The Panel...1/5/19 4 DON’TUse GA for Affiliate Tracking Google Analytics •GA designed to help sell Google products –Google AdWords, search, Google Marketplace •Network tracking

1/5/19

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7 DOs and 7 DON’TsOF AFFILIATE MARKETING

#ASW19

The Panel

Mike Allen@mta1

Jeannine Crooks@Jeannine_Crooks

John LoBrutto@JPL65

#ASW19affgeek.com/asw19

1/5/19

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DO Prefer Networks Over In-HouseWhat are the differences?In-House:

• The advertiser owns the relationship• Direct 1x1 relationship with partners• Limited to internal or 3rd party provider development• Exclusive community – may be by invitation or referral

Network:• The network usually owns the relationship• Access to larger marketplace, new markets and different partner types• Better program scalability, tracking methods & technology• Friendly process and payment platform terms


DO Prefer Networks Over In-HouseWhy is it better to work with a network?

• More comprehensive publisher & advertiser profiles for communications

• Better publisher support and ability to work with multiple advertisers

• Better tracking methods and clearly defined attribution

• Multiple commissions structures & payment options

• Effective and more comprehensive reporting and analytics

• Higher investment into overall technology behind the network

• Support for GDPR, ITP, Parallel Tracking and more

#ASW19

Continued…

affgeek.com/asw19

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DON’T Only Work with Amazon• One day cookie / lowest commission rates

• Easily removed from program – over 25 different ways to trigger removal

• No advanced technologies, i.e. cross-device tracking, convert-a-link, API

• Smaller sellers avoid Amazon

• Everyone promoting same products

• No free products, no sponsored posts, no personal promotion opportunities

• Limited presentation options

• Can’t sell to family or friends


DO Use Technology & Best Practices• Network tools – don’t forget coupon code tracking

• Other helpful tools:• Affluent (affluent.io)• FMTC / Coupilia• Datafeedr• Skimlinks / VigLink

• WordPress• Very configurable – affiliate marketing-friendly• FTC compliance plugins• Link management (ThirstyAffiliates & PrettyLinks)


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DON’T Use GA for Affiliate TrackingGoogle Analytics

• GA designed to help sell Google products – Google AdWords, search, Google Marketplace

• Network tracking designed to track affiliate transactions

• Different cookie length – same for all merchants, longer, regardless of program

• Networks use last click. GA uses “unique click”

• Ad blockers will affect GA results

• Merchant/Network’s numbers determine the commission amount, not Google


DO Create Customer LoyaltySocial Media• Use but not exclusively – that’s rented space!

• Don’t fully rely on YouTube (host your own videos too)Grow / Build Your Own• Content & following – on your site

• Unique value proposition + excellent customer service• Reputation – expert authority

• Email list (consider group text messaging)


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DON’T Confuse Traffic with ShoppersTraffic and shoppers are not the same thing!

• Traffic will not buy and may be interested in viewing content different from your offerings

• Traffic may be a click error, a redirect or spam

• Traffic may hit your site, but not click through or view additional pages

• Shopper will spend time on your site and view your pages, even if they do not click through to advertisers

• Shoppers usually have intent to buy or comparison shop for an imminent or future purchase

• Know what percent of your traffic are shoppers


DON’T Confuse Traffic with ShoppersHow do I know if I have more traffic than shoppers?

• Does the traffic convert?• Is the traffic quality a match to the advertiser campaigns?• Do I have a lot of page drop offs?

How do I encourage productive shoppers?• Identify the right demographic for each product or service

• Know how well your traffic converts and optimizing

• Is the traffic quality a match to the advertiser campaigns (quality is key to advertiser-publisher success)

• Are my readers/shoppers the key demographic for each product or service I offer

#ASW19

Continued…

affgeek.com/asw19

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DO Develop SEO Relevance - Be Current• Don’t go overboard chasing the changing algorithm

• Solve problems people have

• Answer questions (“how do I…” voice searches)

• WordPress plugins:• Yoast SEO – free and premium• SEOPress.org – free and premium• Bruce Clay SEO – in beta

• Provide a resource that is unique, valuable and trustworthy


DON’T Write Content Solely for Google• Google doesn’t buy anything!

