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Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage

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Pete Newman, Found.

a4uexpo Europe Barcelona 2012

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Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage

  1. Cut The Noise, Make Some Money Prepared by: Pete Newman Partnerships Director pete.newman@found.co.uk
  2. 1. Program terms don’t restrict brilliant ideas! Case Study – Firebox
  3. Program restrictions can be, well … restrictive. 3
  4. Firebox had great coverage, but we saw gaps: 4
  5. “snow goggles camera” “ski goggles with camera” “ski camera goggle” “ski video goggles” 5
  6. Result: • Christmas campaign, 2012 • Hundreds of new keywords covered • £50,000 p/month incremental revenue 6
  7. 2. Cross sell campaigns by thinking creatively Case Study – Warner Hotels
  8. Responsive Design Desktop iPad Mobile 8
  9. The Benefits • Sites are viewable on all mobile/tablet devices • No need to zoom in to read the content • Time & money saving - no need separate device sites • Mobile SEO friendly - Google & Bing recommend it http://speckyboy.com/2012/06/04/bing-google-recommend-responsive-web-design/ • Increase in CTR & Conversion 9
  10. The Results • 1 month of launch • 21.86% uplift in CTR 10
  11. 3. Train account managers in your specialism Case Study – The PPC Challenge
  12. A common problem for the PPC affiliate… The client already works with an agency, so it’s a no go... The client won’t grant anyone access to their AdWords account... I don’t really get what brand + generic means? 12
  13. So we designed this… 13
  14. We welcome any questions!

Editor's Notes

  • Program restrictions are there for a reason – advertisers obviously have to protect themselves. But don’t let this hold you back from researching and approaching them about a bespoke deal!
  • Firebox had great PPC overage around Christmas time, but few advertisers can cover every impression at peak times - and Found noticed several gaps where we could help: one of which was on variations of the HD Summit Goggles product.
  • On approaching Firebox for a partnership, last Christmas, the program had a “no PPC direct linking allowed” policy. However, Found’s research showed that Firebox wasn’t showing Google ads on some of the ‘less obvious’ generic keywords, related to their products.2 conference calls, 1 forecast and a “no touch” SLA later, and we agreed a direct linking PPC deal on all terms that Firebox didn’t want (see HD Summit Goggles example above). The keywords we covered, drove the advertiser an incremental £50,000 revenue per month. The partnership was extended into 2012.
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