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An insiders dossier to
Affiliate Marketing
Heres a glossary covering off some of the buzz-words in Affiliate Marketing these days
LVCVC- Lifetime Value of a Customer. The estimatedlifetime sales total for a particular customerPredatory Marketingredatory Marketing- Methods used to redirectaffiliate links, for example, overlaying links andbanners, or spawning the browser window
Cookie-cuttingookie-cutting- A cookie cutter page is onethat's made from a generic content template
Thin Affiliateshin Affiliates- This refers to low-qualityAffiliates, unpopular with the search engines
Adwaredware- Although a million miles away fromSpyware, Adware is nevertheless likely to hackoff your Affiliates. Avoid
Snowballingnowballing- This system rewards a chain ofhierarchical publishers who may or may not knowof each others' existence, yet generate incomefor the higher level signup
Chargebackhargeback- Incomplete sales resulting incommission clawback
Parasitearasite- Technology designed to alter thenormal performance of click tracking and disrupt
affiliate business
Return Dayseturn Days- Number of days after a click throughthat the affiliate still earns a commission
Net 60, Net 30 etcet 60, Net 30 etc- Refers to payment period,i.e. 60 days after the month for the Net 60 and30 days after the month for the Net 30
Glossary
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File No.4 of bigigmouthouthmedias expos seriesedias expos series
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BitingthebulletDangersandpitfallsNetworkpartnersUseamiddle-manInterrogatingtheagencyRulesofengagement
HiddenstrengthsoftheaffiliatesProtectingyourbrandDeliverablesandexpectationsLetstalkcashAgentrelationshipsMissiontipsAgentbigigmouthouthLeakedbyGlossary
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2)
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7)8)
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15)
THEMISSION
TheUKAffil
iateMarket
isgrowingf
ast,
hikinginva
lueby45%a
nnually45%annually,takin
gthe
totalvalue
ofaffiliate
salestoa
whopping
3billion.
Youneedto
optimiseyou
raffiliate
activitytomake
sureyoudon
'tgetleft
behind
Keepthisunder
yourhat,butbi
gigmouthouthmediaedia
hasclearanceto
divulgeeveryth
ingyouneed
toknowinord
ertorunahigh
lysuccessfulsuccessful
andintegratedintegratedaffiliatep
rogram.Wehave
the
alliestomaket
hishappenandwespeakthe
affiliates'lang
uage.
Bigigmouthouthmediaediahasputtoge
therthisdossie
rto
removesomeoft
hemythsandto
demonstrate
howyoucanreap
therewardsreaptherewardsforchoos
ingthe
rightagencyto
manageyourcamp
aigns.
Listencarefully
andgoodluck...
CONTENTS
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AffiliateMarketingAffiliateMarketingisanincrediblyeffectivelow-risk,pay-on-res
ultssalestool.It'salsoa
complexlandscapecomplexlandscapewithmultiplenetworkoptions,
eachwithitsownsetofstrengths,scop
eand
technologiessoneedstobedonewell.
80%ofaffiliateprogramstodayusereve
nue
sharingorcostpersale(CPS)ascompensa
tion
method,19%usecostperaction(CPA)and
the
remaining1%useothermethods,suchas
cost
perclick(CPC)orcostpermille(CPM).
BITING
1
THEBULLET
Stearclearofstickycontracts
Stearclearofstickycontracts-justsaynoMakesureyournotcompetingwithyourown
MakesureyournotcompetingwithyourownPPCPCcampaignampaign!LookafteryouraffiliatesLookafteryouraffiliates-loveyouraffiliatesandyou'llgetthelovebackAvoidbelievingthatAffiliateMarketingis
AvoidbelievingthatAffiliateMarketingisstandalonetandalone-searchisattherootofitso
makesureyouraffiliatepartnerisbestof
breedinSearchDontfallintothetrapoffailingtoanalyse
Dontfallintothetrapoffailingtoanalyseresultsesults-orusingthewronganalyticspackageforyourobjectivesBew
arehiddencostsBewarehiddencosts-likesetup,accountmanagement,accountaccessandminimummonthlyspend
LimitedreachLimitedreach--AffiliateMarketingacrossvariouslanguagesandterritoriesrequiresthe
experttouchSelectingunethicalaffiliates
Selectingunethicalaffiliates-thosethatareoutthereshouldbeavoided
ANDPITFALLS
DANGERS
2
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Theverticale
xpertiseofea
chnetwork.
