www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
How to Sell More … with Affiliate Marketing
A...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
How to Sell More … with Affiliate Marketing
W...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Affiliates and brand............................
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Welcome
Using the internet to promote your bu...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Affiliate marketing is a business relationshi...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
How affiliate marketing began
The concept of ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Amazon.com (Amazon) launched its associate pr...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
subsequent sales/actions to be tracked. It’s ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Somewhat controversial in some markets but un...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
offering pure cash back to users or awarding ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Co-registration affiliates
Co-registration is...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
When to use affiliate marketing
Affiliate mar...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
The affiliate model is based on transparency ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Affiliates are „in business” and as your supp...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
* www.pay4results.eu is new (this guide was w...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
A day in the life of an affiliate programme
T...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Both the Online Marketing Manager and the Acc...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
PPC Arrangements
All of Fashion24’s search en...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
For example affiliates who join www.pay4resul...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Affiliates will also assess the advertiser’s ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
consider how best to complement your existing...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
You must consider how you will validate click...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
marketing mix, rather than solely for driving...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Each affiliate that applies for a programme m...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Public Relations and Public Service Announcem...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
affiliate programme alongside their existing ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
above show that a brand’s visibility and abil...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
these long tail keywords. The greater number ...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Managing your affiliate programme
The industr...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
defrauding our network or advertisers or usin...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
marketing mix.
Undeniably, affiliate marketin...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Ultimately the overriding benefit of the affi...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
We will work even harder to ensure our advert...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
delivery (SMS), enhanced API integration, fra...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
If you don’t have time to read them, we can t...
www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing
Acknowledgments
We could not have written thi...
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Affiliate marketing for advertisers free guide

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How to Sell More … with Affiliate Marketing
An essential introduction to what is affiliate marketing, how it can work to promote your business and what you need to do to get started.
A FREE guide to affiliate marketing for advertisers
This is version 1, created November 2010.

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Affiliate marketing for advertisers free guide

  1. 1. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing How to Sell More … with Affiliate Marketing An essential introduction to what is affiliate marketing, how it can work to promote your business and what you need to do to get started. A FREE guide to affiliate marketing for advertisers This is version 1, created November 2010.
  2. 2. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing How to Sell More … with Affiliate Marketing Welcome ................................................................................................................................... 4 Affiliate marketing – an introduction ..................................................................................... 4 How affiliate marketing began ........................................................................................... 6 The opportunities for advertisers....................................................................................... 7 Making money and the importance of tracking............................................................... 7 Does size matter?................................................................................................................ 8 Types of affiliate....................................................................................................................... 8 The social affiliate................................................................................................................ 8 Niche content and personal interest websites ................................................................ 9 Loyalty and reward websites ............................................................................................. 9 PPC and search affiliates................................................................................................. 10 Email marketers................................................................................................................. 10 Co-registration affiliates.................................................................................................... 11 Affiliate networks................................................................................................................ 11 Summary............................................................................................................................. 11 When to use affiliate marketing........................................................................................... 12 Website conversion rates and enough resources........................................................ 12 Marketing materials........................................................................................................... 12 Tracking............................................................................................................................... 12 Affiliate network selection................................................................................................. 13 Making affiliate marketing central to online success........................................................ 13 Metrics................................................................................................................................. 14 Be selective ........................................................................................................................ 14 Affiliates: Part of the team?.............................................................................................. 15 Summary............................................................................................................................. 15 A day in the life of an affiliate programme ......................................................................... 16 Daily checks ....................................................................................................................... 