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How To Manage A Successful Affiliate Programme - Graham Keen/Buy A Gift, Zak Edwards/Prezzybox

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How To Manage A Successful Affiliate Programme - Graham Keen/Buy A Gift, Zak Edwards/Prezzybox

  1. 1. How to Manage a Successful Affiliate Programme : Strategies from Award Winning Affiliate Managers Graham Keen Zak Edwards
  2. 2. The Basics
  3. 3. What is affiliate marketing? <ul><li>The affiliate places an advert, link, or other content on their website </li></ul><ul><li>The user browses the site, and clicks on the affiliate link to the merchant </li></ul><ul><li>A Cookie is dropped on the users machine </li></ul><ul><li>Customer is taken to the merchants site </li></ul><ul><li>Customer makes purchase </li></ul><ul><li>Cookie is read, and commission is paid to the referring affiliate. </li></ul>
  4. 4. Search and Affiliates Natural Listings PPC listings
  5. 5. Paid search <ul><li>Advantages </li></ul><ul><li>You can set maximum daily budgets </li></ul><ul><li>Ads can be set up instantly – allowing you to be reactive </li></ul><ul><li>You control the copy, and the landing page </li></ul><ul><li>Easy to track with basic software </li></ul><ul><li>You can increase or decrease traffic depending on seasonality etc. </li></ul><ul><li>Disadvantages </li></ul><ul><li>Crowded markets can make keywords expensive </li></ul><ul><li>Can be complex to maintain 1000s of keywords </li></ul><ul><li>Can be very time consuming </li></ul>
  6. 6. Natural search <ul><li>Advantages </li></ul><ul><li>Effectively ‘free’ traffic </li></ul><ul><li>Targeted traffic </li></ul><ul><li>Most users interact with that part of the Google results </li></ul><ul><li>Disadvantages </li></ul><ul><li>Optimising pages can be technical and time intensive </li></ul><ul><li>Can take months to get pages ranked </li></ul><ul><li>Your site may not be SEO friendly (e.g. framed sites) </li></ul><ul><li>Google frequently changes algorithms </li></ul>
  7. 7. Affiliate Marketing in the mix
  8. 8. Preparing
  9. 9. Preparing your site <ul><li>Ensure your site converts traffic well </li></ul><ul><li>Easy to navigate </li></ul><ul><li>Search facility </li></ul><ul><li>Fast and easy checkout process </li></ul><ul><li>Prepare your site for affiliate marketing </li></ul><ul><li>Large phone number on pages? Remove based upon referrer </li></ul><ul><li>Ability to deeplink </li></ul><ul><li>No affiliate links or advertising – keep advertising until after the purchase </li></ul>
  10. 10. Setting up an affiliate program <ul><li>Who will run it? </li></ul><ul><li>In house? </li></ul><ul><li>Agency? </li></ul><ul><li>Affiliate Network? </li></ul><ul><li>Technical Options </li></ul><ul><li>Fully run In house? </li></ul><ul><li>Affiliate Network? </li></ul>Advantages Affiliate Marketing – Merchants Survey Report 2007. Produced by E-Consultancy and Buy.at In house Network <ul><li>No network fees </li></ul><ul><li>No override </li></ul><ul><li>Control over everything </li></ul><ul><li>One payment to all affiliates </li></ul><ul><li>Technically robust </li></ul><ul><li>R & D </li></ul>
  11. 11. Who will run it? Advantages to both In-house Network / Agency <ul><li>Build your own relationships with affiliates </li></ul><ul><li>You have full control over the time and effort put into your program </li></ul><ul><li>No additional monthly costs </li></ul><ul><li>You know more about your product and services </li></ul><ul><li>No need to recruit additional staff in-house </li></ul><ul><li>Network already has good working relationships in place </li></ul><ul><li>Can be more cost effective than recruiting an AM in house </li></ul>
