Screwfix Direct – Affiliate Brand + Generic PPC Test

Screwfix Direct have decided they would like to test out working with one Affiliate in the PPC space, allowing them access to Brand + Generic keyword bidding.

Whilst Screwfix Direct are currently active on all brand related and generic terms on all major UK search engines, they are seeking an affiliate who can test working in partnership with them to drive the competitors down the sponsored listings to give them a larger share of the sales within this valuable space.

What is available to the selected Affiliate?

The Affiliate selected will be expected to maintain a close working relationship with both Screwfix Direct and the Account Manager at Affiliate Window.

They will be privy to brand plus generic keyword bidding across all search engines.

Screwfix Direct will agree limits that the Affiliate would be allowed to bid within, essentially ensuring the client always maintains top position.

The main objectives are:

- The Affiliate to provide a defense for Screwfix Direct on all key brand terms
- Ensure PPC costs are kept to a minimum for all parties, ensuring a maximum return for all
- Provide unique content to users through both PPC copy and landing pages utilized

Display URL:

The Affiliates must NOT use any domain names that are owned by Screwfix Direct. E.g. Screwfix.com - Where the Trade Buys, Screwfix.com - Where the Trade Buys .

- They CAN include trademarks in the sub folders of the display URL's in your Search Engine Adverts e.g. www.affiliatesite.com/screwfix
- They CAN include trademarks in the sub domain of the display URL's in your Search Engine Adverts e.g. www.screwfix.AffiliateSite.com
- They are NOT allowed to operate domains which contain trademarks for the sole purpose of driving traffic from Search Engines e.g. www.screwfixoffers.com

Ad Copy Rules:

- All ad copy must be approved prior to brand keyword PPC activity
- The Affiliate is not allowed to use trademarks in the Ad Copy Title
- The Affiliate is allowed to use trademarks in the Ad Copy Body
- The Affiliate should not suggest they are an official Screwfix site and use either ‘official’, or any suggestion of being official within ad copy or the destination landing page
- All Ad copy must be factually correct and accurate and must be objective

Landing Page Quality:

- All landing pages will be approved by Screwfix Direct and need to be of a high quality, with unique content
- The Affiliate pages should have reasonable differentiation from Screwfix Directs own website
- The Affiliate should not suggest they are an official Screwfix site
- The Affiliate should not copy multiple paragraphs of text from the Screwfix Direct site for use on their own site (this will reduce their SEO efforts) although the re-use of single paragraphs, sentences and strap lines is permitted

Brand Commission:

Screwfix Directs commission rate is 4% of the basket sale. The commission on offer for this PPC test is open to discussion after the proposals are received. Please indicate cost estimations for the top brand + generic keywords if possible.

Tracking:

- The Affiliate is required to insert keyword tracking into all their AWIN tracking links.
- They are also required to add Coremetrics tracking the destination URLs.

Requirements

Affiliate Window is interested in hearing from paid search affiliates who would like the opportunity to apply for the above arrangement. To do so, please send us a brief outline detailing:

- Relevant experience in the sector, e.g. DIY, campaigns with a similar target audience to Screwfix Direct
- Your thoughts on the Screwfix Direct campaign (Please note – we are not looking for detailed strategy at this stage)
- What distinguishes your approach from that of other paid search affiliates?

This information should be sent to michelle.boxall@affiliatewindow.com by
Monday 28th July.

Selection Process

Affiliate Window will put forward applications from affiliates with sufficient experience to Screwfix Direct. These applications will be discussed with the affiliates and ultimately Screwfix Direct will make the final selection.

We hope to hear from you soon!

Kindest regards

Michelle Boxall
Team Leader, Key Accounts
michelle.boxall@affiliatewindow.com
0207 553 0347