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<ul><li>Generic keywords  affiliate web site  merchant web site  </li></ul><ul><li>Pure Brand keywords  affiliate web site...
 
 
 
<ul><li>Prevent competitor leakage </li></ul><ul><li>Encourage web site based generics or long tail keyword coverage </li>...
<ul><li>Track record and financials </li></ul><ul><li>Design, development and content resource </li></ul><ul><li>PPC optim...
<ul><li>Be up front about expectations and set targets you can act on </li></ul><ul><li>Separate out generics and make sur...
<ul><li>Set intelligent CPA’s so you can relax about who gets the sale </li></ul><ul><li>Create a competitive environment ...
<ul><li>Be aware of the conflicts of interest </li></ul><ul><li>Don’t let brand distort your comparison – Agencies love br...
<ul><li>Commission rates are meaningless – focus on your EPC </li></ul><ul><li>Use your generic Google CPA’s as a guide </...
<ul><li>Make sure your affiliate manager really understands your business </li></ul><ul><li>Sign NDA’s and let the data fl...
<ul><li>Changes to commissions, brand policy, URL policy, negative keywords </li></ul><ul><li>New product releases, top 20...
<ul><li>WOW factor works great for program wide incentive schemes e.g. Buyagift   </li></ul><ul><li>Bespoke incentives sho...
If you’d like to hear how eConversions can deliver you incremental  sales through paid search, get in touch: email:  dunca...
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10 Ways Paid Search - Duncan Jennings - eConversions

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Affiliate Marketing, Paid Search, a4uexpo, a4uexpo London, Duncan Jennings, eConversions

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10 Ways Paid Search - Duncan Jennings - eConversions

  1. 2. <ul><li>Generic keywords affiliate web site merchant web site </li></ul><ul><li>Pure Brand keywords affiliate web site merchant web site </li></ul><ul><li>Brand + Generic keywords affiliate web site merchant web site </li></ul><ul><li>Generic keywords merchant web site </li></ul><ul><li>Pure Brand keywords merchant web site </li></ul><ul><li>Brand + Generic merchant web site </li></ul>
  2. 6. <ul><li>Prevent competitor leakage </li></ul><ul><li>Encourage web site based generics or long tail keyword coverage </li></ul><ul><li>Improve coverage on Yahoo / MSN </li></ul><ul><li>Focus on new customers, retention, specific categories or products </li></ul><ul><li>Availability, design & development resource, turn around times </li></ul><ul><li>Don’t over estimate the opportunity to your affiliates </li></ul><ul><li>Do give your affiliates the chance to work on the juicy stuff </li></ul>
  3. 7. <ul><li>Track record and financials </li></ul><ul><li>Design, development and content resource </li></ul><ul><li>PPC optimisation technology </li></ul><ul><li>Availability and response times </li></ul><ul><li>Sector specific experience </li></ul><ul><li>Board friendly? </li></ul><ul><li>Motivation / margin / expectation </li></ul><ul><li>Should all paid search affiliates be treated equally? </li></ul>
  4. 8. <ul><li>Be up front about expectations and set targets you can act on </li></ul><ul><li>Separate out generics and make sure they stay separated </li></ul><ul><li>Get the most out of affiliates in positions #1 and #2 </li></ul><ul><li>Don’t forget about landing page leakage and conversion rates </li></ul><ul><li>Appreciate the Google Quality Score Challenge </li></ul>
  5. 9. <ul><li>Set intelligent CPA’s so you can relax about who gets the sale </li></ul><ul><li>Create a competitive environment e.g. Amazon </li></ul><ul><li>Gain maximum exposure in the search space – long tail keywords </li></ul><ul><li>Benchmark your affiliates against your agency </li></ul><ul><li>Consider negative keywords </li></ul><ul><li>Speak to your network if override is the deal breaker </li></ul>
  6. 10. <ul><li>Be aware of the conflicts of interest </li></ul><ul><li>Don’t let brand distort your comparison – Agencies love brand too </li></ul><ul><li>Give your search affiliates a chance on the juicy stuff </li></ul><ul><li>Don’t be afraid to pause agency activity </li></ul><ul><li>Remember they work for you! </li></ul>
  7. 11. <ul><li>Commission rates are meaningless – focus on your EPC </li></ul><ul><li>Use your generic Google CPA’s as a guide </li></ul><ul><li>Go granular on rates – Canon IXUS 860is not Electronics </li></ul><ul><li>Don’t lower rates when the going gets good </li></ul>
  8. 12. <ul><li>Make sure your affiliate manager really understands your business </li></ul><ul><li>Sign NDA’s and let the data flow </li></ul><ul><li>Advance notification = maximise opportunity </li></ul><ul><li>Communicate your USP’s </li></ul><ul><li>Share your industry knowledge </li></ul><ul><li>Provide great data – XML feeds, CSV, product availability, extra info </li></ul>
  9. 13. <ul><li>Changes to commissions, brand policy, URL policy, negative keywords </li></ul><ul><li>New product releases, top 20 best sellers, awards, down time </li></ul><ul><li>Never use internal network messaging systems alone </li></ul><ul><li>Find out how your key affiliates like to be contacted </li></ul><ul><li>Set your expectations for affiliate availability </li></ul><ul><li>Affiliates hate out of office land </li></ul>
  10. 14. <ul><li>WOW factor works great for program wide incentive schemes e.g. Buyagift </li></ul><ul><li>Bespoke incentives should be relevant to the affiliate & scale of activity </li></ul><ul><li>Large search affiliates would rather have tiers or cash bonuses than iPod’s </li></ul><ul><li>Consider opportunities over straight rewards: - Brand bidding rights - Display URL rights - Use of branded URL e.g. Thomascookholidays.com - Campaign budgets </li></ul><ul><li>Create a competitive environment which encourages new affiliates </li></ul>
  11. 15. If you’d like to hear how eConversions can deliver you incremental sales through paid search, get in touch: email: duncan@econversions.co.uk tel: 0207 566 9840

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