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I think its a valid concern, however, I also know that there is an argument for increasing your exposure on the internet. Perhaps another factor to consider is that some affiliates will be targeting different keywords. Perhaps its not black or white, but maybe a variation like "yes, it could help... as long as you don't have more than X number of affiliates doing it".
The subject matter related to our 8 offers includes real estate investing, stock investing, debt elimination, internet business, etc. We have probably some of the highest payouts which pays 100-110% of the value of the ebook that is purchased. So, we have several companies that are interested in doing Pay Per Click and SEO Marketing as affiliates for us.
On the SEO side, it seems like it would be a good idea to get multiple companies involved, but what about the Pay Per Click side? I would appreciate opinions, but even more than that, has anyone been able to determine which is better and getting solid results through testing?
Make sure that you measure them with one tracking system so you can clearly determine where sales are coming from. Otherwise you'll have the problem of adding up all the sales from your different marketing channels and discovering they total more than you've actually sold.
Using affiliates properly will mean that you profit from a wider selection of keywords than you probably have in your own PPC campaign. It should also give you multiple opportunities on individual keywords. However, be prepared to 'police' the affiliates and weed out the ones that don't play by your rules.
As with all marketing - test it and find out!
If you find it is not working for you, you can always forbid it later.
The result might be 5 ads for your product showing on a given result, dwarfing ads from your competition. The less your competition's ads are shown the more you make sales...