In this video, from Affiliate Summit West 2009 in Last Vegas, Tony discusses how you can work with performance search marketing firms and still protect your company's brand image.
One of the top reasons companies give for not allowing affiliate to fully utilize paid search to market them is "We need to protect our brand". How do you protect your brand and get the full benefit of the search engine advertising opportunity?
In this video, from Affiliate Summit West 2009 in Last Vegas, Tony discusses how you can work with performance search marketing firms and how allowing them to run search campaigns for you, using your display url, can bring incremental sales without driving up your own search campaign's costs.
In this video, from Affiliate Summit West 2009 in Last Vegas, Tony discusses performance search marketing and the hot topic of if you should allow your search affiliates to use your trademarks:
The following video from by Hal Varian, Google's Chief Economist, is a must watch video for anyone who wants to understand how Google decides which ads to display for any given keyword, what order the ads are displayed in, and how much an advertiser pays.
A quick summary:
The Auction - Every time someone searches for a keyword, an instantaneous auction occurs among the possible advertisers. Advertisers are initially ranked based on their maximum bid prices for the keyword in question.
Quality Score - Google looks at the historic click-thru rate, ad relevance and landing page relevance to determine a quality score for the possible ads in the auction.
Ad Rank - Google multiples the maximum bids prices by the quality score to determine an Ad Rank for each possible ad in the auction, this rank determines which order the ads will display in.
Final Price - To determine how much the advertiser will pay per click, Google divides the Ad Rank of ad below the current ad (or the minimum price set for the auction of there are now ads lower) and divides that Ad Rank by the current ads Quality Score to determine the actual click price.
The one thing I would have liked to have seen him explain is the Pre-Auction where Google looks at ads with the same display URL to determine which one of those ads will get to compete in the auction. This "pre-auction" actually occurs after Ad Ranks have been assigned, and then all ads with the same display URL are compared to each other, and the ad with the highest Ad Rank get's displayed, and the others get dropped. This insures that the ads with the same display URLs do not affect the Final Price per click paid.
In case you missed it, Tony recently presented a session entitled "Affiliates & Internal Search: Recipe for Disaster?" at Affiliate Summit in Las Vegas. The Audio of that presentation is available. Have a listen and let us know what you think!
