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Advanced Affiliate Program Management & Analysis Presented by: Geno Prussakov CEO,  AM Navigator LLC Chair,  Affiliate Management Days URLs : www.AMNavigator.com www.AffiliateManagementDays.com   Telephone : 1 -888-588-8866 .
Advanced?
Five Pillars
Five Pillars
The Plate
Advanced? Essential
Outline Analysis & Optimization Questions Common Problems & Challenges Outcome: 5 Action Points
Analysis & Optimization
Affiliate Applications
7 10 Red Flags: URL-related mismatches Trademarks in URLs Nonsensical sounding URLs Nonsense descriptions for promotional methods Incompatibility of promotional methods Inappropriateness of affiliate content Inaccessible (or dangerous) website Affiliate relying on adware, toolbars, BHOs, etc Lack of response (give them 72 hours) Strongly negative feedback
 
Quote to Remember “… the chief distinction of a diplomat is that he can say  no  in such a way that it sounds like a  yes .” (Lester B Pearson)
Don’t Burn Bridges! We are sorry, but the website(s) and/or promotional methods listed on your affiliate profile do(es) not meet our approval criteria. We have therefore declined your application. If, however, you feel that we have overlooked your potential, we would like to hear from you. Just email us a brief explanation of how you were planning on marketing our product/service, and we will gladly reconsider your application.
Key Performance Indicators
2 Good Question Lets say you had an existing business, with an affiliate program already up and running for several years. You have a large amount of affiliates in that program, some very productive and some not at all. You then hired someone to be your affiliate manager… If you could base that manager’s  success /productivity on  5 pieces of measurable data , would they be?
KPI #1 Affiliates Recruited Number of new affiliates recruited into the program.
KPI #2 Activity Index Percentage of affiliates active in the program over a given period of time.
KPI #3 Activation Number of previously stagnant affiliates activated within a given time period.
KPI #4 Traffic Increase in hits/clicks sent to your website by affiliates.
KPI #5 Sales / Leads Increase in sales (focus on monetary figure) or leads referred by affiliates.
Split Testing
Definition Split testing  – method of marketing testing whereby the performance of 2 versions of the landing page are being tested one against the other. Goal – determine which version performs better (lower bounce rate, better conversions).
Example Test Page: Pluraleyes Software Landing Page Audience:  Affiliates, Search, Direct Goal:   Software Downloads © 2007-2011 WiderFunnel Marketing Inc.
3 Challenger Pages Tested A: Minimalist B: Screen Shot Isolation C: Video Player Isolation
Controlled Test Result << Winner:  17% CR Lift! © 2007-2011 WiderFunnel Marketing Inc. What Did They Test? Value Proposition  headline New persuasive  copywriting Clear  call-to-action Clarified product  features Testimonials
How-To What to Test? Headlines Calls to action Page style & layout Images Descriptive copy Pricing & promos .
How-To What to Test? Headlines Calls to action Page style & layout Images Descriptive copy Pricing & promos Tools to Employ Google Website Optimizer Visual Website Optimizer LiveBall A/Bingo PickFu Vertster Unbounce Sitespect's A/B Testing Five Second Test Vanity
Worth Mentioning…
Worth Mentioning…
Competitive Intelligence
Definition Competitive intelligence  – “the process by which companies inform themselves about every aspect of their rivals’ activities and performance” (Christopher West,  Competitive Intelligence , p. 12)
7 What to Monitor: Technologies used Product/service features Price levels Customer-oriented promos, discounts, rebates Distribution channels Delivery methods Perceptions they create for their brand Means of creating perceptions online Online marketing methods employed Affiliate-oriented promos Affiliate program specifics (commission, cookie life, performance incentives, etc)
Focus:  Practical  Application “ The real purpose of competitive intelligence is to  learn  and to  act ” …not merely collect data or “develop information”. (Seena Sharp,  Competitive Intelligence Advantage , p 101)
ABCs, or 5 Ways to Spy: A nalyze their performance  stats B ecome their  customer  &  affiliate C reate  automatic monitoring  campaigns D o  friend  and  follow  them E mploy  traffic  measuring  tools
Misleading Metrics
Example
Common Problems & Challenges
Coupons
Value?
Problems Last-minute coupon search Pseudo-couponing Coupon affiliates joining no-couponers programs Coupon scraping
1. Last-Minute Coupon Search
2. Pseudo-Couponing Police & Enforce
3. Joining  No -Couponers Programs Solution : Affiliate-referred visitors are not shown the coupon code box
4. Coupon Scraping buy.at ’s solution
4. Coupon Scraping Impact Radius ’ solution
Result? Affiliate  confidence
Adware & Toolbars
Beware of… Downloadable  applications , browser  add-ons  (aka BHOs) that may  interfere  with one or all of your online marketing channels.
