CJU Course: It’s a TAXing Debate: Don’t Cut Me Off
So many states have implemented affiliate nexus tax laws. What does this mean to you as a publisher? What does this mean to you if you are an advertiser who does not have a store in the state? Come listen to our panel to hear how others are managing the challenge. The panel consisted of:
- Jennifer Lovette, Vice President, Client Development, CJ (Moderator)
- Rebecca Madigan, Executive Director, Performance Marketing Association
This was a very informative discussion, even for someone like me who tries to keep abreast of what’s going on in an effort to help however I can. I should note that since CJ (since this info is about a month stale) that the Governor of CA has signed the deal with Amazon and many merchants have welcomed CA affiliates back into their programs.
Personally, I only accepted a few that I really liked before and declined the pushed offers from the others as I already did my link removal on my sites, but I’m the lowest level of affiliate in terms of how much I personally make, so it’s the bigger affiliates who can really make a difference in leveraging their income figures in this fight!
Bullet Point Review!
- Do we want to fight this on a state by state level or on a national level.
- Publishers aren’t mad at the advertisers, they’re mad at the legislature.
- On average affiliates lose 25-45% of their revenue, the state loses income tax revenue, and never collect the sales tax.
- There are a lot of names, which are confusing, but we’ve chosen affiliate nexus law as a general catchall phrase.
- Quill Corp v. North Dakota: advertising does not constitute physical presence or nexus. It became a constitutional issue.
- Passed: California, New York, North Carolina, Rhode Island, Illinois, Connecticut, Arkansas.
- Big box retailers banded together this year to support this tax to try to get Amazon to pay tax. Rumor is they spent 11 million.
- The PMA surveyed California affiliates after the budget bill was signed here:
- 32% are moving out of state or plan to.
- 20% decided to shut down their affiliate marketing efforts altogether
- 35% of lost over half their income when the law passed.
- Amazon & CA have come to an agreement that will eliminate this tax for 1 year – we need to look at it more long term.
- They want to get a federal sales tax solution in place by July 2012. If they’re not successful, the law gets reinstated September 15, 2012.
- Streamline Sales Tax Project. 24 states have agreed to this. Main street fairness act needs to pass to allow SSTP. The chance of this happening isn’t very high.
- Amazon just cut a deal with the state that benefits their own business, so now all these other advertisers who haven’t been involved in the fight or the opposition will be forced to collect tax. Now is the time to fight for yourself & promote the federal solution.
- Board of directors of the PMA are new and still determining whether to fight nationally or state level.
- What can you do?
- Think before you act.
- Make Your Case
- Simplify actions
- Measure twice, cut once. Advertisers need to make sure you’re doing what’s best for your business before making a knee jerk decision to cut affiliates. Talk to a lawyer if you have to.
- There are ways to work together, identify your threshold of risk.
- Taxes will always exist, think long term when making decisions that are going to affect your business.
- No matter what side you’re on, WE can make a difference
- Things change quickly so don’t give up!
If you were an attendee of CJU and registered for their (awesome!) CJUniverse network, you can download a PDF of Jennifer’s slides here.
Read MoreCJU Course: I Wish I Had Known… #CJU2011
We’ve all had experience with 20/20 hindsight. Here’s your chance to stop looking back and start looking forward. Learn from veteran advertisers, agencies, and publishers about the most important things they wish they had known when starting out in the affiliate marketing industry. Join us to find out how to avoid marketing pitfalls in this informative session for all levels of attendees. The panel consisted of:
- Isabelle Meyer Stapf, Sr. Director, Advertiser Development West at Commission Junction (Moderator)
- Carolyn Kmet of Groupon, Phil Ayers of Hotels.com, Brook Schaaf of Schaaf-PartnerCentric, Jennifer Nissenberg of Upromise, and Mike Allen of Shopping-Bargains.com
This was a great session to kick off the conference. I always appreciate when industry veterans share what they’ve learned along their affiliate marketing careers for newbies. I think I can say I’m not a newbie anymore having been in affiliate marketing since late 2006 myself, but I still learn something new when I go to sessions like this.
Bullet Point Review!
- Do what you want, not what people expect you to do.
- You can’t always recreate success at one company with another company in the same niche.
- Mike had enough sense to get outside help, but not enough sense to evaluate that help. Don’t trust a salesperson off the bat, but do your homework and due diligence to read the fine print & make sure it’s best for you.
- Affiliate programs take time, it’s not a get rich quick.
- You can’t expect to build a business overnight, affiliate marketing isn’t a one trick pony.
