Performics Renamed Google Affiliate Network
Well, it looks like the affiliate marketing industry just got the biggest possible endorsement and shot of adrenaline about the future viability and potential of affiliate marketing - Performics, long considered one of the top three traditional affiliate networks, will be changing it’s name to the Google Affiliate Network as part of the integration of the DoubleClick Performics brand(s) into Google.
I’m feeling pretty mixed emotionally about this announcement.
On the one hand, I believe that the name change is a positive for the broader affiliate marketing industry in as far as it recognizes Google’s believe in the power and viability of affiliate marketing.
On the other hand, Google’s resources are infinite, which makes it pretty difficult to compete with a company that apparently could control the world if it wanted to (or is that what they are in the process of doing anyway? - LOL).
For me personally, Google is so big that it becomes almost impossible to get too close to them. Yes, we all have to do business with them because they control the world (LOL), but I’m a strong believer in the power of relationships. It’s why I, as CEO, am here writing this post - I’m interested in getting to know you. To Pepperjam Network advertisers and affiliates you are not just a number - I think that’s one of the reasons why we’ve become the fastest growing affiliate network in the United States.
Yes, Google will capture a nice slice of the affiliate marketing industry - there is no doubt about that. However, I don’t believe they will be able to manage what Pepperjam Network believes are the two most important ingredients to successful affiliate marketing: (1) relationships (aka, communication), and (2) full and unfettered affiliate transparency.
I’m most curious about what advertisers and affiliates think about the idea of the Google Affiliate Network?
Do any of the other networks (like Pepperjam Network) even stand a chance?
What would an affiliate network based on a Google AdSense model look like? The Wild, Wild West…
Others on the Web talking about this news:
TechCrunch
5 Star Affiliate Blog
Shawn Collins Affiliate Tip
Scott Jangro’s Jangro.com
June 30th, 2008 at 2:04 pm
Wow! This is just huge.
Imagine Google Analytics on the backend of the Advertisers confirm page and GAN tracking codes driving the sales through the publisher channels (PPC, SEO, Blogging, Social Networking, Emailing, etc.) front end. Google will now hold the exact recipes for driving transactional revenue, not only in PPC but now through EVERY Online channel.
As an affiliate, at least this is a sign that Google isn’t trying to put them on the endangered species list (yet).
As an advertiser, the benefits to launching on GAN are somewhat of a grey area at this point.
Will other networks stand a chance… only time will tell. Who knows if Google will move in with the old Analytics model and give the whole program away for free……
June 30th, 2008 at 2:38 pm
It will be interesting to see what new types of tools and technology GAN will come out as Google certainly has the resources and manpower to improve the network. Having the Google name attached to the network doesn’t hurt either….However, I don’t foresee GAN putting the other networks out of business as affiliates prefer some networks over others.
June 30th, 2008 at 11:22 pm
Well google does have limitless resources, it becomes prohibitively expensive to truly play in their ballpark. their PPC paltform is an example of this. So, they might get the big boys but medium to smaller merchants with a limit on ad spending would be right for the picking on a network like Ppperjam.
I’ve been an affiliate marketer for over 3 years and this network has impressed me. I do belong to all major networks but they don’t always address the concerns of a small guy like myself.
As far a sPerformics or whatever they’ll be called, Google has to overhaul that entire paltform to compete. Ther platform is old school and way outdated. Who knows how many merchants would stand by as an overhaul is being conducted.
July 1st, 2008 at 11:40 am
When I saw this in my in boxed I almost fell over. Google must have a high confidence level with DC.
July 2nd, 2008 at 12:08 am
I have an account with Performics and have links for a few merchants. I’ve always found the interface clunky. Their ways of linking also seem outdated. At least one of their merchants should convert well for me but it doesn’t. I’m not sure if it’s parasites or what. I have better things to do than figure it out. Maybe Google can improve it technically but they have a long ways to go to be as good as most of the other networks. Even if they improve technically, they’ll have to be able to make affiliates and merchants happy.
July 2nd, 2008 at 9:09 pm
They may scoop up some rather savvy site owners but some (like myself) would use more than one simply because the advertisers/publishers vary.
It could be based on whether or not the relationship wanted is a “love em and leave em” or a longer courtship is wanted.
I personally think Google is too big and confusing its like trying find a pack of sewing needles in Costco.
But maybe this is why I owe a boutique.