When Search & Affiliate Collides

Post on 14-Dec-2014

756 views 0 download

Tags:

description

 

Transcript of When Search & Affiliate Collides

When Search & Affiliate Marketing Collide

Peter Figueredo

Founding Partner, NetxEmail peter@Netx.com Twitter @figueredo

7/14/2011

#OMSBOS

Overview

Who the hell is Netx?

What happens when they collide?

What happens when they cooperate?

Recipe for success

What is Affiliate Marketing?

What is Search Marketing?

Affiliate & Search consistently rank among the top ROI marketing channels

2010 Affiliate Benchmarks Study

What is Search Marketing?

What is Search Marketing?

Seriously?

What is Affiliate Marketing?

Forrester 2009

More than 20,000 brands have affiliate programs

While hard to read affiliate marketing is prevalent in most industries

2010 Affiliate Benchmarks Study

2007 2008 2009 2010 2011 2012 2013 2014 $-

$0.5

$1.0

$1.5

$2.0

$2.5

$3.0

$3.5

$4.0

$4.5

$1.7 $1.8 $1.9 $2.2

$2.5

$3.0

$3.5

$4.0

US Affiliate Revenue ($ Billions)

US affiliate revenue: larger than video, social & mobile combined

Forrester 2009

Successful affiliates are buying search traffic

2010 Affiliate Benchmarks Study

Where do Affiliate & Search meet?

Who the hell is Netx?

13

NYC digital ad agency

Founded 2001

Inc 500|5000 winner

30 smart & friendly folks

Search & Affiliate Marketing Specialists

Great clients• Dick’s Sporting Goods• Financial Times• Conde Nast• Audible (Amazon)• MTV Networks

4/6/2011

Netx

What happens when they collide?

Higher customer acquisition costs due to competitive bidding on keywords and affiliate

commissions

Confusing customer experience on brand terms

Ultimately collisions waste resources.

Search & Affiliate Collision

What happens when they cooperate?

Increased share of voice in search results

Competitive blocking

Increased traffic and conversions

1 + 1 = 3+

Search & Affiliate Cooperation

Search Without Affiliate

Search With Affiliate

Search & Affiliate Peanut Butter Cup Recipe

The only time you should let affiliates direct link is when you have no search marketing

campaign of your own.

Direct Linking

If any other companies are buying your brand terms then allow affiliates to buy them…if not

then don’t.

It is okay to place bidding caps on brand terms but not too low or your competitors will take

top spots.

***Work with a small trusted group of affiliates if you allow this.

Brand Terms

Do not place bid caps on affiliates for any terms other than your brand.

Bidding Rules

Bidding on competitors terms is okay for affiliates as long as they don’t mislead the

customer.

Your ads should not be confused with ads for the competitor.

Competitors

Make sure you have your own special offers page then PPC and SEO the hell out of it.

Borrow a page from the affiliates playbook and capture more customers directly.

Coupons

Make sure you clearly write out how affiliates can and cannot use search

marketing to promote you.

Post guidelines everywhere.

Post The Rules

Advertisers approach search arbitrage in different ways

2010 Affiliate Benchmarks Study

License a tool to monitor your critical keywords to gather intelligence and police affiliates.

We use TheSearchMonitor.com but others exist.

Test it out for free with code: PeterOms

*not an affiliate link, I promise

Monitor

If you have an affiliate who can build out vertical websites around your category and is an expert in PPC and SEO then you have

found the Holy Grail!

Search + Vertical

Thank You

Peter FigueredoFounding Partner, Netx

peter@Netx.com212.981.2700 x200@figueredo