- Have realistic expectations.
- Don’t put all your eggs in one basket, diversify your portfolio & traffic strategies.
- New customer acquisition isn’t the end all be all, affiliates bring more than new customers. Don’t ignore the value of repeat consumers.
- Mike would have had a better plan and been more focused on the plan. It ended up working because of persistence. Don’t ever give up.
- Really get to know who you’re working with and their business models and what’s important to them in what they want out of the relationship.
- Play the newbie card & don’t be afraid to ask for help.
- This industry is so vibrant & fun, and people are so personable and approachable and willing to share knowledge. Never be intimidated by someone just because what their brand is, they’re just a person.
- Spend more time on the things that are actually going to drive the business. Invest the time in things that are really going to grow things, not day to day stuff, delegate.
- Everyone is an expert at or passionate about some thing. Find that thing and put that energy behind the business and focus on that.
- Work on developing your relationships with your partners. It’s not just important from a business perspective but from a personal perspective & having a personal relationship goes a long way, and you’re more top of mind.
- Respect the value of your own time. Distraction is easy, so be focused but do indulge those distractions and see a pattern in your own life and really decide what you put your time into.
- If you have the inclination, you can figure something out. Anyone can find a solution. Don’t bang your head against a wall; try a different path to get there. Try a different road.
- Don’t get attracted to all the shiny marketing objects. They’re usually not a long term sustainable strategy.
- Come up with a different twist to something, don’t just try to go do what someone else is doing successfully.
Live from CJU 2011
So far, CJU 2011: THE Network Effect is great. Their new CJUniverse, powered by Pathable.com.com, was a fantastic new way to connect with partners and schedule meetings. I wish every trade show had this. It’s been incredibly productive for me and, of course, good to see familiar faces.
Huge thanks to RingRevenue, who Invited me to their 3rd Annual Golf Tourney & Wine Tour on Monday. It was fabulous, and I’ll definitely blog more about it in detail later, with some great pictures.
Yesterday my schedule was busy with meetings and session, and more of the same today (except I actually remembered to eat lunch)! THE Beach Party yesterday was incredibly well done, though i wasn’t prepared enough and left early due to being barefoot in the sand hurt my already aching back. If they do this next year I’ll be sure to pack flip flops and shorts! Tonight are THE CJYou Awards – For Me To Coupon’s sister company Schaaf-PartnerCentric is nominated for Agency of the Year, so everyone cross your fingers for them!
Well right mow I’m missing THE Cocktail Hour and 1/2, so I better run. I hope to get more great pictures and live tweet the winners, so be sure to follow me at @TrishaLyn
Read MoreWhat You Should Know About Industry Conferences
Guest Post by James Martell
Do you ever hear about conferences for your particular industry and wonder if you should go?
Do you worry about whether a trade show is worth the time and expense involved?
I was struggling with those issues when I went to my first affiliate marketing conference in 2002. I had been an affiliate marketer for about three years, and I wanted more information on growing my business. Yes, I enjoyed the travel opportunity. Yes, the weather in Santa Barbara was gorgeous and the hotel was nice as well.
Seriously, though, if I were only looking for a short vacation, Seattle is closer and Portland is much more affordable.
Specific to my situation, I would have had a hard time convincing my wife Arlene to cut me loose for three days if all I could promise her on my return was a suitcase full of dirty laundry.
Fortunately, I was able to attend the conference because both Arlene and I knew why I was going. Better yet, our expectations for the trip were met and then exceeded.
Reasons to Attend Online Marketing Conferences
When I returned from my first Commission Junction University, Arlene and I were more than satisfied with the benefits I brought home. That’s why, when I returned to CJU the next year, I was accompanied by Arlene and 40 other people.
These days I attend several marketing events every year, and I advise all of my affiliates and colleagues to attend at least two per year. The primary reasons include;
- The time spent at these conferences is actually an investment. When you get back to the office, you’ll be working better, working smarter, and you’ll be far more motivated.
- The money you spend attending these conferences, to include travel and meals, is normally tax deductible. If you happen to own the business, I don’t have to tell you how important that is!
- You’ll have the opportunity to speak with and listen to leaders in your industry, and will probably come away with a few new ideas.
- You’ll be able to tap into a knowledge and experience base far larger than anything you would be able to accumulate on your own.
- The most important reason to attend an industry event, however, is the same reason I kept going back to the Commission Junction Universities; We need to grow.
Over the last decade, I have attended many trade shows and industry conferences, and I have listed a few of my favorites below. I have personally attended each of these events, and I have been invited to speak at several of them as well.
