Affiliate 2.0: New Distribution Value Using Search & More

Amanda EvansVP, Search Strategy

Barbara Coll, CEO, WebMama.comWebMama.com Inc.

Help! My Affiliates are Driving Me Crazy!

o Blocking adso Steal your search traffico Increasing CPCo Misrepresenting brand

Example: Brand Keyword with Affiliates

o Branded keyword with common misspellingo Affiliates increasing bid priceo Affiliates blocking ads & misrepresenting brand

Brand adAffiliate Ad

Affiliate Ad

Competitor Ad

Competitor Ad

Competitor Ad

Competitor Ad

Competitor Ad

Organic

Example: Brand Keyword without Affiliates

o CPC dropped 60% & ROI improved when measuring search & affiliate together

o BUT – Advertiser lost valuable page real estate

Brand adCompetitor Ad

Competitor Ad

Competitor Ad

Competitor Ad

Competitor Ad

Organic

Why Do You Want Them There?

o Improve ROI off overall internet marketingo Keep Competition at Bay?o Dominate page space?o Working with search engines (like youtube

and ebay) where you, the brand owner, don’t have time

Unique Content Yields New Distribution Avenues

o Offer limited # of affiliates unique content that you (advertiser) cannot have directly on your site due to brand, legal or other guidelines

o Examples: Direct competitor comparisons Testimonials Reviews Videos – Affiliates can have a sense of humour

Monitor Trademark Usage

o Work with affiliate provider to monitor the trademark usage

o Hand monitor by checking top keywords for your brand

o Have a consequence for non-complianceo If bid rules are in place, ask for reportso Reports should be set up to be e-mailed directly

from Adwords on a weekly basis by the 5 affiliates

Measure Impact

o Not only ROI!!o Look at long term impact - lifetime valueo Look at competitive impact - virtual shelf

spaceo Look at brand value – brand equity

THANK YOU

Amanda Evans and Barbara Coll

WebMama.com Inc