16 Data-feed ............................................................................................................................ 17 Affiliate recruitment / applications ................................................................................... 17 Affiliate enquiry................................................................................................................... 17 PPC Arrangements ........................................................................................................... 18 Newsletter feature ............................................................................................................. 18 Reporting............................................................................................................................. 18 Paying affiliates.................................................................................................................. 18 Considering a 12 month programme for advertisers ....................................................... 19 Will affiliate marketing work for you?.............................................................................. 19 What do you want to achieve? ........................................................................................ 20 How will this fit in with your annual media and marketing plans?.............................. 20 How should you structure your commissions? ............................................................. 21 How do advertisers recruit affiliates? ............................................................................. 21 How do you support your programme once it is live?.................................................. 21 Where do you begin?........................................................................................................ 22
  3. 3. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Affiliates and brand............................................................................................................ 22 Brand control...................................................................................................................... 23 Programme terms & conditions (T&C’s) ........................................................................ 23 Advertiser approval ........................................................................................................... 23 Brand benefits of an affiliate programme....................................................................... 24 Public Relations and Public Service Announcements (PSAs) ................................... 25 Managing affiliates and pay per click search .................................................................... 25 Search – the areas you need to focus on...................................................................... 26 Protecting your brand using brand term and generic keywords................................. 27 How to maximise your keyword activity ......................................................................... 27 Working with trusted affiliates.......................................................................................... 28 Managing your affiliate programme................................................................................ 29 Affiliate Programme Risks................................................................................................ 29 Affiliate marketing as a sustainable sales and marketing channel................................ 30 In-house v. affiliate network?........................................................................................... 31 Bringing advertisers and publishers together................................................................ 31 Selling it to the board ........................................................................................................ 31 About Pay4Results.eu .......................................................................................................... 32 About DirectTrack.................................................................................................................. 33 About Altex Marketing........................................................................................................... 34 Affiliate Marketing is too complicated!................................................................................ 35 Acknowledgments ................................................................................................................. 36
  4. 4. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Welcome Using the internet to promote your business is normal nowadays. In fact any company who is not advertising online with their own website and supporting activities like email marketing, banner advertising, search engine marketing and social media is probably designed to fail. The growth in e-commerce (e-shops) continues to gather pace. All major companies and brands have realised the powerful impact of the internet on their businesses. Alongside the growth in the internet there has been an explosion of interest in performance advertising and affiliate marketing. Affiliate marketing is a perfect partner for advertisers who want to develop a virtual sales force of „brand ambassadors“. Affiliate marketing through a network can be a very profitable addition to a company’s sales and marketing strategy online. This free guide aims to show how affiliate marketing works and some of the most important areas to consider when starting an affiliate programme. We hope you enjoy this report and it inspires you to dig deeper into affiliate marketing. Robin Gurney on behalf of the Pay4results Team Project Director robin@pay4results.eu Affiliate marketing – an introduction
  5. 5. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Affiliate marketing is a business relationship where an advertiser has consumers driven to it by adverts placed on an affiliate site (website/blog/e-newsletter/social medium). If a consumer visiting the affiliate’s site clicks on an advertisement and goes on to perform a predetermined action (usually a purchase or an enquiry) on the advertiser’s site then the affiliate receives a payment. This predetermined action could be a sale, lead, download, enquiry, registration, newsletter sign-up or simply a click/visit. It is this cost per action (CPA) model that defines affiliate marketing and sets it apart from other channels. In its simplest form affiliate marketing can be described by this diagram: Source: Wikipedia When an affiliate network is involved it can be more fully described by this second illustration:
  6. 6. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing How affiliate marketing began The concept of revenue sharing—paying commission for referred business— predates affiliate marketing and the Internet. The translation of the revenue share principles to mainstream e-commerce happened almost four years after the origination of the World Wide Web in November 1994. During November 1994, CDNOW launched its BuyWeb programme. With this programme CDNOW was the first commercial website to introduce the concept of an affiliate or associate programme with its idea of click-through purchasing. CDNOW had the idea that music-oriented websites could review or list albums on their pages that their visitors may be interested in purchasing. These websites could also offer a link that would take the visitor directly to CDNOW to purchase the albums. The idea for remote purchasing originally arose because of conversations with music label Geffen Records in the fall of 1994. The management at Geffen wanted to sell its artists' CDs directly from its website, but did not want to implement this capability itself. Geffen asked CDNOW if it could design a programme where CDNOW would handle the order fulfilment. Geffen realized that CDNOW could link directly from the artist on its website to Geffen's website, bypassing the CDNOW home page and going directly to an artist's music page.
