What does the closure of the Google Affiliate Network (GAN) mean for you?
Thousands upon thousands of affiliate programs hosted on GAN (Google Affiliate Network) are about to be uprooted and sent packing, like homes in a tornado storm.
That’s because the Google Affiliate Network is shutting down, with most functionality ending by July 31, and all functionality closing down by Oct. 31. Google’s reason for shutting down is because GAN is just not showing to be as profitable and beneficial as other Google products.
While the closure sounds frightening, you can still make the most of other products.
“Affiliate publishers can continue to earn AdSense revenue … and marketers can take advantage of other CPA-oriented Google tools like Product Listing Ads,” wrote J.J. Hirschie, head of GAN.
So what does this mean for you?
Well, simply put, the impact of this closure is enormous. If you’re a GAN merchant, then you’re going to have to find a new provider, and move all of your relationships over to that new provider. While this transfer can be (and will be) a time-consuming affair, you can take pleasure in at least one thing: because of the GAN closure, lots of other networks are offering discounts and incentives to get your business. Some examples of other networks are:
- Commission Junction
Before you jump ship and leave GAN, there are things you need to do in order to ensure a smooth transfer. For starters, contact your top affiliates, immediately. When you change networks, your inbound links are going to fall apart. This can be drastic to your web traffic. So, contact your top affiliates and offer to help them update their links with your new network.
Once you take care of your blue chippers, you’ll want to include the rest of your affiliates. Contact them en masse, letting them know you are switching networks. Even if you don’t have a new network chosen yet, let your affiliates know so they can prepare. It’s not a cakewalk to make the switch, so the more notice they have, the better.
Take advantage of this moment
Let’s say that you’re not a GAN merchant. How can you benefit from this closure? Well, it’s a pain in the neck to switch networks, and there’s the fear of the uncertainty. Perhaps a good number of your competitors (that are GAN merchants) have affiliates who aren’t necessarily gung-ho about switching over with your competitors. You can take this opportunity to woo these affiliates over to your ship during this time of uncertainty.
Every cloud has a silver lining. You just need to find it. If you’re having a hard time with your network switch, of if you’d like help reviewing your affiliate program, OperationROI can help. Call us at 1-888-277-5429 or fill out our contact form.