This document summarizes eBay Partner Network's insights into improving the quality of affiliate program traffic. It discusses key questions for advertisers around traffic sources and value. It also outlines eBay's attempts to address these questions through transparency, fraud detection, and quality click pricing that rewards high-value actions. The document then provides recommendations for publishers to improve traffic quality by focusing on users and for advertisers to strengthen network quality, tools, account management, and publisher communication and incentives.
Chris Howard, JJ McCarthy - Improving the quality of your progrramme's traffi...auexpo Conference
This document summarizes eBay's insights on improving traffic quality from their affiliate marketing program. It discusses the questions eBay faced around ensuring high quality traffic and measuring affiliate impact. eBay launched Quality Click Pricing, which pays affiliates based on the actual value of their traffic. Since launching this, eBay has seen an 18% increase in active user value and a 34% increase in earnings per click. The document concludes with insights on constantly improving value attribution, having all program aspects like network quality and account management work together, and providing transparency and education to publishers.
For more details on our products and services, please feel free to visit us at Supplement label printing, Supplement packaging, Dietary supplement labels, Vitamin labels, Private label design
The document summarizes a presentation about search engine optimization and marketing trends. It covers topics like keyword research, link building, paid search advertising, social media integration, measuring results, and newer developments. The presentation was given by a search marketing agency to provide an overview of SEO basics and hot trends in 2011.
This document provides an introduction to search engine marketing, including pay-per-click (PPC), search engine optimization (SEO), and organic search marketing (OSM). It discusses why search marketing is important for finding new clients online as over 2000 people search for web design services in Indianapolis each month. The document also compares and contrasts PPC, SEO and OSM, noting their pros and cons. It outlines the discovery, creation and promotion process for search marketing clients and discusses managing expectations, including what can be guaranteed.
BIT Studios is a premier full-service interactive agency located in Chicago that has been in business for 20 years. They provide a full range of internet marketing services including search engine optimization, local search optimization, pay per click management, social media marketing, email marketing, web analytics, and conversion optimization. They utilize a proven marketing process to define goals and strategy, improve tactics, and measure results to help clients get more value and guaranteed returns from their marketing.
This session was presented to business consultants at SEDA South Africa as part of a three-day digital marketing program hosted by http://imcsa.org.za It provides an understanding of what SEO and SEM is and how important they are in the digital marketing landscape today. You may be surprised by the search engine market share in South Africa.
Eminence Consulting LLC is an internet marketing firm specializing in Search Engine Optimization. The company's mission is to help companies around the globe improve their online presence in order to acquire new customers and build their brands through their SEO Services.
The document provides 16 strategies for proactive program management, including refreshing metrics and perspectives, employing new technologies, customizing efforts for affiliates, exploring new markets, and shaking things up through changes to networks, teams, or processes in order to drive success. It also outlines best practices and new ideas from speakers with extensive experience in affiliate marketing, travel, retail, and technology sales channels.
Chris Howard, JJ McCarthy - Improving the quality of your progrramme's traffi...auexpo Conference
This document summarizes eBay's insights on improving traffic quality from their affiliate marketing program. It discusses the questions eBay faced around ensuring high quality traffic and measuring affiliate impact. eBay launched Quality Click Pricing, which pays affiliates based on the actual value of their traffic. Since launching this, eBay has seen an 18% increase in active user value and a 34% increase in earnings per click. The document concludes with insights on constantly improving value attribution, having all program aspects like network quality and account management work together, and providing transparency and education to publishers.
For more details on our products and services, please feel free to visit us at Supplement label printing, Supplement packaging, Dietary supplement labels, Vitamin labels, Private label design
The document summarizes a presentation about search engine optimization and marketing trends. It covers topics like keyword research, link building, paid search advertising, social media integration, measuring results, and newer developments. The presentation was given by a search marketing agency to provide an overview of SEO basics and hot trends in 2011.
This document provides an introduction to search engine marketing, including pay-per-click (PPC), search engine optimization (SEO), and organic search marketing (OSM). It discusses why search marketing is important for finding new clients online as over 2000 people search for web design services in Indianapolis each month. The document also compares and contrasts PPC, SEO and OSM, noting their pros and cons. It outlines the discovery, creation and promotion process for search marketing clients and discusses managing expectations, including what can be guaranteed.
BIT Studios is a premier full-service interactive agency located in Chicago that has been in business for 20 years. They provide a full range of internet marketing services including search engine optimization, local search optimization, pay per click management, social media marketing, email marketing, web analytics, and conversion optimization. They utilize a proven marketing process to define goals and strategy, improve tactics, and measure results to help clients get more value and guaranteed returns from their marketing.
This session was presented to business consultants at SEDA South Africa as part of a three-day digital marketing program hosted by http://imcsa.org.za It provides an understanding of what SEO and SEM is and how important they are in the digital marketing landscape today. You may be surprised by the search engine market share in South Africa.
Eminence Consulting LLC is an internet marketing firm specializing in Search Engine Optimization. The company's mission is to help companies around the globe improve their online presence in order to acquire new customers and build their brands through their SEO Services.
The document provides 16 strategies for proactive program management, including refreshing metrics and perspectives, employing new technologies, customizing efforts for affiliates, exploring new markets, and shaking things up through changes to networks, teams, or processes in order to drive success. It also outlines best practices and new ideas from speakers with extensive experience in affiliate marketing, travel, retail, and technology sales channels.
Using PPC Data to Improve SEO EfficiencyARC Science
If you’ve ever done any paid search advertising, chances are you’re sitting on a gold mine of insightful data! A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with Pay-Per-Click (PPC) data.
In this presentation, you will learn:
• How to leverage historical PPC data to increase your marketing ROI
• How to identify and realize efficiencies when managing SEO & PPC in tandem
• How a data-driven approach to Search marketing can influence your brand in other channels
• How YOU can begin to aggregate data for more effective integrated campaigns
At Web Liquid, we’ve always believed in a data-driven foundation for all digital marketing investments. The analytical insights of Search Engine Marketing, from both the paid and organic/SEO channels, help us to paint a more colorful picture of all our clients’ initiatives.
Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising.
Also known as Adwords, Display Network Marketing, and CPC.
What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?
This document provides an outline for an introduction to paid search engine marketing. It discusses placing ads on search engines, websites, blogs and directories to increase visibility and build brand awareness. It also covers selecting keywords within a budget, monitoring campaign metrics, optimizing websites, and joining affiliate programs. The overall goal is to provide tips and considerations for advertisers to get immediate results from paid search engine marketing campaigns.
