PPC direct to Merchant - Who needs a web site?

Long Term vs Short Term

[zmroberts]

Instead of directing people to my web site with PPC and then hoping they go to the merchant site... why not just do a PPC direct to merchant? What are the pros and cons of that type of operation?

[tsinoy]

in the old days about 9 months ago.. this would work very well.. until google added a new policy of 1 ad per domain per search.. as for overture... I think it's the same... I haven't seen multiple domain names on their network too. But if you find a keyword that doesn't have the domain of the merchant you can certainly do it..

the problem is, its harder to track specially if the merchant doesn't allow you to track which keyword converted.. and some merchants look at the logs and they bid on the keywords themselves.. a little unethical... so you'll b e giving them your keyword basically... of course not many merchants do this...

also, what if you want to change your merchant becuase they lowered their commission or went belly up... then you will need to change all your ppc ads(easier for google) but overture.. that would be a nightmare... having your own landing page. would allow you to change your merchants easily...

[davewray]

Exactly. And quite often your own landing pages will convert visitors to buyers much more effectively if you pique their interest even more. PPC direct to merchant can be done, but like tsinoy said, only one affiliate plus merchant is allowed to show up for any one keyword. The solution? Bid the highest so you can be the "one" affiliate ad that shows, or come up with thousands of keyword that no other affiliate in that program is bidding on...the trick is to do that and still maintain a good traffic level. I've done both ways and PPC to your own landing page will garner you more clicks for less money and will also convert better meaning more money in your pocket. Plus, a merchant's landing page will usually have their phone number prominently shown which will reduce your sales, whereas your own landing page won't have their phone number (this only works with lead based programs where the visitor never has to even end up on the merchant's site, just yours).

Dave.