One of the biggest questions I get from affiliates is, when doing PPC marketing, is it better to use the direct affiliate link or build a custom landing page.
I see results of both, and while I lean on the side for custom landing pages, I see the merit of the two.
First, let me explain each. Using a direct affiliate link drives all traffic to the link provided by the affiliate network.
A custom landing page, you build a page with a unique domain. You pre-sell your visitor with your page, and then from there send them to the advertisers offer.
Let’s look at the pros and cons of each.
Direct Affiliate Link. One huge pro is that it’s easy to get started. Just copy and paste, and besides finding keywords, you’re set. There is only the cost of the keyword bids to get started. It’s a fantastic way to test a campaign on conversions.
Cons would come in the way of which search engines you can market with. Yahoo doesn’t allow affiliate links, you need a unique url. Also, you may have a more difficult time bidding on keywords through google, if someone is bidding on the same keyword and using the same basic affiliate link your bid might go sky high.
Custom Landing Page: A pro for this would be that a custom landing page allows for a wider range of keyword bidding as well as a lower bid cost. You also have the option of a variety of search engines including both yahoo and google.
There is a list of cons with this choice as well. You must pre-sell your visitor. You are adding an extra step within the conversion process. You must have an excellent design for your landing page which means creating a site that converts to the next step. It takes more time to get started as well as domain registration and hosting fees.
Even with the list of cons for the custom built landing page, it still has my vote.
If that is indeed the option you choose, here are some pointers for your landing page.
1.) Pick a related, keyword rich domain name. Describe your site: Don't choose a domain name so far out there that no one knows what your site is about. For instance, if your promoting education campaigns, don't call your site jumpingfrogjellybeans.com. Keep to your site theme.
2.) Match your landing page colors with those of the campaign landing page you are promoting. Colors speak volume to the subconscious mind. By matching landing page colors you are identifying yourself with the campaigns and increasing your chance of a conversion. I use Natty ware’s Pixie. It will show you the HTML color of any place you point your mouse. You’ll get a flawless color match every time.
3.) Copy a pattern or object. Same as the previous principle. As with color, find something else to identify with. If it’s a star, use that shape on your landing page as well. Stay away from copying logos as there are copyright laws associated with them and need special permission to use them.
4.) Have a clear call to action. While I do recommend links to pages on your site full of content, your home page should have a clear call to action. For instance, if you choose to promote auto loans, have a heading at the top of your page stating:
Click Here to here to get your auto loan quote or
Your Almost there, Click below to get your quote or another,
Don’t stop now; follow the links to save you money on your auto loan.
Don’t distract your visitor with unrelated images. Clearly state your call to action with your affiliate link below. Under that feel free to put a few bulletin points of why they should click and the benefits of the follow through.
Overall, while some fear the custom landing page lowers conversions by adding an extra step, it has far reaching possibilities.
If you do it right, by getting a related domain, mimicking the landing page with color and objects and having a clear call to action, you can be very successful at search marketing.
In short, test with a direct affiliate link, if you like the results of the campaign conversions, build out the custom landing page for further success.
This article and other tips can be found at www.mavensofmarketing.com. Find affiliate tips and check out the lives of two CPAEmpire.com affiliate managers!