Pay per click (PPC) is an internet advertising program where advertisers only pay for qualifying clicks from search engines. The PPC process involves planning, research, implementation, execution, and tracking results. Some benefits of PPC include instant results, the ability to change advertisements anytime, editing and budget setting, changing bid amounts, and unlimited keywords.
The webinar covered search engine marketing strategies, including:
1) An overview of search engine marketing and the anatomy of search engine results pages, which include paid and organic search listings.
2) Details on optimizing for organic search through content targeting, user experience, and external links to a website.
3) How paid search works on a pay-per-click auction model and tips to improve quality scores without increasing budgets.
4) Key tips for 2015 like using negative keywords, rebuilding campaigns for quality score refreshes, and leveraging remarketing lists and link reclamation.
Operion provides SEO services to help businesses improve their online presence and sales. SEO increases the number of visitors through targeted keyword phrases, allowing businesses to reach customers actively searching for their products. SEO is a long-term strategy for achieving high rankings on search engine results pages. Without SEO, businesses could be missing out on 80% of potential high-quality customers who trust organic search results more than advertising. Operion offers proven SEO solutions to rank websites on the first page of Google through on-page and off-page optimization strategies.
The document promotes various digital marketing services from Ayansh Creatives including search engine optimization, online advertising, email marketing, website optimization, social media marketing, mobile design, and digital advertising packages. The services aim to increase brand awareness, drive targeted traffic, provide measurable results, and convert leads into business through a strategic creative process and customized packages.
This document discusses how SEO and conversion rate optimization (CRO) work together to increase leads, sales, and revenue. SEO widens the top of the marketing funnel by bringing in organic search traffic, while CRO makes the bottom of the funnel larger by improving how incoming traffic converts into customers. Real-world examples show how SEO traffic alone can generate hundreds of thousands of monthly visitors and thousands in sales. While combining SEO and CRO carries some risks like potentially hurting search rankings, the rewards can be significant through testing and optimizing landing pages and content to substantially increase conversion rates and revenue from existing organic traffic flows.
Google AdWords is a digital advertising solution that helps advertisers reach customers. It allows control over budget and messaging to ensure ads are relevant. Measurement tools allow advertisers to see how their ads, sites and apps are performing. AdWords features different campaign types like search, display, video and shopping ads. It also offers specialized campaigns and runs on Google's search and display advertising networks. Advertisers can create text ads with headlines, URLs and descriptions to target keywords. Ad position in auction is determined by bid amount and quality score, which influences ad rank. Budgets and bids can be set for clicks, impressions or conversions.
The report outlines the steps taken in launching and optimizing 18 AdWords campaigns for centralpark.com, including initial targeting, budgeting, and testing of keywords and ad extensions. Key results showed clicks, impressions, and CTR exceeding goals, with the top performing campaigns related to concerts, events, and ice skating. Recommendations included adding site links for high-demand keywords, improving quality scores to reduce costs, and launching ads during daytime hours.
This document provides an overview of search engine optimization (SEO) and pay-per-click (PPC) advertising presented by Nicole Roland and Caroline Jensen. It discusses key aspects of PPC including keywords, budgets, campaign and ad group development, landing pages, and page position. For SEO, it covers quality inbound links, quality content, user experience, page authority, and domain authority. The presentation emphasizes that PPC can drive short-term traffic but SEO is needed for long-term, sustainable traffic. It also notes that PPC and SEO should be used together for maximum visibility and to share helpful keyword data between the two strategies.
thinkLA AdU Media Planning 2014 - Jennie AntonakisthinkLA
Search engine marketing (SEM) is an important way for brands to reach online audiences. SEM includes both organic search (SEO) and paid search (SEM). Paid search advertising is bought through auctions on search engines and advertisers only pay when their ad is clicked. Key factors that determine ad positioning include bids, quality scores, and match types. Optimizing bids, ad copy, extensions, and keywords can improve performance. While Google dominates the search market, advertisers can access other search engines' networks. SEM and SEO work together synergistically. Current trends show increasing digital ad budgets overall and a shift to mobile search driving the consumer journey.
Search Engine Marketing - Boost your presence. Build your brand.Katie Laird
This document summarizes search engine marketing strategies and techniques. It discusses search engine optimization through on-page techniques like keywords, titles, meta info and links as well as off-page techniques like link building. It also discusses pay-per-click advertising, setting up campaigns, choosing keywords, monitoring results and measuring return on investment. The key messages are that content is important, links are powerful, and search engine marketing should be optimized and tweaked over time to improve results.
This document summarizes how to effectively use paid search or pay-per-click (PPC) advertising for real estate companies. It discusses how over 50% of search engine results pages are paid ads, and how using ad extensions like sitelinks, product listings, and locations can increase visibility and performance. The document also recommends bidding on your own brand terms to prevent competitors from taking traffic and to keep marketing departments happy, and notes that PPC can complement organic search engine optimization efforts by driving additional qualified traffic.
Alex DiSebastian, Web Director of PaperStreet Web Design, explores the world of SEO showing the importance of Search Engine Optimization in the Business world today. Learn more by visiting http://www.paperstreet.com/
We define key terms for measurement and optimization, ad placement and device performance, demonstrate optimal landing pages structure and detail the KPI’s you need to track your ad campaigns. Additionally, we outline what measurement tracking is required and show what types of results/ metrics you should be looking for as part of your Google Ads campaigns.
This document discusses search marketing trends for 2008 and strategies for maximizing returns in 2009. Some key trends include a 21% increase in internet advertising spend in the first half of 2008 and paid search spend rising 28%. To combat increased competition in 2009, the document recommends increasing efficiency by focusing on keywords, ad copy, landing pages, and conversion tracking. It also suggests seeking less competitive networks, hourly bidding, and centralizing analytics to set ROI/CPA targets and gain transparency into bid management.
The document discusses strategies for recruiting, onboarding, and optimizing content affiliates. It provides examples of how companies like Fanatics and health brands effectively use tools like YouTube, Facebook groups, and affiliate resource centers to educate and connect with bloggers, social media influencers, and other content creators. The goal is to recruit a more diverse range of affiliates, provide resources for faster onboarding, and increase sales through better communication and control over branding.
