Here is why we think you need to evaluate Trademark+ (TM+) for your affiliate channel:
We have implemented TM+ for many of our clients and see it as a growing opportunity in affiliate marketing.
For those of you who may be a bit unfamiliar with TM+, it refers to affiliates bidding on the trademarked name of a merchant, plus other terms, such as “merchant discount” or “merchant code.”
Here are the benefits of implementing TM+ with your affiliates:
Efficiency of spend is greater. Total volume driven will increase. Landing page experience on partner sites also optimizes conversion for advertiser’s brand by omitting competitive ads – therefore, pushing competitors out of top paid positions. You can receive additional exposure on partner sites at negotiated rates by giving partners rights. Quality scores of partner sites for these terms are higher than advertiser quality scores, indicating a higher intent of users to go to a third party site for validation. It pushes competitors out of top paid positions on results. In tests we’ve run, we’ve seen no impact to internal TM+ SEM campaigns
Even knowing the benefits, many advertisers are apprehensive about running a TM+ test or campaign with their partners. After all, “it seems like we should be able to convert better on terms that include our brand.” However, we have seen the opposite. Bounce rates on TM+ terms for the advertiser are generally quite high and conversion rates for the partners are quite high, further indicating consumer intention.