Posts Tagged ‘google’

It’s time to Critically Think About Your Web Experience

Friday, April 9th, 2010

I screwed up… big time. But I am not the only one- a lot of us have screwed up. It’s not too late to change.

Who in this life wants to be controlled? No one… except the exceptionally weak. Not a normal characteristic for entrepreneurs or pioneers- which most of us are who are currently in the online business. So before we get too carried away- let’s all back up a bit and ensure we are going down the correct path.

As you know- I like analogies… so let’s get those out of the way. How many of you have borrowed money from your parents… only to realize it was a way to give them power to criticize, question, and manipulate you?

How many brides out there wanted a simple wedding (maybe because you couldn’t afford it)… and all of the sudden your Mom said she would be happy to buy a nice cake, pay for the flowers, your dress, the reception hall, the dinners…. and so on? Then you turn around and realize it isn’t your wedding anymore… it is completely customized to your Mother.

How many of you have accepted Venture Capital money? You had a wonderful idea for a company- it was going along just fine- not quite as big as you wanted it to be- so you accepted some money. All of the sudden you are powerless and subject to their whims and ways of doing business. Doesn’t feel good- does it.

I am not saying that these types of arrangements can’t work. But I would argue that it is often the exception and not the rule. You have to be careful about anything that gives someone else leverage. When you go into these arrangements- go in with your eyes wide open- and expect the worst- be happy if you get anything better. Sometimes these types of arrangements are a necessary evil… but at least you know what to expect.

Today’s subject is about Google Analytics, Gmail, Facebook, etc. All these things are great products- but at what price? Google Analytics places javascript on your page. Do you know what this leads to- potential security breeches that can totally hack your website, Google knowing everything about your customers, administrative web pages, passwords, servers, etc. Everything! Google has never been a fan of affiliates (just read some of my other blogs)- so why are they trying to help you? My guess is to learn as much as they can and then go after the traffic directly. There’s more money in something if you cut out the middleman.

You use Gmail? Google knows all of your friends, habits, and interests. And you think they don’t monitor these things? Bull shit! Why do you think that advertisement for Target shows up a day after you told your girlfriend you were going to go clothes shopping?

Facebook is another interesting one… how many billions of dollars is in worth now? Ummm… a ton. However, as soon as recently they weren’t even profitable… how can a company be worth billions if they are not profitable?!? Because there is information that can be manipulated and turn into sales down the road. Next time you go to facebook…. Find the logout button… not that easy- is it? Most websites allow you to logout on every page of their website. Not Facebook- you have got to go searching.

What happens when you don’t log out? They track all the websites you go to, all the activity on your computer, etc. You give them this power.

We all spend a lot of time online. And we think we are free thinkers and making our own decisions online. I am warning you- if we continue to use these products and give these companies the control- you will be a puppet… and the likes of Google, Facebook, GotoMeeting (asks for unrestricted access to your computer), etc will be driving your online experiences and making your decisions for you.

I am not a conspiracy theorist- this stuff is real. I’ll admit, I have screwed up because I have bought into some of these things… but at what cost?

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Lessons From Eastern Europe- We Could All Learn A Lot!

Wednesday, October 28th, 2009

So I had the distinct pleasure to visit Eastern Europe in early October. Having grown up in an American classroom- I have heard lots of stories about WWII, Hitler, Poland, Germany merged into one country and Czechoslovakia split into two countries as I grew. However, everything I knew was from the mouths of American teachers and textbooks. I have an insatiable curiosity to discover things for myself and not take things at face value.

I learned so much. I was able to talk to several East Germans who were alive during the Second World War. The East Germans are a proud people- and not ones to share too much emotion- but they told me of their hate for Nazi’s and of not being able to speak their mind. They spoke of neighbors being shot on the spot for having different ideals than the regime. I was able to go to an 80 year old man’s birthday party where they heartily sang songs (in German of course) of the freedoms in America. There was a song about marching – and sure enough several gentlemen got up and started marching to the beat. And, yes, the beer, wines, etc were flowing just as fervently as the music. These are a people who’s opinions and actions have been oppressed for almost their entire life- and they found their joy in the simplest of things like the company they kept, song, and drink.

Unfortunately for America and for them- I was the first American they had ever met. They were shocked I was familiar with a Russian folk dance. By the end of the night- despite the fact we didn’t speak the same language we were, and I quote, “best friends” and we had a mutual understanding and respect for each other.

On the drive to that party I saw the location General Patton met up with the Russians to combine efforts to eliminate they tyranny. So much history- and a history littered with chaos, abstract, destruction, genocide, and while there were some bad people there were a lot of really, really good ones.