Search Engine Marketing is the art of driving more and better qualified traffic to your website from search engines. Learn more about SEM and how to do it right.Understanding how to use search engine marketing effectively is an important skill for every marketer. Here's a guide for using Search Engine Marketing
The document discusses Google's Quality Score system and how it aims to balance the interests of advertisers, users, and Google by only showing high-quality, relevant ads. It explains that click-through rate, relevancy, and landing page quality are the main factors in an ad's Quality Score. The document also debunks some common myths about Quality Score, such as the ideas that changing keyword match types or ad position can alter a Quality Score on their own.
Using PPC Data to Improve SEO EfficiencyARC Science
If you’ve ever done any paid search advertising, chances are you’re sitting on a gold mine of insightful data! A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with Pay-Per-Click (PPC) data.
In this presentation, you will learn:
• How to leverage historical PPC data to increase your marketing ROI
• How to identify and realize efficiencies when managing SEO & PPC in tandem
• How a data-driven approach to Search marketing can influence your brand in other channels
• How YOU can begin to aggregate data for more effective integrated campaigns
At Web Liquid, we’ve always believed in a data-driven foundation for all digital marketing investments. The analytical insights of Search Engine Marketing, from both the paid and organic/SEO channels, help us to paint a more colorful picture of all our clients’ initiatives.
Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising.
Also known as Adwords, Display Network Marketing, and CPC.
What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?
This document provides an outline for an introduction to paid search engine marketing. It discusses placing ads on search engines, websites, blogs and directories to increase visibility and build brand awareness. It also covers selecting keywords within a budget, monitoring campaign metrics, optimizing websites, and joining affiliate programs. The overall goal is to provide tips and considerations for advertisers to get immediate results from paid search engine marketing campaigns.
Pay per click (PPC) is an internet advertising program where advertisers only pay for qualifying clicks from search engines. The PPC process involves planning, research, implementation, execution, and tracking results. Some benefits of PPC include instant results, the ability to change advertisements anytime, editing and budget setting, changing bid amounts, and unlimited keywords.
The webinar covered search engine marketing strategies, including:
1) An overview of search engine marketing and the anatomy of search engine results pages, which include paid and organic search listings.
2) Details on optimizing for organic search through content targeting, user experience, and external links to a website.
3) How paid search works on a pay-per-click auction model and tips to improve quality scores without increasing budgets.
4) Key tips for 2015 like using negative keywords, rebuilding campaigns for quality score refreshes, and leveraging remarketing lists and link reclamation.
Operion provides SEO services to help businesses improve their online presence and sales. SEO increases the number of visitors through targeted keyword phrases, allowing businesses to reach customers actively searching for their products. SEO is a long-term strategy for achieving high rankings on search engine results pages. Without SEO, businesses could be missing out on 80% of potential high-quality customers who trust organic search results more than advertising. Operion offers proven SEO solutions to rank websites on the first page of Google through on-page and off-page optimization strategies.
The document promotes various digital marketing services from Ayansh Creatives including search engine optimization, online advertising, email marketing, website optimization, social media marketing, mobile design, and digital advertising packages. The services aim to increase brand awareness, drive targeted traffic, provide measurable results, and convert leads into business through a strategic creative process and customized packages.
This document discusses how SEO and conversion rate optimization (CRO) work together to increase leads, sales, and revenue. SEO widens the top of the marketing funnel by bringing in organic search traffic, while CRO makes the bottom of the funnel larger by improving how incoming traffic converts into customers. Real-world examples show how SEO traffic alone can generate hundreds of thousands of monthly visitors and thousands in sales. While combining SEO and CRO carries some risks like potentially hurting search rankings, the rewards can be significant through testing and optimizing landing pages and content to substantially increase conversion rates and revenue from existing organic traffic flows.
Google AdWords is a digital advertising solution that helps advertisers reach customers. It allows control over budget and messaging to ensure ads are relevant. Measurement tools allow advertisers to see how their ads, sites and apps are performing. AdWords features different campaign types like search, display, video and shopping ads. It also offers specialized campaigns and runs on Google's search and display advertising networks. Advertisers can create text ads with headlines, URLs and descriptions to target keywords. Ad position in auction is determined by bid amount and quality score, which influences ad rank. Budgets and bids can be set for clicks, impressions or conversions.
The report outlines the steps taken in launching and optimizing 18 AdWords campaigns for centralpark.com, including initial targeting, budgeting, and testing of keywords and ad extensions. Key results showed clicks, impressions, and CTR exceeding goals, with the top performing campaigns related to concerts, events, and ice skating. Recommendations included adding site links for high-demand keywords, improving quality scores to reduce costs, and launching ads during daytime hours.
This document provides an overview of search engine optimization (SEO) and pay-per-click (PPC) advertising presented by Nicole Roland and Caroline Jensen. It discusses key aspects of PPC including keywords, budgets, campaign and ad group development, landing pages, and page position. For SEO, it covers quality inbound links, quality content, user experience, page authority, and domain authority. The presentation emphasizes that PPC can drive short-term traffic but SEO is needed for long-term, sustainable traffic. It also notes that PPC and SEO should be used together for maximum visibility and to share helpful keyword data between the two strategies.
thinkLA AdU Media Planning 2014 - Jennie AntonakisthinkLA
Search engine marketing (SEM) is an important way for brands to reach online audiences. SEM includes both organic search (SEO) and paid search (SEM). Paid search advertising is bought through auctions on search engines and advertisers only pay when their ad is clicked. Key factors that determine ad positioning include bids, quality scores, and match types. Optimizing bids, ad copy, extensions, and keywords can improve performance. While Google dominates the search market, advertisers can access other search engines' networks. SEM and SEO work together synergistically. Current trends show increasing digital ad budgets overall and a shift to mobile search driving the consumer journey.
Search Engine Marketing - Boost your presence. Build your brand.Katie Laird
This document summarizes search engine marketing strategies and techniques. It discusses search engine optimization through on-page techniques like keywords, titles, meta info and links as well as off-page techniques like link building. It also discusses pay-per-click advertising, setting up campaigns, choosing keywords, monitoring results and measuring return on investment. The key messages are that content is important, links are powerful, and search engine marketing should be optimized and tweaked over time to improve results.
This document summarizes how to effectively use paid search or pay-per-click (PPC) advertising for real estate companies. It discusses how over 50% of search engine results pages are paid ads, and how using ad extensions like sitelinks, product listings, and locations can increase visibility and performance. The document also recommends bidding on your own brand terms to prevent competitors from taking traffic and to keep marketing departments happy, and notes that PPC can complement organic search engine optimization efforts by driving additional qualified traffic.
