Direct Linking - Advantages and Disadvantages

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The Advantages and Disadvantages of Direct Linking

Direct linking is when an affiliate creates sponsored PPC ads that link directly to a merchant’s site. If direct linking is restricted, affiliates can use their own domain or site and create their own landing page that they send visitors to first, before sending them to the merchant’s site.

Advantages to Direct Linking:

  • The conversion rate is usually higher as a result of direct linking
  • Better customer journey as there is no need for a landing page
  • Can lead to a higher rank in Google

Disadvantages to Direct Linking:

  • Allowing direct linking can lead to less control over your brand
  • Can potentially conflict with a merchants own campaign, as there can only be one ad per URL per search term. This could result in a merchant’s own ad being removed if Google deem an affiliate’s ad to be better.

Whether you decide to allow affiliate to link directly or not, it is important that this is clearly outlined in your programme terms and conditions.

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