Marketing democracy has arrived
CEO 2Leva, 2Performant
21st february 2013
“Affiliate marketing is a type of performance-
based marketing in which a business rewards one
or more affiliates for each visitor or customer
brought about by the affiliate's own marketing
• 39, married, 1 child
• Serial entrepreneur – 2 exits, 2 failures, still holds
shares in 2 advertising companies (non-executive)
• 2009 top affiliate in 2Parale - convertor.ro
• 2011 – 2Leva.bg launch
• Since February 2012, member of Leo Burnett
• 2013 – 2Performant
• Founder of ecomTIM.ro – the biggest ecommerce
conference in Romania – 13-14 March 2013, 3rd edition
• Speakers from Google, Visa, Prestashop, Verve
Search, Microsoft, Vodafone
• Speaker at Affiliate Management Days in London, 15-16
• Attended Affiliate Summit West 2013 Jan – Las Vegas
• Tracking, payments, ecosystem
• Flat fee + % from transactions
• Win-Win-Win - Everybody is paid only when
a transaction is finalized.
Affiliate network business model
2.000+ affiliates schoolsmarts or
streetsmarts in online marketing
13 active programs
Valentin. Super affiliate.
Independent online marketer.
Velina. Super affiliate.
Publisher – Sanoma Bliasak
Fashion Days – 10% share of sales
FashionUP – 10%
3Suisses – 5%
Shopping-terapia – 10%
• Additional revenue
• Better understanding of audience
• Research and know-how
What publishers can get from affiliate
• You can choose any advertiser, depending on
target, conversion rate or commission.
• Use your available display inventory to test
• Start a campaign in several minutes
• No strings attached – if the results are not good
enough, you can change or stop anytime!
Zero sales effort!
• You’re “speaking” only with the network
• One point of contact (and contract ) for
• Monthly payments.
Zero client service!
• Find out what your users are buying, when
and the average purchase they make.
• Use the information in your editorial & sales
Understanding your users
• Advertisers with no limits on the budgets –
there is literally no spend limitations in a
Cost Per Sale campaign.
Affiliate marketing is a
channel, which comprises more than
200,000 businesses and individuals”
– Performance Marketing Association (2009)
How to generate money through
• Generate CONVERSIONS by sending relevant traffic.
• Use banners in the FIRST PLACE to see what products
are your users interested in, but after that:
• Build dedicated projects for affiliate marketing:
• Virtual malls
• Price search engines
• Daily deals agregators
• Cash-back projects
• OR send PPC targeted traffic (AdWords, Facebook)
Buying decision process
• Research is the king – Google Trends, Analytics, 2Leva
• Always be testing - advertisers, tools, tactics
• Keep and develop only the best performing
• Choose a niche based on its potential, not on your passion
• Analyze the target, the buying behavior, the advertisers
• Learn SEO, Affiliate Marketing, AdWords, Facebook Ads
• Become an online marketing expert!