I visited Dresden, Berlin, Poland, and several towns that had been destroyed in between. These towns are alive and well, and quite frankly- beautiful. In Dresden there is a well known church that was bombed to oblivion. And today it stands, rebuilt, as one of the most beautiful buildings I have ever seen in my entire life. In Berlin I went to a shopping area where I was aghast at the prices of the goods- yet the cash registers were ringing. While these area may have looked a lot different 65 years ago- they are alive and thriving today.

Over the course of the trip I tied this back to affiliate marketing several times. Affiliate marketing history has been littered with rogue behavior, frauders, market dynamic changes that have eliminated thousands of affiliates at a time, and while some bad people there were/are a lot of really, really good ones.

So, yeah affiliates- we have taken our lumps, our bruises, we have seen the worst of affiliate marketing. Now, it’s time for all the really, really good people in the industry to rise up and turn this industry into one that we can all be proud to be affiliated with.

I get calls every week for companies asking me how they get into this affiliate business; what does it entail; or my favorite- “I have been given a budget of $X to explore affiliate marketing- how should I spend it.”

What does this mean? Despite pressures from Google, despite a spotted past- we are relevant. Companies feel this is the wave of the future as a viable distribution channel. I had no doubt this would happen- as I stated a company built around affiliates- but I thought the stage would take years to get to. I remember less than a year ago- everyone who asked me what I do- I would have to go into great detail explaining exactly what it was. Now, I can say affiliate marketing and sometimes people have actually heard of it! These are little things- but huge steps for our business. Ladies and gentlemen- let the games begin and the cream rise to the top. There is nothing that can stop us now- but ourselves.

Treat the industry respect- and compete like hell- ethically. Recognize poor behavior and reach out to the reckless affiliate who is damaging our opportunity to make money.

You see- the money has come, and will continue to come in far greater droves than today. The key to recognizing greater revenue sooner is having a vast majority of exposure to the industry be positive. Those who are doing it right- keep it up and encourage others to do the same. Those who are doing it wrong- quit being jerks!

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Don’t be the affiliate Warren Buffet believes will fail- it’s time to work harder!!

Wednesday, October 7th, 2009

If you have read any of my blog by now you know I always compare the online world to the brick and mortar world. There are very fundamental, established, and sustainable concepts/commerce in brick and mortar. When trying to understand what is real and what is a trend in the online sector- I often go back to the basics.

Warren Buffet says he will not invest in technology. I think in his entire portfolio he has two stocks in technology… and this comes from a man who is best friends with Bill Gates. The example he often uses is the emergence of commercial airlines in 1953. He knew that commercial airlines were the wave of the future and not going away any time soon. He wouldn’t invest in them because it was a new business and he couldn’t decipher between the 200+ airlines that quickly arose which one to invest in. As it turns out- he played the odds right. Only two of the original commercial airline companies exist today. He had less than a 1 percent chance of picking the correct one.

Now, take all the technology/innovation that has transpired since he started investing- and he has not invested in a single tech stock until he felt the industry had stabilized… and- as a result he was the wealthiest man in the world. Sure, there were a few people who invested in the correct airline stock and got lucky- but none of them were the richest man in the world.

Now- let’s tie this back to us. A version of affiliate marketing is very prevalent in brick and mortar commerce. Almost every single product (Nike, Kimberly Clark, Pfizer) has a distribution channel that includes using middlemen to get their goods in the hands of the consumer. Despite Google Slaps, Email regulations, CPM disappearance- online affiliate marketing is not going away because it is an established commerce and one that is very needed. The online world is currently working counter intuitively against affiliates- and it is up to you, the affiliate, to right the ship. The time to complain about the market changes is over- and now you need to adapt- so that you can be the one who sustains time.

While all of your competitors are giving up, crying in their soup, moving on to different pastures- this is your opportunity to kick ass. Warren Buffet won’t bet on new technology because he anticipates market changes, external occurrences are going to eliminate most companies… and his predictions are usually right and he has made a fortune that way. However, just like airplanes- affiliate marketing is here to stay and there will be companies who sustain and dominate. I challenge you to be that affiliate and not give up and take the easier path.

Affiliates- this is nothing new to you. You are pioneers. You adjust to the market dynamics. You are your own boss. This online commerce didn’t even exist prominently more than 10 years ago- you can’t be too stuck in your ways. Despite everything that is happening in the market- it is your time to rise to the top.

If you create value- the consumers will find you. There will be a way to market the goods you represent. You work in technology- you have to expect that you are going to need to make changes on a regular basis. Friends- the day is today.

