ses affiliate search
DESCRIPTION
Affiliate 2.0: New Distribution Value Using Search & MoreTRANSCRIPT
Affiliate 2.0: New Distribution Value Using Search & More
Amanda EvansVP, Search Strategy
Barbara Coll, CEO, WebMama.comWebMama.com Inc.
Help! My Affiliates are Driving Me Crazy!
o Blocking adso Steal your search traffico Increasing CPCo Misrepresenting brand
Example: Brand Keyword with Affiliates
o Branded keyword with common misspellingo Affiliates increasing bid priceo Affiliates blocking ads & misrepresenting brand
Brand adAffiliate Ad
Affiliate Ad
Competitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Organic
Example: Brand Keyword without Affiliates
o CPC dropped 60% & ROI improved when measuring search & affiliate together
o BUT – Advertiser lost valuable page real estate
Brand adCompetitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Organic
Why Do You Want Them There?
o Improve ROI off overall internet marketingo Keep Competition at Bay?o Dominate page space?o Working with search engines (like youtube
and ebay) where you, the brand owner, don’t have time
Unique Content Yields New Distribution Avenues
o Offer limited # of affiliates unique content that you (advertiser) cannot have directly on your site due to brand, legal or other guidelines
o Examples: Direct competitor comparisons Testimonials Reviews Videos – Affiliates can have a sense of humour
Monitor Trademark Usage
o Work with affiliate provider to monitor the trademark usage
o Hand monitor by checking top keywords for your brand
o Have a consequence for non-complianceo If bid rules are in place, ask for reportso Reports should be set up to be e-mailed directly
from Adwords on a weekly basis by the 5 affiliates
Measure Impact
o Not only ROI!!o Look at long term impact - lifetime valueo Look at competitive impact - virtual shelf
spaceo Look at brand value – brand equity
THANK YOU
Amanda Evans and Barbara Coll
WebMama.com Inc