TBEX Europe 2016, Leveraging the Power of Content Affliate Marketing, Orr Shakked and Chris...
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Leveraging the Power of Content Affiliate Marketing #TBEX #TBEXStockholm @TBEXevents TBEXcon.com
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Transcript of TBEX Europe 2016, Leveraging the Power of Content Affliate Marketing, Orr Shakked and Chris...
Leveraging the Power of Content Affiliate
Marketing
#TBEX #TBEXStockholm @TBEXevents TBEXcon.com
Airline37%
Hotel and Lodging30%
Tour18%
The Travel Market Pie – €264B in EU 2015*
*PhoCusWright Market Research
Car4%Rail
11%
Travel Site Economics – Online Travel Agency•Flight commissions – 0-10% •Hotel commissions – 15%-25%•Tours & activities commissions – 10-25%
•40% of Flight bookings happen on airline sites •10% of Hotel bookings happen on hotel direct sites
London to Stockholm2 people 4 nights Trip
Flight - €300 per passenger = €0 - €15 typical commission
Hotel - €200 per night = €120 - €200 typical commission
Hotel is where the €€€ are at . . .
Online Travel Agency Economics - Example
Travel Site Economics – Media sites
•CPMs, CPCs or CPAs for referrals•Generally Hotel economics are many folds better than flight •Media sites are typically very good at monetizing content since it is their primary business model
Consumer Travel Planning JourneyConsumers search 10-20 different web sites before they book
Blogs and other content sites are part of that journey
Affiliate Marketing Overview
•How does Affiliate Marketing work•Public vs Private networks
Banners and Widgets
Affiliate Links Embedded in Content
Best Practices
Link Strategy – Think Broadly
Deep Link vs. Homepage Link
• Embedded Link vs. Banner/Widget• Test and learn• Be authentic for your audience• Evergreen content vs. time bound
More Best Practices
•Public vs. Private networks
•Choose at least one public network:• Discover new advertisers relevant to your content• Compare commission and payout structures• Network team provides support and access to advertisers
Choosing an Affiliate Partner
•Where are your readers in their trip planning phase?
• Awareness – Low Intent to book• Inspiration phase• “European Travel Tips”
• Consideration – Medium Intent to book• Research phase• “10 beautiful castles in Germany”
• Purchase - High Intent to book• Booking phase• “Best hotels near Disneyland Paris”
Awareness
Consideration
Purchase
Audience Intent
Low Intent/ Unknown Intent
Content:• General travel information
Link Types:• Homepage links• Search widget• Help users choose a
destination
A widget is a good option when you don’t know the
reader’s destination
Home page link from destination
non-specific pages
Affiliate Strategy by Audience Intent to Purchase
Medium Intent to PurchaseContent:• Country lists• Inspirational travel content
Link Types:• Search widget• Display ad• Destination-specific pages
Add hotel destination links where a user may
be interested in an attraction.
“Top Hotels” are perfect inspiration!
Affiliate Strategy by Audience Intent to Purchase
High Intent to Purchase
Content:• Hotel reviews and
recommendations• Restaurant reviews and
destinations
Link Types:• Hotel-specific pages• Destination pages
Hyperlink all hotel mentions to
maximize revenue opportunity
Include destination pages, e.g. “Hotels in New York City” so users can find their perfect
hotel
Affiliate Strategy by Audience Intent to Purchase
Practical Takeaways•Site audit – what are your top SEO-ranked pages, top traffic pages?•Ask - What advertiser partner links would fit with these pages?
•Keep in Mind when adding links:•Where in the intent cycle is this reader?• Is it relevant?• Is it contextual?
Getting Started
What links are people clicking?
WordPress PluginWP-CLICK-
TRACKERhttps://db.tt/FYR4hFPP
Money on the Table - Clicks
Money on the Table - Clicks
Turn links into affiliate links
WordPress PluginAffiliateWindow’sconvert-a-link plugin
Automate Automate Automate
Automate Automate Automate
What are your top pages?
Google Analytics
Lost Opportunity - Traffic
Lost Opportunity - Traffic
OptimizingContent Ideas
• SEO Opportunities• Resource Pages
Tools
Going Forward
Google Search Console
Optimizing
Optimizing
Optimizing
How Can People Be Like You?
Resource Pages
How Can People Be Like You?
Resource Pages
How Can People Be Like You?
Resource Pages
1. Navigate to the page you wish to link toDeep Link Generator
2. Copy and paste URL into deeplink generator, hit “verify URL”Deep Link Generator
3. Grab resulting HTML and use on your site.
Deep Link Generator
CJ Deep Link GeneratorBookmarklet
Tools
Q & A
Orr Shakked Chris ChristensenSr. Dir, Online Marketing HostTripAdvisor Amateur Traveler
#TBEX #TBEXStockholm @TBEXevents TBEXcon.com