Take care. Good luck, Paul Moss

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WWF Smackdown- Only 30 years later it Google applying it to Affiliates… What to do?

Thursday, September 24th, 2009

Ahh- memory road… Rowdy Roddy Piper and JunkYard Dog going at it! Or who can forget Andre the Giant vs. Hulk Hogan. WWF in it’s glory days. As a child I loved this stuff! Maybe I knew it was fake- maybe I didn’t- but I remember it fondly. And, every Saturday morning amongst the Smurfs, Voltron, Speed Racer, Fraggle Rock, there was the wonderful “WWF Superstars” cartoon- that I wholly enjoyed.

I am not a fan of violence and have since fallen off the wrestling band wagon and have never been into those cage matches. However, if that’s how people get their jollies beating each other- more power to them If they can get people to pay to watch them bash their heads in- god bless America. In these scenarios you have willing participants and everyone knows the rules and what’s expected… even if does end ugly.

I think it is sad – and ultimately far more violent what Google is doing to affiliates. Google is laying the smack down on affiliates without much notice- nary any instructions that don’t include a lot of ambiguity. Unlike the WWF- this isn’t fake. It’s affecting people’s lives and our economy and to the degree it is happening is a genocide of affiliate marketing. Google doesn’t see this clearly- and while they may do a lot of things right- and will make a lot more money than I ever will- they are in the wrong on this one.

I understand Google trying to keep their product as clean as possible. So they throw out arbitrary instructions that don’t really make sense and are contrary to the history of commerce. The reality is there are a lot of stores, products in the brick and mortar world that are crap! It is ultimately up to the consumer to choose the path they want to acquire their knowledge or products. Online, if they don’t like what they see it takes .000045 milliseconds to get to the next offering. If a website isn’t providing value- it ultimately will not make money and get weeded out. Just like a restaurant that has terrible food- might do well on opening day- but one month later will likely be empty.

Some of you may know what I am talking about and some may not. Google is evaluating sites and banishing them from Pay Per Click marketing if, in their opinion mind you, they feel a website’s primary purpose is to redirect a person to another website.

Now, some of this clean up could be good- if a website is misleading or lying to the consumer- that should be removed. Ie- if someone is shopping for Barbies and they click on a link that takes them to a marijuana paraphernalia website they can’t back click on- that needs to be removed.

However, if someone is shopping for auto insurance- per se- and they end up on an affiliate site that takes them to an insurance carrier- then so be it… at the end of the day- the value to the consumer is getting to an insurance product- protecting themselves and their family- and potentially saving money. If the consumer happened to take a path through the affiliate- that was how they preferred to shop… or research information, or whatever it was that appealed the consumer to that store front. What is wrong w/ that? Who is Google to shut this down? Just a big bully flexing their muscles irresponsibly- and it will eventually catch up to them. They are cheating both the consumer and the affiliate and ultimately themselves. While they are an incredible company- they could be soooo much better… like by having account managers for paying customers!

I have two examples that are counter intuitive and highlight why this is wrong and the policy needs to be revised.

One- I had an affiliate for 5 plus years. He doesn’t have his own insurance product- but arbitrages his traffic to a few different partners based on filter questions. His site has thousands of articles on Auto insurance- and even a free ‘ebook’. Google came by and shut his account down overnight. I used to provide his insurance product fulfillment- and he sold no fewer than 20,000 policies over 5 years. That is 20K people who have peace of mind when they get in an auto accident, or when an uninsured drive hits them, and probably saved money along the way. This doesn’t even account for all the people that found more information through his articles.

My second example is the real kicker- same thing… arbitrages the physical product- but also has tons and tons of valuable information on his website. Google’s organic algorithm has him listed #1 or #2 is several of the top keywords for top industry terms. Yet he can’t buy clicks on the same keywords. So, according to Google’s own algorithmic evaluation that focuses on consumer behavior- he has an exceptionally valuable site- he is top of the charts. Yet, when it comes to their arbitrary, opinion-based algorithm for AdWords- he is left in the dust.

Google- leave commerce to supply and demand and natural marketplaces. If something doesn’t have value to the consumer people will not buy a product and it will not be able to fund itself (case in point- the housing market). Stick to what you are good at- or have you forgotten what that is at this point. Kinda like actors/actresses and political outbursts- we don’t’ want to hear what you have to say- we just want to utilize your product.

Affiliates- it is a good idea to provide value so consumers will want to come back… and good luck fighting a bully who doesn’t abide by their own rules and logic.

PS. Bing and Yahoo- pay attention to this misstep- it is your opportunity to eventually surpass the industry giant.

