Improving the Quality of your Programme’s Traffic – eBay’s Insights

eBay Partner Network13th October 2010

• eBay Partner Network launched April 2008, replacing eBay affiliate programmes on 3rd party networks

• Affiliates promote eBay in 13 countries worldwide

• Last year announced Quality Click Pricing, a new CPC payment model rewarding publishers for quality traffic

• >50k EU affiliates in 27 countries

• Business models include portals, content sites, blogs, shopping comparison, deals and loyalty sites

Quick eBay Partner Network background

• Key questions for advertisers in affiliate marketing

• Our attempts to tackle these questions – and our results

• How publishers can improve the quality of their traffic

• How advertisers can increase the quality of their own programme

Agenda

Key questions for advertisers

“What is the incremental value affiliates are adding

to my business?”

“How can I align the incentives of my network and

publishers with my own?”

“Where is my affiliate programme’s traffic coming

from?”

• Key questions for advertisers in affiliate marketing

• Our attempts to tackle these questions – and our results

• How publishers can improve the quality of their traffic

• How advertisers can increase the quality of their own programme

Agenda

How we have attempted to tackle these questions

Launching an in-house platform enabled greater visibility and control over traffic sources

Improved front-door security

Better defined Ts and Cs

Investment in fraud detection

Enforced transparency

“Where is my affiliate programme’s traffic coming from?”

• Launched Quality Click Pricing, a variable CPC payout model

User events Incrementality Value

• Acquisition• Purchases• Payment

method• Ad Revenue• ...

• Would event have taken place without ad interaction?

• What is each event worth?

How we have attempted to tackle these questions

“What is the incremental value affiliates are adding

to my business?”

“How can I align my publishers’ incentives

with my own?”

27% of publishers have more than doubled their EPC under Quality Click Pricing!

How we have attempted to tackle these questions

“How can I align my network’s incentives with my own?”

OR

• Make your goals clear to them

• Look at alternatives to override model

• Press your network on their NQ efforts

Key metrics improving since QCP launch

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Value of Active Users Acquired (Indexed to Aug 2009)

17% increase in Active User Value since launch

Key metrics improving since QCP launch

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Earnings Per Click (Indexed to Aug 2009)

35% increase in Earnings Per Click since launch

• Key questions for advertisers in affiliate marketing

• Our attempts to tackle these questions – and our results

• How publishers can improve the quality of their traffic

• How advertisers can increase the quality of their own programme

Agenda

How Publishers can improve the quality of their traffic

Relevance

Offer a Service

Be Selective

Quality Site

Put the Shopper first!

What does the user want?

• Content• Reviews• Price Comparison• Buyer tool

How Publishers can improve the quality of their traffic

Put the Shopper first!

Offer a Service

Offer a Service

How does my site look?

• Well designed site• Easy Navigation• Good content

How Publishers can improve the quality of their traffic

Put the Shopper first!

Quality Site

Offer a Service

End to end relevance

• Content of site• Relevant products• Best landing page

How Publishers can improve the quality of their traffic

Put the Shopper first!

Quality Site

Relevance

Offer a Service

Show best products

• Special offers• Popular products• Free shipping

How Publishers can improve the quality of their traffic

Put the Shopper first!

Quality Site

Relevance

Be Selective

• Key questions for advertisers in affiliate marketing

• Our attempts to tackle these questions – and our results

• How publishers can improve the quality of their traffic

• How advertisers can increase the quality of their own programme

Agenda

How Advertisers can increase programme quality

Network Quality

• Carefully select business models• Pay attention at the front door• Ensure T&Cs are clear and watertight• Transparency into traffic sources

Tools

How Advertisers can increase programme quality

Network Quality

• Understand your publishers’ websites• Make integrations as easy as possible• Ensure tools reflect your brand image

Account ManagementTools

How Advertisers can increase programme quality

Network Quality

• Direct communication with publishers• Proactive and reactive• Don’t just talk – listen!

Account Management

Information

Tools

How Advertisers can increase programme quality

Network Quality

• Blogs are for life, not just for sales!• Give publishers tips for success• Clear, relevant data

Account Management

Information

Tools

Pricing

How Advertisers can increase programme quality

Network Quality

• True value of publisher traffic

• Reward your best publishers!

Thank you for listening!

Questions?