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1. Search Engine Marketing - As we all know, engaging in search engine keyword bidding activities has
become one of the primary traffic drivers. Below are some additional ideas to consider: Tier 2 Search Engines: With the rising
cost of top-tier search engines, invest in the untapped markets of tier 2 search engines where the average price of a click
is $.05. Engines include but are not limited to: Search123, FindWhat/Espotting, Enhance (formerly a-ha), and Kanoodle. Localized
Search: Leverage localized search as it equates to more targeted traffic and higher conversions. Search engines have recently
launched proprietary localization tools, which can create relevant results based on the consumer's ISP location, business
location or keyword phrase.
2. Natural Search - Outside of the necessary resource hours, it's free! Content is an absolute magnet
for the search engine spiders/bots. The more valuable content you can create, the better your search engine ranking. Content,
Content and More Content: Experts recommend adding a new page of content per day and keeping it "fresh" over the course of
time. Along with product pages, reviews and testimonials will personalize your site. In addition, they will compel your consumers
to return for new reviews or look for an opportunity to add their own. Focus on adding value for your consumers vs. attempting
to crack the search engine algorithms, which is a dynamic variable outside of your control.
3. Product Catalogs - Approximately 650 advertiser product catalogs are now available to publishers via
Commission Junction. A product catalog contains product descriptions, price, associated links and image URLs and is updated
on a regular basis by the advertiser. If needed, there are third-party providers that offer tools to assist you with data
feed integration. Below are some of the methods in which the product catalog can be used:
Product Linking: The ability to offer individual product listings to your consumers is the most common
reason for implementing a product catalog. Re-directing the consumer to a product page vs. the home page results in increased
conversions.
Landing Pages: Offering indexed pages containing content from a product catalog will also enhance your
natural search efforts and results.
Keywords: As noted, the product catalog contains product descriptions, which is a great resource for your
keyword bidding activities.
Comparison Shopping Engine: Once you master the site integration of multiple product catalogs, explore
the possibility of adding a comparison-shopping functionality. Such functionality will not only enable your consumers to search
for your promoted products, but compare prices as well, which creates site "stickiness."
4. Tools Provided by the Advertiser - Every Commission Junction advertiser has a toolbox of items to assist
you in the promotion of their products and/or services. The question is, do you know what tools are available and if so, are
you utilizing them? In addition to the product catalogs, below are some additional tools:
Keywords: Many advertisers provide a list of non-compete terms via the "Keyword" link in the CJ Account
Manager or their own publisher communication vehicles. Take advantage of this insight as it represents another resource in
which to enhance your keyword bidding activities.
Top-selling Products: If you have yet to receive top-selling product information from an advertiser, submit
a request to do so as such data will improve the majority of your promotional activities: site placement; keyword bidding;
and natural search.
Merchandising Tips & Tools: Leverage the advertisers' core competency of selling products by utilizing
merchandising tips and tools,such as promotional text, to incorporate into your site and again, add content. As stated in
last month's CJ Wire, seek out those advertisers that provide this type of support, as it will significantly impact your overall
effectiveness with such programs.
Time-based Promotions: We all love a deal - especially during the holiday season - and your consumers
are no exception. Identify and apply promotional offers such as "free shipping" or "buy one, get one" to your promotional
methods to further increase traffic and conversions.
One final thought. You should also take stock of your current advertiser relationships. Are you affiliated with advertisers
where 50 percent or more of their annual sales are driven during the holiday season? If not, sign up now so you can test and
integrate them appropriately into your promotional vehicles in order to maximize your Q4 revenue potential.
So, sit back down, face the sun and relax for one more day. As of tomorrow, you'll have 99 days to implement the above
recommendations!
Posted Date: July 7, 2004 | Author: Commission Junction | 
