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Balancing income channels_betwee-adam_jewell

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  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Just a couple examples of what some of our clients say about us. They both came to us because they were not getting the results they needed. They looked to us for strategic guidance, and tactical expertise, and as you can see they are very pleased with the results.
  • Transcript

    • 1. How Do I Use The Affiliate, Contextual & PPC To Sell More Stuff?
    • 2. Balancing PPC, Contextual Advertising & Affiliate Programs
      • Your website has one goal – to make as much money as possible!
      • How can you most effectively utilize your limited resources to maximize sales?
        • Identify the weakest links in your programs.
        • Is your site setup to SELL?
        • What programs are you currently running & how are they performing?
        • Do you have solid analytics & financial measurements in place?
        • Assess your in-house talent and resources.
        • Identify the skills and tools you have in place.
        • Figure out what you need to hire (in-house consultant, or agency)
        • Focus on the programs you have the resources to do well.
    • 3. When You Pull a Chain, Where Does It Break? Keyword or Ad Placement Choice PPC or Contextual Ad Copy Landing Page & Conversion Process
    • 4. The Weakest Link Of Course! Keyword or Ad Placement Choice PPC or Contextual Ad Copy Landing Page & Conversion Process
    • 5. Before You Spend Ad Dollars – Examine & Prep Your Site
      • 1 st – Make the Site Relevant & Ready to Convert
        • Is the site using the language your customers use to search?
          • Wedding dresses, wedding gowns, bridal gowns
        • Does it speak to the different audiences who will want to BUY from you?
          • Men vs. women shopping for engagement rings need different information to make or influence a purchase.
      • Can You Present Products/Info the Way Consumers Want to See It?
        • Different sort orders with unique URLs
          • Price Sorts (high - low, low – high)
          • Discount Sorts (high – low, low – high)
          • Inventory Sorts (newest – oldest, oldest – newest)
          • Popularity (most – least, least – most)
      • Basic SEO
        • For engines & people – titles, descriptions, meta data, headers
        • Design the site as if every page is the first page a consumer will see
    • 6. Before You Spend Ad Dollars – Examine & Prep Your Site
    • 7. Why Focus On the Site Before Advertising Programs?
      • When Your Site Reflects the Way People Search, Shop & Buy You Sell MORE
        • Your listings in shopping engines will be more relevant
        • Your affiliates will have better landing pages to link to
        • You’ll have better organic rankings
        • You can get more clicks from lower organic search listings
        • You can better match the copy in contextual ads to the landing page
        • More affiliates will want to work with you because you’ll convert their traffic better and you’ll both make more money
    • 8. Take Stock of Current Programs – Measurement & Analytics
      • If you can measure it, you can make smart decisions
        • Affiliate programs are relatively easy to measure and you are likely to be buying money.
        • PPC programs – easy to track, are you breaking out content & contextual placements from PPC search?
        • Contextual programs (to include banners) – are these being measured with the same metrics as PPC & affiliate?
      • View-through vs. click-through conversions
        • Are you mixing these two measurements together?
      • Look at total sales & overlap (attribution) if possible
        • Some sales will be touched by multiple ads/campaigns.
        • Before you cut or adjust budgets try to get a feel for how cuts in one program might affect another.
          • Example - Shopping Engines Drive Initial Site Visit, Consumer later searches for brand terms, PPC gets last click credit.
    • 9. Where Should You Focus, What Skills Are Needed?
      • Allocate resources where they will be most effective
        • Paid search will probably yield best results and most revenue
        • Established affiliate programs can be huge & may need some TLC
        • Can take tremendous time and effort to ramp up a new affiliate program
        • Contextual programs can take lots of work to generate returns
      • Managing affiliate, PPC & contextual programs all take different skills
        • Affiliate focus is relationship management & negotiation
        • PPC focus is keyword selection, copywriting & analytics
        • Contextual focus is similar to PPC, more testing & maintenance
        • To many companies focus on bid management & not the end user
        • There is often much to be gained from better use of keyword selection, & ad copy.
    • 10. What Is the Bottom Line?
      • What is the Bottom Line?
        • The site first needs to be setup to handle (convert) traffic from any program.
        • Get a good analytics package.
        • Bid management is important but relevance is much more important
        • You’ll probably get the best returns from PPC and affiliate marketing programs.
        • If you open up your affiliate program to PPC affiliates you may get more profitable sales.
        • Where do you think the weakest links are?
          • Look at the sales chain – keyword selection, ad text, landing page, site experience & use that to find leverage points.
        • Keep in mind retail sales are in the tank
          • You may still have to work harder for fewer sales this year.
    • 11. A Couple (non-Internet) Books to Help Think Differently
    • 12. NetPlus Marketing, Inc. – NetPlusMarketing.com