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The only person who loses when your Affiliate Program/Manager stinks is you!

Thursday, July 9th, 2009

Hey All-

Hope everyone is doing well. First I wanted to say thanks for the positive comments you have posted on the blog and emailed to me personally. It really means a lot to me. Sorry I haven’t been able to write as much as I want… my first obligation is to our employees and the affiliates in our network. That takes up a lot of time- so blogs are fewer and further between that I would like. But I do have a list of 10 more topics- and when the market dynamics change (like they do every few months) I’ll have 10 more. Let’s rock.

Today I want to talk about affiliate programs and what you can expect from them- and what you should look for. If you have followed my blog at all- you know I like analogies… so today is going to be no different. A good affiliate program/affiliate manager is like a good coach.

I played football through high school- with my first year playing 9th grade. This is a little late to start- and speaking of little- I was little! In 9th grade I was around 4’10”, 85 lbs… SMALL! I mean Nicole Richie small. And, of course, I wanted to play Quarterback. HA! Seriously- looking back my coach should have laughed me off the field. But Coach Jerde didn’t . Now, he was very honest with me- he told me that football was a real physical game and I could get hurt- and at my height it was unlikely I would be able to see over my offensive linemen to throw the football… however, he also said if you still want to go through with this I will give you every tool that I possibly can to help your path to success. You combine that with a ton of effort and heart and you can do anything you want. So, while I was out of my element, I listened to everything they said- and worked my ass off.

This is exactly what you want from your affiliate manager and the company they represent. Look- affiliate life isn’t all roses- those days are gone. You have serious business people in the internet space, corporations are starting to come around… thousands upon thousands of valuable clicks at $0.02 aren’t easy to find. Algorithms are changing, web 2.0 is upon us, CPM is being replaced with pay for performance, email laws, trademark infringement, bing, local search, etc etc… it’s ok to want/need assistance. And it is your responsibility to educate yourself and ensure your affiliate network understands the environment in which you are playing.

Just like my football coach- the affiliate program you are in- won’t make you successful- but it should give you the tools so that you have the best opportunity for success if you work hard and put your heart into your efforts.

Some subtle indicators to look for in a good program:
• Response time. If it takes more than 24 hours during the work week to respond to your email or voicemail- take this as a warning sign. And, if you are doing your initial inquiries about a program and they don’t get back to you… don’t expect things to change. Litmus Test: Email your account manager and see how long it takes to get any response at all. Even when busy- an affiliate manager should reply and set expectation as to when they can get back to you with more details.
• Are they proactive? Do they proactively give you more detailed stats on how to optimize your account. Do they proactively give you fee increases. Do they proactively share market trends. Be wary of reactive only programs- they are not working in your best interest- they are working in theirs. Litmus test: Passively wait for a month as see if your affiliate manager provides you with any feedback or value pertinent to you as an individual affiliate.
• Do they tell you “no”. Just like any business an affiliate business has their core competencies and will not be able to be your solution for everything. Every once in awhile it’s ok to get a “no”- that means when you are getting your “yes” it is more likely to be honest and genuine. An even better affiliate program will tell you “no- but here is the path that will help you find your answer.” Litmus test: Ask your affiliate manager for a daily check in call. If they agree to this they are wasting your time and theirs. Why- because they should be taking that time to continually get the overall program better for you and studying market trends to keep you ahead of them. And you should be using that time to add value to your site, test new marketing efforts, and spend time with your family/friends. The answer to this question should be ‘no’. Bi-weekly or monthly calls should be more than sufficient except in set-up phases/transitions.
• Are they genuinely working in your best interest? This is the one that I think most programs lack and I hear the most affiliate frustration over and over again. Affiliate programs should work in your best interest. It is your business- your decisions- their primary goal should be to help you succeed. Litmus test: Ask an affiliate manager about testing another offer or media (such as email) they don’t provide services for. If they encourage you to test and share the results- they more than likely see your best interest and aren’t solely focused on keeping you locked in a room so that you can’t see what the competition is doing. If a program is good- and confident- and paying your properly- they can rest easy that they will stack up against the competition.

When evaluating your program always use common sense- and if something doesn’t feel right- it’s probably not. This is a fickle business- and the wrong move or alignment with the wrong partner can get you 6-12 months of rework or worse- death of your program.

My football coach was good to me. He advised me of the dangers of football for anyone let alone someone my size. He also fully supported me and gave me all the tools he possibly could once I made up my mind to play. And I am forever grateful for it and went on to have an exceptionally successful high school career. I hope that your affiliate program/manager meets and exceeds your needs. I hope you have a great coach like I did. Thank you Coach Jerde.

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