I A B S E A R C H C O N F E R E N C E 2 0 1 4
A f f i l i a t e a n d S e a r c h – f r i e n d o r f o e
Presented by:
7t...
Affiliates
LONDON | NEW YORK | SINGAPORE
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia
The last year at 7thingsmedia
Offices
- Singapore office opens (July)
Selected new clients
- Abercrombie and Kent
- James ...
An introduction
| 5
@7thingsmedia
@IABUK
Complex landscape
| 12th June 2014
| 6
Affiliate types
• Your “affiliates” are a multi set of publishers with separate business models,
reasons for being and...
| 12th June 2014 | 7
Content
Price
Comparison
PPC
Cashback
Voucher
Code
Content
Mobile
The future…
Evolution of affiliates...
| 8
Affiliate types
Most commonly categorised to:
• Search
• Comparison
• Loyalty / Incentive
• Voucher codes
• Content
• ...
| 9
Search and affiliates
• Drive traffic and sales by bidding on keywords in search engines on your behalf
• They can dri...
Pros
| 11
Pros
• Opportunities:
• Push down the competition
• Brand awareness
• Drive footfall
• Increase conversions
• Re-enga...
| 12
The competition
| 12th June 2014
@7thingsmedia
@IABUK
| 13
The competition
| 12th June 2014
@7thingsmedia
@IABUK
| 14
Branding and footfall
• Drive in store footfall through ad copy
• A recent example showed in-store revenue
increased ...
Conversion optimisation
• Time stamps
• Average CTR +150%
• Average CR +75%
• Utilising Remarketing for Search Ads (RLSA)
...
Cons
| 17
Managing the space
• Concerns:
• Limited control
• Branding
• CPC cost
• “Wasted budget”
| 12th June 2014
@7thingsmed...
| 18
Control and branding
| 12th June 2014
@7thingsmedia
@IABUK
| 19
Set clear objectives
| 12th June 2014
@7thingsmedia
@IABUK
Increase in CPC’s
When not managed properly:
• Periods of high CPC’s
• Reaching budget caps – reduced impression
share
• W...
Increase in CPC’s
£0.00
£0.05
£0.10
£0.15
£0.20
£0.25
£0.30
Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk
10
Wk
11
Wk
12
Wk
1...
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0
100,000
200,000
300,000
400,000
500,000
600...
Case Study
Current SERP’s
Problem:
• Competitor brand bidding -
appearing in position 2 above the
natural listing for Furniture Villa...
Current SERP’s
Solution:
• Introduce a new Furniture Village
voucher site into position 2
Aim:
• Push competitor to positi...
SERP’s with new site
FurnitureVillage-Offers.co.uk – Furniture Village Deals
www.furniturevillage-offers.co.uk
Order Today...
Summary
| 28
Summary
• Demonstrated the pros and cons of affiliates within the search space
• There is the potential to tie in to ...
fin.
connect:
hello@7thingsmedia.com
www.7thingsmedia.com
@7thingsmedia
Confidential Information
This document is the prop...
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Affiliate and Search: Friend or Foe? 7thingsmedia - June 2014

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Fiona Gandy International Account Director's presentation on how Affiliates and Search and whether they can work together.

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  • 1,250,666 impressions extrapolated
  • 1,250,666 impressions extrapolated
  • Affiliate and Search: Friend or Foe? 7thingsmedia - June 2014