• Write for the shopper, make it easy, conversational and grammatically correct

• Consumers come to a site looking for answers to a problem

• Readers will keep reading as long as the content is useful

• Don’t target a specific word count

• Don’t write for Bing or Yahoo either – Google will know and penalize


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DO Use Metrics to Understand Revenue• Do you know how you get paid?

• CPS/Rev Share – Cost per sale. Paid a portion of sale amount

• CPL – Cost per lead. Usually paid a fixed amount

• CPI – Cost per install. Paid when an app is successfully installed

• What products or services are selling the most & not selling at all

• Am I getting paid on gross or net sale and what is the validation period

• How do cancelations & return rates effect my commission

• Am I getting paid on gross or net sale and what is the validation period

• Do you understand how click-through, conversions and cancelations effect commissions and revenue?


DO Use Metrics to Understand RevenueExample A: High Volume (Optimized)

Impressions 25,000 Results

CTR - Click Through Rate 4% 1000

CR - Conversion Rate 3% 30

CX - Cancelation Rate 10% -3

CPA - Cost Per Action $200 27 x 200

Publisher Revenue $5,400

Impressions 25,000 Results

CTR - Click Through Rate 4% 1000

CR - Conversion Rate 1% 10

CX - Cancelation Rate 20% -2

CPA - Cost Per Action $200 8 x 200

Publisher Revenue $1,600

Example B: Low Volume

Performance dramatically effects Publisher’s Revenue#ASW19

Continued…

affgeek.com/asw19

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DON’T Get Lost in the Metrics Weeds• Keep things as simple (and actionable) as possible:

• How much am I making? Who are my the top partners?• What products or services are selling the best?

• What is not selling well? What can be done?

• Set up a dashboard to monitor activity using the same metrics

• Focus on CR (conversion rate) and EPC (earning per click)

• Identify data anomalies – positive and negative


DO Use Unique Offers / Landing PagesWhy is it important to have unique / optimization pages?

• It adds value to the user experience

• Validates you as a referral source for the advertiser

• They are usually the advertiser’s highest converting pages

• It creates SEO relevance and improves organic search results

• Provides the user with a unique benefit and creates loyalty

• Custom pages have competitive pricing and unique offers

• Gives you a defined target audience and improves conversions

• Builds a closer relationship with the advertiser


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DON’T Only Use Banner Ads• Why? Text links tend to perform much, much better (test for yourself)

• Display ad CTR is 0.05% -- just 5 clicks per 10,000 impressions! [Smart Insights]

• Average CTR on Google paid search ads is about 2% [WordStream]

• Flash animations – security risks plus not supported on iPhones

• Logo banners work nicely to compliment text links (branding and trust)

• Make text links easily visible and natural – we’re trained to click them

• Tip: Summarize sources and link options below main content


DO Read Advertiser CorrespondenceWhat do advertisers communicate?

• Commission changes & changes to program terms• Transaction issues payment updates• New content & promotions• Special affiliate links• Best practices

Why is this important?• Know the latest on their program and products/services• Understand how best to sell• Have the most recent content and optimized pages• Make the most revenue from each click• Develop a relationship with advertiser


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DON’T Wait to Start Affiliate Marketing• Traffic volume can still be small

• Once site is 12-20 pages, networks/merchants can discern your style

• Much easier to incorporate from the beginning

• Appears like you’re working with major brands – because you are!

• Use technology to help pull links


Q&A: Your Turn

Mike Allen@mta1

Jeannine Crooks@Jeannine_Crooks

John LoBrutto@JPL65


Documents

The Panel...1/5/19 4 DON’TUse GA for Affiliate Tracking Google Analytics •GA designed to help sell Google products –Google AdWords, search, Google Marketplace •Network tracking