The document provides tips for affiliate marketing. It recommends working with affiliate networks over in-house programs for their larger marketplaces, scalability, and support. The document also recommends using technology and best practices like tracking codes, link management tools, and WordPress. It advises against relying solely on Google Analytics or Amazon for tracking and suggests creating loyal customers through social media and email lists. The document stresses developing relevant content and focusing on conversions rather than just traffic.

1. #ASW19

2. The Panel
Mike Allen
@mta1
Jeannine Crooks
@Jeannine_Crooks
John LoBrutto
@JPL65
#ASW19affgeek.com/asw19

3. DO Prefer Networks Over In-House
What are the differences?
In-House:
• The advertiser owns the relationship
• Direct 1x1 relationship with partners
• Limited to internal or 3rd party provider development
• Exclusive community – may be by invitation or referral
Network:
• The network usually owns the relationship
• Access to larger marketplace, new markets and different partner types
• Better program scalability, tracking methods & technology
• Friendly process and payment platform terms
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4. DO Prefer Networks Over In-House
Why is it better to work with a network?
• More comprehensive publisher & advertiser profiles for communications
• Better publisher support and ability to work with multiple advertisers
• Better tracking methods and clearly defined attribution
• Multiple commissions structures & payment options
• Effective and more comprehensive reporting and analytics
• Higher investment into overall technology behind the network
• Support for GDPR, ITP, Parallel Tracking and more
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5. DON’T Only Work with Amazon
• One day cookie / lowest commission rates
• Easily removed from program – over 25 different ways to trigger removal
• No advanced technologies, i.e. cross-device tracking, convert-a-link, API
• Smaller sellers avoid Amazon
• Everyone promoting same products
• No free products, no sponsored posts, no personal promotion opportunities
• Limited presentation options
• Can’t sell to family or friends
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6. DO Use Technology & Best Practices
• Network tools – don’t forget coupon code tracking
• Other helpful tools:
• Affluent (affluent.io)
• FMTC / Coupilia
• Datafeedr
• Skimlinks / VigLink
• WordPress
• Very configurable – affiliate marketing-friendly
• FTC compliance plugins
• Link management (ThirstyAffiliates & PrettyLinks)
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7. DON’T Use GA for Affiliate Tracking
Google Analytics
• GA designed to help sell Google products – Google AdWords, search, Google Marketplace
• Network tracking designed to track affiliate transactions
• Different cookie length – same for all merchants, longer, regardless of program
• Networks use last click. GA uses “unique click”
• Ad blockers will affect GA results
• Merchant/Network’s numbers determine the commission amount, not Google
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8. DO Create Customer Loyalty
Social Media
• Use but not exclusively – that’s rented space!
• Don’t fully rely on YouTube (host your own videos too)
Grow / Build Your Own
• Content & following – on your site
• Unique value proposition + excellent customer service
• Reputation – expert authority
• Email list (consider group text messaging)
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9. DON’T Confuse Traffic with Shoppers
Traffic and shoppers are not the same thing!
• Traffic will not buy and may be interested in viewing content different from your offerings
• Traffic may be a click error, a redirect or spam
• Traffic may hit your site, but not click through or view additional pages
• Shopper will spend time on your site and view your pages, even if they do not click through to advertisers
• Shoppers usually have intent to buy or comparison shop for an imminent or future purchase
• Know what percent of your traffic are shoppers
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10. DON’T Confuse Traffic with Shoppers
How do I know if I have more traffic than shoppers?
• Does the traffic convert?
• Is the traffic quality a match to the advertiser campaigns?
• Do I have a lot of page drop offs?
How do I encourage productive shoppers?
• Identify the right demographic for each product or service
• Know how well your traffic converts and optimizing
• Is the traffic quality a match to the advertiser campaigns (quality is key to advertiser-publisher success)
• Are my readers/shoppers the key demographic for each product or service I offer
