T H I S P R E S E N T A T I O N H A S T W O P A R T S D I S C U S S I N G T O P I C S O F R E C R U I T I N G P U B L I S H E R S A N D R E T A I N I N G T H E M

- S A T Y A R T H P R I Y E D A R S H I

Affiliate Programs

OVERVIEW

Recruiting Publishers

Recruiting Publishers

Overview

We can classify the Web into Four types of publishers on size, content and traffic A : Content Driven Big Sites like

Indiatimes with more than 5 million traffic a month, and comscore presence, and its own ad sales team.

B: E-commerce Sites like Jabong, Yatra etc. Who will not publish ads but have decent traffic

C: Smaller sites with Alexa ranking and open to publishing. Eg deals, PR

D: Microsites open to publishing but without alexa ranking

Recruiting Publishers

Overview

Each of these Websites need a different team and strategy of approach A type can be both a customer and a

Publisher and needs dedicated personnel.

B type can be a customer, and if approached with a good proposition, be a publisher. More on this approach in later slides.

C & D type Are good for Publishing but need different kinds of resources and focus.

Recruiting Publishers

Overview

The easiest parallel to this would be if you are a bank where Type A companies are Huge companies

which bank with you, and add to your cash flow, but you also want their employees to have a savings account with you to add to your cash reserve.

Type B would be companies which bank with you, but don’t have enough employees. So you want to give out loans to them to expand and earn money

Type C & D are the masses with low income but HUGE numbers and you want them to open savings account with you.

Recruiting Publishers

Targeting TYPE A

TYPE A Publishers will follow an 80-20 rule, where 20% publishers can bring in 80% of traffic. This can be relatively easy to manage with Dedicated High profile sales team to

target and convert them.

A dedicated point of contact and account manager for better service.

Closer focus and metrics driven approach to optimize performance.

Timely payments

Closer collaboration and strategizing

Recruiting Publishers

Targeting TYPE B : Issues

TYPE B Publishers will follow TYPE B in every aspect except of acquisition and servicing. The only point of difference will be how to attract them, which is because of below issues E-commerce websites don't want to be seen

as needy by showing advertisements.

They are more customer centric and control over the type of content, hence the customer experience remains a major issues.

They sometimes pay for traffic and don’t want to send out a potential customer which may never come back.

Recruiting Publishers

Targeting TYPE B : 3 Solutions

TYPE B Publishers : 3 Solutions Target Small and upcoming e-commerce

websites. 50% today’s big sites once had Google adwords

Target with Specific impression based non competing brands, which add value to the page or generate sales. Jabong will not mind a banner of levis on its jeans pages, and levis can do with some extra branding and get more sales from jabong.

Chase publishing on selective pages of the site. For instance out of stock pages which any ways were going to bounce off a customer can now earn from the bounce

Strategy to find and list smaller publishers

Strategy to find and list smaller publishers

Overview TYPE C & D

TYPE C & D Publishers : Separate and larger Team to research and

acquire these publishers than earlier ones.

Relatively lower effort required in maintaining them than acquiring them.

Will require search tools and methodology, for searching, approaching and profiling Discussed in Detail Ahead.

Cookie cutter Legal terms, self serviced platform.

Manpower intensive

Strategy to find and list smaller publishers

Strategy : Backlink Analysis

Leads from Backlink analysis of competitors

750 links running a tyroo banner ad can be seen here on google by an exact keyword search.

"<img src="http://affiliates.tyroodr.com"

Similar participants can be found for other ad networks and converted

Lead generation by An Analysis of backlinks from clients’ Competition using Sites like http://www.analyzebacklinks.com/

Strategy to find and list smaller publishers

Strategy : Backlink Analysis

Leads from Backlink analysis of competitors

Leads on small websites using link building tools like Link Prospector and paid services like Majestic SEO

Tools for back link analysis

Leads can be researched before approaching, via alexa, comscore, compete, quantcast.

Google

“SEO for Firefox” addon

Strategy to find and list smaller publishers

Strategy : Google

Google Search : Keyword search on competitors already discussed above, here are additional ways to search better using Operators

Using allinanchor: operator for relevant

sites. For instance I can use allinanchor:”feedburner” to find blogs widely read enough to have created an atom feed

Using wildcards like “*”. For instance searching for “Become * sponsor”/”Sponsor * Site” search I can find sites looking for a sponsor using strings like Become a sponsor Become this site’s sponsor Sponsor this site etc.

Strategy to find and list smaller publishers

Strategy : Google

Google Search : continued

Searching for Footprints:

Footprints are Small signatures used by software and widgets to promote themselves. So if I am looking to add forums all I need to do is search for a footprint like “powered by PhPbb”

Search operators like

Linkdomain:

Similar:

InUrl:

allinURL:

Intext:

Search Filters on location and dates to find regional and active sites

Strategy to find and list smaller publishers

Strategy : Google

Google Search : Manual Spider process

Find top rated keyword for client

Find the top search result(TSR) for the keywords.

Do a Backlink analysis on top links.

Approach and convert the Back linking sites.

Search Filters on location and dates to find regional and active sites.