  7. 7. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Amazon.com (Amazon) launched its associate programme in July 1996: Amazon associates could place banner or text links on their site for individual books, or link directly to the Amazon home page. When visitors clicked from the associate's website through to Amazon and purchased a book, the associate received a commission. Amazon was not the first advertiser to offer an affiliate programme, but its programme was the first to become widely known and serve as a model for subsequent programmes. Source Wikipedia In Europe, 1999 saw the birth of the affiliate network in the UK with DGM, Commission Junction and Tradedoubler setting up within a few months of each other. Since then affiliate marketing has continued to spread throughout Europe. The opportunities for advertisers The main benefit for advertisers is obvious; they only pay for results. From the affiliate’s perspective, they only need to become experts in driving relevant traffic to advertisers’ websites in order to maximise return for themselves. Remember, the affiliate spends their own time and money driving traffic to the advertiser and only gets paid if they deliver results. Making money and the importance of tracking The affiliate model requires all clicks, leads, sales or other rewarded actions to be tracked in order that the correct revenue is calculated for each affiliate. Tracking can either be run in-house by the advertiser, or more commonly it will be independently tracked by an affiliate network like www.pay4results.eu . An affiliate network is a third party that offers services for affiliates and advertisers such as affiliate marketing strategy, account set up, account management, campaign advice, independent tracking and optimisation of relationships with affiliates. The affiliate needs to use special links and creative banners from the advertiser or affiliate network with a tracking code embedded in them. These links and banners are then placed on the affiliate site and allow all clicks through to the advertiser site and
  8. 8. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing subsequent sales/actions to be tracked. It’s then the responsibility of the advertiser to validate these sales/actions as legitimate before the affiliate can be paid their commission. Does size matter? Many B2B and B2C sectors already benefit from using networks of affiliates. Vertical sectors that traditionally see great success through the affiliate channel include financial services, travel, retail, telecoms, broadband and gaming. This is far from an exclusive list and whatever the advertiser is looking to achieve they will virtually always find someone willing to promote them - providing the price is right. Affiliates come in all shapes and sizes from the online largest media publishers and portals looking to optimise monetisation of their traffic to individual bloggers and small website owners through to individuals who produce a niche website based on their personal interest(s) and hope to gain extra revenue by displaying advertising. Most recently we are seeing the rise of the social affiliate – individual affiliates, not businesses, who promote advertisers through Facebook, Twitter etc. Types of affiliate Put very simply, affiliates are companies, groups and individuals who promote advertisers through one, or many of the various forms of affiliate marketing. Affiliates strive to deliver advertisers’ products or services to their users. What differentiates types of affiliates from one another is which method of affiliate marketing they choose to adopt to reach this objective. They can be broken down into seven primary affiliate types as follows: The social affiliate
  9. 9. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Somewhat controversial in some markets but undoubtedly where the massive growth in affiliate marketing will come from in the future; individuals are joining affiliate programmes and then promoting the advertisers through placing links on their Twitter postings, Facebook messages and as comments and replies to other social media postings. Early comments on best practice suggest that these “social affiliates” should disclose unobvious paid/promotional links using systems such as www.p4r.me or by adding a simple (advert) within each post. Definitely social affiliates should refrain from spamming social media as this is unethical and likely to be both unproductive and extremely annoying for their friends/followers. Niche content and personal interest websites Affiliates run websites that cater to a certain niche in the online marketplace and can be an ideal way for advertisers to target users specifically interested in certain products and drive high quality traffic. Websites that would fall into this category include sites offering freebies, information on certain hobbies or topics, games and bingo websites, and retail and travel-related sites and blogs. Niche affiliates may have the option to send e-newsletters (opt in). This allows them to inform their readers/subscribers about advertiser offers – in addition to running advertisers’ offers (banners and text links) on their websites. Email marketing to opting only lists by affiliates significantly increases conversion rates (the number of customers that complete an action) and revenue for the affiliate. Affiliates who are serious about earning a significant income should, and often do, invest a lot of effort in building responsive opt in email lists. NOTE: Spam is banned by most affiliate programme owners and networks. www.pay4results.eu has a zero spam tolerance policy and may remove affiliates who spam and withhold any revenue they have earned! Loyalty and reward websites Loyalty and reward websites build a loyal user base by marketing advertisers to their users and then sharing their profits with them. They can share these profits by
