Introduction
Go City faced challenges in monitoring affiliate compliance and managing brand bidding. By leveraging Adthena’s Ad Hijacking Detection, they transformed their affiliate program, achieving a 75% reduction in CPCs and detecting 89,000 brand infringements.
Main challenges
Go City didn’t have an effective way to automatically monitor all of their affiliates across their affiliate network. A key part to their terms and conditions agreement is that brand keyword bidding is not permitted. It drives up CPCs and results in Go City paying out unearned commissions to partners that aren’t playing by the rules or really earning the commissions.
The challenge was seeing these infringements of brand bidding in real time at scale. The original method was just some localised searches when the team had some spare time which didn’t cover enough source markets or the full array of brand keywords.
Solutions
Because of the challenges and complexities of Go City’s affiliate marketing program, they needed a way to automatically monitor all of their affiliates across multiple countries.
They used Adthena Ad Hijacking Detection and were able to implement strategic measures to optimize their affiliate partnerships, reduce costs, and enhance overall program efficiency. A few examples are:
Communication with Affiliate Partners
Go City was able to proactively communicate with all affiliate partners that were not in compliance with their terms and conditions aligning our partners with our objectives.
Commission Pauses
Implemented a 3- strike ban policy and then paused commissions for network partners that were still bidding on brand terms. This measure was an effective deterrent to ensure compliance with their policies.
Impact
As a result of these measures, Go City saw an immediate reduction in brand bidding activities. In the first month using Ad Hijacking Detection, they reduced the number of partners bidding on brand terms by 86%. Additionally, they saved $4,722 in cost per acquisition (CPA) for affiliates.
