When Search & Affiliate CollidesPresentation Transcript
When Search & Affiliate Marketing Collide 7/14/2011 Peter Figueredo Founding Partner, Netx Email peter@Netx.com Twitter @figueredo #OMSBOS
Overview What is Search Marketing? What is Affiliate Marketing? Who the hell is Netx? What happens when they collide? What happens when they cooperate? Recipe for success
Affiliate & Search consistently rank among the top ROI marketing channels 2010 Affiliate Benchmarks Study
What is Search Marketing?
What is Search Marketing? Seriously?
What is Affiliate Marketing?
More than 20,000 brands have affiliate programs
While hard to read affiliate marketing is prevalent in most industries 2010 Affiliate Benchmarks Study
US affiliate revenue: larger than video, social & mobile combined Forrester 2009
Where do Affiliate & Search meet? Successful affiliates are buying search traffic 2010 Affiliate Benchmarks Study
Who the hell is Netx?
NYC digital ad agency Founded 2001 Inc500|5000 winner 30smart & friendly folks Search &Affiliate Marketing Specialists Great clients
Dick’s Sporting Goods
4/6/2011 13 Netx
What happens when they collide? Affiliate
Search & Affiliate Collision Higher customer acquisition costs due to competitive bidding on keywords and affiliate commissions Confusing customer experience on brand terms Ultimately collisions waste resources.
What happens when they cooperate?
Search & Affiliate Cooperation Increased share of voice in search results Competitive blocking Increased traffic and conversions 1 + 1 = 3+
Search Without Affiliate
Search With Affiliate
Search & Affiliate Peanut Butter Cup Recipe
Direct Linking The only time you should let affiliates direct link is when you have no search marketing campaign of your own.
Brand Terms If any other companies are buying your brand terms then allow affiliates to buy them…if not then don’t. It is okay to place bidding caps on brand terms but not too low or your competitors will take top spots. ***Work with a small trusted group of affiliates if you allow this.
Bidding Rules Do not place bid caps on affiliates for any terms other than your brand.
Competitors Bidding on competitors terms is okay for affiliates as long as they don’t mislead the customer. Your ads should not be confused with ads for the competitor.
Coupons Make sure you have your own special offers page then PPC and SEO the hell out of it. Borrow a page from the affiliates playbook and capture more customers directly.
Post The Rules Make sure you clearly write out how affiliates can and cannot use search marketing to promote you. Post guidelines everywhere.
Advertisers approach search arbitrage in different ways 2010 Affiliate Benchmarks Study
Monitor License a tool to monitor your critical keywords to gather intelligence and police affiliates. We use TheSearchMonitor.com but others exist. Test it out for free with code: PeterOms *not an affiliate link, I promise
Search + Vertical If you have an affiliate who can build out vertical websites around your category and is an expert in PPC and SEO then you have found the Holy Grail!
Thank You Peter Figueredo Founding Partner, Netx peter@Netx.com 212.981.2700 x200 @figueredo