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Reply With QuoteI can give my views on a couple of these:
1) I would think that merchants would partner with more than one agency to pick up more affiliates. Some affiliates will be loyal to one network, I know I am for the only reason it was the first to accept me, however I am a member of others and will be using merchants from the others soon. However, I think that if a merchant signs up to more than one network, they would be promoted by more affiliates than they would on a single network.
3) I think although some affiliates would stay loyal to an agency, if the merchant was performing well for them, they would cross networks. In the end you don't have to pack in one network because the merchant has moved, you would use the old network as normal, and then join the new network and sign up to the merchant who moved. Its not a case of either or, you can use both.
4) The purpose of having more than one ad for a group of keywords is to test out different adverts, so you can find ones with the best conversion. On google, you can put a number of different adverts, each with slight changes such as header or body text, and at first it will rotate them evenly. Over time, as one advert starts performing better than others, it will be shown more often by google. The smallest and seemingly irrelevant changes to adverts can product big results in how successfull an ad is, and by having a number of adverts you can easily try different things and see what works best. You can then delete the worst performing adverts, and maybe add in some new ones.
Being successfull with adwords involves a fair amount of time and testing. If you create a good advert you can stick with it, but theres usually something you can do to make it better, so its a constant cycle of testing if you want to get optimum results.
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