TBEX Europe 2016, Leveraging the Power of Content Affliate Marketing, Orr Shakked and Chris Christiansen
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This document discusses leveraging affiliate marketing for travel content sites. It provides an overview of the travel affiliate market, including typical commission structures for flights, hotels, tours and activities. It then discusses how consumer travel planning journeys involve researching across many sites. The rest of the document outlines best practices for integrating affiliate links into content based on reader intent, including using home page or deep links for low-intent audiences, and destination-specific or hotel links for higher-intent readers. It also provides tools and strategies for optimizing existing content and traffic.
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TBEX Europe 2016, Leveraging the Power of Content Affliate Marketing, Orr Shakked and Chris Christiansen
- 1. Leveraging the Power of Content Affiliate Marketing #TBEX #TBEXStockholm @TBEXevents TBEXcon.com
- 2. Airline 37% Hotel and Lodgin… Tour 18% The Travel Market Pie – €264B in EU 2015* *PhoCusWright Market Research Car 4% Rail 11%
- 3. Travel Site Economics – Online Travel Agency • Flight commissions – 0-10% • Hotel commissions – 15%-25% • Tours & activities commissions – 10-25% • 40% of Flight bookings happen on airline sites • 10% of Hotel bookings happen on hotel direct sites
- 4. London to Stockholm 2 people 4 nights Trip Flight - €300 per passenger = €0 - €15 typical commission Hotel - €200 per night = €120 - €200 typical commission Hotel is where the €€€ are at . . . Online Travel Agency Economics - Example
- 5. Travel Site Economics – Media sites • CPMs, CPCs or CPAs for referrals • Generally Hotel economics are many folds better than flight • Media sites are typically very good at monetizing content since it is their primary business model
- 6. Consumer Travel Planning Journey Consumers search 10-20 different web sites before they book Blogs and other content sites are part of that journey
- 7. Affiliate Marketing Overview • How does Affiliate Marketing work • Public vs Private networks
- 9. Affiliate Links Embedded in Content
- 10. Best Practices
- 11. Link Strategy – Think Broadly
- 12. Deep Link vs. Homepage Link
- 13. • Embedded Link vs. Banner/Widget • Test and learn • Be authentic for your audience • Evergreen content vs. time bound More Best Practices
- 14. • Public vs. Private networks • Choose at least one public network: • Discover new advertisers relevant to your content • Compare commission and payout structures • Network team provides support and access to advertisers Choosing an Affiliate Partner
- 15. • Where are your readers in their trip planning phase? • Awareness – Low Intent to book • Inspiration phase • “European Travel Tips” • Consideration – Medium Intent to book • Research phase • “10 beautiful castles in Germany” • Purchase - High Intent to book • Booking phase • “Best hotels near Disneyland Paris” Awareness Consideration Purchase Audience Intent
- 16. Low Intent/ Unknown Intent Content: • General travel information Link Types: • Homepage links • Search widget • Help users choose a destination A widget is a good option when you don’t know the reader’s destination Home page link from destination non-specific pages Affiliate Strategy by Audience Intent to Purchase
- 17. Medium Intent to Purchase Content: • Country lists • Inspirational travel content Link Types: • Search widget • Display ad • Destination-specific pages Add hotel destination links where a user may be interested in an attraction. “Top Hotels” are perfect inspiration! Affiliate Strategy by Audience Intent to Purchase
- 18. High Intent to Purchase Content: • Hotel reviews and recommendations • Restaurant reviews and destinations Link Types: • Hotel-specific pages • Destination pages Hyperlink all hotel mentions to maximize revenue opportunity Include destination pages, e.g. “Hotels in New York City” so users can find their perfect hotel Affiliate Strategy by Audience Intent to Purchase
- 19. Practical Takeaways •Site audit – what are your top SEO-ranked pages, top traffic pages? •Ask - What advertiser partner links would fit with these pages? •Keep in Mind when adding links: •Where in the intent cycle is this reader? •Is it relevant? •Is it contextual?
