Search Marketing Best Practices

Search marketing is a very effective way of generating qualified traffic and leads. Search marketers are able to drive a large volume of traffic to offers by buying traffic on many different search engines. Our affiliate managers work closely with search affiliates to provide guidance on keyword strategy and discuss any terms that are non-compliant or may infringe on a company's trademark. Campaign restrictions and specific brand standards are reinforced and monitored for compliance.

  • Search marketing can extremely targeted and the search engines are constantly improiving on their targeting capabilities with new search advancements
  • You can set up a campaing and begin advertising to a large internet audience in as little as 5-10 minutes
  • ROI can be very high and search marketing is considered to be one of the most effective online marketing tactics
  • Search engines provide a source of significant traffic and are always available
  • The number of people using search engines to find what they are looking for continues to grow
  • A search marketing program can be run from literally anywhere you have access to an internet connection
  • Search marketing does not suffer from the negative media coverage that goes along with email marketing

When it comes to search marketing the biggest compliance concern are

1. Trademark infringing ads

2. Deceptive advertising copy

The very nature of performance based advertising inherently eliminates many "black hat" techniques. An affiliate is looking at their conversion metrics to back out their click spend on a search engine. Writing false and misleading copy which draws a lot of clicks but redeems very few conversions works against an affiliate’s profitability.

If affiliate search marketing is a welcome addition to your integrated marketing mix, you'll want to make sure you consider your approach on trademarks. Some brands, if they are running internal search campaigns, will restrict certain trademark terms so as not to create their own challenges and bidding wars with affiliates on their own brand. Alternatively, affiliates can build brand equity by using your brand in their ad copy so it may be something you want to allow.

It may seem obvious, but affiliates need to know specifically what your trademark terms are. As the brand or agency of record we make sure any term restrictions are defined up front. Campaigns with are set up to make trademark restrictions very clear to publishers and we can offer search engine monitoring to ensure that prohibited terms are not being used. Within trademark restrictions, advertisers can set strict parameters by prohibiting misspellings, dynamic keyword insertion, display term and search term optimization. Trademark restrictions can be outlined by only restricting displaying the terms or isolating specific branding requirements. We will work with you and give recommendations, given our expertise with various search engines and PPC techniques tailored to the needs of your offers to make sure the appropriate controls are in place.

The line between what is deception and what is compelling marketing is constantly evolving. At, our messaging to publishers and stance in the industry on deceptive advertising is firm and unwavering: deceptive advertising is not permitted. Our advertiser's campaigns are reviewed and our publisher's tactics must be sound. We adhere to the FTCs policies, definition and application clear and conspicuous advertising.