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Google Adwords Aftermath: Providing content to affiliates is going to be more common

A standard affiliate program’s creative library tends to look like thousand of others. There are about 40-50 banners in various IAB standard ad unit formats.

There is nothing wrong with that at all. Ad standards make it easier to distribute and serve ads.

Email copy is naturally non-existent due to the nature of email marketing and sometimes technological restraints from the affiliate networks. (They were all built for banners back in the day).

Now with Google requiring a unique URL and a landing page for every affiliate ad the work-around is obvious: Time to start supplying more content to affiliates to make the building of a landing page easier.

It does make a lot of sense for many reasons.

Building a good landing page requires some direct marketing knowledge and a desire to test. Most programs rely on their affiliates to do this. And a lot of times if they take brand and legal compliance seriously it turns into a time-consuming task.

The banner ad will always look ok. But the surrounding copy might not.

I’ve seen situations where tracking links are not released until the affiliate’s landing page has gone through the compliance team. That’s quite a hands-on way of running a program.

So what’s going on?

Looking in my inbox LowerMyBills.com (a very smart company indeed) already announced that they will provide more content based links that makes building a landing page a breeze.

They also will have interactive ads that can be hosted on an affiliate’s site where the end user can begin the application right then and there.

We will see a lot of this coming this year.

Still waiting for a landing page builder where affiliates can just cut and paste different types of copy and choose different ad units, hit submit and voila! Their own “unique” page is built based upon tested results. If I haven’t missed it, it will likely come.

Talk to you soon!

-Ola

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