Combine search operators to find sites open to transact.

Strategy to find and list smaller publishers

Strategy : Marketing

Marketing : To create a pull amongst publishers

Direct Marketing on Online forums to

people with websites and blogs. Offer a small cash reward for signing up,

payable with the first payment.

Allow out payments for smaller amounts.

Roping in Super Affiliates who own smaller networks, or create referral fees

Third Party Mailers with relevant sites

Advertise with Freelancers on job portals and portals like Elance

Strategy to find and list smaller publishers

Strategy : Manual search

Manual Search : Directories, forums, lists

Target directory listings on yahoo

directories and DMOZ

Check out lists of similar sites on a particular subject or blogs to generate high quality leads

Forums around Link exchange and advertisement publishers

Use own clients as publishers

Reach out people on social media like linkedin, Digg, Pinterest etc. who are interested in CPC, CPM activities

PUBLISH YOURSELF ON A COMPANY OWNED MICRO SITE WITH HIGH SEARCH RANKING

Strategy : Create a Publisher

Strategy to find and list smaller publishers

Strategy : Publish Yourself

The exercise of publishing yourself on a company owned micro site might seem a bit over the top, but with present .IN domain rates, tools and Sites constantly shutting down, its possible and benefitial

Benefits by keeping the earnings in-house

Faster turnaround times and greater control on outcome

Lower Cost over time

Impervious to competition

Strategy to find and list smaller publishers

Strategy : Publish Yourself

Buy a domain on .IN TLD for 2 USD

Solving Content

Buy the content of site going bust, or close to expiry

Create in house content, namely a lot of lists, YouTube embedded playlists. An employee with 10k salary can generate 75 articles in a month @ 133 rs per article.

Outsource content writing. A hundred word original article can be had for 100 rupees or GV’s

Costs can be brought down by Spinchimp

Strategy to find and list smaller publishers

Strategy : Publish Yourself

Solving Indexing and traffic

Create a viral video on YouTube to generate traffic and backlinks! Check out Google's chrome campaign of “sponsored posts”

Do some link building on forums that allow DoFollow tags

A single conversion from any of these micro sites can make it free.

Cost of SEO , link building and other efforts are spread over a number of assets

Easier to come up as top result on google

Extremely low cost of under 30 USD

Strategy to find and list smaller publishers

Strategy : A Case Study

Overstock.com was recently penalized by Google for creating undeclared affiliates by giving out vouchers worth 10 USD to students and faculties

Overstock was looking for links from EDU and GOV TLD’s

Such Affiliates can be created if declared.

Such affiliates can be created by joining upcoming websites looking for customers and our own micro sites looking for backlinks.

T H I S P A R T O F P R E S E N T A T I O N E N D S H E R E .

P L E A S E C O N T I N U E F U R T H E R T O P A R T 2

End of Part 1

Part 2 Ahead

Creating Sustainable Networks

-Satyarth Priyedarshi

Creating Sustainable Networks

Keeping Network Healthy

A healthy and optimized publisher network can give higher returns even with lower numbers. It starts with thinking of a Publisher as a business partner and helping him succeed. This is good for our reputation and helps generate more business via word of mouth and redirects.

Building a network with wide subject

matter spread and TG. This ensures that we will also be able to service a wide variety of clients with pointed reach.

Holding conferences, Meets for publishers, once business grows to a sizeable amount, and using this platform to attract more publishers.

Creating Sustainable Networks

Keeping Network Healthy

Constantly monitor metrics and work closely to optimize existing publishers to ensure we get more out of less.

Constant feedback to publishers over their performance as well as ours keeps focus as well as gives the publisher a chance to better himself.

Essential checks like sites with Bad neighborhoods or sites with history of cookie stuffing, drive by downloads or Black Hat Tactics, details like site expiry, etc to be taken into account when signing on to the network

Creating Sustainable Networks

Creating Business Partners

Keeping in touch : As the network Expands, it becomes difficult to keep up, and therefore a simple policy like calling each associate at least once a month, helps. This is one of the smallest and often most neglected things.

Helping partner succeed : If an associate agrees to say a 3 year tie-up, we can help him optimize his site, and share learning. This way we help an associate become better and in turn get more business.

Respect: More relationships are broken over behavior than anything else. It’s essential to inculcate Humility, Politeness, mutual respect and empathy as cultural values which helps overcome the Geographical span as well as cultural differences that come up.

Creating Sustainable Networks

Team

Communication : The most essential part in a team dynamics is communication and setting up expectations. If targets are well defined, explained and supported with reason, they will be achieved. A more collaborative approach than top down approach

Training : Highlighting good practices and weeding out bad ones helps all. Nothing beats a good training and exchange sessions. Mistakes and learning if exchanged on a regular basis grow the performance 10 folds

Culture: A transparent culture that helps growth, exploration, ingenuity while allowing a little room for making mistakes is always good for the morale

I have tried to incorporate as many interesting elements as possible. But if I have missed out on

any aspect which was required, do write back and I will incorporate it here!!

-Satyarth Priyedarshi

Thank You!