  12. 12. Setting up an affiliate program <ul><li>What to look out for in an affiliate network </li></ul><ul><li>Setup fees </li></ul><ul><li>Monthly fees </li></ul><ul><li>Override </li></ul><ul><li>Networks relationship with affiliates & merchants / reputation </li></ul><ul><li>Level of account management that’s included </li></ul><ul><li>Expertise in a specific sector </li></ul><ul><li>Consultancy options / Management? </li></ul><ul><li>Affiliates look for: </li></ul><ul><li>Payment </li></ul><ul><li>Tracking </li></ul><ul><li>Links / Technology </li></ul><ul><li>Support </li></ul>Sale of DVD Player: £200 Affiliate commission at 10%: £20 Network Override (30% of £20): £6 Total cost of sale: £26 / 13%
  13. 13. Setting commission levels <ul><li>Paying per sale </li></ul><ul><li>Know your margins </li></ul><ul><li>Paying commission on the VAT inclusive amount and postage? </li></ul><ul><li>What do competitors offer? </li></ul><ul><li>Return/cancellation rate </li></ul><ul><li>Payment structure </li></ul><ul><li>Flat </li></ul><ul><li>Tiered </li></ul><ul><li>Product level </li></ul><ul><li>Other </li></ul>
  14. 14. Management
  15. 15. Running an affiliate program <ul><li>Day to day tasks </li></ul><ul><li>Validating commissions </li></ul><ul><li>Approve applications </li></ul><ul><li>Recruitment </li></ul><ul><li>Banner design & marketing campaigns </li></ul><ul><li>Responding to queries </li></ul><ul><li>Maintaining product feeds </li></ul><ul><li>Keeping up with industry info – blogs & forums </li></ul>
  16. 16. Who are affiliates? <ul><li>PPC affiliates </li></ul><ul><li>Email affiliates </li></ul><ul><li>Content sites </li></ul><ul><li>Feed sites </li></ul><ul><li>Blogs </li></ul><ul><li>Shopping Directories </li></ul><ul><li>Price Comparison </li></ul><ul><li>Reward / Cashback sites </li></ul>
  17. 17. Linking & Creative <ul><li>What to provide </li></ul><ul><li>Banners </li></ul><ul><li>Dynamic content </li></ul><ul><li>Dynamic text links </li></ul><ul><li>Video creative </li></ul><ul><li>Own affiliate area </li></ul><ul><li>Cobranded Landing Pages </li></ul><ul><li>Product feed </li></ul><ul><li>Discount Codes </li></ul>
  18. 18. PPC <ul><li>Considerations </li></ul><ul><li>Your own PPC activity </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Validation of commission </li></ul><ul><li>Maximising conversion </li></ul><ul><li>The strategy </li></ul><ul><li>Allow brand bidding? </li></ul><ul><li>Restricted keywords </li></ul><ul><li>Use of display URL </li></ul><ul><li>Brand in URLs – e.g. http://www.awebsite.co.uk/thebrand </li></ul><ul><li>Brand / Generic restrictions </li></ul><ul><li>Use Examples and give notice! </li></ul>
  19. 19. Communication <ul><li>Methods </li></ul><ul><li>Newsletter </li></ul><ul><li>Forums </li></ul><ul><li>Email </li></ul><ul><li>Telephone </li></ul><ul><li>MSN Messenger </li></ul>
  20. 20. Incentivise <ul><li>Discounts </li></ul><ul><li>Bonuses </li></ul><ul><li>Discount codes </li></ul><ul><li>Commission increases </li></ul><ul><li>Freebies </li></ul><ul><li>Gifts </li></ul><ul><li>Promotional incentives </li></ul>
  21. 21. Become an affiliate <ul><li>Pick an area you’re not involved in, but are interested in </li></ul><ul><li>Learn the basics of inserting creative, content etc </li></ul><ul><li>Get into the habit of updating </li></ul><ul><li>Try your hand at using Wordpress </li></ul><ul><li>If you can, learn to use a database and use product feeds </li></ul>
  22. 22. Top Dos and Don’ts <ul><li>Do approve payments in a timely manner </li></ul><ul><li>Do have a clear PPC policy </li></ul><ul><li>Do participate in worthwhile forums </li></ul><ul><li>Do try your hand at being an affiliate </li></ul><ul><li>Do have open communication with affiliates </li></ul><ul><li>Do master Excel </li></ul><ul><li>Don’t treat affiliates like a doormat </li></ul><ul><li>Do minimise the amount of leakage on your site </li></ul><ul><li>Don’t set commission levels beyond your model </li></ul><ul><li>Don’t rely on an affiliate program </li></ul>
  23. 23. How to Manage a Successful Affiliate Programme Q&A

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