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Join us as we highlight important topics regarding affiliate program launch and maintenance. We encourage you to bring questions. Experience level: Beginner Target audience: Merchant/Advertiser Niche/vertical: Affiliate Management Geno Prussakov, Founder & CEO, AM Navigator LLC (Twitter @ePrussakov) (Moderator) Amy Ely, Ecommerce Acquisition Manager, Under Armour (Twitter @aely) Karen Garcia, CEO, GTO Management (Twitter @karengarcia) Kim Salvino, Director of Publisher Development, Chateau 20, LLC (Twitter @kim_salvino)
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Affiliate Program Management:
Launch & Maintenance
Kim Salvino, Chateau 20Amy Ely, Under Armour
Karen Garcia, GTO ManagementGeno Prussakov, AM Navigator &
AMDays.com
Agenda• Introduction• Step 1: Assess Program Goals & Reputation• Step 2: Evaluate the Competitive Landscape• Step 3: Build A Strong Foundation• Step 4: Confirm Tracking & Reporting• Step 5: Review Your Affiliate List• Step 6: Develop A Communication Plan• Step 7: Launch!• Step 8: Maintenance• Final Thoughts
Introduction
Avoid Being…
a) Shallowb) Bland
Introduction
Step 1
Assess Program Goals & Reputation
What Are Your Goals?
Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/
Program Goals: Establish Baseline
KPIs• Data, data, data….• It’s not just the total number of affiliates• Where does affiliate sit in the ecommerce
revenue stream?
Step 1: Assess Program Goals & Reputation
Reputation:Assess Where You
Stand• Google search, forum search, affiliate survey• Google alerts – set for you and competitors• Accept the positives. Address the negatives.
Step 1: Assess Program Goals & Reputation
Step 2
Evaluate the Competitive Landscape
Competitive Landscape:
How Do You Compare?• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions
Step 2: Evaluate the Competitive Landscape
• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions
Step 3
Build A Strong Foundation
Strong Foundation:Program Agreement
(avoid confusion)
Step 3: Build A Strong Foundation
It is not the same as the affiliate network’s agreement!
Strong Foundation:Program Agreement
(don’t fall prey)
Step 3: Build A Strong Foundation
Strong Foundation:Program Agreement
(don’t fall prey)
Step 3: Build A Strong Foundation
Merchant naïvete -- loss of defensive behaviors and adaptations
needed to deal with “predators”
Strong Foundation:Program Agreement
Step 3: Build A Strong Foundation
(7 areas to cover)1. Coupon & discounts policy2. Trademark policy3. Search engine marketing rules4. Policies on loyalty affiliates5. Email marketing terms6. Social media, reviews, endorsements7. Toolbars, adware & parasitic behavior
Strong Foundation:Program Agreement
Step 3: Build A Strong Foundation
(structure)1. Foreword (including your contact info)
2. Summary (outlining the main points)
3. Full agreement
(sobering truth)
“How often do you read the program
agreement?”
Strong Foundation:Program Agreement
Step 3: Build A Strong Foundation
Strong Foundation:Creative Selection
Banners(and text links!)• Cover the common sizes• Include sizes to replace AdSense units• Analyze what works for competitors• Create affiliate-friendly banners• Deep text links to boost conversion
Additional Resources• Well categorized, regularly updated data feed
Step 3: Build A Strong Foundation
Strong Foundation:Creative Selection
Banner Sizes
• 468×60 px – 2-5 banners (AdSense too)• 125×125 px – 2-5• 120×600 px – 2-5 AdSense size• 88×31 px button – 2-5 overlooked opportunity!
• 160×600 px – 2-3 AdSense size• 120×240 px – 2-3• 234×60 px – 2-3• 254×331 px – 2-3• 728×90 px – 2-3 AdSense size
• 720×300 px – 1-2• 300×250 px – 1-2
Step 3: Build A Strong Foundation
Strong Foundation:Creative Selection
Competitor’s Banners
Do analyze, but beware of skewed metrics!