    1. 1. I A B S E A R C H C O N F E R E N C E 2 0 1 4 A f f i l i a t e a n d S e a r c h – f r i e n d o r f o e Presented by: 7thingsmedia Fiona Gandy, International Account Director June 2014
    2. 2. Affiliates LONDON | NEW YORK | SINGAPORE Display International Leadgeneration Mobile PPC SEO Socialmedia
    3. 3. The last year at 7thingsmedia Offices - Singapore office opens (July) Selected new clients - Abercrombie and Kent - James Villa Holidays - French Connection Awards - Performance Marketing Awards (May 2014) • Best in Retail - DADI Awards (October 2013) • “Best use of Affiliate Marketing” - European Search Awards (June 2013) • “Best use of PPC”
    4. 4. An introduction
    5. 5. | 5 @7thingsmedia @IABUK Complex landscape | 12th June 2014
    6. 6. | 6 Affiliate types • Your “affiliates” are a multi set of publishers with separate business models, reasons for being and customer profiling… • Ideally to have a successful affiliate channel your programme should have a blended mixture of all affiliate types & never be over reliant on one base | 12th June 2014 @7thingsmedia @IABUK
    7. 7. | 12th June 2014 | 7 Content Price Comparison PPC Cashback Voucher Code Content Mobile The future… Evolution of affiliates @7thingsmedia @IABUK
    8. 8. | 8 Affiliate types Most commonly categorised to: • Search • Comparison • Loyalty / Incentive • Voucher codes • Content • Niche aggregators • Email lists • Shopping directories | 12th June 2014 @7thingsmedia @IABUK
    9. 9. | 9 Search and affiliates • Drive traffic and sales by bidding on keywords in search engines on your behalf • They can drive traffic to a dedicated landing page or to their own custom landing page • Considerations: • T&Cs – Prohibited keywords (brand, brand + generic) – Use of TM in ad & URL • Control? Coverage? Incrementality? • Communication with your current PPC agency? | 12th June 2014 @7thingsmedia @IABUK
    10. 10. Pros
    11. 11. | 11 Pros • Opportunities: • Push down the competition • Brand awareness • Drive footfall • Increase conversions • Re-engage with lost audiences • Target generics | 12th June 2014 @7thingsmedia @IABUK
    12. 12. | 12 The competition | 12th June 2014 @7thingsmedia @IABUK
    13. 13. | 13 The competition | 12th June 2014 @7thingsmedia @IABUK
    14. 14. | 14 Branding and footfall • Drive in store footfall through ad copy • A recent example showed in-store revenue increased by 208% • Drove an additional 17,000 orders to offline stores • Increase interaction with a social audience • 8% offer redemption rate through Twitter advertising • 16% Click Through Rate via Facebook advertising • Display • Utilise content relationships to build out display ads | 12th June 2014 @7thingsmedia @IABUK
    15. 15. Conversion optimisation • Time stamps • Average CTR +150% • Average CR +75% • Utilising Remarketing for Search Ads (RLSA) • Recent example saw a 20% CTR • 16% offer redemption rate (average 8%) | 12th June 2014 @7thingsmedia @IABUK
    16. 16. Cons
    17. 17. | 17 Managing the space • Concerns: • Limited control • Branding • CPC cost • “Wasted budget” | 12th June 2014 @7thingsmedia @IABUK
    18. 18. | 18 Control and branding | 12th June 2014 @7thingsmedia @IABUK
    19. 19. | 19 Set clear objectives | 12th June 2014 @7thingsmedia @IABUK
    20. 20. Increase in CPC’s When not managed properly: • Periods of high CPC’s • Reaching budget caps – reduced impression share • Wasted budget Overall Share Position Top Rate Brand X 96.9% 1 99.1% Wholesaler 42.6% 2.2 54.5% Wholesaler 15.0% 3.4 10.6% Wholesaler 14.2% 3.7 8.0% Wholesaler < 10% 4.3 12.4% Day 2 Share Position Top Rate Brand X 70.3% 1 99.0% Affiliate 64.3% 1.6 85.1% Wholesaler 39.7% 2.4 51.3% Wholesaler < 10% 3.7 4.9% Wholesaler < 10% 4.3 0.4% Wholesaler < 10% 4.2 17.6% Day 1 Share Position Top Rate Affiliate 88.2% 1.9 82.1% Brand X 86.2% 1 99.1% Wholesaler 12.7% 3 23.2% Wholesaler < 10% 3.3 71.2% Day 3 Share Position Top Rate Brand X 81.7% 1.1 95.3% Affiliate 80.2% 1.7 82.8% Wholesaler < 10% 3.1 71.2% £0.22 CPC £0.23 CPC £0.26 CPC | 12th June 2014
    21. 21. Increase in CPC’s £0.00 £0.05 £0.10 £0.15 £0.20 £0.25 £0.30 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 | 12th June 2014
    22. 22. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 SS13 AW13 SS14 STD Impressions Impression Share | 22 Resultant impression share • Brand X for exact match dropped from 88% to 61% impression share | 12th June 2014 @7thingsmedia @IABUK
    23. 23. Case Study
    24. 24. Current SERP’s Problem: • Competitor brand bidding - appearing in position 2 above the natural listing for Furniture Village Effect: • Share of traffic taken by CSL and associated sales
    25. 25. Current SERP’s Solution: • Introduce a new Furniture Village voucher site into position 2 Aim: • Push competitor to position 3 on the SERP’s • A P3 ad will only show above SEO 6% of the time • CTR from top to the side will drop considerably, significantly lowering competitor traffic FurnitureVillage-Offers.co.uk – Furniture Village Deals www.furniturevillage-offers.co.uk Order Today For Christmas Delivery! Save On Sofas, Dining Sets & More £10 Welcome Voucher - 3yrs Interest Free Credit – Shop Our Clearance
    26. 26. SERP’s with new site FurnitureVillage-Offers.co.uk – Furniture Village Deals www.furniturevillage-offers.co.uk Order Today For Christmas Delivery! Save On Sofas, Dining Sets & More £10 Welcome Voucher - 3yrs Interest Free Credit – Shop Our Clearance The result… • Furniture Village owning the top 2 (paid search) spots above SEO • Maximised on recovering traffic through: • A/B testing of Ad Copy • Utilising in store offers • 50% CTR
    27. 27. Summary
    28. 28. | 28 Summary • Demonstrated the pros and cons of affiliates within the search space • There is the potential to tie in to your wider search activity • Ensure that you set clear objectives and demand transparency from all partners • Do not be afraid to try new approaches and tactics | 12th June 2014 @7thingsmedia @IABUK
    29. 29. fin. connect: hello@7thingsmedia.com www.7thingsmedia.com @7thingsmedia Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2014 7thingsmedia LTD.

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