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11. DO Develop SEO Relevance - Be Current
• Don’t go overboard chasing the changing algorithm
• Solve problems people have
• Answer questions (“how do I…” voice searches)
• WordPress plugins:
• Yoast SEO – free and premium
• SEOPress.org – free and premium
• Bruce Clay SEO – in beta
• Provide a resource that is unique, valuable and trustworthy
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12. DON’T Write Content Solely for Google
• Google doesn’t buy anything!
• Write for the shopper, make it easy, conversational and grammatically correct
• Consumers come to a site looking for answers to a problem
• Readers will keep reading as long as the content is useful
• Don’t target a specific word count
• Don’t write for Bing or Yahoo either – Google will know and penalize
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13. DO Use Metrics to Understand Revenue
• Do you know how you get paid?
• CPS/Rev Share – Cost per sale. Paid a portion of sale amount
• CPL – Cost per lead. Usually paid a fixed amount
• CPI – Cost per install. Paid when an app is successfully installed
• What products or services are selling the most & not selling at all
• Am I getting paid on gross or net sale and what is the validation period
• How do cancelations & return rates effect my commission
• Am I getting paid on gross or net sale and what is the validation period
• Do you understand how click-through, conversions and cancelations effect commissions and revenue?
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14. DO Use Metrics to Understand Revenue
Example A: High Volume (Optimized)
Impressions 25,000 Results
CTR - Click Through Rate 4% 1000
CR - Conversion Rate 3% 30
CX - Cancelation Rate 10% -3
CPA - Cost Per Action $200 27 x 200
Publisher Revenue $5,400
Impressions 25,000 Results
CTR - Click Through Rate 4% 1000
CR - Conversion Rate 1% 10
CX - Cancelation Rate 20% -2
CPA - Cost Per Action $200 8 x 200
Publisher Revenue $1,600
Example B: Low Volume
Performance dramatically effects Publisher’s Revenue
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15. DON’T Get Lost in the Metrics Weeds
• Keep things as simple (and actionable) as possible:
• How much am I making? Who are my the top partners?
• What products or services are selling the best?
• What is not selling well? What can be done?
• Set up a dashboard to monitor activity using the same metrics
• Focus on CR (conversion rate) and EPC (earning per click)
• Identify data anomalies – positive and negative
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16. DO Use Unique Offers / Landing Pages
Why is it important to have unique / optimization pages?
• It adds value to the user experience
• Validates you as a referral source for the advertiser
• They are usually the advertiser’s highest converting pages
• It creates SEO relevance and improves organic search results
• Provides the user with a unique benefit and creates loyalty
• Custom pages have competitive pricing and unique offers
• Gives you a defined target audience and improves conversions
• Builds a closer relationship with the advertiser
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17. DON’T Only Use Banner Ads
• Why? Text links tend to perform much, much better (test for yourself)
• Display ad CTR is 0.05% -- just 5 clicks per 10,000 impressions! [Smart Insights]
• Average CTR on Google paid search ads is about 2% [WordStream]
• Flash animations – security risks plus not supported on iPhones
• Logo banners work nicely to compliment text links (branding and trust)
• Make text links easily visible and natural – we’re trained to click them
• Tip: Summarize sources and link options below main content
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18. DO Read Advertiser Correspondence
What do advertisers communicate?
• Commission changes & changes to program terms
• Transaction issues payment updates
• New content & promotions
• Special affiliate links
• Best practices
Why is this important?
• Know the latest on their program and products/services
• Understand how best to sell
• Have the most recent content and optimized pages
• Make the most revenue from each click
• Develop a relationship with advertiser
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19. DON’T Wait to Start Affiliate Marketing
• Traffic volume can still be small
• Once site is 12-20 pages, networks/merchants can discern your style
• Much easier to incorporate from the beginning
• Appears like you’re working with major brands – because you are!
• Use technology to help pull links
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20. Q&A: Your Turn
Mike Allen
@mta1
Jeannine Crooks
@Jeannine_Crooks
John LoBrutto
@JPL65
#ASW19affgeek.com/asw19