Step 3: Build A Strong Foundation
Strong Foundation:Creative Selection
Common Banner Mistakes
1. Poor graphics2. Unreadable font3. Phone number/URL4. Excessive animation5. Missing CTA6. Poor contrast7. No line around edge
Step 3: Build A Strong Foundation
Strong Foundation:Creative Selection
Good Examples
Step 3: Build A Strong Foundation
Strong Foundation:Program Support
Content(FAQs, blog, social media support)
• Think like an affiliate and anticipate questions• Share key information• Search engine friendly copy and content
Step 3: Build A Strong Foundation
Step 4
Confirm Tracking & Reporting
Tracking & Reporting
Test, Test, Test….• Test shopping cart in all major browsers
o IE, Firefox, Chrome, Safari• Complete a test purchase
o Confirm tracking and reporting are workingo Test with third party payment systems – PayPal,
Google Checkout, etc.• Check each network
o Ensure transactions across networks track properly
**AFFILIATES WILL TEST YOUR TRACKING**Make sure it’s right BEFORE they find errors
Step 4: Confirm Tracking & Reporting
Tracking & Reporting
Mobile Ready• Add Safari to the list of browsers to test• Safari and Chrome = most widely used on mobile• NO FLASH, as not all mobile devices support flash• Ensure your cookie works in mobile
Step 4: Confirm Tracking & Reporting
Step 5
Review Your Affiliate List
Affiliate ListReview Current
Partners• Check your placement on their site• Understand how they’re promoting you• Ensure compliance with Ts & Cs• Ask others about their reputation• Consult your network or OPM• Use search engines and forums to review positive
and negative feedback
Step 5: Review Your Affiliate List
Step 6
Develop A Communication Plan
Communication Plan
Intro & Ongoing• Getting Started
o Introductory newsletter and feedback requesto Announce in forums and social media
• Make A Plan For Continued Communicationo Newsletter content and cadenceo Forum and social media involvement
…Most of All…Provide full contact details and be approachable,
genuine and responsive to affiliates
Step 6: Develop A Communication Plan
Step 7
Launch!
Step 8
Maintenance
MaintenanceGrowth
• Consistent and timely review of applicationso Approval rubric
• Develop and implement a marketing calendaro Go beyond the holidayso Motivate your affiliates to participate
• Ongoing Recruitmento What is your target market? o Where do they live online?o Who can get you in front of them?
• Activate your current affiliate base
Step 8: Maintenance
MaintenanceOngoing
Communication• Reply to affiliate questions promptly• Affiliate requests: can you go above and beyond?• Newsletters
o Include important information succinctlyo Do not waste your affiliates’ timeo What’s working? What’s not?
• Review all affiliate-facing content regularlyo Merchant site landing pageo Network landing pageo All application related emails
• Your FAQ is a living document
Step 8: Maintenance
MaintenanceCreatives & Feeds
• Avoid the Valentine’s Day Turduckeno It’s January…what holiday banners do you have up?
• Keep tabs on your demographicso Has your target demographic changed?o Has a new product or service expanded your customer scope?
• Data feedso Automation ensures regular updateso Review all feeds regularly from an affiliate perspective
• Ask Your Affiliates What They Want
Step 8: Maintenance
MaintenanceOngoing Affiliate
ReviewContinue to review your current partners (look familiar?)• Check your placement on their site• Understand how they’re promoting you• Ensure compliance with Ts & Cs• Ask others about their reputation• Consult your network or OPM• Use search engines and forums to review positive and negative
feedback
Plus…• Utilize network segmentation tools• Look for simple suggestions to help
Step 5: Review Your Affiliate List
MaintenanceCompliance
• Ensure your policies are clearo Repeated infractions could be a sign of unclear verbiage
• Have a plano What is the procedure for dealing with offenders?
• Send regular reminders• Available Tools
o Available network data can be useful, but often isn’t enougho Screenshots are your friendo Plus plenty of compliance resources…
Step 8: Maintenance
MaintenanceCompliance
Step 8: Maintenance
Agreement gives you a foundation, but is no substitute for policing & compliance
enforcement
…speaking of compliance with program terms….
MaintenanceTools for Policing
ComplianceIn Paid Search Campaigns: • iTrademarkBidding – itrademarkbidding.com• Brandverity PoachMark – brandverity.com/poachmark• SearchMonitor – thesearchmonitor.com/affiliate_monitor• AdGooroo Trademark Insight – adgooroo.com
In Domain Names:• CitizenHawk – citizenhawk.com
Step 8: Maintenance
Final Thoughts+ Key Takeaways
Final Thoughts
Set clear goals and measures of success Ensure the program is (and remains) competitive Build a strong foundation (terms, creative, support) Confirm (and continually test) tracking/reporting Design and carry out a solid communication plan Review (and continue to review) your affiliate list Monitor compliance and create an action plan
Be responsive, proactive, build strong relationships and use feedback to grow and
support your program
Additional ResourcesResources:
Web Sites & Podcasts: Merchant ABCs & Geekcast.fmAMNavigator.com/TOS.html
Book: Affiliate Program Management: An Hour a DayeBook: How to Start and Run a Profitable Affiliate Program
http://merchantabcs.com/free(free today!)
Find Us On TwitterKim Salvino @kim_salvino
Amy Ely @aelyKaren Garcia @karengarcia
Geno Prussakov @eprussakov