Who can do your PPC better, you or your affiliates?
A comment came up on a post I read on the A4U forum which got me thinking about this. It is an age old argument and opinions have moved on a lot over the past few years. In the old days (sometimes I like to refer to them as the good days!) client’s were not as clued up as they are today on search engine marketing and generally affiliates worked in this space. However, with the emergence of agencies, more skilled personnel etc most big clients will manage their own PPC strategy, whether in-house or through an agency and many will not allow affiliates to work in this space.
Is this right or wrong?
Well, there is no right or wrong answer as usual. I’m very much of the opinion that it really is down to the keyword, some keywords will naturally be cheaper for the client to convert themselves without the assistance of affiliates. However, some keywords may well be better converted by affiliates.
For example (and the point that was raised in the post I read), who would convert a voucher term better? The brand itself or a voucher code site? Thinking about the intent here, the customer is specifically looking for a voucher if they type in something like “brandname voucher”. Now, sending them directly to the client site here may actually not be the best thing to do, even though the customer is directly looking for the brand. They want a voucher, and it is quite likely that they will want to research to find the best deal they can get. On this basis, it would surely make sense to let a voucher affiliate work in this space and convert the customer for you. Yes, there is a risk that they could go elsewhere but if you have a good proposition and offer then perhaps the affiliate is better placed to convert this to a sale.
Food for thought on a Sunday afternoon …..
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