13 February 2009 15:28pm
Quick friday afternoon question, can anyone suggest why it would be advantageous to allow affiliate PPC brand bidding OTHER than to prevent competitors filling PPC space on your brand terms. IE that it is better to have your affiliates in positions 2, 3.....and so on, on the SERPs than your competitors...
All thoughts gratefully received...
13 February 2009 15:37pm
depends on your brand and what you're selling - you might want to have each of three affiliates marketing a different offer, such as '10 per cent off sale', 'buy this and get a thingy free', 'did you know we also sell…' and so on... it gives you more google shelf space at least. you'll also be more popular with the aff network, can have a little closed group of ppc affiliates working strategically for you on brand, and could get them to promise they'll re-invest some of their earnings in more generic traffic for the privilege. You might get taken out to lunch more too.
13 February 2009 17:16pm
Hi - as an extension of the above question, do people allow affiliates to bid directly on generics and, if so, how do you manage this in conjunction with your PPC agency?
E-Business Consultant at Dan Barker
16 February 2009 23:26pm
hi, Barry, here are a couple of ways you could handle it:
Or - just let it work itself out & fix any problems as they come up. If you restrict too much, affiliates probably just won't bother.
17 February 2009 08:17am
Thanks for the advice. I'll look into the first two options that you mention and see how I get on.
19 February 2009 11:47am
Hi Raymond, thanks for your reply.
Sorry for delay responding - had a few days off.
Back now - we have a limited product range (4 products) and generate most of our revenue through one product.
In my opinion allowing affiliates to bid on our brand terms especially with offer based creative is effectively letting them steal business from us. if we had hundreds of products then yes we'd prevent brand bidding on our core product(s) and perhaps allow it on the 'long tail' of our product range but we don't have that...
So bottom line is - with a limited product range it seems stupid to me to allow brand bidding (allowing for the previous caveats I mentioned earlier.)
Do you mind if i contact you via your profile email address to share a few more thoughts on this?
19 February 2009 12:24pm
if you only have 4 products, have you thought of launching multiple foreign sites & having affiliates promote those (complete with brand bidding)?
Could be a fast way to grow.
19 February 2009 12:37pm
We do have multiple foreign websites, with 'affiliate programs' running (mainly offline resellers with some online presence basically).
I have recently started with the company and now taking control of online aquisition. Starting in the UK, then moving on country by country.
Just about (weeks away from) to launch our UK focused program with Affilliate Window and currently setting our brand bidding PPC policy. Blanket ban on brand bidding seemed obvious, but just wanted to get some other views on when to allow brand bidding if at all.
So to answer your Q specifically - yes we have affilliates in other countries who we do allow to brand bid - mainly because our own PPC efforts are currently UK only, and because we are focusing on the UK then moving on country by country once internal resource is in place to support our activities fully.
cheers, I appreciate your comments
19 February 2009 13:34pm
would love to have a chat if you like talking shop. I have 2 programs running currently on AW.
feel free to email on dj dot barker at barker dot dj
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