  10. 10. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing offering pure cash back to users or awarding them with points that can be built up to contribute towards discounted online purchases through the website or towards a central prize. The idea is that by sharing profits with their users, these affiliates can build a ‘loyal’ database of users who are happy to make purchases online through the websites because they feel they are ‘getting something back’. PPC and search affiliates Pay per click (PPC) and search affiliates bid on words and phrases in search engines to help drive traffic to an advertiser’s website by using the sponsored links on portals such as Google, Yahoo, Bing, Yandex (Russian), Neti (Estonian) and other important national search engines. As well as sponsored links on search engines and portals, affiliates are now able to use brand terms and improve advertiser rankings within the natural search engine results. This is called organic search engine optimisation (SEO). Brand term means using the actual advertiser name, whereas generic term refers to using a genre or topic to bid on the product. Often affiliates target the long tail of search to buy cheap keywords and generate traffic which is referred on the advertiser’s website. Read more about long tail search here: http://en.wikipedia.org/wiki/Long_Tail Email marketers Ethical email affiliates send stand-alone opt-in email campaigns to their users. Email marketers generally prefer to be paid on a cost per thousand (CPM) basis or a hybrid of CPM and results. Larger email list owners who send frequent mailings are more likely to accept CPA deals or a hybrid of CPA and CPM.
  11. 11. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Co-registration affiliates Co-registration is a newer form of affiliate marketing and allows users to opt in to receive offers from third-party advertisers whilst registering on a website, but only with the user’s full approval. Registration details are passed on to the advertiser who then pays the affiliate for the users details. The affiliates who run co-registration campaigns vary greatly from large portals and companies, to medium and small sized websites and companies who specialise in only co-registration. Affiliate networks Affiliate networks like www.pay4results.eu are establishing themselves as ‘top tier’ affiliates exposing advertiser offers to their own networks of affiliates* while also providing account management and assistance where needed. These large-scale networks are often capable of providing email marketing, co-registration, PPC and classic affiliate banners to be run on their affiliate’s websites. More forward thinking networks are integrating video and mobile advertising. * www.pay4results.eu is special in the sense that it also has the rare option to syndicate advertisers’ offers to a network of over 100 affiliates and CPA networks throughout Europe, Asia and USA. Summary It can be difficult to differentiate between types of affiliates. Affiliates are specialising in more and more areas and offering different types of affiliate marketing on their websites. Each type results in a different quality and quantity of visitors and leads, varying their incoming revenue streams. What remains constant is the affiliate’s aim to drive performance by promoting advertisers to their users/visitors.
  12. 12. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing When to use affiliate marketing Affiliate marketing ideally needs to be strategically managed as part of the marketing mix and, once established, significant benefits can accrue. There are, however, a number of points advertisers need to consider which will have a direct impact on the success of their programmes. Website conversion rates and enough resources The advertiser needs to ensure that its website runs in an affiliate-friendly manner. It needs to be tailored to operate in a way that is commercially attractive to affiliates. This will involve a certain amount of resource investment. If the advertiser gives affiliates attractive enough commission, structures, sites, creative, support etc., the opportunities for profitable business are significant. Advertisers should remember, the more you put in, the more you get out. There are thousands of affiliate programmes out there, so to stand out from the crowd you need to make an offer that is more attractive than your competitors or other advertisers are offering in their affiliate programs. Marketing materials If affiliates are to be used to drive your traffic, they will need the necessary ammunition to do the job. This will vary from one industry sector to another. For instance, while product feeds are essential in travel and extremely useful for retail, they are of little use to a financial service provider. Have a look at the materials your competitors are offering affiliates and be prepared to listen and act upon the requests affiliates make. As with any other channel, it means updating your adverts in the same way you would for TV or press. Refresh those creative executions as necessary, and by simply staying up to date you’ll be ahead of the game. Tracking
