Affiliate 2.0: New Distribution Value Using Search

1
Affiliate 2.0 New Distribution Value Using
Search More

• Amanda Evans
• VP, Search Strategy
• Barbara Coll, CEO, WebMama.com
• WebMama.com Inc.

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Help! My Affiliates are Driving Me Crazy!

• Blocking ads
• Steal your search traffic
• Increasing CPC
• Misrepresenting brand

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Example Brand Keyword with Affiliates

• Branded keyword with common misspelling
• Affiliates increasing bid price
• Affiliates blocking ads misrepresenting brand

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Example Brand Keyword without Affiliates

• CPC dropped 60 ROI improved when measuring
  search affiliate together
• BUT Advertiser lost valuable page real estate

Brand ad
Competitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Competitor Ad
Organic
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Why Do You Want Them There?

• Improve ROI off overall internet marketing
• Keep Competition at Bay?
• Dominate page space?
• Working with search engines (like youtube and
  ebay) where you, the brand owner, dont have time

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Maintain List of Trusted Affiliates

• Choose up to 5 key affiliates to work with
  (typically your top 5)
• Allowed to bid on your brand terms with
  restrictions
• Bid rules
• Trademark rules

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Unique Content Yields New Distribution Avenues

• Offer limited of affiliates unique content that
  you (advertiser) cannot have directly on your
  site due to brand, legal or other guidelines
• Examples
• Direct competitor comparisons
• Testimonials
• Reviews
• Videos Affiliates can have a sense of humour

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Create Guidelines for Trademark Usage

• Determine trademark guidelines
• Can they use your trademark in the
• Title?
• Display URL?
• Ad Text?
• Can they say Official Site or any variation?
• Do they need to indicate affiliate?
• Is a or needed?
• If trademark paperwork is on file with Google, be
  sure to white list these affiliates!

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Monitor Trademark Usage

• Work with affiliate provider to monitor the
  trademark usage
• Hand monitor by checking top keywords for your
  brand
• Have a consequence for non-compliance
• If bid rules are in place, ask for reports
• Reports should be set up to be e-mailed directly
  from Adwords on a weekly basis by the 5
  affiliates

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Measure Impact

• Not only ROI!!
• Look at long term impact - lifetime value
• Look at competitive impact - virtual shelf space
• Look at brand value brand equity

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THANK YOU

• Amanda Evans and Barbara Coll
• WebMama.com Inc