THE SILVER TUNA MARKETPLACE™
INCLUDED DOCUMENT: CORE ADVERTISING PROGRAM
Incorporated into Seller Agreement
Document Version: 1.0
Last Updated: November 2024
PURPOSE
This document outlines the advertising services, campaign management, performance expectations, and reporting standards included in your Core Advertising Fee. The advertising program is designed to drive qualified traffic to the platform, the collective marketplace, and your website maximizing visibility and sales opportunities.
1. PROGRAM OVERVIEW
1.1 Core Advertising Fee
Covers professional advertising management, campaign creation, content development, and performance reporting.
1.2 What’s Included
Your Core Advertising Fee may include but not limited to:
Professional ad campaign management
Multi ad channel campaigns (including but not limited to online, tv, radio, and printed)
Platform promotion of SEO content creation (blog posts, product descriptions)
Promotion of platform social media post creation and scheduling
Email marketing campaigns (when applicable)
Monthly performance reports
Quarterly ROI reviews
Campaign optimization and A/B testing
Analytics tracking and attribution
1.3 What’s NOT Included
The Core Advertising Fee does NOT include:
Fees will not used as influence to directly advance any sellers placement on the platform
2. ADVERTISING TIMELINE & PHASES
2.1 Pre launch advertising
Will focus on promoting platform topics to garner additional sellers and promoting onboarding sellers with spotlight content or themes. There are times when sellers may find their products or businesses advertised as part of a greater campaign. We do not guarantee placement of any products or businesses to any seller.
2.2 Post launch advertising
Will focus on promoting The Silver Tuna Marketplace platform and network of sellers to garner buyers and additional sellers. Advertising could include but not limited to cross-promotion with other sellers, shared campaigns, themes and seasonal promotions and building marketplace brand awareness
Activities may include but not limited to collective ad channel campaigns, marketplace-wide social media campaigns, cross-promotional content featuring multiple sellers, seasonal campaigns and holiday promotions, email marketing to marketplace subscribers
2.3 Optimization & Scale
Will focus on Promoting The Silver Tuna Marketplace collective and platform to garner buyers and additional sellers. Advertising could include but not limited to scaling successful campaigns, refining targeting and messaging, expanding to new channels and audiences, maximizing ROI across all sellers
Activities may include but not limited to advanced audience targeting and retargeting, lookalike audiences and expansion campaigns, multi-channel attribution and optimization, continuous a/b testing and improvement
3. ADVERTISING CHANNELS & STRATEGIES
3.1 Search ads
Search Campaigns could include but are not limited to:
Targeting high-intent keywords related to your products
Branded campaigns (your business name)
Competitor campaigns (when appropriate)
Shopping campaigns (Search Shopping)
Display Campaigns:
Retargeting website visitors
Prospecting new audiences
Contextual targeting on relevant websites
Image and banner ads
Performance Campaigns:
Automated campaigns across channels or networks
AI-driven optimization for conversions
Multi-channel reach (Search, display, video, email)
3.2 Social ads
Campaign Types could include but are not limited to:
Traffic campaigns (driving visitors to your website)
Conversion campaigns (optimizing for sales)
Engagement campaigns (building brand awareness)
Retargeting campaigns (re-engaging website visitors)
Ad Formats could include but are not limited to::
Single image ads
Carousel ads (multiple products)
Collection ads (product catalogs)
Story ads (Instagram Stories)
Reel ads (short-form video)
Targeting could include but are not limited to:
Interest-based targeting (category based)
Lookalike audiences (similar to your customers)
Custom audiences (website visitors, email lists)
Demographic targeting (age, income, location)
3.3 SEO & Content Marketing
Platform Blog Content could include but are not limited to:
Blog posts may include sellers websites
SEO-optimized content targeting relevant keywords
Educational content (buying guides, care tips, history)
Product spotlights and featured collections
Platform Marketplace Product Descriptions could include but are not limited to:
SEO-optimized product descriptions
Keyword-rich titles and meta descriptions
Structured data markup for rich snippets
Internal linking strategies
Technical SEO of platform could include but are not limited to:
Site speed optimization
Mobile responsiveness
XML sitemaps and robots.txt
Schema markup implementation
3.4 Platform Social Media Marketing
Platform Content Creation could include but are not limited to:
Social media posts each month
Product features and highlights
Behind-the-scenes content
Educational and inspirational posts
User-generated content (when available)
Platforms could include but are not limited to:
Instagram, Facebook, Pinterest TikTok