Alex DiSebastian, Web Director of PaperStreet Web Design, explores the world of SEO showing the importance of Search Engine Optimization in the Business world today. Learn more by visiting http://www.paperstreet.com/
We define key terms for measurement and optimization, ad placement and device performance, demonstrate optimal landing pages structure and detail the KPI’s you need to track your ad campaigns. Additionally, we outline what measurement tracking is required and show what types of results/ metrics you should be looking for as part of your Google Ads campaigns.
This document discusses search marketing trends for 2008 and strategies for maximizing returns in 2009. Some key trends include a 21% increase in internet advertising spend in the first half of 2008 and paid search spend rising 28%. To combat increased competition in 2009, the document recommends increasing efficiency by focusing on keywords, ad copy, landing pages, and conversion tracking. It also suggests seeking less competitive networks, hourly bidding, and centralizing analytics to set ROI/CPA targets and gain transparency into bid management.
The document discusses strategies for recruiting, onboarding, and optimizing content affiliates. It provides examples of how companies like Fanatics and health brands effectively use tools like YouTube, Facebook groups, and affiliate resource centers to educate and connect with bloggers, social media influencers, and other content creators. The goal is to recruit a more diverse range of affiliates, provide resources for faster onboarding, and increase sales through better communication and control over branding.
Search Engine Marketing is the art of driving more and better qualified traffic to your website from search engines. Learn more about SEM and how to do it right.Understanding how to use search engine marketing effectively is an important skill for every marketer. Here's a guide for using Search Engine Marketing
The document discusses Google's Quality Score system and how it aims to balance the interests of advertisers, users, and Google by only showing high-quality, relevant ads. It explains that click-through rate, relevancy, and landing page quality are the main factors in an ad's Quality Score. The document also debunks some common myths about Quality Score, such as the ideas that changing keyword match types or ad position can alter a Quality Score on their own.
For use and adaptation in Empathy Mapping exercise. For more on the method and its variations, see businessmodelgeneration.com; http://www.gogamestorm.com/wiki/index.php?title=Empathy_Map and www.xplane.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
Template: Empathy Map and Problem StatementEpicenterUSA
A stakeholder needs a way to accomplish certain tasks or goals because they want to achieve something. They may feel or think certain things due to their current situation. Design thinking aims to provide insights into the stakeholder's needs and perspective to help address the problem statement.
Empathy Map tool designed by XPlane.com and referenced at Business Model Generation book (www.buinessmodelgeneration.com) as a tool for change perspective.
IIM provides digital marketing services including pay-per-click management, competitive analysis, search engine optimization, web analytics, content marketing, email marketing, and social media marketing. They take a consultative approach and create customized marketing plans and reports to help businesses grow online. IIM works with clients around the world through their network of digital marketing consultants.
The document discusses the importance of quality standards in affiliate marketing. It outlines how affiliate fraud negatively impacts advertisers, publishers, and networks, while a focus on quality is mutually beneficial. Quality is becoming a greater focus as advertisers, networks, and publishers work to eliminate low-quality affiliates through policies around legitimate traffic, sales incrementality, and customer lifetime value. The document provides recommendations for how advertisers and affiliates can work together to improve quality through metrics, pricing, technology, targeting, and personal relationships.
Optimizing Landing Pages presentation from Affiliate Summit West 2007, which took place January 21-23, 2007 in Las Vegas, NV.
- Choots Humphries, Co-President, LinkConnector Corporation
- Mark Widawer, Author, Landing Page Cash Machine
Learn how merchants can raise conversion rates and can work together with affiliates to increase sales, and how affiliates can update their sites to meet Google’s new rules & lower their PPC costs.
Note: the companies and positions listed above were current as of the time of the conference. Some of this information may have changed since then.
SaaS Marketing - Blogging, Social and SearchAgile SEO
-- How do SaaS providers use blogging, Twitter, Facebook, LinkedIn, SEO, PPC, and PR?
-- How can SaaS providers generate buzz and viral content?
-- Which online channels have the highest ROI?
-- How should SaaS providers integrate social media into their marketing process?
Gilad David Maayan, a SaaS marketing and social media expert, reviews how today's online marketing channels work together to generate high impact for growing SaaS providers.
The Metrics Diamond – The 4C’s of Affiliate RevenueAffiliate Summit
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: For bottom line clarity, learn the hidden internal metrics of the 4C’s – Clickthrough, Conversion, Cancellation and Commission – that can produce flawless results.
This document provides an overview of various digital marketing services offered by Positek Solutions, including pay-per-click (PPC) services, search engine optimization (SEO), website development, web analytics, email marketing, social media marketing, affiliate marketing, and app developing. For each service, it outlines the key steps in the process, intended benefits for clients, and types of reports or features included. The overall document aims to showcase Positek Solutions' full suite of online marketing solutions.
Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing spend.
E-Linkage provides various online marketing services including search engine optimization (SEO), search engine marketing (SEM), press release optimization (PRO), and word-of-mouth marketing. It has a large network of news sites and media for distributing press releases. E-Linkage aims to maximize return on investment for clients and uses professional strategies and expert teams to improve rankings, traffic, and conversion rates.
Everything you need to know about affiliate marketing for advertisers first...Partnercademy
This document provides an overview of affiliate marketing from an advertiser's perspective. It defines affiliate marketing, discusses the different types of affiliates such as cashback, loyalty, and voucher sites. It also covers affiliate payment models, strategies for optimizing different affiliate types, and gives a brief history of how affiliate marketing began. The goal is to educate affiliate managers on how to set up and manage a successful affiliate channel.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Why businesses should for digital marketing?Satayender
Digital marketing has revolutionized the marketing process by reducing the overall marketing cost and delivering better ROI. So have you gone digital yet?
Similar to Improving the quality of your Affiliate Programme - Katrina Bischoff and Chris Worthy (20)
Affiliate Mobile 101: Kick-start your Mobile Success - Michael Long. Hotels.c...auexpo Conference
1) Mobile marketing is becoming increasingly important, with over 30% of page views and 20% of online sales coming from mobile devices.
2) An effective mobile affiliate program requires getting tracking in place on mobile sites and apps, minimizing points of leakage, building good relationships with the mobile team, and acknowledging differences in mobile user behavior.
3) Context is key in mobile marketing - campaigns should be tailored based on location, weather, and other contextual factors to be most effective.
Harness Intelligence, Technology, Creativity & Quality to Acheive your Perfor...auexpo Conference
The document discusses the future of performance marketing and affiliate marketing. It notes that affiliate marketing's market share is declining while other channels like display and search are growing. It advocates for an integrated approach across all performance marketing channels to optimize ROI and efficiency. The key is taking a customer-centric, needs-based approach and using technology and data to seamlessly integrate and optimize across channels. This comprehensive performance marketing approach is the future.