Example #1
Example #2
What to Do? Have a TOS Clause on Adware Monitor & Enforce Compliance “ Play Without the Ball”
TOS Clause Affiliate shall not transmit any so-called &quot;interstitials,&quot; &quot;Parasiteware™,&quot; &quot;Parasitic Marketing,&quot; &quot;Shopping Assistance Application,&quot; &quot;Toolbar Installations and/or Add-ons,&quot; &quot;Shopping Wallets&quot; or &quot;deceptive pop-ups and/or pop-unders&quot; to consumers from the time the consumer clicks on a qualifying link until such time as the consumer has fully exited Merchant’s site (i.e., no page from our site or any Merchant.com’s content or branding is visible on the end-user’s screen). As used herein a. &quot;Parasiteware™&quot; and &quot;Parasitic Marketing&quot; shall mean an application that (a) through accidental or direct intent causes the overwriting of affiliate and non affiliate commission tracking cookies through any other means than a customer initiated click on a qualifying link on a web page or email; (b) intercepts searches to redirect traffic through an installed software, thereby causing, pop ups, commission tracking cookies to be put in place or other commission tracking cookies to be overwritten where a user would under normal circumstances have arrived at the same destination through the results given by the search (search engines being, but not limited to, Google, Bing, Yahoo, and similar search or directory engines); (c) set commission tracking cookies through loading of Merchant site in IFrames, hidden links and automatic pop ups that open Merchant.com’s site; (d) targets text on web sites, other than those web sites 100% owned by the application owner, for the purpose of contextual marketing; (e) removes, replaces or blocks the visibility of Affiliate banners with any other banners, other than those that are on web sites 100% owned by the owner of the application.
Resources Ben Edelman - www.benedelman.org  Kellie Stevens - www.affiliatefairplay.com my YouTube channel - youtube.com/eprussakov
Trademark Violations
For example…
Remember… Do not call it a “violation”  unless you’ve defined it as such in your TOS!
… and Be Clearer than:
What to Safeguard: TMs ( and  domains) as PPC keywords, TMs in domain names; … “ misspellings and variations” wording
How to Police: In Paid Search Campaigns: iTrademarkBidding  – www.itrademarkbidding.com Brandverity  PoachMark  – brandverity.com/poachmark SearchMonitor  – thesearchmonitor.com/affiliate_monitor AdGooroo  Trademark Insight – www.adgooroo.com In Domain Names: CitizenHawk  – www.citizenhawk.com .
FTC Compliance
FTC's Rules on Endorsements In essence… merchant-affiliate =  sponsor-endorser  relationships relationship must be  clearly disclosed by  marketer advertiser  responsible  for  educating ,  equipping , and  policing  compliance
What to Do: Sub-clause of  Affiliate Obligations  clause in TOS Provide affiliates with disclosure template(s) Routinely (and yes, manually) analyze sites of top performers Look into solutions like SearchReviews.com, or invest into a tool of your own
Sub-clause Example We strongly advise affiliates to stay compliant with the Federal Trade Commission (FTC) guidelines on testimonials and endorsements. All endorsements, reviews, testimonials on CompanyName.com’s products and services, as well as relationships between other types of content websites (forums, blogs, microblogs and other  Social Media channels) and CompanyName must be clearly disclosed in a separate policy on the affiliate sites. FTC points out that “when there exists a connection between the endorser and the seller of the advertised product” it is imperative that such connection is “fully disclosed”. FTC deems the relationship in an endorser-sponsor light, and believes that the end user has the right to understand that one exists [ more on FTC.gov ]. We share the undergirding idea of this approach, and strongly encourage our affiliates to adhere to the FTC’s rules. We also reserve the right to terminate relationship with any non-compliant affiliates.
Resources: www.ftc.gov/os/2009/10/091005EndorsementGuidesFNNotice. pdf  or   http://1.usa.gov/FTC-affiliates  http://1.usa.gov/FTCGuides-videos http://bit.ly/FTCGuides-FAQs  www.amnavigator.com/blog/tag/ftc-disclosure-rules
In Conclusion…
Example Performance-based doesn’t mean  effortless
Thank you!! www.amnavigator.com/blog  |  www.AffiliateManagementDays.com Action Points Screen  applications Analyze  KPIs Test  (to optimize) Spy  on competition Monitor : a) Coupon violations b) Adware & toolbars c) Trademark abuse d) FTC compliance

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Advanced Affiliate Program Management & Analysis

  • 1. Advanced Affiliate Program Management & Analysis Presented by: Geno Prussakov CEO, AM Navigator LLC Chair, Affiliate Management Days URLs : www.AMNavigator.com www.AffiliateManagementDays.com Telephone : 1 -888-588-8866 .