Whether you are an affiliate marketer, or are just interested in what the Internet can do for your business, one of these events offers something you can use.
The Best Online Marketing Conferences 2011
Affiliate Summit
This event is described as the premier affiliate marketing conference, and with good reason. The Summit is held in New York and Las Vegas, and offers a variety of educational events in addition to top industry speakers and acres of merchants and vendors.
Blog World Expo
The Expo gathers bloggers from the four corners of the earth to Las Vegas for three days so they can take advantage of networking events, presentations, and of course, vendors and merchants galore. You don’t need to be a blogger to enjoy this conference, though. If you are just looking for a way to use social media to promote your business, you should plan to attend.
Webmaster World’s PubCon
Most people expect this to be a publishing convention, but the first one was actually held in a pub, so the name actually describes a group of colleagues around a pub table. Well, Webmaster’s World has outgrown the pub, but it still provides an informal, relaxed venue to share marketing strategies and advanced SEO methods.
Commission Junction University
I cut my teeth, so to speak, on this event, and if you actually need a reason to spend three days in Santa Barbara, this conference is a really good one. You’ll get a chance to meet with over 800 industry leaders and top Commission Junction affiliates, like me. You should attend just to find out what affiliate marketing can do for your business.
AffCon
The cool part about newer industry shows is that they’re usually inexpensive, and this one is free, for the moment. This may not last long, though, because AffCon is still packed with leading panelists, all the usual vendors and merchants, and lots of great information for beginners as well as experienced affiliate marketers.
ShareASale Think Tank
What is the difference between a Think Tank and a regular conference? Imagine the level of creativity inspired by great parties, a sports event or two, and one of the best assembled brain-trusts in the industry. Affiliates, managers and merchants would all benefit from this event.
Every business relies on marketing, so it’s likely that your business would benefit from any of these events. If you’ve never attended these or any other online marketing conferences, 2011 might be the year your business really takes off.
Of course, if you aren’t a full-time marketer, there are probably other gatherings which are more focused on your specific industry. You should also least check out the ones that sound interesting.
Shopping for Your Own Trade Show
Matt Papas is an associate of mine who has a weight loss website. Matt could benefit from nearly any Internet marketing conference, but he could also get some great information at fitness or medical conferences. For instance, he could learn more about how to market to clients who are looking for a Medifast coupon code, or looking for the right answer, complete with details, to the question, “Does the Nutrisystem diet work?”
Arlene, of course, attends some events with me, but occasionally she should take in other events as well. Arlene’s website, epliepsymoms.com, offers support and information for parents of epileptic children, so she could also benefit from medical conferences. She could also add conferences specific to epilepsy support organizations and other childhood diseases.
Regardless of your industry or interest, finding the right trade show could only take a minute or two on your favorite search engine. Search for a phrase like “Restaurant Trade Shows” and you’ll find a list of events and probably a Facebook page or Twitter account you can connect to as well. Someone out there is dying to show you how to attract more customers using Google Plus or how the right color of interior paint will keep customers in your store longer.
Will You Be Attending an Industry Conference This Year?
Well, why in the world not? If you have yet to attend one of this year’s online marketing conferences 2011 is not quite over yet . The amount of time and money you’d put into a conference will be more than justified by the ideas and motivation you’ll bring home. The only real question, then, is;
Which of these conferences will you attend?
—
Author and website developer James Martell is the President of Net Guides Publishing Inc. and is a popular speaker at many national events all over the country, including Commission Junction University and the Affiliate Convention. When James isn’t working or traveling, he enjoys the coastal life just south of Vancouver, BC with his wife, Arlene, and their four children.
Read MoreIncreasing Your Profitability: The #1 Strategy
Guest Post by James Martell.
It’s a safe bet one of the biggest reasons you chose to go into business for yourself is to live by your own schedule. For many people I’ve spoken to since I started out in 1999 online marketing is a great way to stop punching the clock.
In fact, this is a great way to love not only what you do, but to also have a chance to enjoy life. Setting your own hours, leaves you free to spend time your free time as you see fit. An unscheduled day off in the middle of the week won’t get you fired. 🙂
Having this sense of control, and building your own paycheck means a lot less frustration. It also makes you far more productive. It’s important not to let old habits you might have learned in the 9 to 5 mindset hold you back.
Making Your Time Work For You
It’s easy to return to the grind that kept you bogged down in work that you don’t enjoy, or will take you more time than it would a pro with more experience in certain areas. From clerical help to an artistic makeover you can build your business using skills readily available to you from professionals at reasonable costs.
