Don't Take Your Brand For Granted By Adria Kyne

32
#SMX #23D @vistaprint Or, “Frenemies and Enemies” Don’t Take Your Brand for Granted

Transcript of Don't Take Your Brand For Granted By Adria Kyne

Page 1: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Or, “Frenemies and Enemies”

Don’t Take Your Brand for Granted

Page 2: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

About Vistaprint

Page 3: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

#1!

Page 4: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

#1!

Page 5: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

#1!

Page 6: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

#2!

Page 7: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Visibility Makes You a Target

Page 8: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Part 1: Frenemies

Page 9: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

The Context: Affiliate Investment

• Engaging with affiliates for nearly 10 years• Partner types

Niche, consumer-oriented bloggersLoyalty partnersVirtual currency partnersDeal sites

Page 10: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Payouts

• Commission structureFlat paymentsRevenue share

• Different commissions• New/Repeat• Specific publishers• Partner types

Page 11: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Competing With Coupon Sites

Page 12: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Bad Actors

• Fraudulent orders from loyalty program customers• Toolbar and malware traffic• Brand bidders

Page 13: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Brand Hijackers

via reddit.com

Page 14: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

It’s Less Fun Than It Looks

via nasdaq.com

Page 15: Don't Take Your Brand For Granted By Adria Kyne

#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

Page 16: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Sneaky Brand Bidding

• Geolocate brand bids to areas without VP offices• Monitor affiliate performance

Page 17: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Part 2: Enemies

Page 18: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Brand Spend

via technode.com

Page 19: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

“Auction Dynamics”

freeimages.com/anka zolnierzak

Page 20: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Not Going to Happen.

Page 21: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Page 22: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Of Course It Is.

Page 23: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

SALE SALE SALE!

Page 24: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Improving the Quality Score

Page 25: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Still Not Good

via technode.com

Page 26: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Still Not Going to Happen

Page 27: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

“Auction Dynamics”

• Tried everything else• Budget immovability

Source: Wired Magazine “15th Anniversary: Hooking Google To The Evil Meter”

Page 28: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

A/B testing

Page 29: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Outcome

Page 30: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

Don’t take your brand for granted!

Page 31: Don't Take Your Brand For Granted By Adria Kyne

#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.

Page 32: Don't Take Your Brand For Granted By Adria Kyne

#SMX #23D @vistaprint

THANK YOU!

Adria Kyne

Manager, SEO NA AU/NZ