1. The document outlines an online marketing "bootcamp" covering various performance marketing techniques like search engine advertising, social media advertising, and video advertising.
2. It discusses optimizing campaigns for brand keywords, negative keyword matching, utilizing sitelinks and appearance on multiple search engines.
3. Later sections cover issues like the rise of travel aggregator sites, success with product listing ads, and the transition to enhanced campaigns in search engine advertising.
4. Overall the bootcamp aims to help advertisers strengthen their digital marketing strategies and get the most from their performance advertising investments.
The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District auexpo Conference
This document discusses the evolution of digital advertising and programmatic buying. It describes how the market has shifted from advertisers and agencies working directly with publishers, to a more complex ecosystem involving networks, trading desks, data providers and other players. Real-time bidding allows automated buying of digital ads at large volumes and scales. Programmatic buying uses real-time bidding to make automated transactions of digital ads across an overcapacity of inventory in a second price auction system. Data and new metrics around conversion attribution are also changing the business models in this space.
Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warr...auexpo Conference
The document discusses best practices for email campaigns in the mobile age. It emphasizes that mobile is now an integral part of email with over 40% of emails opened on mobile devices. Successful campaigns must identify mobile users, optimize designs for mobile with responsive layouts and large text, and consider payment models beyond CPA like CPC and CPM that better capture mobile conversions. Overall mobile optimization is key to the future of email marketing.
Forget Google's Games. Grow Social into your Primary Traffic Source - Simon P...auexpo Conference
This document provides guidance on using audience data and insights to grow engagement and monetize a Facebook page. It recommends understanding the audience, creating audience clusters and insights, prioritizing content topics, identifying influencers, tracking engagement metrics, and iterating the strategy based on data analysis. The goal is to test different content, advertising, and topics to engage the target audience and maximize weekly user engagement over time.
SEO for Site Owners: Remaining Agile 2013 - Jon Quinton auexpo Conference
This document provides tips for site owners on understanding and preparing for Google algorithm updates. It recommends: 1) Understanding the SEO landscape by following Mozcast, Moz, and other analytics tools; 2) Being notified of updates; 3) Identifying and monitoring competitors; 4) Analyzing data to understand why changes occurred; 5) Preparing resources to address issues; and 6) Keeping detailed records to facilitate analysis. The tips focus on monitoring updates, identifying their impact, and using data to guide SEO strategy.
Performance Marketing from First Impression to Last Click - Andrew Buckman. T...auexpo Conference
Performance marketing plays a significant role throughout the entire online purchase journey, from initial product research to the final click. A study of 2,500 online shoppers across 8 European countries found that performance marketing channels are more likely to be used for initial research than for direct purchases. However, performance marketing still drives many purchase decisions and on mobile devices is becoming central to the shopping process, with mobile beating PC for browsing in most locations outside the home or office. The research demonstrates that performance marketing provides opportunities throughout all stages of the online purchase funnel.
The document discusses influence, networks, and influence marketing. It describes influence as the ability to change another's opinion or behavior, and defines key influencers as individuals who are influential in their networks. It advocates understanding networks and finding influential cohorts to maximize outcomes for brands. It provides examples of using content and relationships to build links and shares for insurance companies in the boating industry. The presentation focuses on using networks and influencers for digital marketing.
The Consumerisation of E-commerce - Thomas Joosten. Zanoxauexpo Conference
The document discusses the growth of e-commerce and mobile commerce in Europe, noting that zanox has over 4,200 advertisers, processes over 5 billion transactions per year, and reaches over 50% of European online users. It also highlights trends toward omni-channel shopping experiences and the increasing importance of mobile devices and applications in the consumer purchase journey. Several case studies are presented that demonstrate innovative ways companies have integrated online and offline marketing to measure attribution across channels.
CRO: It's All Psychological - Ivan Imhoff. House of Kaizenauexpo Conference
This document discusses conversion optimization and how human perception and cognition affect it. It contains the following key points:
1. Conversion optimization aims to get website visitors to complete a specific action by optimizing the user experience and page design. Factors like attention, perception, and risk perception influence user behavior.
2. Experts and novices approach problems differently - experts see underlying principles while novices focus on surface features. Properly framing and sequencing content is important to direct user attention and manage risk perception.
3. Well-designed pages tell a story to position the user and guide them through the purchase funnel. Value, benefits, and addressing concerns should come before product details to influence the user's decision-
"Everyone is Special": Personalisation in Conversion Tactics - David Gowansauexpo Conference
The document outlines 10 techniques for personalizing websites to improve conversion rates. It discusses personalizing the experience based on factors like a user's interests, past purchases, location and motivations. Specific techniques include customizing content and cross-sell offers for individual users, using soft vs hard sales approaches for new vs returning visitors, tailoring pages to search terms, showing similar customers, pre-selecting common choices, displaying prices in local currency and notifying international users about shipping policies. The goal of personalization is to present each user with the optimally tailored experience to convert them by understanding their needs and context. Case studies and examples from an online retailer are provided.
How to build a successful e-mail marketing campaign - Suzanna Chaplin & Warri...auexpo Conference
This document provides an overview of how to build a successful email marketing campaign. It discusses topics like creative design, sending strategy, frequency, mobile optimization, subject lines, targeting, retargeting, and optimization. Case studies are presented on campaigns for Tesco Kitchens, Matalan, and Drink Aware that analyze metrics like open rates, click-through rates, and conversions to optimize performance. The key lessons are around testing different elements, considering mobile, analyzing all metrics, segmenting lists based on behavior, and tailoring strategies for different audiences.
The past, present and potential of display advertising - Peter Gowrie-Smithauexpo Conference
This document discusses the past, present, and future of display advertising. It outlines how display advertising has grown from a $33 billion industry in 2012 to becoming the dominant form of online advertising, surpassing search. New formats like native advertising, video, and mobile have driven growth. Retargeting and programmatic buying have increased through real-time bidding exchanges. Data collection and targeted advertising are fueling the industry. While challenges around privacy and regulation remain, opportunities in mobile, outdoor digital screens, and innovative ad formats are positioning display to become a $200 billion industry within the next decade.
The document provides 10 insights into the complex UK marketing environment:
1) The UK market is both sophisticated and complex, with over 50% of advertisers using 7 or more channels.