Posting Schedule could include but are not limited to:
Consistent posting frequency
Optimal timing based on audience engagement
Hashtag strategy for discoverability
Engagement with followers and comments
3.5 Email Marketing
Campaign Types could include but are not limited to:
Welcome series for new subscribers
Product launches and new arrivals
Seasonal promotions and sales
Abandoned cart recovery
Re-engagement campaigns
Email Frequency could include but are not limited to:
Emails per month (varies by campaign type)
Segmented lists for targeted messaging
A/B testing subject lines and content
Mobile-optimized templates
4. CAMPAIGN MANAGEMENT & OPTIMIZATION
4.1 Platform Campaign Setup
We could include but are not limited to:
Define clear objectives and KPIs
Research target audiences and keywords
Create compelling ad copy and creative
Set appropriate budgets and bids
Implement tracking and analytics
4.2 Ongoing Management
Could include but are not limited to:
We actively manage campaigns by:
Monitoring performance daily
Adjusting bids and budgets based on results
Pausing underperforming ads
Scaling successful campaigns
Testing new audiences and creative
4.3 A/B Testing
Could include but are not limited to:
We continuously test:
Ad copy and headlines
Images and creative
Landing pages and CTAs
Audience targeting
Bidding strategies
4.4 Optimization Strategies
Could include but are not limited to:
We optimize platform campaigns could include but are not limited to:
Cost per click (CPC): Lowering cost to drive traffic
Click-through rate (CTR): Improving ad relevance and appeal
Conversion rate: Increasing percentage of visitors who buy
Return on ad spend (ROAS): Maximizing revenue per dollar spent
Customer acquisition cost (CAC): Reducing cost to acquire customers
5. PERFORMANCE TRACKING & ANALYTICS
5.1 Key Performance Indicators (KPIs)
We could track and report on but not limited to:
Traffic metrics: Visits, unique visitors, page views
Engagement metrics: Bounce rate, time on site, pages per session
Conversion metrics: Conversion rate, transactions, revenue
Ad metrics: Impressions, clicks, CTR, CPC
ROI metrics: ROAS, CAC, customer lifetime value
5.2 Analytics Tools
We could include but are not limited to:use:
Google Analytics 4 (website traffic and behavior)
Google Ads (search and display campaign performance)
Facebook Ads Manager (social media campaign performance)
Google Search Console (SEO performance)
Bing Search Console (SEO performance)
Custom dashboards (consolidated reporting)
5.3 Attribution Tracking
We could track traffic sources to understand:
Which campaigns drive the most traffic
Which channels generate the most sales
Customer journey from first touch to purchase
Multi-touch attribution across channels
5.4 Data Privacy & Compliance
All tracking and analytics comply with:
GDPR (General Data Protection Regulation)
CCPA (California Consumer Privacy Act)
Cookie consent requirements
Privacy policy disclosures
6. REPORTING & TRANSPARENCY
6.1 Quarterly Performance Reports
You receive detailed quarterly reports could include but are not limited to:
Executive summary: Key highlights and insights
Traffic analysis: Visits, sources, and behavior
Campaign performance: Ad spend, clicks, conversions
SEO performance: Rankings, organic traffic, keywords
Social media performance: Engagement, reach, followers
Recommendations: Optimization opportunities and next steps
Report delivery: Within 5 business days of month-end
6.2 ROI Reviews
We conduct in-depth reviews that could include but are not limited to:
90-day performance trends: Identifying patterns and opportunities
ROI analysis: Calculating return on advertising investment
Competitive analysis: Benchmarking against industry standards
Strategy refinement: Adjusting approach based on results
Goal setting: Establishing targets for next quarter
Review format: 30-minute video call or detailed written report
6.3 Real-Time Dashboard Access
You have 24/7 access to real time advertising stats when features become available and could include but are not limited to:
Live campaign performance data
Traffic and conversion metrics
Ad spend and budget tracking
Historical performance trends
Custom reports and exports
Dashboard features as they come available could include but are not limited to:
Visual charts and graphs
Filterable date ranges
Downloadable reports
Mobile-responsive design
6.4 Transparency Commitment
We commit to transparency that could include but are not limited to:
Full disclosure of costs, ad spend and allocation
Honest reporting of results (good and bad)
Responsive communication and support
No hidden fees or surprise charges
7. PERFORMANCE EXPECTATIONS
7.1 Realistic Expectations
We commit to realistic expectations that could include but are not limited to:
Professional campaign setup and management
Best-effort optimization for maximum ROI
Transparent reporting and communication
Continuous testing and improvement
Industry best practices and standards
We do NOT guarantee the following but not limited to:
Specific traffic volumes
Specific conversion rates
