Comments on: Direct Linking & Display URL Usage: How to Work with your Search Partners http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/ Discussion of Online Advertising, CPA, SEO, Affiliate and Next Generation Marketing Thu, 18 Mar 2010 17:33:33 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Matt http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21179 Matt Tue, 28 Apr 2009 19:34:09 +0000 http://www.revenews.com/?p=3544#comment-21179 Gotcha. Thanks for the time/tips... Gotcha. Thanks for the time/tips…

]]> By: Adam Viener http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21177 Adam Viener Tue, 28 Apr 2009 19:21:13 +0000 http://www.revenews.com/?p=3544#comment-21177 Matt, You can have multiple accounts bidding on keywords and driving traffic to the same domain. The issue that comes up is that if both of these accounts are bidding on the SAME KEYWORD, than Google is going to look at the ads from both accounts in a "pre-auction" and decide which of the ads is going to be displayed. Only one of the ads will make it into the auction. Google will look at the maximum bid price, click through rank, and quality score of each of the ads to determine which one has the best ad rank. The one with the best ad rank will kick the other one out. Tony's video above from Affiliate summit does a good job at explaining how this effects final bid prices. You might also find this video from Google on how they calculate ad-rank and determin final bid prices interesting: http://blog.imwave.com/2009/03/the-google-ppc-auction-how-does-it-work.html Let me know if you have any more questions. Adam Matt,

You can have multiple accounts bidding on keywords and driving traffic to the same domain.

The issue that comes up is that if both of these accounts are bidding on the SAME KEYWORD, than Google is going to look at the ads from both accounts in a “pre-auction” and decide which of the ads is going to be displayed. Only one of the ads will make it into the auction.

Google will look at the maximum bid price, click through rank, and quality score of each of the ads to determine which one has the best ad rank. The one with the best ad rank will kick the other one out.

Tony’s video above from Affiliate summit does a good job at explaining how this effects final bid prices.

You might also find this video from Google on how they calculate ad-rank and determin final bid prices interesting:

http://blog.imwave.com/2009/03/the-google-ppc-auction-how-does-it-work.html

Let me know if you have any more questions.

Adam

]]> By: Matt http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21176 Matt Tue, 28 Apr 2009 18:46:31 +0000 http://www.revenews.com/?p=3544#comment-21176 >>Companies who didn’t understand Google’s pre-auction process, started pulling back on allowing any search partners to run ads with their display url thinking that their own campaigns wouldn’t work anymore Is this not the case? I thought you can't have multiple accounts bidding on keywords and driving traffic to the same domain. I might be wrong, just want clarity. >>Companies who didn’t understand Google’s pre-auction process, started pulling back on allowing any search partners to run ads with their display url thinking that their own campaigns wouldn’t work anymore

Is this not the case? I thought you can’t have multiple accounts bidding on keywords and driving traffic to the same domain. I might be wrong, just want clarity.

]]> By: Wade Tonkin http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21174 Wade Tonkin Tue, 28 Apr 2009 15:47:47 +0000 http://www.revenews.com/?p=3544#comment-21174 Good stuff - thanks for posting this Adam and thanks Tony for taking the time to explain this. Good stuff – thanks for posting this Adam and thanks Tony for taking the time to explain this.

]]> By: Adam Viener http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21173 Adam Viener Tue, 28 Apr 2009 13:49:28 +0000 http://www.revenews.com/?p=3544#comment-21173 Pat, I couldn't agree with you more! I am a strong beleiver in having strong T's & C's, including preventing most partners from direct linking and using the display url. I think you need to form <strong>strong partnerships</strong> with a few leading PPC firms who you can trust to have open communications and follow all of the brand guidlines for the company. Adam Pat,

I couldn’t agree with you more! I am a strong beleiver in having strong T’s & C’s, including preventing most partners from direct linking and using the display url. I think you need to form strong partnerships with a few leading PPC firms who you can trust to have open communications and follow all of the brand guidlines for the company.

Adam

]]> By: Pat Grady http://www.revenews.com/adamviener/direct-linking-display-url-usage-how-to-work-with-your-search-partners/comment-page-1/#comment-21172 Pat Grady Tue, 28 Apr 2009 13:33:14 +0000 http://www.revenews.com/?p=3544#comment-21172 You're both right in many regards. Unfortunately Adam, our direct-to-merchant affiliate peers mostly bid on their domain name. So for every ethical value-add DTM PPC'er, there's 20 that are ROI sucks... which makes it an overall nuisance. There are considerable gains to be found in working with top-notch pay-for-performance PPC talent, so I advocate the middle ground -- DTM PPC by invitation only. Personally, I think wide open is for dupes. You’re both right in many regards. Unfortunately Adam, our direct-to-merchant affiliate peers mostly bid on their domain name. So for every ethical value-add DTM PPC’er, there’s 20 that are ROI sucks… which makes it an overall nuisance. There are considerable gains to be found in working with top-notch pay-for-performance PPC talent, so I advocate the middle ground — DTM PPC by invitation only. Personally, I think wide open is for dupes.

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