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Pay per click (PPC) and affiliates

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Subject:  Pay per click (PPC) and affiliates
Author:   Jess:   view profile | all posts by this author | add to favourites
Date:   14:46:57 5 March 2004
 
Lol, infamy!

I think I need to state that my beliefs can be compromised when it comes to these kind of issues. First of all, I have to follow the guidelines as set by my employer, which does not always represent my personal opinion.

Actually I think we are in agreement for the most part.

But I have to say merchants do need to control this to avoid situations that may arise in the future as not all affiliates are PPC savvy or super affiliates, hence clear guidelines. Example: misleading the potential visitor becuase the affiliate does not really understand what the merchant is promoting. Classic example: Go to google.co.uk, search for sunglasses. On the left hand side..you will see
Sunglasses at 50% off
34 brands for 1000 different styles
Dior, D&G, Gucci, Persol, Prada etc
unitedshades.com
This is the link you go to... where is the 50% off
http://unitedshades.com/?source=goog&kw=sunglasses

Its misleading!

For the guys and girls that know what they are doing, of course let them get on with it!

In the case of interflora it is a clear case that they either just don’t understand or they understand and are complete control freaks. Instead of sitting down and discussing the problem have adopted the defensive heavy-handed approach, which has damaged their affiliate program and have thrown a mighty large chunk of revenue out with the bath water. How ever, there are affiliates who they themselves work in isolation and oblivious to the isssues and just promote them for the sake of having a well known brand name on their website. Until these affiliates come together as a collective, companies like Interflora will continue to give affiliate marketing in the UK a bad name.

:)



On 12:32:33 5 March 2004 TallTroll wrote:
>Hmmm, I was about to rip into you, Jess... then I realised
>who you are :)
>
>As far as the whole PPC / affiliates thing goes, it is a
>fine line to walk for anyone. Obviously, self-management
>is an option, and works well for small campaigns, or for
>really large corporations that can afford to invest in a
>full time member of staff to manage the campaign, but in
>general it's not a route I would recommend if PPC is a
>serious part of the marketing mix
>
>Affiliates do represent a good opportunity to outsource
>all the management and risk, going to a purely
>pay-for-performance model. I happen to know many of the
>super-affiliates, and most of them are at least adequate
>PPC managers. Some of them are amongst the most talented
>PPC managers in the world (but trust me, you can't afford
>to hire them directly). However, if you choose to rely
>heavily on affiliates, remember not to hack them off. Far
>too many merchants see the affiliate channel as a
>"fire and forget" thing, just provide a data
>feed, sign up some "technology affiliates"
>(otherwise known as "parasiteware" affiliates),
>and reverse as many payments as you think you can get away
>with. This is NOT a good long term strategy.
>
>Media buying agencies - I wouldn't touch them for PPC
>work. What they do, they do very well, but they see PPC
>space as just another ad inventory, and it isn't, not even
>close.
>
>Specialist SEM agencies - In many cases, this would
>represent the best choice. SEM / PPC agencies have good
>relationships with the PPC engines, lots of experience in
>keyword selection and bid management, and will spot click
>fraud more quickly than most other channels, and have more
>success having it fixed (ie clicks refunded), and should
>be able to advise you on how to protect yourself against
>it.
>
>I'd also like to address some of Jess' points
>
>>> I allow affiliates to do PPC but not on our name
>or trade mark.. If you do take this route, you need to
>give your affiliates clear instructions as to what they
>can and cant do.
>
>I personally think that if you are going to have
>affiliates, you should allow them as much freedom as
>possible. I do understand that disallowing PPC bids on
>trademarks could be necessary to protect brand values etc,
>but you should NOT go as far as Interflora for instance
>who seem to have all but forbidden their affiliates from
>mentioning "Interflora" or "flowers"
>in their online activities, including PPC campaigns AND
>their own (the affiliates) websites.
>
>I think that Jess' policy represents a good stab at
>finding a happy medium. I don't entirely agree with her
>stance, but I'm hard put to come up with a better idea
 
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