SES Affiliate Search


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Affiliate 2.0: New Distribution Value Using Search & More

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  • SES Affiliate Search

    1. 1. Affiliate 2.0: New Distribution Value Using Search & More Amanda Evans VP, Search Strategy Barbara Coll, CEO, Inc.
    2. 2. Help! My Affiliates are Driving Me Crazy! <ul><li>Blocking ads </li></ul><ul><li>Steal your search traffic </li></ul><ul><li>Increasing CPC </li></ul><ul><li>Misrepresenting brand </li></ul>
    3. 3. Example: Brand Keyword with Affiliates <ul><li>Branded keyword with common misspelling </li></ul><ul><li>Affiliates increasing bid price </li></ul><ul><li>Affiliates blocking ads & misrepresenting brand </li></ul>Brand ad Affiliate Ad Affiliate Ad Competitor Ad Competitor Ad Competitor Ad Competitor Ad Competitor Ad Organic
    4. 4. Example: Brand Keyword without Affiliates <ul><li>CPC dropped 60% & ROI improved when measuring search & affiliate together </li></ul><ul><li>BUT – Advertiser lost valuable page real estate </li></ul>Brand ad Competitor Ad Competitor Ad Competitor Ad Competitor Ad Competitor Ad Organic
    5. 5. Why Do You Want Them There? <ul><li>Improve ROI off overall internet marketing </li></ul><ul><li>Keep Competition at Bay? </li></ul><ul><li>Dominate page space? </li></ul><ul><li>Working with search engines (like youtube and ebay) where you, the brand owner, don’t have time </li></ul>
    6. 6. Maintain List of Trusted Affiliates <ul><li>Choose up to 5 key affiliates to work with (typically your top 5) </li></ul><ul><li>Allowed to bid on your brand terms with restrictions: </li></ul><ul><ul><li>Bid rules </li></ul></ul><ul><ul><li>Trademark rules </li></ul></ul>
    7. 7. Unique Content Yields New Distribution Avenues <ul><li>Offer limited # of affiliates unique content that you (advertiser) cannot have directly on your site due to brand, legal or other guidelines </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Direct competitor comparisons </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Videos – Affiliates can have a sense of humour </li></ul></ul>
    8. 8. Create Guidelines for Trademark Usage <ul><li>Determine trademark guidelines: </li></ul><ul><ul><li>Can they use your trademark in the: </li></ul></ul><ul><ul><ul><li>Title? </li></ul></ul></ul><ul><ul><ul><li>Display URL? </li></ul></ul></ul><ul><ul><ul><li>Ad Text? </li></ul></ul></ul><ul><ul><li>Can they say “Official Site” or any variation? </li></ul></ul><ul><ul><li>Do they need to indicate “affiliate?” </li></ul></ul><ul><ul><li>Is a ® or ™ needed? </li></ul></ul><ul><li>If trademark paperwork is on file with Google, be sure to white list these affiliates! </li></ul>
    9. 9. Monitor Trademark Usage <ul><li>Work with affiliate provider to monitor the trademark usage </li></ul><ul><li>Hand monitor by checking top keywords for your brand </li></ul><ul><li>Have a consequence for non-compliance </li></ul><ul><li>If bid rules are in place, ask for reports </li></ul><ul><li>Reports should be set up to be e-mailed directly from Adwords on a weekly basis by the 5 affiliates </li></ul>
    10. 10. Measure Impact <ul><li>Not only ROI!! </li></ul><ul><li>Look at long term impact - lifetime value </li></ul><ul><li>Look at competitive impact - virtual shelf space </li></ul><ul><li>Look at brand value – brand equity </li></ul>
    11. 11. THANK YOU <ul><li>Amanda Evans and Barbara Coll </li></ul><ul><li> Inc </li></ul>
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