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BizReport : Trends & Ideas archives : September 18, 2006

Can Affiliate Partnerships Boost PPC?

You know the old slogan two heads are better than one? A new study from Marketing Experiments indicates that growing strong affiliates is just as important for online marketers as promoting pay-per-click advertising campaigns.

by Kristina Knight

According to the study, businesses that spent time recruiting and creating “super-affiliates” for PPC ad campaigns were more apt to see stable or increasing revenue. Here are tips to create great affiliates.

• Make Time. Give yourself a year to break even. It takes time to build a good program and recruit good affiliates.
• Use Affiliate Managers. Running a business you may not have time to oversee every aspect of the affiliate relationship, so choosing an outside source may be the way to go. If you do this, choose one with a good reputation and solid background.
• Make Them Partners. Your affiliates aren’t serfs to do your bidding. Make them as invested in your business as you are in theirs. By taking the time to build the relationship with good affiliates you have the potential to create a “super affiliate” – the kind that is like 10,000 tiny affiliates wrapped up in one.
• Give Affiliates Access. Keep detailed reports on their performance and sales, your performance and sales and other affiliate performance and sales so they can see for themselves how the program is working.

Pay-per-click campaigns can work, but with so many advertisers already in the market you need to diversify. By having your PPC opportunity on other websites, you can create more traffic and convert more sales than going it alone.

Tags: affiliate marketing, online advertising, pay-per-click

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