliat...
I was hoping to avoid this slide
<ul><li>Direct Linking with Partner’s Display URL </li></ul><ul><li>Rights to use Trademarks in Ad Copy </li></ul><ul><li>...
Search Overlap Company Campaign Affiliate Search Campaign Potential Keyword Overlap
Example <ul><li>Top Company in its Space </li></ul><ul><li>Name you know </li></ul><ul><li>Consumer & Business Products </...
Example <ul><li>Explored the depth of Current Search Efforts </li></ul><ul><li>Discovered that PPC was based on a budget a...
<ul><li>No increase in cost for Internal Search Team </li></ul><ul><li>No noticeable change in volume for internal search ...
<ul><li>No one size rule for all programs </li></ul><ul><li>Many misconceptions about Search Affiliates </li></ul><ul><ul>...
Contact Information Tony Pantano [email_address]
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Affiliates And Internal Search Recipe For Disaster

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Google's rules are often misunderstood, causing turf wars between the affiliate channel & search teams. Learn through real world examples how to maximize affiliate search & internal search programs.

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Affiliates And Internal Search Recipe For Disaster

  1. 1. Affiliates & Internal Search: A Recipe for Disaster? Tony Pantano – CEO – Imwave, Inc.
  2. 2. <ul><ul><li>Some of you will agree with what I say </li></ul></ul><ul><ul><li>Some of you will say I’m crazy </li></ul></ul><ul><ul><li>Some will say: “This doesn’t apply to my program” </li></ul></ul><ul><ul><li>It’s OK! </li></ul></ul>Welcome
  3. 3. <ul><li>What are the perceived issues & concerns </li></ul><ul><li>What Really Happens </li></ul><ul><li>How can PPC help your Program </li></ul><ul><li>Examples </li></ul>What Will We Talk About
  4. 4. <ul><li>What really puts internal search teams at odds with Search Affiliates? </li></ul>What Will We Talk About
  5. 5. <ul><li>“ We want/need to protect our brand” </li></ul><ul><li>“ Allowing affiliates to use our display URL will increase our own PPC cost” </li></ul><ul><li>“ Our Agency covers all our keywords/ We have all the coverage we need on our Branded keywords” </li></ul>Issues that you will hear
  6. 6. <ul><li>We are advocates of strong Terms and Conditions </li></ul><ul><li>Having 1-3 trusted partners assisting with Search can be beneficial </li></ul><ul><li>Trusted partners are those you have a relationship with </li></ul><ul><li>Can contact when necessary </li></ul><ul><li>Will adhere to all brand guidelines </li></ul>Brand Protection
  7. 7. <ul><li>Where affiliate is NOT using your URL </li></ul><ul><li>Merchant bidding $1.00 </li></ul><ul><li>Affiliate bidding No Bid </li></ul><ul><li>Competition Bidding $ .49 </li></ul><ul><li>You take top position at $ .50 </li></ul>Display URL/Direct Linking
  8. 8. <ul><li>Where affiliate is using your URL and you are bidding on the same Keyword: </li></ul><ul><li>Merchant bidding $1.00 </li></ul><ul><li>Affiliate bidding $ .75 </li></ul><ul><li>Competition bidding $ .49 </li></ul><ul><li>You STILL take top position at $ .50 </li></ul>Display URL/Direct Linking
  9. 9. <ul><li>Where affiliate is using their own URL and you are bidding on the same Keyword: </li></ul><ul><li>Merchant bidding $1.00 </li></ul><ul><li>Affiliate bidding $ .75 </li></ul><ul><li>Competition bidding $ .49 </li></ul><ul><li>You take top position at $ .76 </li></ul><ul><li>Higher cost but extra “real estate” </li></ul>Display URL/Direct Linking
  10. 10. Display URL/Direct Linking Company Campaign Affiliate Search Campaign Potential Keyword Overlap
  11. 11. Display URL/Direct Linking Potential Keyword Overlap
  12. 12. <ul><li>Potential Overlap with partner’s internal search campaigns </li></ul><ul><ul><li>Potential Keyword overlap is typically very small </li></ul></ul><ul><ul><li>Use of Display URL/Direct Linking </li></ul></ul><ul><ul><ul><li>Google requires the display url and the landing page url to be the same. </li></ul></ul></ul><ul><ul><ul><li>Use of Display URL by a search affiliate will rarely drive up costs. </li></ul></ul></ul><ul><ul><ul><li>A trusted affiliate will work within brand guidelines. </li></ul></ul></ul>Search Overlap
  13. 13. <ul><li>No one size fits all </li></ul><ul><li>Is your Brand well established? </li></ul><ul><li>Are there any budget restrictions on your Internal Search efforts? </li></ul><ul><li>Does your Internal Team/Agency have all the variations covered? </li></ul>Trade Mark & Brand Bidding
