Itamar Gero, CEO, TrueLogic Solutions, Inc.
Retargeting – Clients need to stay engaged with their target market after initial contact. Retargeting aggressively presents their clients relevant ads across the internet. Businesses need to make sure their brand is on top of the consumers’ list when they are ready to buy products and services.
Affiliate Marketing – is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. The industry has four core players: the merchant (also known as ‘retailer’ or ‘brand’), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as ‘the affiliate’), and the customer.
Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, and in some sense display advertising. (Wikipedia Notes).
- Remarketing or Retargeting
- Affiliate Marketing
- Case Studies
3. What are cookies
“A cookie, also known as an HTTP cookie, web
cookie, or browser cookie, is usually a small
piece of data sent from a website and stored in
a user's web browser while a user is browsing a
website.”
I know what you
did last summer!
5. What could be stored in a cookie?
• Up to 4KB worth of data (2 Book pages)
• Referrer (for tracking purposes)
• Visit dates
• Categories Visited
• Products Visited
• Usability data (username,password,auto
login)
• Cookie expiration date
• Server side session data
7. Why Affiliates?
• Performance based marketing
• Divert your cost to sell (Marketing
budget) to affiliate commission
• Low setup cost – Low risk
• Increase your reach
• Tap to big publishers
• Brand traction
9. Increase your reach
Email
Paid SEO
Social
Media
Media
Email
Paid SEO
Your
Site
Email
Paid SEO
Social
Media
Media
Social
Media
Media
Email
Paid SEO
Social
Media
Media
10. Increase your reach
Email Email
Paid SEO Paid SEO
Social Social
Media Media
Media Media
Email
Email
Paid SEO
Email Your Paid SEO
Paid SEO
Site Media
Social
Media
Email
Social
Media
Media Paid SEO
Social
Media
Media
Social
Media
Media
Email
Paid SEO
Social
Media
Media
11. Increase your reach
Email
Email Email
Email
Paid SEO
Paid SEO Paid SEO
Paid SEO
Email
Email Social
Media Social Social
Media Media Media
Media Media Social Paid SEO
Email
Media
Paid SEO Media
Social
Media
Media SEO Media
Email
Social
Paid SEO
Media
Email Your Paid SEO
Paid SEO
Site Media
Paid
Social
Media
Email
SEO
Email Email
Social
Media
Paid SEO Media Paid SEO
Social
Email
Social
Media
Media
Media
Paid SEO Media
Social Social
Media Media
Media Media
Social Email
Media Email Email
Media
Email
Paid SEO
Paid SEO Paid SEO
Paid SEO
Social
Social Media Social
Media Media Media
Media Social Media
Media
Media
12. Successful affiliate program
Key points
• Pick a good program manager
• Equip your affiliate with media/conversion tools
• Stay on top of your competitor’s affiliate
offerings
• Affiliate agreement is important – Set
expectations
• Don’t let affiliates spam – Protect your brand
• Manually approve affiliates – Beware of fraud
• Pay frequently & competitively
13. Pick a good program manager
• Has prior experience
• Friendly, can create relationships
• Analytical, can deep dive into stats
• Proactive, self motivated
Y U NO JOIN MY
PROGRAM?!?!
14. Equip your affiliates with tools to
succeed
• Their conversions depends on you
• Avoid fatigue, constantly refresh your
inventory
• Maintain a calendar, let the affiliate know
about special events/sales/discounts
• Choose a program that shows your
affiliate as much statistics as possible
16. What Affiliates Want?
• Money!
• More Money!
• Quick payouts
• Rich Inventory
• Automated scripts/tools for conversion
• Help with conversions, more free
material/work.
20. Key Points
• Avoid fatigue – Keep refreshing
• As segmented as possible
• Address your segment with personalized
ads
• Burn after use
• Monitor your ad groups, remove the
bottom performing (cpc,ctr,conv)
22. Adroll Case Study #1
• First Goal –
Callback
users that
didn’t
download the
free version
• Second Goal –
Convert free
downloads to
paid users.
23. Adroll Case Study #2
• AdRoll implemented
a segmented
product-oriented
retargeting program
that delivered
personalized ad units
to convert and re-
engage previous site
visitors. Using the
browsing behavior of
AirTran's existing
customers, AdRoll
was also able to
optimize AirTran's 1st
party data to cherry
pick new high value
prospects from the
targeted markets.
