Proven Strategies for Managing Affiliate PPC - PowerPoint PPT Presentation

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Proven Strategies for Managing Affiliate PPC

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  1. Proven Strategies for Managing Affiliate PPC David Naffziger CEO, BrandVerity

  2. Affiliate PPC is Universal As an E-Commerce site, the question is not IF, but HOW you should manage affiliate PPC * Data on subsequent slides from a BrandVerity study of the top 100 e-commerce programs

  3. Measure Beyond the Last Click Google Analytics doesn’t cut it. • Understand the contribution of all channels to a sale • Measure and value the steps in the purchase process • First click • Intermediate clicks • Final click • Bucket affiliates by contribution share. Reward those that contribute the most.

  4. Create Clear Policies PPC policies that are simple and clear have lower rates of abuse • Easy to understand • Easy to communicate • Verbally, email, onsite, etc. • No room for misinterpretation

  5. Examples of Clear Policies

  6. Examples of Unclear & Complex Policies

  7. Examples of Unclear & Complex Policies One or more of these policies are often combined: • Cannot outbid merchant • Cannot outrank merchant • Must uses negative keywords in campaigns • Ad Text must contain ‘AFF’ • No automatic redirects • Cannot copy merchant ad text

  8. Communicate Consistently & Openly Simple policies are easy to communicate. Do so. • Putting your policy in the fine print is a quick route to failure • Put it on the website • Put it in the affiliate newsletter • Put it in other marketing materials • Document what exceptions you allow

  9. Respect Affiliate Secret Sauce Merchants should not expect to know the details of an affiliate’s PPC campaign • Affiliates invest significant time creating and managing their campaigns • In some instances they compete against in-house PPC teams

  10. Quick Enforcement Keep your program clean • Dirty programs: • Attract abusers • Deter super-affiliates • Cost money • Not all abuse is intentional • Quick responses discourage further abuse • No, you cannot detect most abuse manually

  11. Proven Strategies Top affiliate programs utilize several strategies to manage affiliate PPC • Expert Analytics • Simple Policies • Open, Consistent Communication • Respect Affiliate ‘Secret Sauce’ • Quick Enforcement

  12. Thank You! David Naffziger CEO, BrandVerity Search Ad Monitoring davenaff@brandverity.com www.naffziger.net/blog www.brandverity.com