Eachonehass
trengthsandw
eaknesses
Thestrengtho
fthenetwork'
srelationship
withaffiliate
s
Thenetwork's
technologysol
ution-isit
accuratelytargetedfo
ryourcampaig
n?
Usingagooda
gencyallowsy
outobenefit
fromthecost-
savingagreeme
ntsthey've
establishedwi
ththenetwork
s
Therearenume
rousnetworks
tochoosefrom
andeachofth
enetworkshas
itsownstren
gths.
Makesureyou
choosetheon
e(orones)wi
ththe
reachyouneed.Usean
agencytocom
binecombine
networksnetworkssoyou
getthebestvertical
reachverticalreach
andtechnologi
estechnologiespossible.
It'scritical
toconsider:
Sowhoarethe
mainplayers?
networkP
ARTNERS
3
Yes,youheardright.Ane
xpertagencywill
optimiseyouraffiliatecam
paignformaximum
effectandefficiency.
Rememberthenetworksaren
'tincentivisedto
reduceyourspendwiththem
sowithoutanagency,
yourcampaigncan'tbemax
imallyefficientmaximallyefficient.
Usinganexpertagencyall
owsyoutheedgefor
managingacrossmultiplepl
atforms.They'll
integrateaffiliateactivit
ywithyourother
channelsandthey'llstrip
outpoorperformers
andmotivateotivatethegoodones.
Youthengettositbackandrelax,sa
feinthe
knowledgethatyouragency
hasinvestigatedall
thenetworks,knowstheml
ikethebackoftheir
hand,andareawareofwhi
choneswilloffer
youthebestresultsbestresults.
Themiddle-mansvalueisi
nsavingyoumoney
andprovingit!
USEamiddle-man
4
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INTERROGATING
Makesureth
atyour
agentconsid
ersthe
following
THEAGENCY
5
Nicheconten
t/
Interestweb
sites
Pricecompar
isonsites
Forums/Blog
s
Geographicr
each
Emailing
Coupons/Vouc
hers/Discoun
ts
Paidsearch(
PPC)
Organicsear
ch(SEO)
Loyalty/rewa
rdwebsites
Bannernetwo
rks
Richmedias
ites
Youragencywillneedtocoveroffthefollowinginselectingthenetwork(s)foryou:OngoingmarketarketandcompetitorompetitoranalysisConsideringacombinationofnetworkstomaximiseverticalexposuremaximiseverticalexposureanduseoftechnologiesCreatingbuzzuzzacrossaffiliatesCompetitive,flexibleremunerationmod
e
development,ongoingandseveralstepsaheadseveralstepsaheadofyourcompetitors
Avoidingstop-startcampaigns.Realisticbudgetingonacost-per-conversionmodelallowsyoutohavecontinuityontinuityandreaptherewardsfromasnowballeffectnowballeffectTargeted,attractiveandinnovativennovativeadvertisingContinuousontinuousmonitoringtrackingfunctionsEfficientprocessingofnewaffiliatesewaffiliatesEnhancementnhancementands
upportofaffiliatesSpeedyvalidationalidationofgeneratedsalesandleadsAttentiontodetailAttentiontodetail-offeringVIPcommissions,competitions,tieredcommission,accesstomarketingmaterials-feeds,keywordsetcBestuseofWidgetsandGadgetsWidgetsandGadgetsContinuousontinuousknowledge-basedregenerationandimprovementofcampaigns
RULESOF6
ENGAGEMENT
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OFTHEAFFILIATESAffiliatesareyourvirtualsalesforce,butwithoutthebasicsalarycostsIfyou'reintoSocialMedia,youraffiliateswillvoluntarilybackyouonline;they'llsaynicethingsbecauseit'sintheirinterest
todosoPROTECTINGYOURBRAND
8
Makesureyouraffiliateagentoffers:Agreementswithtrusted,qualityaffiliatesonly.NothingwilldestroyyourreputationquickerthanpoorlyselectedaffiliatesClearandrobustPPCrulesfor
affiliatestofollowAstrongstanceagainstscumwareSynergywithyourDisplayAdvertisingStrategyforbrand-squatting,keywordhijacking,scrapingandURLhijackingTheexpertisetoensureamessage-consistentcampaign,tyinginwithyourTV,POS,emailcampaigns,DM,merchandisingandotheractivities
Reducedmanpowerrequirementsin-house
Theyshoulddemonstrate
clearsavingsresulting
fromefficientmanagement
Fulltransparencyandma
nagementofpayments
forfullaccuracy
Maximisedconversionrat
esandpayonresults
Integratingaffiliatesac
tivitywithsearch
toletyoucorneryourm
arketbudgets
Agoodagencywilloffer
youateamwithmany
yearsofaffiliatenetwo
rkexperienceacross
multiplenetworksandterritories
DELIVERABLES9
Youmightwanttoconsid
ertreatingaffiliate
costsasasalescostins
teadofamarketing
cost.Thismeansthatas
longastheaffiliate
costpersaleislowand
profitableenough,and
youhavenofulfilmentho
les,youcanletyour
affiliatesbeassuccessfulastheycanposs
iblybe.