  13. 13. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing The affiliate model is based on transparency and trust. Affiliates need to be assured that they are being paid for all the visits, leads, sales they generate and that the traffic they have driven is being correctly, fairly and accurately tracked as this will have a direct impact on the commissions they earn. The underlying tracking technology used by www.pay4results.eu is, as far as we know, the only one that has been independently audited to IAB standards to be 100% accurate. (Audit certificate on request or check www.directtrack.com ). Therefore, it’s essential that tracking codes can be implemented on your site. Having the ability to frequently and accurately validate affiliate sales or leads is a key factor when choosing an affiliate marketing solution. In the www.pay4results.eu 24/7/365 online reporting system affiliates are able to see at a glance what they are earning in commission in near real time. Affiliate network selection As a third party, www.pay4results.eu an affiliate network is ideally suited to providing this tracking. In effect, it is the physical conduit between the affiliates and the clients. Needless to say, selecting the right network is a vital element in the process. www.pay4results.eu is the only Affiliate Network exclusively focused on Baltic, Nordic, CEE and Russian markets. With services varying from business sector specialisation to offering managed solutions, it’s important to ensure that the network or affiliate management specialist you select has enough relevant sector experience and can provide you with the necessary levels of resource and feedback. Remember – networks come in all shapes and sizes, so it’s critical to choose the right one. Making affiliate marketing central to online success
  14. 14. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Affiliates are „in business” and as your suppliers they need to be managed, motivated and rewarded as such. As a company you need to decide whether they are a sales channel, or a marketing channel. Most advertisers see affiliates as a sales channel. Metrics Most businesses use metrics in sales that are applicable to affiliates, such as the overall target marketing cost per sale and the lifetime value of the customer. If you consider affiliates as advertising or as part of the marketing channel, they are more likely to be included as part of the media buying schedule* within your business. * In USA, Western European and Nordic markets media planning and buying agencies regularly integrate affiliate and CPA networks into campaign schedules as through them they can increase reach and guarantee clients a certain level of performance. As a sales force, affiliates can deliver a significant volume compared to other sales channels. This can’t be done with an uncompetitive affiliate reward (CPA). Advertisers need to recognise that the highest sales levels come from setting competitive or generous CPAs. Good affiliates stay in business because they are good at connecting with consumers, providing the offers that consumers want and managing their own business so that it is profitable. This means that low CPAs won’t deliver volume as they won’t encourage the more successful affiliates to work with you, pushing affiliates to the edge of your business, rather than to the heart of it. Be selective Some networks specialise* in different areas to serve large companies with significant sales. Others are better at serving small to medium enterprises (SMEs); some work better with specific verticals while others work well using particular disciplines such as email marketing, SEO, paid search or social media. Choose one that fits.
  15. 15. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing * www.pay4results.eu is new (this guide was written at launch time autumn 2010) and so it’s not currently possible to say how our affiliate base will develop yet. As a result we welcome all advertisers from anywhere in the world, whatever their business, who wish to promote their goods and services in the Baltic and Nordic regions, Russia or Central and Eastern Europe. Also, advertisers looking to get external help with their affiliate marketing and CPA activities should choose a media or internet marketing agency partner that considers all aspects of the sales and marketing mix. Affiliates need to be placed at the heart of the direct response and media schedule, to get the best out of all channels. www.pay4results.eu offers generous agency discount terms and welcomes approaches from media, advertising, internet marketing and public relations agencies who want to offer guaranteed performance to their clients and get new revenue generation opportunities for themselves. Affiliates: Part of the team? Affiliates only stay at the heart of your business if affiliates become ambassadors for your brand. To do this you usually need to have contact with them regularly and ensure they have the right information about your brand, product and offers and so on. They need to be respected as though they are a team within your company. Like staff they need the tools to do the job, such as a good company website, optimised to convert customers online (or complemented by an offline reward mechanism), good stock levels if appropriate and good quality creative. Summary To have affiliates at the heart of your business, you need to choose a network and, if appropriate, an internet marketing or media agency, that can work with affiliates to make them your brand ambassadors. Then have the internal processes set up so that when they want to deliver high volumes of profitable business you are able to provide the support efficiently and promptly.
