ReveNews
Message to Networks: please compile a reference list of every merchant’s PPC brand key word policy
As you might know, merchants have been cutting back on letting affiliates bid on their branded key word(s).
Affiliates don’t want to read every merchant’s Terms of Service or Affiliate Agreement to determine brand bidding policies — and who can blame them if they work with hundreds of merchants? As a result, affiliates just bid on brand key words until merchants asks them to take down their ad.
It’s time consuming to police affiliates on this issue and I hate telling good affiliates that they have done something wrong.
Performics, Commission Junction, and LinkShare need to step up to the plate and help out here. The answer is simple. A master list within each Network’s interface that has two columns: one column with merchants who allow brand bidding and one column with merchants do not.
It was three mega-super affiliates whose combined revenue generated for merchants is $45 million (sent through LinkShare, Performics, and CJ) commenting on this issue that inspired me to write about this issue.
My message to the Networks, this is a service everyone in the industry would agree is needed. I know every Network reads ReveNews, so please think about it.
Beth, that is a fantastic idea! I have asked the networks to post this information along with other policies that often must be policed (there are a few other standard policies like this) in a single place. I am always told to read all of the Ts & Cs.
While the networks could have a single person run through the Ts & Cs and keep the information updated, they expect thousands of affiliates to read every provision of each agreement. While that makes sense in principle (we do agree to them) it makes no sense in reality.
The best way to decrease the time that the merchants and networks spend on policing would be to make it easy for us to know what the policies are.
David, I think merchants and affiliates just need to push the networks on this issue. They’ll come around.
Beth
Beth,
Thanks for posting this! I think the list would be a good start, I also think that better education on the benefits of affilaite partners helping to protect the brand against competitors is needed.
I posted an interesting article on Goyami - http://www.goyami.com commenting on the recent email sent out by Collectibles Today.
Affiliates and Merchants need to think of this as a partnership. Affilate need to be mindful of the Merchant’s concerns, and Merchants need to think of affiliates as their Internet sales force.
Adam Viener
imwave.com
Super Affiliate
I think it’s appropriate to comment that CJ actually does have a specific keyword link merchants can use to list suggested and protected keywords. Shoes.com is charged with protecting some its vendor terms as well as its own.
Brook,
I know about the link, but you know, I still get comments from affiliates, I have 700 merchants. And I think it’s fair for them to have a list. They are a network after all.
Cheers,
Beth