10 Ways Paid Search - Duncan Jennings - eConversions

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Affiliate Marketing, Paid Search, a4uexpo, a4uexpo London, Duncan Jennings, eConversions

Text of 10 Ways Paid Search - Duncan Jennings - eConversions

  • 1.
  • 2.
    • 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
  • 3.
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    • 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
    • Dont over estimate the opportunity to your affiliates
    • Do give your affiliates the chance to work on the juicy stuff
  • 7.
    • 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?
  • 8.
    • 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
    • Dont forget about landing page leakage and conversion rates
    • Appreciate the Google Quality Score Challenge
  • 9.
    • Set intelligent CPAs 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
  • 10.
    • Be aware of the conflicts of interest
    • Dont let brand distort your comparison Agencies love brand too
    • Give your search affiliates a chance on the juicy stuff
    • Dont be afraid to pause agency activity
    • Remember they work for you!
  • 11.
    • Commission rates are meaningless focus on your EPC
    • Use your generic Google CPAs as a guide
    • Go granular on rates Canon IXUS 860is not Electronics
    • Dont lower rates when the going gets good
  • 12.
    • Make sure your affiliate manager really understands your business
    • Sign NDAs and let the data flow
    • Advance notification = maximise opportunity
    • Communicate your USPs
    • Share your industry knowledge
    • Provide great data XML feeds, CSV, product availability, extra info
  • 13.
    • 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
  • 14.
    • 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 iPods
    • 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
  • 15. If youd like to hear how eConversions can deliver you incremental sales through paid search, get in touch: email: duncan@econversions.co.uk tel: 0207 566 9840