2) Consumers are influenced by many factors like race, religion, culture, language, politics, nationality, and socioeconomic status, making the consumer landscape highly complex.
3) The marketing landscape is also complex, highly competitive, and features competing silos between different media brands.
Etihad Airways partnered with LBi to develop a global distribution and partnership strategy. The objectives were to drive brand impact, expand Etihad's global network, and push its premium products. LBi helped with its global network of local offices and experience in affiliate marketing. Key aspects of the blended strategy included planning cross-channel initiatives, building trust through relationships, and integrating different channels. This approach led to increased investment from Etihad, revenue growth of 35% for affiliates year-over-year, and a positive return on investment for Etihad.
Engaging Facebook through EDGErank, Content and Killer Appsauexpo Conference
This document discusses a case study of the Guardian's Facebook social readers program launched in 2011. It allowed users to read, watch, and listen to Guardian content directly in Facebook. It was an experimental way for people to consume Guardian content opt-in through social media. The program generated a lot of discussion and helped increase Facebook referrals, but the prominence of social reading declined and the Guardian later added agreement buttons instead of the original right/wrong ratings.
This document discusses ways to turbo-charge SEO for a travel site called Tripomatic. It identifies several problems such as lacking visibility in search results, duplicate meta data, a complex site architecture with many deep internal links, and a poor backlink profile. The author provides recommendations on how to fix these issues, including streamlining site navigation, removing duplicate content, building relevant backlinks through guest posts and local business partnerships, and bringing back the blog. The overall goal is to gain a realistic understanding of SEO opportunities and technical problems, and then analyze the backlink profile to build useful new links.
The document discusses testing the influence of premium bloggers on consumer purchases compared to click-path data. It suggests running an experiment to track purchases by users who view a blogger's content versus clicks to better understand the bloggers' influence beyond direct clicks and last-click models. Understanding this broader influence could help optimize affiliate marketing campaigns.
This document discusses how using big data can help optimize the affiliate marketing channel. It notes that big data involves aggregating and sorting large amounts of data into actionable insights. The document then examines data from the Affiliate Window platform to provide insights like attributing sales to multiple touchpoints, not just the last click, and finding that affiliates drive 25% more sales than the last click model awards. It also analyzes how different affiliate types and more established affiliates contribute more to sales and customer lifetime value over time compared to other channels. The future of big data is seen as enabling true multi-channel marketing by understanding all consumer touchpoints and ensuring a consistent customer journey across channels.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
How to Setup Default Value for a Field in Odoo 17Celine George
In Odoo, we can set a default value for a field during the creation of a record for a model. We have many methods in odoo for setting a default value to the field.
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxOH TEIK BIN
(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin 🙏🤓🤔🥰
10. Key questions for advertisers “Where is my affiliate programme’s traffic coming from?” “What is the incremental value affiliates are adding to my business?” “How can I align the incentives of my network and publishers with my own?”
15. How we have attempted to tackle these questions “Where is my affiliate programme’s traffic coming from?” Enforced transparency Improved front-door security Better defined Ts and Cs Investment in fraud detection Launching an in-house platform enabled greater visibility and control over traffic sources
KATRIN & CHRIS: My name is Katrin Bischofff and I run eBay’s European Publisher Development since I joined the eBay Affiliates Team at the beginning of September this year. As you probably can hear I’m German – so there might be some German English in my PPT . For the UK market we work very closely with ROEYE… Then Chris… we will split up the PPT like that: Today we are going to talk you through some of the things eBay has learned over the last few years on two areas: As an advertiser, how you can improve the quality of the traffic in your affiliate programme And as a publisher, how you can improve the quality of the traffic you send to advertisers and thereby increase your earnings.
KATRINI don’t know how much U know about ePN. Background: we launched ePN in April 2008 to replace eBay’s programmes on 3rd party affiliate platforms. We currently run affiliate programmesin 13 different countries on ePN, and within Europe have more than 50k affiliates operating across 27 different countries. Our affiliates range across a variety of business models, including portals, content sites, blogs, OCS, deals and Loyalty. In automn last year, we announced Quality Click Pricing, a new CPC-based payment model which rewards publishers according to the quality of the traffic they send to eBay, which we will talk about a little bit later in the presentation.
KATRIN4 things on the agenda for today’s presentation: Some of the key questions we see for Affiliate Marketing in 2010 and the future How we have attempted to tackle these questions and what we’ve learned as a result How our publishers can improve the quality of their traffic – Chris will guide us through that part And how advertisers can improve the quality of their programmes
KATRINIn our opinion, there are a number of fundamental questions all affiliate programme managers should be asking themselves about the traffic they are generating for their business. Three of the most important are as follows:Where is my Affiliate traffic coming from? It always amazes me how different norms are around affiliates than the rest of the marketing industry. I.e., it’s hard to imagine buying TV advertising without having any idea where your TV ads would be shown – you’d know exactly which spots on which channels at which times. In affiliate marketing, many advertisers have no idea where their traffic is coming from – as long as the numbers look good, they don’t care. The trackable nature of affiliate marketing has made advertisers blasé about due diligence on their traffic sources.What is the incremental value affiliates are adding to my business? Again, tracking is part of the problem here. As with Online Marketing in general, the common misconception is that any purchase which correlates to an affiliate tracking tag must have taken place because of that affiliate promoting your brand. In our experience, this is not the case. The third question which advertisers need to ask themselves is how can I align my publishers’ and networks’ incentives with my incentives. Too often, we find that publishers are being compensated for events which do not fit with the real objectives of the advertisers they are promoting. On the network side, there is a clear misalignment of incentives in the case of Network Quality – networks earn a % of commissions paid out to publishers, and are therefore not incentivised to catch fraudulent or non-incremental traffic and stop advertisers from paying for it.
KATRINSo, how have we attempted to tackle these questions, and what results have we seen from doing so?
KATRINOne of the first questions we wanted to tackle when we launched eBay Partner Network was where our traffic was coming from. We were uncomfortable with the lack of visibility into traffic sources that we got when we were on third party networks and felt that we could control those processes better if we took them under our own wing. We’ve since made 4 major improvements in this area:Improved our front door processes to make sure we’re asking the right questions and capturing relevant data when publishers apply to ePN. We can then use this data to select which publishers we want to allow into ePNand which are not suitable. This in turn significantly reduces the churn that is needed to process network quality issues further down the line.Improved how well our Ts and Cs were defined in order to give publishers a much better idea of what is and is not allowed on ePN. Giving publishers this information up front has helped to ensure that publishers do not waste time creating apps and integrations which will be disapproved, and has also sped up the resolution of NQ cases that do arise.Invested in fraud detection both internally and working with external vendors in order to create a suite of tools to identify breaches of Ts & Cs, capture evidence of them and use this to make decisions around what to do with the publishers identified. Worked with our publishers to ensure they are transparent with regard to the sources of their traffic – for example, registering their domains with us and opening their referring URLs so that we can see where our ads are appearing and where they’re not.
