ppc affiliates: what do you repond to this?

[Hero]

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I am absolutely at a loss for words (well, no, not really, I have plenty of words, just not daring utter them) what to reply to a merchant who wants to close ppc for the program because affiliates using their display url is "passing off as the merchant".

To top it all up, he closed the email by saying "Is it any wonder that affiliates get such a bad name?"

What do you respond?

[hpops]

"Please find a network that will tolerate that sort of nonsense. Is it any wonder that merchants get a bad name, if every commercial opportunity that can be used to mutual benefit is closed down by overprotective and misinformed people."

Note - maybe a little harsh!
Second note - Realistically, its a lack of knowledge, which I know you guys have loads of, don't reply to the mail, give em a call with an attached reality check, even if you can't reverse the decision you can explain why it may not be commercially sound.

[cyberbird1]

If the merchant wasn't told that affiliates sometimes do this then I can understand their point of view.

I've seen this practice outlawed in the T&C's of programmes.

[D-Mac]

I agree with cyberbird1. It all depends on the merchant's expectations of how traffic will be driven to their site. From their 'passing off' comment it sounds like some affs have branded landing pages similar to their own site? Or is he saying that PPC direct to them is 'passing off'?

Do they do (or outsource) their own PPC?

[bapages]

I agree with cyberbird1. It all depends on the merchant's expectations of how traffic will be driven to their site. From their 'passing off' comment it sounds like some affs have branded landing pages similar to their own site? Or is he saying that PPC direct to them is 'passing off'?

Do they do (or outsource) their own PPC?

I thought that most merchants with Disallowed Url are driven from the advertisers protecting the 'cream' revenue.

Also a lot would depend on the brand name itself. I know some big brands where PPC even with their display url in not that profitable and would make sence to open this up for the affiliates and save themselves monies. Other brands do make a fortune n PPC with their name, in this case then I would understand them banning the use of the display url. However, it appears to me that all follow the leader and put a band on it as standard without thinking of the bigger picture.

Lets be honest as well their is a hell of a lot of merchants now that state 'brand' but has not much residual value tobe worth calling a brand, but seem to try and operate like a multinational in brand protection.

A big issue with all of this are the networks like TD that adopt standard PPC rules in the programs, which is a good idea in principle then get spoilt by merchants contradiction with written statements and not changing the templates.

[Hero]

just to clarify, this isn't about brand, this is about generic traffic, not landing pages but directly to the merchant. It is an agency I'm dealing with and we had a thorough discussion about their ppc policy and their options during setup.

Anyway, thanks guys for your replies, I've explained the issues to them and given them all the available options, along with my recommendations.

No, Duncan, nothing like your response!