Affiliate based ppc_issues_and_options-adam_jewell


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Affiliate based ppc_issues_and_options-adam_jewell

  1. 1. Affiliates & PPC – How to Work In Harmony With Your Affiliates – WebmasterWorld PubCon 2008
  2. 2. Affiliates & Search – Are You Leaving Money On the Table? <ul><li>Your website has one goal – to make as much money as possible! </li></ul><ul><li>Is your paid search program really that good? </li></ul><ul><ul><li>Is your cost of marketing from PPC less than your affiliate program? </li></ul></ul><ul><ul><li>Do you have a traditional agency that puts up a few keywords and calls it a day? </li></ul></ul><ul><ul><li>Is the emphasis of your PPC program on managing bids or selling more stuff? </li></ul></ul><ul><ul><li>Do you use different match types? </li></ul></ul><ul><ul><li>Do you have regulatory issues that dictate specific ad copy must be used? </li></ul></ul><ul><ul><li>Do you have a strong brand? </li></ul></ul>
  3. 3. What Pressures Do You Face As A Merchant? <ul><li>The Economy Is In The Tank </li></ul><ul><ul><li>Virtually everyone is concerned and cutting back on spending </li></ul></ul><ul><li>Your Budgets May Be Getting Cut </li></ul><ul><ul><li>You are feeling the pinch. Lower revenue = lower budgets (even for search in some cases) </li></ul></ul><ul><li>It Can Be Tough To Find Talented Search People </li></ul><ul><ul><li>They don’t come cheap when you do </li></ul></ul><ul><li>You Need to Be Able to Trust Affiliates </li></ul><ul><ul><li>Will they adhere to bidding rules on brand terms and any restrictions on 3 rd party brand terms? </li></ul></ul><ul><li>Are You Focused On Bid Management Or Creating A Conversation With Your Customers? </li></ul><ul><ul><li>Effective search programs are conversations </li></ul></ul>
  4. 4. What Is the Perspective of the Affiliate? <ul><li>Affiliates Put In Time & Money Up Front </li></ul><ul><ul><li>There is no guaranteed payoff </li></ul></ul><ul><ul><li>Want to be reasonably sure it will be a profitable endeavor </li></ul></ul><ul><li>Affiliates Are Looking for Consistency </li></ul><ul><ul><li>Changes in program terms (lowering payout percent, site redesigns, change in cookie length) can cause problems </li></ul></ul><ul><li>Is the Site Setup to Convert Traffic? </li></ul><ul><ul><li>Landing pages need to be available to map to keyword searches so consumers can find exactly what they want. </li></ul></ul><ul><li>What Are the Return Rates? </li></ul><ul><ul><li>High return rates can be ok, so long as they are disclosed up front. </li></ul></ul><ul><li>Is the Affiliate Competing With Other Programs For Credit For Sales? </li></ul><ul><ul><li>Are affiliate sales backed out if another media program sets a cookie somewhere along the line? </li></ul></ul>
  5. 5. Search Marketing Is Conversational Marketing Can You Tell Me How to Get to WebmasterWorld PubCon In Vegas? Step Right Up! Las Vegas Hotels and Gambling Right This Way! You’re looking for PubCon miss? Right this way. I’m heading to the convention center now. Follow me! <ul><li>Which ad is the consumer going to respond to? </li></ul><ul><li>Does the time of day matter? </li></ul><ul><li>Does the position on the page matter? </li></ul>
  6. 6. Treat PPC Search As a Conversation - Wireless Industry <ul><li>Echo the keyword </li></ul><ul><li>Anticipate & expand on the consumer intent </li></ul><ul><li>Highlight benefits offered </li></ul>Conversational Ad Branding Ads Contextual Ads
  7. 7. Affiliates & Search – Are You Leaving Money On the Table? Branding / Contextual Ads Conversational Ads
  8. 8. Affiliates & Search – Are You Leaving Money On the Table? “ Butterfly Bedding” Landing Page
  9. 9. Affiliates & Search – Are You Leaving Money On the Table?
  10. 10. Affiliates & Search – Are You Leaving Money On the Table? “ Butterfly Bedding” Landing Page
  11. 11. Affiliates & Search – Are You Leaving Money On the Table? <ul><li>How do you maximize revenue & minimize headaches? </li></ul><ul><ul><li>Do the math – PPC vs. Affiliate – What Generates Sales At a Lower Total Cost? </li></ul></ul><ul><ul><ul><li>Take your brand terms out of that calculation </li></ul></ul></ul><ul><ul><ul><li>If affiliate is lower, consider opening up use of your display URL to affiliates </li></ul></ul></ul><ul><ul><ul><li>If necessary, file TM papers & work with a few affiliates for direct linking </li></ul></ul></ul><ul><ul><li>Give the affiliate manager & the affiliates some respect in the organization </li></ul></ul><ul><ul><li>Test, test, test & get the website conversion rates up! </li></ul></ul><ul><ul><li>Consistent policies & payouts – affiliates need to plan for their businesses </li></ul></ul><ul><ul><ul><li>Bonuses & tiers can result in less promotion of your program </li></ul></ul></ul><ul><ul><li>Consider the reality of search </li></ul></ul><ul><ul><ul><li>Affiliates have lots of choices – if your terms restrict how high they can bid with their sites, someone else's ad will show up on their site in that spot instead </li></ul></ul></ul><ul><ul><li>Put politics aside, focus on the bottom line, take the steps that are most profitable for your business! </li></ul></ul><ul><ul><li>Your affiliate investment should have no budget cap – you’re buying money! </li></ul></ul>
  12. 12. Let the debates begin!