Affiliate based ppc_issues_and_options-david_naffziger
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Affiliate based ppc_issues_and_options-david_naffziger

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Transcript

  • 1. Proven Strategies for Managing Affiliate PPC David Naffziger CEO, BrandVerity
  • 2. Affiliate PPC is Universal * Data on subsequent slides from a BrandVerity study of the top 100 e-commerce programs As an E-Commerce site, the question is not IF , but HOW you should manage affiliate PPC
  • 3. Proven Strategies Top affiliate programs utilize several strategies to manage affiliate PPC
    • Expert Analytics
    • Simple Policies
    • Open, Consistent Communication
    • Respect Affiliate ‘Secret Sauce’
    • Quick Enforcement
  • 4. Measure Beyond the Last Click Google Analytics doesn’t cut it.
    • Understand the contribution of all channels to a sale
    • Measure and value the steps in the purchase process
      • First click
      • Intermediate clicks
      • Final click
    • Bucket affiliates by contribution share. Reward those that contribute the most.
  • 5. Create Clear Policies PPC policies that are simple and clear have lower rates of abuse
    • Easy to understand
    • Easy to communicate
      • Verbally, email, onsite, etc.
    • No room for misinterpretation
  • 6. Examples of Clear Policies
  • 7. Examples of Unclear & Complex Policies
  • 8. Examples of Unclear & Complex Policies
    • Cannot outbid merchant
    • Cannot outrank merchant
    • Must uses negative keywords in campaigns
    • Ad Text must contain ‘AFF’
    • No automatic redirects
    • Cannot copy merchant ad text
    One or more of these policies are often combined:
  • 9. Communicate Consistently & Openly Simple policies are easy to communicate. Do so.
    • Putting your policy in the fine print is a quick route to failure
      • Put it on the website
      • Put it in the affiliate newsletter
      • Put it in other marketing materials
    • Document what exceptions you allow
  • 10. Respect Affiliate Secret Sauce Merchants should not expect to know the details of an affiliate’s PPC campaign
    • Affiliates invest significant time creating and managing their campaigns
    • In some instances they compete against in-house PPC teams
  • 11. Quick Enforcement Keep your program clean
    • Dirty programs:
      • Attract abusers
      • Deter super-affiliates
      • Cost money
    • Not all abuse is intentional
    • Quick responses discourage further abuse
    • No, you cannot detect most abuse manually
  • 12. Proven Strategies Top affiliate programs utilize several strategies to manage affiliate PPC
    • Expert Analytics
    • Simple Policies
    • Open, Consistent Communication
    • Respect Affiliate ‘Secret Sauce’
    • Quick Enforcement
  • 13. Thank You! David Naffziger CEO, BrandVerity Search Ad Monitoring [email_address] www.naffziger.net/blog www.brandverity.com