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