  14. 14. <ul><li>Bid Caps on Trademark terms </li></ul><ul><ul><li>Allow Affiliate to fill potential gaps in bidding without increasing your cost. </li></ul></ul><ul><li>Keyword Removal Agreement </li></ul><ul><ul><li>Should our ad be displaying instead of your Internal Search ad, contact Imwave and we will adjust bidding as necessary </li></ul></ul>Trade Mark & Brand Bidding
  15. 15. <ul><li>Potential Overlap with partner’s internal search campaigns </li></ul><ul><ul><li>Use of Branded Keyword Terms </li></ul></ul><ul><ul><ul><li>Unless you have 24/7 coverage of all your </li></ul></ul></ul><ul><ul><ul><li>brand terms you may be missing clicks. </li></ul></ul></ul><ul><ul><ul><li>If you are missing clicks, your competition </li></ul></ul></ul><ul><ul><ul><li>is likely taking up the space. </li></ul></ul></ul><ul><ul><ul><li>A good Search Affiliate can back fill this space on your </li></ul></ul></ul><ul><ul><ul><li>brand terms without increasing internal cost. </li></ul></ul></ul><ul><ul><li>Use of Trademark Misspellings & Variation </li></ul></ul><ul><ul><ul><li>Many companies maintain a small list of variations. </li></ul></ul></ul><ul><ul><ul><li>Search Affiliates can typically create a variation list of </li></ul></ul></ul><ul><ul><ul><li>several thousand terms, increasing your reach. </li></ul></ul></ul>Search Overlap
  16. 16. Search Overlap <ul><li>Affiliate Paid Search Overlap Continued </li></ul><ul><li>Commission rates typically force affiliates to bid lower than you would for your internal search campaigns. </li></ul><ul><ul><li>It is rare that affiliate ads would display instead of your internal ads </li></ul></ul><ul><li>Analyze your Search CPA vs. your Affiliate CPA </li></ul><ul><ul><li>Look at Costs & Conversation Rates and CPA </li></ul></ul><ul><li>Preventive Measures </li></ul><ul><ul><li>Bid Caps on Trademark terms </li></ul></ul><ul><ul><li>Allow trusted affiliates to fill potential gaps in bidding without increasing your cost. </li></ul></ul><ul><ul><li>Keyword Removal Agreement </li></ul></ul>
  17. 17. I was hoping to avoid this slide
  18. 18. <ul><li>Direct Linking with Partner’s Display URL </li></ul><ul><li>Rights to use Trademarks in Ad Copy </li></ul><ul><li>Access to Trademark & Variation Keywords </li></ul><ul><ul><li>5-10 specific terms excluded terms. </li></ul></ul><ul><ul><li>Initial trial period to prove conversion rates. </li></ul></ul>What Could a PSM Test Look Like?
  19. 19. Search Overlap Company Campaign Affiliate Search Campaign Potential Keyword Overlap
  20. 20. Example <ul><li>Top Company in its Space </li></ul><ul><li>Name you know </li></ul><ul><li>Consumer & Business Products </li></ul><ul><li>Terms and Conditions: </li></ul><ul><ul><li>No Use of Display URL </li></ul></ul><ul><ul><li>No TM or Brand Term, variations, misspelling etc. </li></ul></ul><ul><ul><li>Must take user to Affiliate page before directing to Merchant Page </li></ul></ul>
  21. 21. Example <ul><li>Explored the depth of Current Search Efforts </li></ul><ul><li>Discovered that PPC was based on a budget an that PPC ads were slowed or turned off as budget was reached </li></ul><ul><li>Discussed a 90 day test </li></ul><ul><ul><li>Allowed use of Display URL </li></ul></ul><ul><ul><li>Allowed to use TM/Brand + Generic String Terms </li></ul></ul><ul><ul><li>Identified 10-15 Brand Terms </li></ul></ul><ul><ul><li>Permitted to use those 10-15 terms with a predetermined Bid Cap </li></ul></ul>
  22. 22. <ul><li>No increase in cost for Internal Search Team </li></ul><ul><li>No noticeable change in volume for internal search program </li></ul><ul><li>10x increase in Sales volume </li></ul><ul><li>“ Test” is now in it’s 18 month </li></ul>Results
  23. 23. <ul><li>No one size rule for all programs </li></ul><ul><li>Many misconceptions about Search Affiliates </li></ul><ul><ul><li>Trusted Partners </li></ul></ul><ul><ul><li>Display URL/Direct Linking </li></ul></ul><ul><ul><li>No One Group Can come up with all search terms </li></ul></ul><ul><ul><li>No easy answer on TM terms </li></ul></ul><ul><li>Search can play an important role in your program </li></ul><ul><li>TEST, TEST, TEST!! </li></ul>Conclusion
  24. 24. Contact Information Tony Pantano [email_address]

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