You'repayingonacost-p
er-acquisitionbasis
soitmakessense.Stop-s
tartcampaignsalso
tendtohackaffiliateso
ff.Youragencyshould
knowthebestapproachf
oryoursector.
LETSTALKCASH
ANDEXPECTATIONS
HIDDENSTRENGTHS7
10
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Onaverage,UKmerchantsinvolvedinAffiliateMarketingdrive16%oftheironlinesalesviathischannel.
Bigigmouthouthmediaediaaffiliateclientsachieveanaverageof24%.BycombiningAffiliateMarketingandSEO,bigigmouthouthmediaediaclientsachievearound63%oftheirtrafficthroughsearch.
Affiliatesareyou
rvirtualsalesforce.
Plythemwithincentives,informth
emofyour
othermarketingactivit
iesandbeflexibleon
commissionstructures.
Big-hittingsuper
affiliatesknowwhatth
ey'reworth
Maximiseattractiveness
fortheaffiliates-
minimiseleakage,optimi
seconversionandpay
competitivecommission
rates.Offersomething
a
littledifferent;whethe
rthat'sbespokevouche
r
codesorcompetitions-
whatevermakesthemti
ck
Keepabreastoftechnologicaldev
elopments
withintheindustry-t
hisisafastmoving
marketsoifyouwantto
stayontopyouhaveto
beseveralstepsahead
andfastonyourfeet
affiliateson-side
missiontips12
AGENT11FORkeep
ingyour
RELATIONSHIPS
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AGENTBIGMOUTH
Bigigmouthouthmediaedia has been at the forefront ofDigital Marketing since the dawn of the industry,
pioneering results-focussed, ethically integrated
digital marketing and winning numerous awards
along the way.
Now with over 200 staff in 10 countries, we workwith more than 300 major brands globally across
24 languages.
Want to know more about integrating Affiliate
Marketing? Pick up the phone and speak to one of
our mouthy experts on 0845 130 0055845 130 0055 or emailtellmemore@[email protected]
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Leakedby...
13
Usingagoodage
ncytohandleyourAffili
ate
Marketinggives
youaneffective
,multi-network,
cost-effectivea
pproach,fullys
ynergisedwithy
our
otherchannels.
You,themerchan
t,calltheshot
s.
Here'swhybigigmouthouthmediaediai
sanagentpartn
erworth
itssalt:
Fullcampaignma
nagementacross
multiplenetwork
s
formaximumcove
rage
Multi-cou
ntry,multilingu
alcapabilities
24hourresultsmonitori
ngbyalivingb
reathing
bigigmouthouthBigbran
dexpertswithin
differentverti
cals
Performance-base
dcommissionstr
ucture
Brand-protection
leaders
Synergisingyour
affiliatecampa
ignwithyour
otheronlinemar
ketingactivitie
s
Strategicgrowth
ofcampaigns
ROI-focussed
Built-intransparency
Bespoke,central
isedcontrol,administra
tion,
managementanda
djustmentofall
activities
Excellentrelati
onshipswitheff
ectiveAffiliate
Marketingoperat
ingplatformsan
dtopperforming
affiliateslocal
lyandglobally
Leakedby...
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