Working with a (traditional) Paid Search affiliate could be useful for your brand, if you:
- Don’t have much budget or expertise to do your own paid search
- Have a large product range and your budget doesn't cover all the keywords
- Are in a competitive vertical with many brands appearing on the same keywords
- Aren’t covering all search engines yourself (e.g. Google, Bing, Yahoo)
- Want to expand to other regions and don't have the knowledge, expertise or budget
How do Paid Search affiliates operate?
- Paid Search affiliates cover the cost for the search campaigns and get remunerated
on an agreed CPA
- Paid Search affiliates can work alongside your existing Paid Search team to drive
incremental value for your affiliate program
- Some Paid Search affiliates can help cover international reach of your brand if
your own search team is focussing on the core market
- Paid Search affiliates drive the traffic directly from the search ad to your website
Working with a Second Search affiliate could be useful for your brand, if you:
- Have competitors bidding on your brand terms
- Are ever running out of paid search budget
How do Second Search affiliates operate?
- Second Search affiliates cover the cost for the search campaigns and get remunerated on an agreed CPA
- Second Search affiliates bid to second position on Google, pushing your competitors down and capturing otherwise lost traffic (on average 5-10%)
- Second Search also covers official search if ever down, and provides additional investment across keywords
- Second Search affiliates build a micro site that gets signed off by the brand before it goes live. This is where the customers will be directed to before being redirected to the brand’s website
For both of these options to be mutually beneficial, the Paid Search and Second Search affiliate will assess the brand's AOV, CR and CPA to make sure they get a return on their investment.