PubCon Day 2 – 2nd Sessions – SEO Design, Page Optimization, & Affiliate/Performance Mktg

affiliate_moneyThe next sessions were SEO Site Design and Deployment, Landing Page Optimization for Conversion & Affiliate/Performance Marketing.

I was torn between Landing Pages & Affiliate Marketing. (tweet)

I headed over to affiliate/performance marketing.

Elizabeth Archambault, a full time affiliate marketer from Canada, gave a nice presentation and overview about how to become an affiliate marketer and what you should expect.  She covered sales commissions, lead/referral fees & clickthroughs.  She suggested for new affiliate marketers to stay focused, add value to an affiliate program and though it is wise to diversify (microsites), don’t spread yourself too thin.

Adam Jewell provided insight into optimizing and creatively designing your affiliate promotions.  He said to treat PPC (pay-per-click) as a conversation.  Echo the keyword(s), anticipate & expand on consumer intent, and highlight benefits offered.

Ads in search are conversational branding versus adwords which are contextual ads.  Drill down and provide specific links for unbranded keywords.

Take out brand terms to evaluate resulting clicks & payouts.

Steve Schaffer from Austin-based Offers.com provided some insight from an affiliate manager point of view.  He said that retailers are spending more in other channels.  15% is a good payout for top affiliates.  There’s not a lot to back this up, but Jupiter predicts 3.3 billion in affiliate sales in 2012.

Missy Ward of Affiliate Summit kicked it with an insider track to running and promoting your own affiliate program. (tweet

She said to weigh the reward versus risk and that a programs core structure will determine success.

Ward suggested that affiliate program managers provide tutorials, share metrics, interact with affiliates & get friendly, get social, attend affiliate marketing events & organize meetups, speak & get published, develop relationships with journalists & bloggers and get listed in directories.  She also added to advertise to recruit affiliates, but isn’t a fan of advertising unless it’s with a special arrangement.

One response to “PubCon Day 2 – 2nd Sessions – SEO Design, Page Optimization, & Affiliate/Performance Mktg”

  1. @KristenArnold

    Hey there!

    Thanks for that re-cap, I just finished creating a training program that will help product owners give more training and resource information to their affiliates. Funny that I stumbled across this post on Twitter.

    I especially like “Ward suggested that affiliate program managers provide tutorials, share metrics, interact with affiliates & get friendly, get social, attend affiliate marketing events & organize meetups”

    I think so many product/business owners view their affiliate program as another area of business they can outsource and while it is true to an extent, I also think it’s important for them to have that relationship with their affiliates because they are part of the team!

    Thanks again for re-capping that information, it sounds like it was a good session!
    @KristenArnold

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