  16. 16. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing A day in the life of an affiliate programme This piece illustrates a typical daily and weekly workload of an affiliate programme manager. Understanding this workload will help you to manage and optimise your own affiliate programme. Fashion24 is a fictional European fashion retailer. The activities detailed are taken from a real retailer. Fashion24 launched an affiliate marketing campaign through an affiliate network in mid-2009. Up until then, their transactional website had functioned mainly as a method for repeat purchase from their extremely loyal customer base, or for completion of catalogue orders. The objective of launching an affiliate programme was to help turn their site into an incremental sales driver. Fashion24 has an Online Marketing Manager with overall responsibility for running their affiliate programme. The company decided they would also contract additional paid support from their affiliate network so the network has also appointed them with a dedicated Account Manager who supports Fashion24 with week-to-week programme management and optimisation. For Fashion24 is important that as few „repeat customers” as possible arrive through the affiliate channel. This is because the affiliate programme’s goal is to gain new clients. Repeat clients are targeted through other channels. Daily checks The Fashion24 Account Manager logs in to their online interface to review the performance of their programme. The Online Marketing Manager checks that sales are tracking correctly and that the top performing key affiliates are on track to achieve their targets.
  17. 17. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Both the Online Marketing Manager and the Account Manager check and respond to emails, network enquiries and any relevant online affiliate discussion forums and other social media for posts that specifically relate to the Fashion24 programme. Data-feed Fashion24’s data-feed is a digital inventory of all products they sell online. It includes other information such as, a deep link to their location on site, a link to an image of the product, a description, the price, reference ID and category (hat, trousers, etc.). This information is used by Fashion24’s affiliates to highlight Fashion24’s products individually. The Account Manager checks that the latest version of their data feed has uploaded correctly; By refreshing their data-feed on a daily basis: stock levels, product additions and prices are kept accurate on affiliate sites. Affiliate recruitment / applications There have been some applications from affiliates to join the programme overnight. Fashion24 like to review each application and send a personal response accepting or rejecting the affiliate. Affiliates are selected based on predetermined affiliate selection criteria; generally they choose sites about clothes, fashion and modern trends. Affiliate enquiry The network receives a phone call from an affiliate with a fashion content site. The Account Manager for Fashion24 discusses their offering including the commission structure and cookie length. The Account Manager identifies that the affiliate can make use of a ‘bestseller list’ to highlight Fashion24’s products in an editorial piece on their site. The affiliate likes the initiative and receives the content later that day to be published at the end of the week.
  18. 18. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing PPC Arrangements All of Fashion24’s search engine marketing is handled by one specialist „search engine marketing affiliate“, Searchmaster Europe. Fashion24do not use a „traditional“ search engine marketing agency and as such Searchmaster Europe have become an integral part of their online strategy. It’s important that as few ‘repeat customers’ as possible arrive through the affiliate channel. To ensure this is the case, Searchmaster Europe worked with their clients to avoid running the PPC adverts where customers would otherwise easily find direct links to the client website. Searchmaster Europe contacted Fashion24to discuss the effectiveness of a recently implemented tiered commission structure. The structure rewards Searchmaster Europe with an increased commission while a specified level of sales is achieved. Newsletter feature Each week Fashion24’s network sends out an electronic newsletter to the affiliates across their database. The newsletter highlights important advertiser developments and promotions to affiliates. Reporting The network’s Account Manager makes reports on affiliate performance for the month. With this information the network can advise Fashion24 on the progress of specific affiliates who were previously invited to join a bespoke incentive scheme for the Fashion24 programme. Paying affiliates When running a programme you will have to decide how much to pay affiliates, how often and with which methods.