Use the 15-Minute Rule Guide
I’m not overly technical. I found that when I try to do something that requires that type of aptitude I’ll spend hours basically just making the situation worse, and then realize later that I’ve wasted time I could have spent on another task.
There is no reason to struggle this way because there are thousands of talented artistic, clerical, and yes, technical professionals waiting to do jobs exactly like the one causing me a problem. For these individuals it takes just a few minutes to complete a job that could keep me away from higher level, profitable work.
What I love best about the trainings I give is getting to talk to people active in online marketing. I know from these conversations that this is a struggle for a lot of people, but really, it’s unnecessary. If you find yourself wearing thin on the task at hand then try what I call the 15-minute rule.
If I am still frustrated after working on a problem for 15-minutes, and can’t resolve it, or get a project to work the way I it need it to, I will hire a service provider I can trust to do the job for me. Hiring one of the many experienced professions on sites like Elance, takes less time, and in the end, less money than it would if I squandered my day away struggling with an issue, and not getting anything done.
That 15-minute rule has worked well for me, because of the professionalism I found on websites such as Elance. In fact, one job in particular I contracted illustrates exactly what I mean as far as saving money and time working on even a small issue when you can find someone to complete any kind of job in no time at all.
Working on an Excel spread sheet I realized that I needed some of the files separated so I could work with them. As I kept working on different ways to accomplish this and getting frustrated, I realized I was in violation of my rule. I was also letting other projects wait while tried to work on this one issue.
After posting the job on Elance and reviewing my bid options, I accepted the bid of a gentleman to complete the assignment for $20. I was sure the job could be completed in 24 hours for that amount.
Except, after setting the terms for the job at 24 hours, I forgot one crucial part of the job, and I neglected to send him the file. Now, for the provider to be paid within those terms he would need to finish within that timeframe, and if I’d remembered to send the work itself I’m sure he could have done so.
Perhaps, being a professional he’d encountered this problem before, because instead of letting the assignment go when he couldn’t reach me to get the file, he wrote a short program.
What this program did was separate the files, and I all I had to do was install it. The files were separated and I could work with them right away.
If you take this one story, and then realize it happens daily on Elance thousands of times a day you will see why this is a valuable tool.
On these sites, there are thousands of professional service providers actively looking for your jobs, and they are knowledge about how best to help your resolve problems you might be having right now.
Outsourcing Doesn’t Have to Be Expensive If Done Right
Imagine you need a retouching photoshop for a banner add. After trying for awhile with no success it would be easy to exclude this from your website, and you would lose this item you want for your business only because it falls outside your own expertise.
When you only concentrate on what you can do alone due to either time issues, or know-how you’re limiting the professional quality of your endeavor. This is dropping the level of what you can do to promote and run your business, and crippling the vision, you have for all your projects.
One of the important points I make as part of my outsourcing course is that you don’t need to limit your business to those areas of expertise you don’t personally hold. Perhaps unlike me, you are a computer wizard. Chances are good you aren’t also a photo retouchers professional, writer, or software designer. You can go without being all those things, but your business will at some point need all those skills and more.
So many qualified providers and professionals with various skills sets willing to share their abilities with your site or business for a very reasonable price, that finding someone who has a specially skill or even time saving clerical support is too easy and too inexpensive to do without.
Really, the numbers of experts and professionals waiting to bid on your project is astounding. The process is simple and low in cost if you follow a few important tips.
Outsourcing Tip #1: The Myth of Expensive Outsourcing
Many people’s first objection to hiring a professional is based on the myth that outsourcing will be too expensive. Outsourcing is not expensive if you use sites like
Elance, or others where pros bid on doing your job for you. Through this process, you pick the price you want to pay.
As a job provider, you have control of the service providers you hire and how much you will pay.
The nice thing about most of the bidding for hire sites is that when you post the job, you can take the bid that appeals to you to based on the qualifications and how much you think the work is worth.
Outsourcing Tip #2: Outline a Clear Idea of What You Want
This is tip number two, but it is the number one mistake made by new job providers. A vague, undefined job posting will not get you the results you want.
Very clearly, describe what you want. A website designer for example, bidding on your project might be very good, but he or she cannot know in advance what you want without direction, and while this provider will try to give you a great results, it might not be what you need.
Instead, picture how you would like the end-result of your project to look like and write a short spec page outline with 15 or so points listed to let the writer what you want the job to include.