  • 7. Outline Analysis & Optimization Questions Common Problems & Challenges Outcome: 5 Action Points
  • 10. 7 10 Red Flags: URL-related mismatches Trademarks in URLs Nonsensical sounding URLs Nonsense descriptions for promotional methods Incompatibility of promotional methods Inappropriateness of affiliate content Inaccessible (or dangerous) website Affiliate relying on adware, toolbars, BHOs, etc Lack of response (give them 72 hours) Strongly negative feedback
  • 11.  
  • 12. Quote to Remember “… the chief distinction of a diplomat is that he can say no in such a way that it sounds like a yes .” (Lester B Pearson)
  • 13. Don’t Burn Bridges! We are sorry, but the website(s) and/or promotional methods listed on your affiliate profile do(es) not meet our approval criteria. We have therefore declined your application. If, however, you feel that we have overlooked your potential, we would like to hear from you. Just email us a brief explanation of how you were planning on marketing our product/service, and we will gladly reconsider your application.
  • 15. 2 Good Question Lets say you had an existing business, with an affiliate program already up and running for several years. You have a large amount of affiliates in that program, some very productive and some not at all. You then hired someone to be your affiliate manager… If you could base that manager’s success /productivity on 5 pieces of measurable data , would they be?
  • 16. KPI #1 Affiliates Recruited Number of new affiliates recruited into the program.
  • 17. KPI #2 Activity Index Percentage of affiliates active in the program over a given period of time.
  • 18. KPI #3 Activation Number of previously stagnant affiliates activated within a given time period.
  • 19. KPI #4 Traffic Increase in hits/clicks sent to your website by affiliates.
  • 20. KPI #5 Sales / Leads Increase in sales (focus on monetary figure) or leads referred by affiliates.
  • 22. Definition Split testing – method of marketing testing whereby the performance of 2 versions of the landing page are being tested one against the other. Goal – determine which version performs better (lower bounce rate, better conversions).
  • 23. Example Test Page: Pluraleyes Software Landing Page Audience: Affiliates, Search, Direct Goal: Software Downloads © 2007-2011 WiderFunnel Marketing Inc.
  • 24. 3 Challenger Pages Tested A: Minimalist B: Screen Shot Isolation C: Video Player Isolation
  • 25. Controlled Test Result << Winner: 17% CR Lift! © 2007-2011 WiderFunnel Marketing Inc. What Did They Test? Value Proposition headline New persuasive copywriting Clear call-to-action Clarified product features Testimonials
  • 26. How-To What to Test? Headlines Calls to action Page style & layout Images Descriptive copy Pricing & promos .
  • 27. How-To What to Test? Headlines Calls to action Page style & layout Images Descriptive copy Pricing & promos Tools to Employ Google Website Optimizer Visual Website Optimizer LiveBall A/Bingo PickFu Vertster Unbounce Sitespect's A/B Testing Five Second Test Vanity
  • 31. Definition Competitive intelligence – “the process by which companies inform themselves about every aspect of their rivals’ activities and performance” (Christopher West, Competitive Intelligence , p. 12)
  • 32. 7 What to Monitor: Technologies used Product/service features Price levels Customer-oriented promos, discounts, rebates Distribution channels Delivery methods Perceptions they create for their brand Means of creating perceptions online Online marketing methods employed Affiliate-oriented promos Affiliate program specifics (commission, cookie life, performance incentives, etc)
  • 33. Focus: Practical Application “ The real purpose of competitive intelligence is to learn and to act ” …not merely collect data or “develop information”. (Seena Sharp, Competitive Intelligence Advantage , p 101)
  • 34. ABCs, or 5 Ways to Spy: A nalyze their performance stats B ecome their customer & affiliate C reate automatic monitoring campaigns D o friend and follow them E mploy traffic measuring tools
  • 37. Common Problems & Challenges
  • 40. Problems Last-minute coupon search Pseudo-couponing Coupon affiliates joining no-couponers programs Coupon scraping
  • 43. 3. Joining No -Couponers Programs Solution : Affiliate-referred visitors are not shown the coupon code box
  • 44. 4. Coupon Scraping buy.at ’s solution
  • 45. 4. Coupon Scraping Impact Radius ’ solution
  • 46. Result? Affiliate confidence
  • 48. Beware of… Downloadable applications , browser add-ons (aka BHOs) that may interfere with one or all of your online marketing channels.
