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Confluence Of Search And Affiliate Marketing


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Specific case studies and examples of working strategically with PPC affiliates and SEM Firms to cover more real estate and capture more market share through search-engines.

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Confluence Of Search And Affiliate Marketing

  1. 1. The Confluence of Search and Affiliate Marketing By: Kristopher B. Jones President & CEO Pepperjam
  2. 2. Affiliate Marketing Landscape <ul><li>Search (Organic / PPC) </li></ul><ul><li>Coupons / Deals </li></ul><ul><li>Loyalty </li></ul><ul><li>Content / Niche / Forums / Blogs </li></ul><ul><li>Product Feed / Comparison Shopping </li></ul><ul><li>Software </li></ul><ul><li>E-mail </li></ul>
  3. 3. Search-Engine Marketing SEARCH ARBITRAGE <ul><li>Custom Landing / Splash Pages (Google’s landing page quality score algorithm makes this increasingly difficult, but if done correctly can be very profitable.) </li></ul><ul><li>Direct Linking – (Very easy to set-up and potentially very profitable, but some merchants disallow it.) </li></ul><ul><li>Targeting keyword buys to your content / coupon / product feed, etc. website </li></ul><ul><li>SEO Driven Arbitrage </li></ul><ul><li>MFA Garbitrage </li></ul>
  4. 4. Potential Network Partners <ul><li>Traditional Affiliate Networks (Commission Junction, Linkshare, Performics) </li></ul><ul><li>CPA Networks (Azoogle, CPA Empire, Hydra, XY7) </li></ul><ul><li>Alternative Networks (Digital River, Click Bank, LinkConnector, ShareASale) </li></ul><ul><li>Contextual Networks (Google Adsense, YPN, Adbrite) </li></ul>
  5. 5. Generating PROFITABLE Keywords <ul><li>Yahoo Suggestion Tool </li></ul><ul><li>Google Suggestion Tool* </li></ul><ul><li>Rapid Keyword** </li></ul><ul><li>Keyword Discovery** </li></ul><ul><li>Keycompete*** </li></ul>
  6. 6. Building Landing Pages ATTACK OF THE GOOGLE LANDING PAGE QUALITY SCORE ALGORITHM! <ul><li>Pages must have “ RELEVANT” and “SUBSTANTIAL” Content </li></ul><ul><li>Treat a user’s personal information responsibly – Have a privacy policy! </li></ul><ul><li>Develop an easily navigable site. </li></ul>
  7. 7. Direct Linking <ul><li>Easiest way to arbitrage (Research Merchant’s Affiliate Policy – if unclear, contact merchant.) </li></ul><ul><li>Merchants and Affiliates beware of Google’s display one ad per search query policy. “For advertisers sharing the same top-level domain in the Display URL . This means that if you're an affiliate advertiser, your ad may not show for a query because another affiliate or the website that runs the affiliate program also has ads using the same (or a similar) domain in the Display URL.” </li></ul>
  8. 8. Niche / Content Affiliate Website Keyword Buys <ul><li>What is your business plan? (ARE YOU: Content-Driven? Product / Service-Driven?) </li></ul><ul><li>Build keyword lists / affiliate relationships around your content or your product line. </li></ul><ul><li>Target your banner / text affiliate ads. </li></ul><ul><li>Add product images / links / coupons to your niche content. </li></ul><ul><li>Review products. Review merchants. </li></ul>
  9. 9. SEO Driven Arbitrage <ul><li>Build pages with good content (content must be unique!) </li></ul><ul><li>Build a circular navigation structure / site map </li></ul><ul><li>Build pages around products (think long-tail). Automate the process, if possible. </li></ul><ul><li>Build external links </li></ul><ul><li>Launch a blog </li></ul>
  10. 10. MFA Arbitrage = Garbitrage <ul><li>Made-For-Adsense (MFA) Search Arbitrage = Garbitrage </li></ul><ul><li>Sophisticated Affiliate Marketing Search Arbitragers provide significant value to both merchants and users of search-engines. </li></ul><ul><li>Affiliate Marketing Search Arbitrage is not Garbitrage. </li></ul>
  11. 11. Kris’s Top Search Arbitrage Secret <ul><li>Develop an affiliate marketing arbitrage strategy that works. </li></ul><ul><li>Replicate it . </li></ul><ul><li>Scale it . </li></ul><ul><li>Ex. $50 profit per merchant, per month. On CJ alone (2,000+ merchants) you can generate $100,000 profit per month. </li></ul>
  12. 12. Search Arbitrage Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li>Webmaster Radio </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  13. 13. Making the Pitch <ul><li>So you want to make big money using </li></ul><ul><li>search arbitrage? You’ll need to learn how </li></ul><ul><li>to make the pitch to the merchant / network: </li></ul><ul><li>Approach the Merchant with a strategy </li></ul><ul><li>Build Your Case </li></ul><ul><li>Make Your Case Stronger </li></ul><ul><li>Convince the Merchant of your expertise </li></ul>
  14. 14. Approach Merchants <ul><li>Once you develop your arbitrage strategy, approach merchant partners, one by one. </li></ul><ul><li>Notify merchant that you are an SEM affiliate and request that you be given permission to use SEM to strategically promote their business. </li></ul><ul><li>Request a strategic partnership. </li></ul><ul><li>Ask merchant to share their internal search data, including providing you with high-converting keywords and historical information. </li></ul><ul><li>Develop a mutual search strategy with the merchant, including bidding rules. </li></ul>
  15. 15. Build Your Case <ul><li>Approach merchants with a strategic relationship in mind. </li></ul><ul><li>95% - 5% (super) affiliate rule and slim profit margins. </li></ul><ul><li>In many cases, SEM affiliates are more sophisticated than you are at search. </li></ul><ul><li>SEM Agencies can be expensive or cost prohibitive; Professional SEM Affiliates work solely on a performance basis. </li></ul><ul><li>Believe it or not merchants can “control” what affiliates do. It’s all about better communication & transparency. </li></ul>
  16. 16. Make Your Case Stronger “It’s a Land Grab” <ul><li>Search results represent available real estate. </li></ul><ul><li>Ex. Google offers users 10 organic (SEO) listings and up to 10 paid listings. </li></ul><ul><li>The more land you own, on average, the more sales / leads you will generate. </li></ul><ul><li>A strategic relationship with select affiliates like you will allow the merchant to control more land. </li></ul><ul><li>Tell the Merchant: You can’t be selfish if you don’t own the real estate. </li></ul>
  17. 17. Convince Merchants of Your Expertise <ul><li>PRIOR TO APPROACHING THE MERCHANT: </li></ul><ul><li>Perform competitive research </li></ul><ul><li>Develop a mutually beneficial search strategy that is likely to complement the merchants corporate search. </li></ul><ul><li>Provide examples of other merchants you’ve successfully worked with. </li></ul><ul><li>Get “endorsed” by Linkshare, CJ or Performics. </li></ul>
  18. 18. Conclusion <ul><li>The Confluence of Search-Engine Marketing and Affiliate Marketing represents a lucrative opportunity for affiliates and merchants alike. </li></ul><ul><li>Affiliates should strategically approach merchants with a specific PPC strategy in mind. </li></ul><ul><li>Affiliates should build a case to the merchant for why it makes sense to allow them to perform paid search. </li></ul><ul><li>Affiliates must be able convince the merchant of their expertise. </li></ul>