Affiliate marketing is an expansive and versatile field filled with diverse partnership types. We often find brands weary of working with TM+ Affiliate (Trademark Plus) bidding partners, usually because they are concerned about these partners bidding up their internal paid search campaigns. However, with proper management of your affiliate partner relationships, these partnerships have a lot of added value.
TM+ affiliate partners employ a specialized paid search strategy incorporating a brand’s name and additional terms. For retail brands, TM+ partnerships offer many benefits, from enhancing visibility to driving incremental sales without competing directly with the brand’s advertising efforts. In this post, we’ll explore the nuances of TM+ bidding in affiliate programs, the benefits for retail brands, and how TM+ partnerships can fit into a well-rounded affiliate marketing strategy.
What Are TM+ Affiliate Partners and TM+ Bidding?
In TM+ bidding, affiliates use a brand’s trademark (TM) with additional keywords or phrases in their search engine marketing (SEM) campaigns. For instance, rather than bidding on just “Brand X,” TM+ partners may bid on “Brand X discount” or “Brand X deals.” This approach enhances the affiliate’s ability to attract highly relevant traffic, capturing consumers further down the purchase funnel actively searching for offers or information about the brand.
These types of partnerships require a close alignment between the brand and the affiliate partner. Brands typically monitor TM+ affiliates closely to ensure the bidding strategies align with their marketing objectives and comply with trademark usage guidelines. As such, TM+ partnerships can be an effective marketing tool, particularly in driving high-intent traffic that is more likely to convert.
The Benefits of TM+ Affiliate Bidding for Retail Brands
- Capture High-Intent Traffic
TM+ affiliates target consumers who are already interested in a brand but seek additional incentives, such as discounts or promotions.
“Affiliate partners with TM+ bidding strategies reach consumers at critical stages in the buying journey.” Brian Marcus, VP of Global Marketing, TUNE
When shoppers search for a brand name along with terms like “promo code” or “sale,” they’re typically ready to make a purchase, often leading to faster conversions and a higher return on investment (ROI) for the brand.
Increase Brand Presence and Control in Search Results
By working with TM+ partners, brands can ensure that the results shown to potential customers on search engines are consistent with their branding and promotional messaging. This added control can prevent competitors or unauthorized resellers from monopolizing the brand’s trademark space in search results. A controlled TM+ bidding strategy allows retailers to fill more search ad space with authorized, quality-controlled content that aligns with their brand message, maintaining brand presence and credibility.
Boost Incremental Sales Without Cannibalizing Direct Traffic
One of the primary concerns for brands considering TM+ partnerships is the potential for cannibalization of their search traffic. However, studies have shown that TM+ partnerships drive incremental traffic rather than siphoning off visitors who would otherwise convert through the brand’s organic or paid search efforts. A recent report from Awin stated that “in well-managed TM+ partnerships, the incremental lift in conversions can range from 10-15%, largely depending on the brand and affiliate strategy” (https://www.awin.com/us/blog/affiliate-marketing-benefits).
By targeting consumers explicitly looking for deals or incentives, TM+ affiliates complement the brand’s SEM efforts rather than competing with them.
Increase Affiliate Diversity and Reach
Having TM+ affiliates in the marketing mix helps expand a brand’s reach across customer segments and search queries. By including affiliates with expertise in TM+ bidding, brands benefit from the experience and reach of seasoned SEM professionals who can target specific demographics, geographic areas, and purchase intents more effectively. This partnership diversity also helps brands diversify their digital footprint, capturing customers who might need to engage with direct SEM ads from the brand itself.
How TM+ Bidding Partners Benefit Affiliate Programs
Better Allocation of SEM Budget
Since TM+ affiliates are skilled in optimizing paid search campaigns around brand-specific keywords, brands can often allocate more of their SEM budget toward other keywords and strategic initiatives. By allowing TM+ affiliates to capture branded queries associated with deal-seeking behaviours, brands can leverage affiliate spend to support broader, non-branded keyword campaigns in-house. This collaborative approach with TM+ affiliates ensures that SEM efforts are optimized for branded and non-branded searches, maximizing the brand’s total reach and impact in paid search.
Enhanced Tracking and Data Collection
TM+ affiliates often bring robust tracking and data collection abilities, giving brands deeper insights into customer behaviour and purchase intent. By analyzing the keywords, demographic data, and conversion rates associated with TM+ campaigns, brands can refine their SEM and SEO strategies to better meet customer needs. The insights from TM+ partnerships allow brands to sharpen their marketing efforts across channels, providing a more personalized and responsive customer journey.
Improved Customer Journey
The customer journey has evolved into a multi-channel experience, and TM+ partners play a crucial role in enhancing this journey by providing consumers with the information they need when they are most ready to purchase. By directing high-intent traffic to the brand’s site, TM+ affiliates create a more seamless shopping experience, reducing friction and boosting conversion rates. “Consumers today are looking for both information and affirmation before purchasing. TM+ affiliates provide both by connecting them with the right offers at the right time,” notes Rick Gardiner, CEO of iAffiliate Management.
Best Practices for TM+ Partnerships
- Set Clear Guidelines and Monitor Compliance: Establish brand guidelines for TM+ bidding, specifying which keywords and messaging are acceptable for affiliates. Monitoring these campaigns is crucial to maintain brand integrity and ensure compliance.
- Define Metrics for Success: Brands should outline specific metrics for TM+ campaigns, such as conversion rates, click-through rates, and return on ad spend. Establishing benchmarks allows for better performance evaluation and helps identify improvement areas.
- Leverage Data to Refine Strategy: Collaborate with TM+ affiliates to review campaign performance data regularly. Use these insights to adjust your broader marketing strategy, particularly in SEM and SEO efforts.
- Consider Exclusive Offers for TM+ Partners: Offering exclusive promotions to TM+ affiliates can enhance the value of these partnerships. TM+ affiliates can improve click-through and conversion rates by providing unique offers to deal-seeking consumers, maximizing the campaign’s ROI.
For retail brands looking to maximize their affiliate programs, TM+ partnerships offer a powerful tool to reach high-intent customers, increase incremental sales, and strengthen their online presence in search engines. These affiliates serve as an extension of the brand’s SEM strategy, helping to capture critical customer segments and optimizing the brand’s search visibility. As TM+ partnerships continue to evolve, brands that leverage this affiliate type strategically can reap significant benefits in terms of revenue, customer acquisition, and brand loyalty.
Sources:
- Awin, “Affiliate Marketing Benefits: Incrementality,”
- TUNE, “Affiliate Marketing for Brands and Agencies,” https://www.tune.com/