Outsourcing Tip #3: Protect Your Money by Setting Milestones
One very important tip is to protect your money by setting milestones, and using escrow. A milestone can be set for each phase of project. The total payment for the job can be split per each milestone performed.
On sites like Elance, the escrow system allows you to keep your money protected since you only release the funds when a milestone or the project is completed to your satisfaction.
When my wife Arlene first started outsourcing she found that through this method she had better control of each phase of her website. Since she needed many different new aspects to her site, having approval of each element from the banner to the links on the page was a useful tool for her, and is for anyone with a definite picture of what they want.
Outsourcing Tip #4: Use Feedback to Get To Know the Pro
Before you select who will work on the project check their feedback. As providers bid on your project, you can use the system to read what others they have worked for say about them. In a way, the feedback works much the same a reference.
Personally, I avoid those service providers who do not have any feedback, since their abilities, and work ethic are yet unknown.
Outsourcing Tip #5: Chose Your Own Price Through Negotiation
Negotiate the price. You can ask bidders to lower their bids through the system. Sometimes an overpriced bid represents a misunderstanding of what the job will entail or what kind of budget is possible for this work. Most bidders are open to some element of negotiation due to the competition for jobs and good job providers on the site.
One of the main reasons that my wife Arlene developed this knack for negotiation was in her experience working with her own site EpilepsyMoms.com.
Arlene noticed a need for a place online where parents could share information about Epilepsy, it’s treatment, and trade tactics for dealing with this condition. She wanted an easy to navigate site, a forum, and a recorded message that greeted visitors as they entered.
Going through some of the services out there could have been expensive, and doing this work alone would have difficult. She found that through discussions with the services providers she could get a price that was reasonable, without sacrificing expertise.
Outsourcing Tip #6: Keep in Contact and Respond to Messages
Elance provides a private message system. This function allows private emails between you and the service provider. Here you and the person working on the job can discuss aspects of different assigns and keep up with each step along the way.
The pro’s goal is to make you the customer happy, and this will mean touching base with you occasionally. Keeping in touch with the provider also lets you know that the project is staying on track, and that you will be happy the job’s results.
Elance holds these messages in the system allowing you and the service provider to keep a running record of your communications.
While it happens very infrequently, if you and the service provider disagree at any point these records are valuable in assisting Elance in resolving the dispute.
Outsourcing Tip #7: Everyone Likes to Get Paid—Pay Fast
After outsourcing more than 400 projects, I know that money is a motivator. Once you have a technical person, writer, data entry clerk, or any other sort of service provider you may very well want to become a repeat customer. Paying fast ensures the service provider would put your name at the top of their list of projects to bid on when he or she sees your posting.
When you are paying you can stagger the amounts allowing you to pay a part of the total agreed on price a step at a time, but there’s one other important tool that milestones give you. Once you’ve paid an initial deposit you can give feedback. If things start going wrong on the job, this tool allows you to have a motivator when working with the service provider.
Feedback on Elance works much the same as with other systems like eBay in which bad feedback can cost the provider future sales or work. Once you’ve made a payment through the system you have this added incentive for the service provider to do a great job.
Outsourcing Tip #8: Never Leave The System
There’s no legitimate reason for either the job provider or the service provider to want to leave the system either Elance or other service provider website has set up. If you leave you can’t use the many safe features the site provides for you.
A service provider might ask you to leave in order to avoid paying. Job providers only pay for the service provider, while Elance takes it’s fee from that total before paying the service provider.
Leaving the system is denying Elance it’s fee, and it takes away important safety features from you such as dispute resolution, a safe, private message center, and the ability to give feedback.
When service providers are used to getting good feedback they have no reason to leave the system, since while they are paying a small fee, the free advertising from a satisfied customer’s comments ensures them more work.
Outsourcing Tip #9: Build Service Provider Relationships
When you are a good client who pays on time and gets good feedback you will never have trouble getting great bids for you jobs. Once you know whom you want to work with from experience you can invite them back to work with you again,
On her own site this was a great discovery that Arlene made, once someone knows you, it’s easier for the person to produce work you will appreciate. In the case of her site past services providers who already knew her needs and her site could produce the work quickly.
Outsourcing Tip #10: Your Feedback is Important Too
Just as you are checking out the feedback of the service provider, they are looking at your past feedback to determine if you are someone they want to work with on the job you’re current listing.
Some comments such as being slow to pay, or not responding to messages can hurt you in finding future good professionals to help you. From the service providers perspective they are taking a chance that you will honor your agreement, and the best proof of that is an outstanding past record.
