Newsletter Topics

1. AdTool - Part 1
2. AdTool - Part 2
3. Sales Targets
4. Deep Linking
5. Search Engine Marketing
6. Landing Pages
7. Promoting Advertisers
8. Creative Selection
9. Writing Marketing copy
10. New Functionality 2006
11. Last Delivery Dates
12. January Sales

Top Programs

Recommended Programs from the Publisher Team

PROGRAM	EPUV
TradIndex.com	£2.19
Natwest Credit Cards	£1.03
Which?	£1.15
Lensway	£0.94
Coral.co.uk	£0.84
1and1	£0.67
Virgin.net	£0.63
Privilege	£0.60
Post Office	£0.41
Cameras2u	£0.31

What is meant by EPUV?

EPUV is an acronym for "Earnings Per Unique Visitor". EPUV is the average earning for each Unique Visitor sent by affiliates who work on the above advertiser affiliate programs for the month of October.

Twelve Days
of Christmas

DAY 7

This newsletter will cover:

The techniques you can use to select the best performing advertisers for your sites
How to calculate which advertisers are making you the best return
How to maximise the potential of each advertiser

How do you know which advertisers are going to make you the most money on your sites? One advertiser may be extremely profitable for one affiliate but for another affiliate the advertiser fails to generate any revenue on an associates site.
Why is this?

PERFORMANCE

Which advertiser should you promote? On TradeDoubler there are over 400 advertisers and there are multiple advertisers in the same categories, so how do you know which are the best to partner with? At Christmas the conversion rate increases.

Go to www.google.co.uk and type in the advertisers "brand name". How many competing web pages are optimised for that advertiser? Of the first 20-30 results at google how many of these are affiliate websites? When you go to these sites how much is that affiliate promoting that advertiser, and, are they pushing anyone else on that page? If there are lots of competing affiliate web pages for that advertiser then you know that the advertiser is performing well.
Still at www.google.co.uk for the advertisers brand name search results. How many sponsored affiliate adverts are there for this advertiser? If there are none for that advertiser, apart from the advertisers own, then you can assume that they have a brand name restriction enforced with Google. If there are adverts, but none that are affiliate owned, then the advertiser probably has a keyword restriction policy within their affiliate program. If the results are full of affiliate sponsored adverts, you can be sure that the program is performing well.

CONTEXT

If your site is about the latest fashion you should focus on bringing the best fashion advertisers to your visitors. Indeed, there are cross selling opportunities - perhaps cosmetics - but do not step outside the advertising boundary of your sites context. Recent reports have indicated that displaying untargeted adverts to your users will frustrate them while they are on your site, with the extensive advertiser base that TradeDoubler has there is no shortage of content/advertising matching opportunities.

PLACEMENT OPPORTUNITIES

If you promoted several gambling advertisers on your fashion site in prominent positions, the commercial remuneration outweighs the complete mismatch but you may still get one or two sales albeit at an abysmal click through rate. However, if you matched the advertising to the context of the page your users will be more likely to click through and purchase generating more revenue in the long run. The opportunity of this placement should not be ignored.

CALCULATING THE BEST ADVERTISERS

Which advertisers are earning you the best money? Naturally it is very easy to see which advertisers have earned you the most money but have you taken the steps to ensure you have maximised the potential of the traffic that generated this revenue?

When you run your overview report you naturally check the number of unique visitors each advertiser has had, how many sales have been generated and how much revenue you have earned. For the purpose of this example lets assume you have:

- sent 5,000 UVS and generated £5,000 in commission for a specific advertiser....

The performance metric used in the affiliate marketing industry is known as Earnings Per Click [EPC]. This figure states, on average, how much each click you sent to an affiliated advertiser has earned you. In the above example it would be calculated by dividing commission by unique visitors, £5,000/5,000 = £1.00. Therefore each click that you sent to this advertiser has earned you £1.00 on average. Don't forget you can download your overview report in Excel and from there you can calculate the EPC for every single one of your advertisers with a simple formula.

Once you have calculated the EPC, sort by the highest EPC

At the top you will have the advertiser who has earned you the most per click (highest EPC). Spend a some time looking at the EPC figures, and you may find that an advertiser is performing extremely well but not getting as much traffic as a lower performing advertiser in the same category is. Again, if you find an advertiser is underperforming, have a look out some of the other advertisers in the same category on the TradeDoubler platform.

ADDING CONTENT

Now you know your best performing advertisers, what else can you do next? If you have 2 advertisers who do extremely well you could look at writing more content and adding new sections to your site that reflect the services and products of those advertisers. If you do not have the time to write your own unique content, then you could try the freelance services at www.e-lance.com where you can pay writers for articles and content in escrow.

Tools of the Trade

AdTool

Discover AdTool

- Creating Content Units
- Using Templates
- Case Studies

Access existing AdTool units now and display products directly from advertisers on your website in a matter of minutes.

Twelve Days of Christmas