Specific sales results
Immediate or overnight success
Results beyond our control
7.2 Factors Affecting Performance
Advertising results are influenced by the following that could include but are not limited to:
Product factors: Quality, pricing, uniqueness, demand
Market factors: Competition, seasonality, economic conditions
Website factors: Design, user experience, load speed
Brand factors: Recognition, reputation, trust
External factors: Algorithm changes, platform policies, trends
7.3 Timeline for Results
Typical timelines could include but are not limited to:
Campaign setup, testing, data collection
Optimization based on initial data
Scaling successful campaigns, refining strategy
Mature campaigns with consistent performance
Important: Advertising is a long-term investment. Immediate results are rare. Patience and consistency are key to success with any advertising
7.4 Success Metrics
We consider campaigns successful that could include but are not limited to::
Traffic increases month-over-month
Conversion rates improve over time
Customer acquisition cost is sustainable
Brand awareness and engagement grow
8. SELLER RESPONSIBILITIES
8.1 Asset Provision
You are responsible for providing products on your website and marketplace that may be used for promotional needs include these items but not limited to:
High-quality product images
Accurate product descriptions and pricing
Any specific messaging or positioning requirements
Customer testimonials or reviews (if available)
Keeping product inventory up-to-date
Maintaining accurate pricing
8.3 Feedback & Communication
You are responsible for the following that could include but are not limited to::
Reviewing reports
Providing feedback on campaigns
Communicating goals and priorities
Responding to requests for information
Participating in quarterly reviews
8.4 Realistic Expectations
You are responsible for:
Understanding that advertising takes time
Being patient during testing and optimization phases
Recognizing factors outside our control
Focusing on long-term growth, not short-term spikes
Trusting the process and professional expertise
9. COLLECTIVE ADVERTISING BENEFITS
9.1 Shared Budget Advantages
By pooling advertising resources, sellers benefit from the following that could include but are not limited to:
Larger budgets: More ad spend than individual sellers could afford
Better rates: Volume discounts and preferential treatment from platforms
Broader reach: Exposure to wider audiences
Cross-promotion: Traffic from platform or seasonal campaigns
Brand building: Collective marketplace recognition
9.2 Marketplace Campaigns
Collective campaigns promote the following that that could include but are not limited to:
The Silver Tuna Marketplace brand
Multiple sellers and product categories
Seasonal themes and holiday promotions
Curated collections across sellers
Marketplace-wide sales and events
9.3 Traffic Distribution
Traffic from collective campaigns is distributed could include but are not limited to:
Based on product relevance to search/ad
Proportionally across participating sellers
With attribution tracking to measure impact
Fairly and transparently
9.4 Competitive Advantage
Collective advertising provides the following and could include but are not limited to:
Stronger market presence than individual sellers
Credibility and trust from marketplace association
Economies of scale in advertising costs
Shared learning and optimization insights
10. PROGRAM MODIFICATIONS
10.1 Service Updates
We may update advertising services with 30 days’ notice including but not limited to:
Adding new advertising channels
Changing content creation frequency
Adjusting reporting formats
Implementing new tools or technologies
10.2 Platform Changes
We adapt to platform needs and changes may include but not limited to:
Algorithm updates (Google, Facebook, etc.)
Policy changes and new requirements
New ad formats and features
Privacy regulation updates
10.3 Strategy Adjustments
We may adjust strategies based on the following but not limited to:
Performance data and results
Market conditions and competition
Seasonal factors and trends
Budget allocation and priorities
Sellers will be notified of significant strategy changes and have the opportunity to provide input.
Policy Updates
This policy may be updated with 30 days’ notice. Continued participation in the marketplace constitutes acceptance of updates. Material changes will be clearly communicated via email and seller dashboard notifications.
This Core Advertising Program document is incorporated into your Seller Agreement and is binding upon all participating sellers.
By participating in The Silver Tuna Marketplace, you agree to the advertising services, strategies, and terms outlined in this document.
Questions and Support
Email Support: [email protected]
Phone: 470-422-9199 | Support Hours: Daily 9 AM – 9 PM EST
Emergency Support: 365/24/7 for critical issues | Issues not deemed critical after hours may be charged for time and service
Questions about this or any other document? Contact us – we’re here to help you succeed.
