Upload
auexpo-conference
View
3.282
Download
2
Embed Size (px)
DESCRIPTION
Affiliate Marketing, Paid Search, a4uexpo, a4uexpo London, Duncan Jennings, eConversions
Citation preview
Generic keywords affiliate web site merchant web site
Pure Brand keywords affiliate web site merchant web site
Brand + Generic keywords affiliate web site merchant web site
Generic keywords merchant web site
Pure Brand keywords merchant web site
Brand + Generic merchant web site
Prevent competitor leakage
Encourage web site based generics or long tail keyword coverage
Improve coverage on Yahoo / MSN
Focus on new customers, retention, specific categories or products
Availability, design & development resource, turn around times
Don’t over estimate the opportunity to your affiliates
Do give your affiliates the chance to work on the juicy stuff
Track record and financials
Design, development and content resource
PPC optimisation technology
Availability and response times
Sector specific experience
Board friendly? Motivation / margin / expectation
Should all paid search affiliates be treated equally?
Be up front about expectations and set targets you can act on
Separate out generics and make sure they stay separated
Get the most out of affiliates in positions #1 and #2
Don’t forget about landing page leakage and conversion rates
Appreciate the Google Quality Score Challenge
Set intelligent CPA’s so you can relax about who gets the sale
Create a competitive environment e.g. Amazon
Gain maximum exposure in the search space – long tail keywords
Benchmark your affiliates against your agency
Consider negative keywords
Speak to your network if override is the deal breaker
Be aware of the conflicts of interest
Don’t let brand distort your comparison – Agencies love brand too
Give your search affiliates a chance on the juicy stuff
Don’t be afraid to pause agency activity
Remember they work for you!
Commission rates are meaningless – focus on your EPC
Use your generic Google CPA’s as a guide
Go granular on rates – Canon IXUS 860is not Electronics
Don’t lower rates when the going gets good
Make sure your affiliate manager really understands your business
Sign NDA’s and let the data flow
Advance notification = maximise opportunity
Communicate your USP’s
Share your industry knowledge Provide great data – XML feeds, CSV, product availability, extra info
Changes to commissions, brand policy, URL policy, negative keywords
New product releases, top 20 best sellers, awards, down time
Never use internal network messaging systems alone
Find out how your key affiliates like to be contacted
Set your expectations for affiliate availability
Affiliates hate out of office land
WOW factor works great for program wide incentive schemes e.g. Buyagift Bespoke incentives should be relevant to the affiliate & scale of activity
Large search affiliates would rather have tiers or cash bonuses than iPod’s
Consider opportunities over straight rewards:
- Brand bidding rights - Display URL rights - Use of branded URL e.g. Thomascookholidays.com - Campaign budgets
Create a competitive environment which encourages new affiliates
If you’d like to hear how eConversions can deliver you incremental sales through paid search, get in touch:
email: [email protected] tel: 0207 566 9840