eCost.com Transitions Affiliate Marketing Program to Google Affiliate Network and Boosts Success

Greater hands-on service drives 145 percent increase in sales

Background

eCost.com wanted to accelerate growth in the affiliate channel and tapped Google Affiliate Network (formerly DoubleClick Performics) to transition the affiliate program. eCost.com was seeking a higher level of service, help recruiting new publishers and driving more sales from existing publishers. eCost.com launched with Google Affiliate Network in August 2007.

Challenges

eCost.com sought to:

1. Generate more sales from the affiliate marketing channel
2. Expand the affiliate base
3. Improve efforts to optimize existing relationships

Solutions

To improve results, Google Affiliate Network applied its full service approach to affiliate marketing and implemented many policies and procedures. A few of the biggest changes put in place by Google Affiliate Network include:

• Leveraging Google Affiliate Network’s strong relationships with high-potential affiliates
• Significantly increasing the frequency and quality of proactive publisher communications
• Contacting, engaging and tapping the potential of many affiliates that were inactive in the previous program but that fit the profile to be a high potential affiliate for eCost.com

Outcomes

1. Overall year-over-year affiliate marketing sales grew by 144.6% (Q4 2006 – Q4 2007)
2. Significant sales growth through new affiliate partners:
   1. One new partner, now generates 10% of total program sales
   2. 16 new publishers that were previously inactive or overlooked are now top 50 partners
3. Improved productivity from several individual affiliate relationships:
   1. 762% sales growth (Q4 2006 – Q4 2007) through a large coupon site, which was already one of eCost.com’s top producing partners
   2. Significant increases in sales from Top 10 loyalty and rewards sites