- 20. Getting Started
- 21. What links are people clicking? WordPress Plugin WP-CLICK- TRACKER https://db.tt/FYR4hFPP Money on the Table - Clicks
- 22. Money on the Table - Clicks
- 23. Turn links into affiliate links WordPress Plugin AffiliateWindow’s convert-a-link plugin Automate Automate Automate
- 25. What are your top pages? Google Analytics Lost Opportunity - Traffic
- 26. Lost Opportunity - Traffic
- 27. Optimizing Content Ideas • SEO Opportunities • Resource Pages Tools Going Forward
- 29. Optimizing
- 30. Optimizing
- 31. How Can People Be Like You? Resource Pages
- 32. How Can People Be Like You? Resource Pages
- 33. How Can People Be Like You? Resource Pages
- 34. 1. Navigate to the page you wish to link to Deep Link Generator
- 35. 2. Copy and paste URL into deeplink generator, hit “verify URL” Deep Link Generator
- 36. 3. Grab resulting HTML and use on your site. Deep Link Generator
- 37. CJ Deep Link Generator Bookmarklet Tools
- 38. Q & A Orr Shakked Chris Christensen Sr. Dir, Online Marketing Host TripAdvisor Amateur Traveler #TBEX #TBEXStockholm @TBEXevents TBEXcon.com
Notas do Editor
- I first want to thank you – I LOVE what you all do. It’s so inspiring. It’s an honor to be with you at this conference. I love reading travel blogs and getting advice from bloggers.
- I thought we would start with taking a peek inside the kimono of our industry, and economics of various players Wow. Our industry is really really big . . . It is dominated by airline and hotel (but even the smaller chunks are still a lot of $$$)
- Hotel commissions are much more substantial than flight commissions. Airlines enjoy consumer loyalty and thus are less in need for offering commissions. Hotels are much more fragmented and don’t enjoy as much loyalty (brands are important but consumers are happy to frequent many hotel brands and typically are loyal is one ariline or maybe 2)
- Lets walk through a typical example If you can, Hotel is where you should focus your efforts. That’s where the money is.
- Media sites make money by sending referrals or leads to other sites and get paid for those referrals. Examples are of course TripAdvisor but also Kayak or Trivago and other meta sites. Sometimes the payment is for bookings on the partner sites and sometimes it’s a fee per referral or a fee for showing an ad. As expected here Hotel is also where the money is Media sites build an entire business around monetizing content so partnering with media sites may help bloggers monetize your blogs. Don’t ignore those in your strategy. They can be your best friends.
- All of us in the online travel industry including blogs have empowered consumers to plan their trips on their own. Consumers do tremendous amount of research before they book. It really is mind boggling. They use many different resources including blogs. Blogs are part of the journey and with a good affiliate strategy can get rewarded for being part of that consumer journey and contributing to the ultimate conversion.
- Why does TripAdvisor have an affiliate program?
- Here are some marketing tools that are available in affiliate channels (not all advertisers will have all tools) Banners – come in standard sizes so easy to swap in and out of most sites if you leave room for them in the design of the blog Widgets – look like banners but have some interaction built into them. Easy way to add functionality to your blog like searching for availability and prices. Watch out for google ad-sense. It is easy to implement but may choose some ads that you may not like for your blog. This underwear ad appeared in one of the travel blogs I looked at recently.
- Deep link creates a seamless transition from your content to the destination or hotel page A much more subtle advertising technique. Very very powerful. Is perceived as less salesie especially if you are not too overt about saying “buy” or “book”
- Deep link creates a seamless transition from your content to the destination or hotel page Think about the whole trip Food : highlight hotels near recommended restaurants and must-eats Music: Traveling to festivals means many music fans need accommodations You can use multiple advertisers to make sure you are appealing to the widest needs
- It depands. Deep link converts better when it comes from a contextual post (for example in a post about New York a link directly to New York hotels would work better than sending people to the home page) Homepage links work better in posts that don’t have a specific hotel, city, or geography focus but rather are about introducing consumers to resources for example. They will convert worse but those postings apply to a much wider cohort of people so may ultimately bring more $
- Allows linking to any page on the advertiser site and ads the required tracking parameters