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Don't Take Your Brand For Granted By Adria Kyne
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Transcript of Don't Take Your Brand For Granted By Adria Kyne
#SMX #23D @vistaprint
Or, “Frenemies and Enemies”
Don’t Take Your Brand for Granted
#SMX #23D @vistaprint
About Vistaprint
#SMX #23D @vistaprint
#1!
#SMX #23D @vistaprint
#1!
#SMX #23D @vistaprint
#1!
#SMX #23D @vistaprint
#2!
#SMX #23D @vistaprint
Visibility Makes You a Target
#SMX #23D @vistaprint
Part 1: Frenemies
#SMX #23D @vistaprint
The Context: Affiliate Investment
• Engaging with affiliates for nearly 10 years• Partner types
Niche, consumer-oriented bloggersLoyalty partnersVirtual currency partnersDeal sites
#SMX #23D @vistaprint
Payouts
• Commission structureFlat paymentsRevenue share
• Different commissions• New/Repeat• Specific publishers• Partner types
#SMX #23D @vistaprint
Competing With Coupon Sites
#SMX #23D @vistaprint
Bad Actors
• Fraudulent orders from loyalty program customers• Toolbar and malware traffic• Brand bidders
#SMX #23D @vistaprint
Brand Hijackers
via reddit.com
#SMX #23D @vistaprint
It’s Less Fun Than It Looks
via nasdaq.com
#SMX #23D @vistaprint
Taking a Hard Line
• Zero-tolerance policyReverse commissionsBoot from programC&D
• Transparent networksIndividual affiliate performance
• Monitoring platformsUpdate keywords seasonally
• High Paid Search CPCs for brand keywords as insurance
#SMX #23D @vistaprint
Sneaky Brand Bidding
• Geolocate brand bids to areas without VP offices• Monitor affiliate performance
#SMX #23D @vistaprint
Part 2: Enemies
#SMX #23D @vistaprint
Brand Spend
via technode.com
#SMX #23D @vistaprint
“Auction Dynamics”
freeimages.com/anka zolnierzak
#SMX #23D @vistaprint
Not Going to Happen.
#SMX #23D @vistaprint
#SMX #23D @vistaprint
Of Course It Is.
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SALE SALE SALE!
#SMX #23D @vistaprint
Improving the Quality Score
#SMX #23D @vistaprint
Still Not Good
via technode.com
#SMX #23D @vistaprint
Still Not Going to Happen
#SMX #23D @vistaprint
“Auction Dynamics”
• Tried everything else• Budget immovability
Source: Wired Magazine “15th Anniversary: Hooking Google To The Evil Meter”
#SMX #23D @vistaprint
A/B testing
#SMX #23D @vistaprint
Outcome
#SMX #23D @vistaprint
Don’t take your brand for granted!
#SMX #23D @vistaprint
Be Proactive About Brand Protection
• Keep affiliate relationships simple enough to monitor closely• Be completely hard-line on affiliates about brand bidding• Look out for sneaky redirects and geotargeting
• Use every extension you can cram in there• Test your bids to find the optimal CPCs.
#SMX #23D @vistaprint
THANK YOU!
Adria Kyne
Manager, SEO NA AU/NZ