Special Report: Affiliate Marketing

CS: There’s some debate as to how much marketing an affiliate should do to drive sales. Do you allow your affiliates to use your brand name in their own search engine marketing efforts?
McAdams: We do, but we cap the amount they can spend. They can bid only to a certain amount on a keyword, but we don’t restrict which words they can bid on. We have people on staff who measure and monitor. Our search engine marketing firm keeps an eye on those behaviors as well.