KATRINIn order to ensure we were aligning our publishers incentives with ours, we launched Quality Click Pricing in September 2009. This is a variable, CPC-based payout method, where the CPC is calculated according to the quality of the traffic publishers send to us. There are 3 basic pillars we think about with Quality Click Pricing when determining how much a publisher’s traffic is worth to us: Which User Events that we care about (i.e. which have a value to eBay) has that publisher driven. These include things like new customer acquisition and purchases of items, which we had previously paid out for under the old CPA or in the US under theRevShare system. However, by going to a variable CPC model, we were also able to include a number of other user events which have value to us while keeping the payment structure simple for publishers. These include things such as revenue generated from advertising placements on eBay; revenue generated by transactions which complete with PayPal etc. The 2nd thing we look at is for each of these user events, what are they worth? This is actually pretty simple for us to calculate, and is something all advertisers have to do when they work out what CPA/ CPS they are willing to pay out. We take this a step further on the customer acquisition side by working out the value of customers which each individual affiliate has generated for us and then paying that publisher accordingly, rather than relying on aggregate values across the affiliate channel. Finally, and most uniquely, we look at how incremental those user events are – would the events have taken place without the affiliate promoting eBay. We see a lot of differences on the incrementality of purchases attributed to individual affiliates – some publishers drive a lot of transactions from customers who would not otherwise have bought on eBay, while others simply manage to place their tracking cookie in the flow of a transaction which in all likelihood would have taken place regardless of their activity. This model has benefited many publishers significantly – indeed, 27% of our best quality publishers have more than doubled their EPC since the launch of Quality Click Pricing!
KATRINAligning your incentives as an advertiser with those of your network can be difficult. We took the easy route here – we became both the network and the advertiser, so that there was no conflict of interest when it came booting out fraudulent affiliates!However, building an affiliate network is not an easy undertaking, nor is it cheap, and is therefore an unfeasible investment for the majority of advertisers. Thankfully, there are a number of things you can do to help aligning your network’s incentives with your own without replicating our approach: Firstly, make your goals clear to the network. The more they understand exactly what it is you are looking to achieve with your programme, the easier it will be for them to ensure that the publishers on your programme are promoting your brand in the way you want them to. You should also consider whether the override pricing model, where networks earn a % of commissions that are paid to publishers, is the right approach for your business. On the one hand sied this has the advantage of rewarding networks who deliver growth for your programme. On the other hand seide, it does give networks an incentive to let fraudulent affiliates continue on their platform. In certain situations, it may be better to pay out a flat rate or to include penalties for networks if fraudulent publishers are on your programme for greater than a certain period of time. You should also understand what your network does with regard to NQ – get them to take you through exactly how applications are vetted, what visibility they can give you into publisher traffic source etc. And if their answers are not satisfactory, push them to deliver better service in this area. Finally, be aware that the potential for conflict of interest exists, and therefore that the person most incentivised to get rid of fraudulent publishers is you. As a result, take an active interest in controlling the NQ process – vet applications to your own programme, look at referring URL reports and if something looks suspicious, investigate it yourself!
KATRINSo what results have we seen since the launch of QCP? When we look at our publisher base as a whole, all of this optimisation has brought great improvements across all of our key metrics. This chart shows the average value of new users acquired through ePN in the 3 months after acquisition. Unfortunately we can’t share the actual values of these users so we’ve indexed them to Aug 2009, the month before QCP launched.The two red lines show the average value for the periods before and after launch. As you can see, the average value has increased by 17% under Quality Click Pricing – our affiliates are now driving more valuable customers than ever before.
KATRINThis chart shows the average EPC for our publishers since the start of 2009. Again we’ve indexed these numbers against Aug 2009, the month before QCP launched.Here, the results have been even more marked, with the average EPC increasing by 35% under Quality Click Pricing. Our publishers driving ever more valuable traffic to the eBay site, and they are earning significantly more as a result!
As we’ve seen, many ofour publishers have benefited from increased earnings since the launch of Quality Click Pricing. How have they done that? And if you’re a publisher, how can you optimise the traffic you send to advertisers in order to increase your earnings as an affiliate? CHRIS will guide you through that…
CHRISOne of the questions publishers ask us most often is how they can improve the quality of the traffic they send to us. While there are a few things which are specific to eBay, actually the vast majority of things we tell our publishers are applicable to any affiliate on any ecommerce programme.The fundamental thing to keep in mind when figuring out how to optimise your traffic is to Put The Shopper First. What we mean by this is to put yourself in the mindset of a customer who is visiting your website. How can you add value to their shopping experience in order to make them more likely to purchase something than they would have been without visiting your site?Within this, we think of 4 main ways in which publishers can enhance the shopping experience for our users: Offer a Service Create a Quality Site Be Relevant to what users are interested in Be Selective in what products and information you shareWe’ll talk you through each of these in a little more detail with some examples
CHRISFirst up,Offer a Service to your users. Think about what it is that a user wants from visiting your website and provide that service to your users. This could take a number of forms, including: Good quality content which is additive to the shopping experience – for example, what features a specific product has Expert or user reviews of products to help customers make their decision as to whether this is the right product for them Price comparison functionality, so that users can find the best deal for the product they’re looking for Buyer tools so that customers can easily find items they have previously looked at, or to offer the functionality mentioned above.Here you can see an example of one publisher, Trusted Reviews, who do a great job of many of these features. As you can see, the site offers detailed information about the specific products features, as well as expert reviews on the products, comparisons with similar products, and price comparison functionality from across a range of different sites.
CHRISSecondly, publishers should ensure that their site is of a high quality in terms of look and feel. One of my favourite affiliate websites is Twenga, a shopping comparison publisher who have invested significantly in making their site appealing. Although this is necessarily a subjective matter, there are certain aspects that any good quality site should have, including: Appealing visuals – it should be clear, uncluttered and make customers feel welcomed Easy navigation - clear, logical layout which lets users understand what they are looking at, with the most relevant products for the particular page a user is on highlighted, and an obvious way to move about the site Good quality content – again, the more of this you can provide and keep up to date, the more likely customers are to keep coming back to your site.
