Brands Losing Nearly 27% Of Paid-Search Clicks To Affiliates

SEARCH MARKETING DAILY - Nov 23 - Affiliate sites have had a love-hate relationship with advertisers for decades, but recently these marketers are becoming more aggressive in capturing and directing the search traffic through their sites. AdGooroo analyzed paid-search clicks on 164 non-branded online dating keywords running through desktop campaigns, including "dating sites," "online dating" and "best dating site" from Sep 1 through Nov 12, 2017. The average cost per click for the online dating keyword group during the month came in at $3.67, but the affiliate sites averaged a far higher CPC at $6.36, according to AdGooroo data. In theory, advertisers believe affiliates who send traffic to the brand's site drive up their cost of acquisition, said Jim Leichenko, director of marketing at AdGooroo. AdGooroo points to three sites in particular. Capturing a combined 26.7% of all clicks on the dating keywords, Top10BestDatingSites.com ranked No. 1 with a 10.5% click share. Consumer-Rankings.com came in at No. 3 with 8.3% click share. TheTop10Sites.com at No. 4 came in with a 7.9% click share, beating all other advertisers except for Match.com, which ranked at No. 2 with an 8.9% click share.

by Laurie Sullivan
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Summarized by the Courtland Brooks team