Balancing income channels_betwee-adam_jewell

2008 © NetPlus Marketing

Adam Jewell – [email protected] – Twitter.com/AdamJewell

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How Do I Use The Affiliate, Contextual & PPC To Sell More

Stuff?

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2008 © NetPlus Marketing 2Adam Jewell – [email protected] – Twitter.com/AdamJewell

, Balancing PPC Contextual Advertising & Affiliate Programs

Your website has one goal – to make as much money as possible! • How can you most effectively utilize

your limited resources to maximize sales? Identify the weakest links in your

programs. Is your site setup to SELL? What programs are you currently

running & how are they performing? Do you have solid analytics & financial

measurements in place? Assess your in-house talent and

resources. Identify the skills and tools you have in

place. Figure out what you need to hire (in-

house consultant, or agency) Focus on the programs you have the

resources to do well.






2008 © NetPlus Marketing 3Adam Jewell – [email protected] – Twitter.com/AdamJewellLinkedIn - http://www.linkedin.com/in/adamjewell

, ?When You Pull a Chain Where Does It Break

Keyword or Ad

Placement Choice

PPC or Contextual

Ad Copy

Landing Page& Conversion

Process







!The Weakest Link Of Course

Keyword or Ad

Placement Choice

PPC or Contextual

Ad Copy

Landing Page& Conversion

Process







– Before You Spend Ad Dollars Examine & Prep Your Site

• 1st – Make the Site Relevant & Ready to Convert

Is the site using the language your customers use to search?Wedding dresses, wedding gowns, bridal gowns

Does it speak to the different audiences who will want to BUY from you?Men vs. women shopping for engagement rings

need different information to make or influence a purchase.

/ ?Can You Present Products Info the Way Consumers Want to See It

Different sort orders with unique URLsPrice Sorts (high - low, low – high)Discount Sorts (high – low, low – high)Inventory Sorts (newest – oldest, oldest – newest)Popularity (most – least, least – most) Basic SEO

For engines & people – titles, descriptions, meta data, headers

Design the site as if every page is the first page a consumer will see







– Before You Spend Ad Dollars Examine & Prep Your Site







?Why Focus On the Site Before Advertising Programs

, When Your Site Reflects the Way People Search Shop & Buy You SellMORE Your listings in shopping engines will be more

relevant Your affiliates will have better landing pages to link to You’ll have better organic rankings You can get more clicks from lower organic search

listings You can better match the copy in contextual ads to

the landing page More affiliates will want to work with you because

you’ll convert their traffic better and you’ll both make more money







– Take Stock of Current Programs Measurement &

Analytics

, If you can measure it you can make smart decisions

Affiliate programs are relatively easy to measure and you are likely to be buying money.

PPC programs – easy to track, are you breaking out content & contextual placements from PPC search?

Contextual programs (to include banners) – are these being measured with the same metrics as PPC & affiliate?- . - View through vs click through conversions

Are you mixing these two measurements together? ( ) Look at total sales & overlap attribution if possible

Some sales will be touched by multiple ads/campaigns.

Before you cut or adjust budgets try to get a feel for how cuts in one program might affect another. Example - Shopping Engines Drive Initial Site Visit,

Consumer later searches for brand terms, PPC gets last click credit.







, ?Where Should You Focus What Skills Are Needed

Allocate resources where they will be most effective

Paid search will probably yield best results and most revenue

Established affiliate programs can be huge & may need some TLC

Can take tremendous time and effort to ramp up a new affiliate program

Contextual programs can take lots of work to generate returns

, Managing affiliate PPC & contextual programs all take different skills

Affiliate focus is relationship management & negotiation

PPC focus is keyword selection, copywriting & analytics

Contextual focus is similar to PPC, more testing & maintenance

To many companies focus on bid management & not the end user

There is often much to be gained from better use of keyword selection, & ad copy.







?What Is the Bottom Line

?What is the Bottom Line

The site first needs to be setup to handle (convert) traffic from any program.

Get a good analytics package. Bid management is important but relevance is much

more important You’ll probably get the best returns from PPC and

affiliate marketing programs. If you open up your affiliate program to PPC affiliates

you may get more profitable sales. Where do you think the weakest links are?

Look at the sales chain – keyword selection, ad text, landing page, site experience & use that to find leverage points.

Keep in mind retail sales are in the tank You may still have to work harder for fewer sales

this year.







( - ) A Couple non Internet Books to Help Think

Differently







, . – .NetPlus Marketing Inc NetPlusMarketing com






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Balancing income channels_betwee-adam_jewell