So Google has announced that it has decided to ‘retire’ its Google Affiliate Network only 1 short year after launching it in theUK. Is this a surprise? Was it inevitable? Is this a sign of things to come? As the saying goes, ‘a lot can happen in a year’.
I don’t believe it’s a surprise, at least not in the UK where they don’t appear to have gained much traction. However, losing the US offering is a little more surprising given that they are one of the larger propositions (reported to be the third largest after their acquisition of Performics).
Cast your mind back to April 2012 when Google launched the UK network, with the promise of so much. Tony Nelan, the then Head of Google Affiliate Network, stated:
Google is committed to educating advertisers who don’t currently have affiliate programmes and introduce them to this channel. This in turn helps grow the overall market in the UK.”
One year on and it’s all over. I guess this is just another example of Google trying something, not seeing the return it wants quickly enough and dropping it like a hot potato.
I’m pretty sure that this will have little impact on the performance marketing industry as a whole, but perhaps it will serve as a reminder of why you should choose the right affiliate network for your business to work with.