Your Incentive to Outsourcing
- Thousands of technicians, writers, network specialists, coders, copywriters,artists, web designers, and more professionals are competing for your business.
- Competition keeps the costs down.
- There is no cost for posting your job. The service provider pays the fee for the job.
- Feedback is an extra incentive for the service provider to do a great job for you.
- Elance has provided safety nets to ensure your privacy, and that disputes can be settled within the system.
People Like to Earn Money
From the start like many in this industry, I wanted my wife to also take part in the business. She wasn’t interested until one day she saw something she really wanted. A sofa that would exactly fit her plans for decorating. I think everyone can relate. We all see those things we want, and need then go looking for ways to achieve our dreams.
In this case the dream was at a reasonable price, but she also knew I had money set aside for the writing several articles I needed. She came to me with an idea, she could do the articles, and we both get a sofa.
She’d written before so this was a skill she possessed. We made the trade. In this case, I not only got the articles, but in writing those articles, Arlene saw what affiliate marketing was all about and started taking a big part in the business herself.
You don’t always have a professional or expert in the family, and even when you do drawing on them all the time can have a downside. You can draw on the professionals at Elance or a similar site whenever you need to for almost any type of service or skill.
Sometimes it might just be a person to go through a few administrative details to free up your time. Or you might someone to design your entire website. Either way, it doesn’t have to be too expensive, and this can immensely increase the productive or image of your site.
Over to You
What questions do you have about outsourcing? Tell us your thoughts on this way to increase your productivity.
—
Recognized as a leading expert in affiliate marketing training, James Martell is President of Net Guides Publishing Inc. and host of the “Affiliate Marketers SUPER BootCamp.” A sought-after speaker, James has presented at Commission Junction University, Affiliate Summit, The System Seminar, Digital River Lab, Webmaster World’s PubCon, Affcon, and more. He is also the host the “Affiliate Buzz”, the 1st ever and longest running affiliate marketing podcast in the industry. James relies on outsourcing for the creation of his websites, graphics, articles, podcasts, and video in order to streamline his business, enabling him to break away from the daily grind.
Read MoreCJU Course: Feed Me: Why a Product Catalog is Just the Beginning
A product catalog feed for the affiliate channel is critical to the financial success of any advertiser’s program, but that’s really just the beginning. We’ll show you why a product feed is important and what a good, optimized feed should look like. Now for the best part: you’ll learn how to take that feed and expand its use across a variety of other channels. This session took place September 22, 2010. The panel consisted of:
- Ashley Parducci, Product Manager, Commission Junction
- Jim Harriman, Technical Lead, Commission Junction
Bullet Point Review!
- 40% of CJ advertisers submit feeds. Out of the 40%, half update the feed daily. 33% have not updated in at least a month, 17% haven’t updated this year. So only 20% submitting feeds on a regular basis.
- What is a product data feed?
- Name
- Price
- Product page URL
- Image URL
- Description
- Category
- And more…
- The CJ feeds can also help you push your feed to comparison shopping engines (CSEs)
- Why?
- Distribution
- Performance
- Publisher Business
- Feeds reduce click-to-purchase and increase conversion. Also increase online exposure with distribution to CSEs (with CJ management help if needed).
- Advertisers generally see a 20% – 25% lift in transactions with an optimized data feed.
- Better to have too much data than too little.
- A good feed has high resolution images, lots of good technical specs in the description, accurate SKUs, and is well written.
- Build a feed!
- Get involved.
- It’ll require your technical teams or a 3rd party.
- A solid feed is worth the time and money.
- CJ advertisers who were live before 2010, but just added their feeds this year:
- 20% performed well.
- 20% had zero products.
- 10% had dummy SKUs.
- 80% didn’t upload changes daily – of that, 45% hadn’t sent any updates in the last month, and 35% hadn’t updated since May 2010.
- Product feeds are tools. Poorly designed tools don’t get the job done and don’t get adopted by publishers.
- Feed optimization:
- Names & descriptions.
- Utilize the fields.
- Make sure you have proper categorization.
- High resolution images.
- Submit fresh feeds.
- Have thorough pricing information (tax charged, sale price, shipping costs, retail price)
- Use tools available (analyze product/sale performance).
- Customer reviews.
- Even if there are no updates, send updates to get distribution to publishers.
Points brought up during the Q&A
Explain high resolution images: An image large enough for publishers to manipulate.- A content feed requires slight tweaks to what data you put in what fields.
Conclusion
Read More
