Affiliate Governance in Paid Search: Asserting Control to Boost Overall Performance
However, allowing affiliates to outbid you on particular brand terms can actually improve efficiency. For example, assume Old Navy is running a Groupon promotion. A person searching for “Old Navy coupons” probably isn't looking for OldNavy.com, but rather a coupon site. They likely wouldn’t convert from Old Navy’s ad. Thus, Old Navy would improve efficiency by allowing Groupon to bid above it for “Old Navy coupons.” Searchers would land where they want, and Groupon — not Old Navy — would pay for the clicks. Of course, affiliate bid governance rules require a test-and-learn approach to determine which rules work best in each situation.
Once you’ve set the ground rules, ensure that affiliates abide by them. This requires affiliate-monitoring technology. Monitoring technology should be able to identify whether your affiliates are doing the following:
- following bidding guidelines;
- using your trademarks correctly in ad copy;
- following landing page guidelines; and
- fostering collaboration.
Affiliate governance not only prevents conflict, it fosters collaboration. The goal is to ensure that your brand dominates the paid search results for brand queries, pushing down potential competitors who are bidding on your brand. For example, search engines don’t allow advertisers to serve more than one ad per query. To supplement your one ad, organize affiliates to serve ads that promote your brand, boost brand awareness and drown out your competition. You can also increase visibility for generic queries by communicating collaborative keyword and messaging strategies to your affiliates.
Affiliate governance uncovers opportunities where affiliate marketing interests should yield to paid search interests, and visa versa, to boost overall search and affiliate performance. Overall success is therefore most likely achieved when you have one entity responsible for the combined performance of the channels. Ask yourself, “How can we integrate search and affiliate to increase overall leads, conversions and efficiency?”