  • 51. What to Do? Have a TOS Clause on Adware Monitor & Enforce Compliance “ Play Without the Ball”
  • 52. TOS Clause Affiliate shall not transmit any so-called &quot;interstitials,&quot; &quot;Parasiteware™,&quot; &quot;Parasitic Marketing,&quot; &quot;Shopping Assistance Application,&quot; &quot;Toolbar Installations and/or Add-ons,&quot; &quot;Shopping Wallets&quot; or &quot;deceptive pop-ups and/or pop-unders&quot; to consumers from the time the consumer clicks on a qualifying link until such time as the consumer has fully exited Merchant’s site (i.e., no page from our site or any Merchant.com’s content or branding is visible on the end-user’s screen). As used herein a. &quot;Parasiteware™&quot; and &quot;Parasitic Marketing&quot; shall mean an application that (a) through accidental or direct intent causes the overwriting of affiliate and non affiliate commission tracking cookies through any other means than a customer initiated click on a qualifying link on a web page or email; (b) intercepts searches to redirect traffic through an installed software, thereby causing, pop ups, commission tracking cookies to be put in place or other commission tracking cookies to be overwritten where a user would under normal circumstances have arrived at the same destination through the results given by the search (search engines being, but not limited to, Google, Bing, Yahoo, and similar search or directory engines); (c) set commission tracking cookies through loading of Merchant site in IFrames, hidden links and automatic pop ups that open Merchant.com’s site; (d) targets text on web sites, other than those web sites 100% owned by the application owner, for the purpose of contextual marketing; (e) removes, replaces or blocks the visibility of Affiliate banners with any other banners, other than those that are on web sites 100% owned by the owner of the application.
  • 53. Resources Ben Edelman - www.benedelman.org Kellie Stevens - www.affiliatefairplay.com my YouTube channel - youtube.com/eprussakov
  • 56. Remember… Do not call it a “violation” unless you’ve defined it as such in your TOS!
  • 57. … and Be Clearer than:
  • 58. What to Safeguard: TMs ( and domains) as PPC keywords, TMs in domain names; … “ misspellings and variations” wording
  • 59. How to Police: In Paid Search Campaigns: iTrademarkBidding – www.itrademarkbidding.com Brandverity PoachMark – brandverity.com/poachmark SearchMonitor – thesearchmonitor.com/affiliate_monitor AdGooroo Trademark Insight – www.adgooroo.com In Domain Names: CitizenHawk – www.citizenhawk.com .
  • 61. FTC's Rules on Endorsements In essence… merchant-affiliate = sponsor-endorser relationships relationship must be clearly disclosed by marketer advertiser responsible for educating , equipping , and policing compliance
  • 62. What to Do: Sub-clause of Affiliate Obligations clause in TOS Provide affiliates with disclosure template(s) Routinely (and yes, manually) analyze sites of top performers Look into solutions like SearchReviews.com, or invest into a tool of your own
  • 63. Sub-clause Example We strongly advise affiliates to stay compliant with the Federal Trade Commission (FTC) guidelines on testimonials and endorsements. All endorsements, reviews, testimonials on CompanyName.com’s products and services, as well as relationships between other types of content websites (forums, blogs, microblogs and other  Social Media channels) and CompanyName must be clearly disclosed in a separate policy on the affiliate sites. FTC points out that “when there exists a connection between the endorser and the seller of the advertised product” it is imperative that such connection is “fully disclosed”. FTC deems the relationship in an endorser-sponsor light, and believes that the end user has the right to understand that one exists [ more on FTC.gov ]. We share the undergirding idea of this approach, and strongly encourage our affiliates to adhere to the FTC’s rules. We also reserve the right to terminate relationship with any non-compliant affiliates.
  • 64. Resources: www.ftc.gov/os/2009/10/091005EndorsementGuidesFNNotice. pdf or http://1.usa.gov/FTC-affiliates http://1.usa.gov/FTCGuides-videos http://bit.ly/FTCGuides-FAQs www.amnavigator.com/blog/tag/ftc-disclosure-rules
  • 67. Thank you!! www.amnavigator.com/blog | www.AffiliateManagementDays.com Action Points Screen applications Analyze KPIs Test (to optimize) Spy on competition Monitor : a) Coupon violations b) Adware & toolbars c) Trademark abuse d) FTC compliance