SEM is about producing compelling advertising that makes an online consumer click on the link within the advert. The more relevant an advert is to the search terms used, the more likely this is to elicit a clickthrough.
If a merchant can successfully match a product and the price, availability and delivery terms are reasonable then this will result in a sale.
A general rule of thumb is that Pay Per Click (PPC) campaigns will deliver around £1 of revenue per click through to the website across all products within paid search.
As performance marketing matures, merchants and affiliates are seeking the most efficient ways to drive traffic, conversion rates and profitability.Yet product feed technology is not well understood and there is a growing list of potential online marketing applications that require feeds in different formats
Affiliate marketing is seeing increasing levels of competition, investment and evolving technologies. At the same time, changes in the way consumers engage with brands online present new challenges and opportunities for merchants and marketers alike.
The affiliate channel has undergone immense change since its inception in the mid-1990s. It has become more professional, with networks and super affiliates making significant investments in technology platforms.
It has also diversified, with the emergence of micro affiliates catering for the sites that form the web’s ‘long-tail’ of niche search product categories. Affiliates are also branching into new areas such as group buying and comparison shopping engines, and are taking their first tentative steps into the domains of social media and mobile.