ebay Affiliate Marketing Network Analytics Introduction
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Quick introduction on how Aanltyics is supporting affiliate marketing at ebay. A presentation I shared at a social and analytics summit in Miami.
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March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
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With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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ebay Affiliate Marketing Network Analytics Introduction
- 1. Yun Liu Head of Analytics Global eBay Partner Network
- 2. 2 eBay Partner Network: eBay’s Affiliate Channel • eBay’s largest paid internet marketing channel • EPN gives shoppers access to 800M+ items daily • EPN works with 300k partners in 13+ countries Buyers CUSTOMERS Sellers PublisherseBay
- 3. EPN focus: Demand Generation 3
- 4. Competitive Pricing • Revenue Share + Bonus for New/ReActivated • Standard Rate Card + Payout Adjustment by Business 4
- 5. EPN works with different sites • Business Model – Contents – Online Shopping comparison – Loyalty/cashback – Portal – Etc • Optimization – Pricing Elasticity – Tools and Landing page – Network Quality – Partner development 5 Elasticity high ROI Content OSC
- 6. Role of analytics: Data Driven Action • Focus is Action – Insights: statistics such as trends, correlations, incrementality – Actions: pricing based on iROI and elasticity – Balance isn’t just art if we leverage A/B testing • No surprise –> surprise – Surprise outcomes if based on incrementality • But causality (incrementality) is impossible. – Best one could do is estimation based on test. 6 DATA Insight Action Elasticity high iROI Content OSC (illustration)
- 7. Attribution (correlation) => Incrementality (causality) • Attribution: Direct Qualified Transaction Amount $1 => d$1 • How much of that $1 sales is incremental? => i$x • Incremental portion UNKONWN. – A/B Test could tell direction with significance. 7 $1
- 8. One common practice: d$1 = i$1.5? • Halo effects • Untracked $ due to cookie deletion, etc 8 $1 $0.5
- 9. d$1 = i$0.5? • Substitution for Organic, SEO, SEM traffic 9 0$0.5
- 10. Incrementality test and research at eBay 10 Paid Search (SEM) results: Brand Keywords (ebay) Non_Brand Keywords: fraction of $1 New/Reactivated: Positive impact on sales
- 11. EPN Incrementality tests •Key hypotheses – BUY MORE – More User • A/B test by individual sites – Typical test runs from 20 to 30 days – Control (ads on) group normally expose ads to 100k users – 50k clicks generated • Different BM with different results 11
- 12. Breakdown purchase funnel: Sales/User more buyer + buy more 12 𝑆𝑎𝑙𝑒𝑠 𝑈𝑠𝑒𝑟𝑠 = 𝑆𝑎𝑙𝑒𝑠 𝐵𝑢𝑦𝑒𝑟𝑠 ∗ 𝐵𝑢𝑦𝑒𝑟𝑠 𝑈𝑠𝑒𝑟𝑠
- 13. Different stories from Difference traffic (demographics) 13
- 14. Benefits: Split the d$1 based on test results=> pricing • % of d$1 is estimated based on test results • iROI is better than ROI to enable better pricing 14 Elasticity high iROI Content OSC (illustration) ROI
- 15. Summary • Analytics is driving EPN optimization • Different business models have different incrementality • A/B test could provide significant estimation for incrementality • Balance of iROI and elasticity is simplified using the framework DATA Insight Action testing pricing
Editor's Notes
- We are eBay’s affiliate marketing program, working with 300k partner websites and a presence in 13+ countries, giving shoppers access to 800M items daily We work with content sites, blogs & forums, coupon & review sites, driving $2bil in ecommerce volume annually as eBay’s largest paid internet marketing channel
- eBay affiliate program for over 10 years, making it one of the oldest, most established in the world. Then Launched eBay Partner Network in April 2008 Our Focus is Demand Generation (rather than Supply).
- Biased attribution vs. unbiased test. Lift is outcome of unbiased test. Incrementality is the lift applied onto the biased attributed metric.
- Overall lift is sum of component lifts.