Which Network Do You Think Has The Most Brand Bidding Groups?

[Qui Gon Jinn]

Which Network(s) Do You Think Has The Most Brand Bidding Groups (BBG's)?

- Also a discussion on why brand bidding groups are not good for the industry
- Which programs you think have them?
- Which networks are less than transparent in disclosing which programs have BBG's?

[befuddle]

Received this email from Aff Win, so here's one possible answer

Dear Raymond Theakston Woolworths would like to know whether you have been engaging in ppc activity on their programme and if so what words you have been bidding on. As stated in the programme description Woolworths currently operates a closed bidding group for ppc activity which has been limited to one affiliate. Kind Regards James

p.s. James. Tell them the answer is no and I am offended by the accusation

[KevinEdwards]

Hi Ray,

As an aside, Affiliate Window run very few controlled PPC groups and has little network tradition of doing so for an obvious reason - we certainly don't sell it in as a default solution.

When we do (and remember there's a distinction between controlled PPC and brand name bidding groups) we try to offer as much transparency as we can. I can't guarantee this is watertight, when you run campaigns for 700 merchants there is always the possibility something has been missed.

Hope that clarifies the situation.

[drivetowin]

Paul

On the whole I would agree with you about brand bidding groups, but I think as Kevin has said it is important to differentiate between pure brand bidding groups (which 90% of the time are a bad idea) and closed group brand plus generic ppc / closed group generic for a particular merchant (which for most merchants can be a good idea as it gives them greater control of their ppc channel).

Even for pure brand bidding there are cases where it is in the merchant's best interest (for example British Gas, where their name is so generic that Google will not allow them to register their name for the normal Google trademark protection) and so a closed brand bidding group allows them to control their costs while also ensuring they can dominate (at least page 1) of the ppc results on Google.

Edit - oh and before anyone asks at the current time we are not members of any brand bidding closed group on any network.

While it is hard to argue for brand bidding groups 99% of the time, equally I have yet to hear a really convincing argument for allowing Uncle Tom Cobbley and all to bid on brand / brand plus generic terms either.

[Greavsie]

Since Paul persists in ignoring LinkShare in these polls; i don't suppose you are interested in our views. but heck, i'll say anyway.

PPC groups.
- We do not favour any affiliate over another, all I ask is that an affiliate (interested in running a proper PPC campaign) proposes a PPC program which I then present to the merchants.
- Bearing in mind my own understanding of PPC, I like to know the affiliates and their tactics before I let them loose on a merchant. Hence the reason all of our merchants are restricted.
- I currently have 6/7 go to PPC affiliates when an opportunity arises. But I am open to extending this to 10-20 once I am confident they can do a good job and not just rely on Direct TM bidding.
- PM or email me if you would like to be included when we have another opportunity.

Questions

- Also a discussion on why brand bidding groups are not good for the industry
This is a matter of opinion, with pro's and con's. Personally i think a group can work well and easily out perform a search agencies work - therefore providing added-value for the merchant.
Having an open policy would make it increasingly more expensive for everyone involved and harder to manage from the networks and merchants point of view. I think it depends on the merchant and the network; but i am more in favour of a meritocracy where by every affiliate has a chance to pitch for the BB rights on an level playing field.

- Which programs you think have them?
I would imagine a lot on certain networks based on my conversations with merchants. But i'm not going to name names.

- Which networks are less than transparent in disclosing which programs have BBG's?
I think the poll says it all.

[Qui Gon Jinn]

Hi Greavsie,

Is was nothing intentional, omitting you from the poll or was it reverse psychology in order to make you post?

As for search agencies, yes they often do get in the way, as for out performing on brand, well my 11 year old daughter could do that, yep she is that good, but it'll be a few years yet before i can employ her.

Thank you for posting though.

Keith

Cheers Keith, Like you I am familiar with what reasoning is given out there, so won't have a to & fro debate until we get more opinion out in the open.

One I would like to add to the mix, which in my book is currently acceptable, is where a group of affiliates are permitted to use the merchants display url for generic & product related terms ONLY, not brand or hybrids.

[curious george]

does it matter?

not sure what there is to gain from knowing this?

[Qui Gon Jinn]

Hi Curious George,

There are plenty of blog entries pertaining to it for your familiarisation if you are unsure.

In order to satisfy your curiosity. This one will get you started.

http://www.affiliates4u.com/blog/art...bidder_cookie/

If I find time, i'll post others.

[Shane]

Originally Posted by curious george does it matter? not sure what there is to gain from knowing this?

George you don't seem very curious !

Brand bidder cookies are overwriting paid generic and organic search cookies so it's a pertinent issue where the few are making good moeny at the expense of other affiliates and in many cases the merchant too.

it's a win-win scenario for the chosen few affiliates and the networks though, the network gets their 30% regardless of which of their affiliate's cookie gets the sale .. hence the distinct apathy methinks