CHRISThirdly, publishers should try to ensure that the information and links they are providing are relevant at all stages of a customer’s journey throughout their website. A publisher who does a great job of this is TestFreaks, who are another product review site. I keep coming back to content, but if you don’t have good quality, relevant content on your site that users will keep wanting to come back for, your business model is probably not sustainable in the long term. The key here is to making sure that the content you are providing is as relevant as possible for the page a visitor is on – for example, on the homepage for the Sony PSP Go, the initial information TestFreaks provides is highly relevant – an overall rating for the product, prices, images, videos and more. You should also make sure that you’re highlighting products which are relevant for user context – for example, if you have a site specialising in expert reviews of a product and you are slating it, it may be worth giving merchandising space to alternative products on this page rather than devoting it all to the product you do not think is worth buying! Finally, when sending a user from your site to a merchant, make sure you are sending users through to the right page on their site – in the examples above, deep linking to the specific product or item shown. Not only will doing so improve your conversion rates, it will also encourage users to come back to your site more often as they know they will be sent to the most relevant page on an advertisers site when they visit you.
CHRISFinally, publishers should make sure that they select the most attractive, appropriate products and information to display to users. For example, look out for special offers/ deals, highlight products with particularly strong sales histories or good reviews, and which offer value added services such as free shipping. All of these things help to make the offers you are presenting to users more attractive, and should therefore bring customers back time and time again to check out what new products you are highlighting to them.
That’s a lot of information for publishers on how they can increase the quality of the traffic they send to advertisers. Obviously communicating all of these hints and tips can help advertisers to increase the quality of the traffic coming to their programme. But what else can they do? Here are a few of our top tips for programme managers to leverage affiliates as effectively as possible.
KATRINTo be successful, you need to have all levers at your disposal operating in harmony. The first of these is Network Quality.Start by thinking about your Business Model policy - Which business models should you allow? Different business models work for different types of merchants, so there are no hard and fast rules. However, you should put thought into your policies and ensure that the types of affiliates you permit fit with your brand’s strategy and that they work with your other internet marketing channels. For example:Direct paid search – do you know if it is increasing your own internal search costs or is it widening your coverage?Ad Networks – do you know where all your ads are appearing and if it fits with your brand strategy? If you are using them for volume, are you aware of risks to brand perception?Voucher code sites – are people visiting your site, deciding what to buy, then going to the voucher code site to buy? Once you have decided which business models you want, focus on ensuring you have the right filters in place at the Front Door – how do you prevent the bad guys getting into your network in the first place, whilst ensuring the best quality affiliates can enter? When you expire an affiliate for committing fraud, how do you prevent them from re-entering the network under a different name and IP address? Time spent here saves you time and money in the futureLegal – Having watertight T&Cs and the support of a legal team who understand the affiliate industry is essential to the success of your programme. This is where you tell your affiliates what is and is not allowed on your programme, so make it clear and accurate! Then when you find an affiliate breaking these T&Cs, you need to collect and store sufficient evidence of the offence. Finally on NQ, think about the Transparency of your programme - Do you know exactly who your affiliates are and where their traffic is coming from? Are they who they say they are? Do the affiliates own/manage the site they register with – eBay requires all publishers to verify their domains by adding sniplet of code to their site. Does their volume of clicks fit with the size and profile of their site, e.g. Alexa rankings, Google page rank, check they have a visible integration.Lack of visibility of referring traffic can often be an indicator of fraudulent activity – so make sure that you are working with publishers to unmask these!
KATRINThe second lever to focus on is Tools: Start by understanding which publishers you want to promote/ drive more traffic from, this will determine your tools strategy – how do they integrate other merchants, what formats do they work with, what limitations do they have? – make it easy on your publishers! When we speak to publishers, the most common reason we are told they can’t integrate eBay (or other merchants for that matter) is that the tools available don’t fit with how they are used to receiving data and that they don’t have the resources to create complex integrations! I’ll be honest and say that we are not where we want to be with Tools – and fixing that in the near future is one of our top priorities. Remember too to think about consumers when designing your tools – how your tools are designed determines how consumers will view your site – so make sure they are in line with your brand image, and that customers will like the look of the outputs from these tools!
KATRINAccount Management is also a key lever for any affiliate programme manager to concentrate on. Ultimately, affiliates is all about partnerships, so take the time to get to know your publishers and understand their businesses and where you can support them. Too often, account management in affiliates is little more than glorified customer support, answering questions and solving issues. Instead, work with your publishers proactively, this is a great chance to educate and encourage your publishers to optimise their promotion of your brandListen to your best publishers – we ran a beta for QCP, made a number of enhancements based on this. Since then we have continually listened to publisher feedback in order to make the system as positive for our publishers as possible. Continue to make changes to all aspects of our programme according to great ideas you get from your publishers every day!
KATRINEducating publishers on how they can be more effective is not always the done thing within affiliates – but it should be!Affiliate programme blogs are no different from any other medium – if you want people to keep visiting them, give them a reason to keep coming back. This means regularly updated, value-added content (value added for the publisher, not just the merchant/ network!). Too often, blogs are used simply to communicate short-term promotions, rather than focusing on building up publishers’ knowledge of how they can successfully promote your brand on an ongoing basis. Blogs, newsletters and account management are all great vehicles to improve your publishers’ knowledge – which in turn benefits your business! From a Reporting perspective, let publishers know which metrics are and are not important to you – and which parts of their traffic are working and which aren’t according to these metrics. The more information you can give your publishers on what happens when their users hit your site, the better they will be able to optimise the various levers available to them -> how they are integrating your site, which landing page to use etc.‘Assumption is the mother of all screw-ups’ – good reporting enables you and your publishers to reduce the role of assumption when optimising – so it is a key contributor to your affiliate programme’s success.
KATRINFinally, make sure that your pricing model is in line with what you wish to achieve through your affiliate programme. The principles we have applied with Quality Click Pricing are applicable to any advertiser – figure out what events matter to you, make sure you understand the value of those events, identify which ones are being driven by publishers rather than just attributed to them and you will be on a good path to having your publishers’ incentives aligned with your own. By rewarding your best publishers and giving your under-performing publishers a financial incentive to improve, you should benefit from the same significant improvements to your affiliate programme that we have since launching eBay Partner Network.
KATRIN & CHRISThank you for taking the time to listen to us today – if you have any questions, please go ahead!