It was announced recently that Google will be bringing their affiliate network to the UK. Google bring with them 12 years of experience in the affiliate marketing space (they are the 2nd major network in the US) as well as very strong brand identity.
So, what can they offer in an industry that has matured and developed over the past few years? The likes of Affiliate Window, Tradedoubler and OMG currently dominate the market each with their own particular strengths and unique offerings.
A major USP for Google’s affiliate network is the integration with the other products that make up Google’s portfolio – namely the Merchant Centre, Doubleclick, Ad Planner and Adsense.
The initial commercials offered by Google (for a limited period) will also be attractive to many. Fees and monthly minimum spends are being waived and a competitive override could sway merchants and agencies to use Google’s network. There are also likely to be incentives based on commission earned which could be beneficial to merchants and agencies.
Getting merchants to transfer over their entire programmes may prove difficult to do however I see a place for Google to act as a secondary network. The experiences merchants/agencies have with the network and any financial benefit could then sway merchants to migrate over.