Increase Search Revenue While Protecting Your Brand

Affiliate Summit West 2010 Increase Search Revenue While Protecting Your Brand Lori Weiman (CEO, The Search Monitor) Brendan Lawrence (CEO, The Smartest Search) Debbie Bookstaber (VP of Strategy, The JAR Group)

What Is a “Search” Affiliate? ,[object Object]

What Should Influence Bid Policy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining Your Search Policy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What’s Your Search Policy Sweet Spot?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How to Manage a Hybrid Search Policy

How We Know What We Know…. ,[object Object],[object Object],[object Object],[object Object],[object Object],Crawler Surfs keyword phrases Daily, Worldwide Keyword Database

Brand Terms Are Highly Competitive on PPC Google, Yahoo, and Bing Consider: 10 positions Max. on pg. 1 of SERPs

Can You Use Your Affiliates to Increase Revenue on Brand Terms? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

When Affiliates Hurt Revenue on Brand Terms: Direct Linkers ,[object Object],Affiliate Link (Affiliate Network URL) This Behavior Costs You Money Bidding Against One Another – Driving UP Your CPC

Quantify The Problem: Measure How Frequently You Are Knocked-Off of Your Brand Terms Fisher-Price Shop for Fisher-Price Toys Here Buy Toys and More Online at BRAND fisherprice.BRAND.com 65% 35%

Instead – Use Affiliates as a Solution ,[object Object],[object Object],[object Object],[object Object]

Use Affiliates To Corner the Market ,[object Object],[object Object],[object Object],[object Object],[object Object]

Use Affiliates To Protect Your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Vonage: Great Example of Owning Your Brand Terms

Elements of Strategic Search Partnership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: Blue Man Group ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: eBillMe ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: eBillMe - Beforehand

Case Study: eBillMe – After (Increased Revenue)

Case Study: Greensbury Market ,[object Object],[object Object],[object Object],[object Object]

Increase Search Revenue While Protecting Your Brand

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Increase Search Revenue While Protecting Your Brand