How important is PPC in affiliate marketing?

In a business world that rapidly becoming dominated by digital procedures and advertising avenues, ensuring your website performs well is critical for any business, especially affiliate marketers..There are a few things that needs to be achieved for your website to be successful, with getting people onto your site in the first place being the most important. Think about it, if people aren’t looking at your site, then what’s the point of it?



What is affiliate marketing?

Affiliate marketing is currently a business that is booming. In essence affiliate marketing is the act of one business promoting another companies product or service, and then collecting a fee from that company based on certain performance metrics. These metrics are often either website traffic generated, or more popularly, conversions.

With affiliate marketing there are 4 major players; the merchant (the brand or large companies whose products and services are being promoted), the network (includes offers for the affiliate to chose from and also handles payment), the publisher (the affiliate), and the customer. Over the years affiliate marketing has evolved and there are even some more sub-layers, however the above are the core four to take note of.

Affiliate marketing is present across all industries including fashion education and technology; however its biggest impact is arguably has been on the online gambling industry.  Affiliates can exploit the market by adding value; for example users at the Betting Expert tipping site receive advice on how to beat the bookies and maximise their winnings.

Why do affiliates use PPC?

For affiliates dominating the search results is a must. Without a good standing within Google, Bing etc any affiliate website will likely fail. So, how can these affiliate companies ensure they’re attracting enough good website traffic?

Of course, natural search results are something that people put a lot of effort into. This is because it’s perceived as ‘free traffic’; however once you factor in the time and effort to create a solid content strategy and implement it correctly, is it really free?

Another way for sites to drive traffic is through paid ads (PPC). PPC is a great way of driving traffic as you can essentially hand-pick who visits your site by producing well targeted campaigns based around a number of carefully selected keywords. PPC is an extremely important tool for affiliate marketers as is allows them to quickly jump to the top of the search results. The most popular PPC platform is Google AdWords.

The Return on Investment with PPC

Another great feature within the major PPC platforms is that it allows you to accurately track your return on investment. This is crucial in the world of affiliate marketing. With PPC if you’re making more money through it than you’re spending then it’s worth it; however just because your campaign is making money, that doesn’t mean it still can’t be improved. The danger with PPC is when it’s not making you money. If this is the case then campaigns need to be intensively looked at and potentially a whole new strategy will need to be devised.