  19. 19. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing For example affiliates who join www.pay4results.eu are paid monthly around the 10- 15th of the following month for revenue earned up to the last day of the previous month. We pay people via bank transfer and in Euros (€) or a local currency if Euro is not acceptable. To pay Russian affiliates we use WebMoney http://www.wmtransfer.com/ We don’t send cheques. Considering a 12 month programme for advertisers The success of any affiliate campaign is largely down to the advertiser having a good understanding of how affiliate marketing works and creating an effective long term strategy. The successful affiliate programmes are based on comprehensive planning with the aim of delivering a robust and scalable structure. With the appropriate consideration, an affiliate marketing programme can develop into a core sales channel. Listed below are some of the key elements you need to consider when establishing a strategy based around an initial 12-month plan. Will affiliate marketing work for you? In theory a performance based marketing programme will work for any advertiser. It should not, however, be taken for granted that just having an ecommerce enabled website guarantees a successful affiliate programme. Affiliates are paid based on visitors, leads and sales generated so it’s in the affiliate’s interests to assess the suitability of your business prior to agreeing to work on your behalf. The affiliate will consider a number of things, including checking which sector the advertiser’s business operates in; a niche sector has a lower income potential than a mass market sector.
  20. 20. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Affiliates will also assess the advertiser’s position within their sector, checking „product, price, promotion and place“. The quality of the advertiser’s website is a major concern for affiliates who will review the content, usability, functionality and design when making their decision to join or not. Affiliates will also check the quality of call to action in the banners and other creative, and how transaction-friendly the advertiser website is. Affiliates want to feel/see that the advertiser’s website will „sell“ and convert visitors to action at a good rate, if they are being rewarded on a CPA or CPS basis. What do you want to achieve? Setting clear KPI’s at the start is a must and always brings up a host of questions: • What do you really want to achieve in the long term? • Is the programme devised to grow sales or to recruit only new customers? • How important is sales value? • Do you see a PR role for affiliates? • Do you ultimately want to outsource all online marketing to affiliates? How will this fit in with your annual media and marketing plans? Affiliates rely heavily on consumer demand for products and will be reliant on you creating demand through other media activities. Providing your affiliates with a calendar of intended media activity and giving them advance insight in to creative and messaging will significantly benefit the affiliates, and therefore you. Search engine traffic is fundamental to most affiliates, so it is critical that you
  21. 21. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing consider how best to complement your existing search marketing strategy through affiliate marketing. How should you structure your commissions? Ultimately this is the most critical element of the programme. All affiliates look at their return on investment and an easy way to assess the value of your campaign is to look at the Earnings per Click (EPC) available*. You must plan in advance to set maximum acceptable cost parameters and at all times review the market to understand whether or not your structure is competitive. Commissions must be used tactically to encourage programme ‘take-up’, and then to manage programme growth (think long-term). You may also want to structure your commissions to reward separately for volume and for quality. * In www.payresults.eu the EPC is published alongside the campaign description) once the program has been established a while= so when affiliates view the programs on offer they can quickly see which are paying out the most. This transparency encourages advertisers to reward fairly and competitively and not to attempt to cheat affiliates. How do advertisers recruit affiliates? Social media, newsletters, events and putting a “join our partner programme” page on your website are the best ways to raise awareness of your programme and to build relationships with potential affiliate partners. Of course, if your affiliate programme is part of a network like www.pay4results.eu then the network will announce your offers to all the relevant affiliates and encourage them to apply to join up. How do you support your programme once it is live? Communication will make or break your programme. The highest potential performing affiliates want to feel involved in your business, from decisions on website development through to insights into advertising campaigns.
  22. 22. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing You must consider how you will validate clicks, leads and sales, review affiliate performance, provide creative updates and ensure prompt payment. The affiliate community can be very vocal so any slips could cost you dearly, especially if you are not monitoring and engaging in online discussions about your programme. In the early stages of an affiliate programme it is advisable, if you are part of a network, to get additional support to deal with the initial rush and getting systems operating smoothly. Once the programme is delivering at a predictable level the decision whether to take all activities in-house is an easier one to make. Where do you begin? Find an experienced affiliate resource with a strong reputation amongst advertisers and within the affiliate community. This is a sophisticated and mature market where getting it right from the start could make the difference between a large or tiny distribution channel. Find and join an affiliate network with good reach and reputation in your target markets. Affiliates and brand Traditionally a programme structured on a CPA basis does not lend itself naturally to brand building. The affiliate channel works very successfully to drive acquisitions for advertisers, and in the process commissions for themselves. On this basis, creatives/ adverts should be sales focussed, highlighting product benefits to the consumer with a concise call to action. However by viewing your affiliate programme as an online content syndication network, advertisers can begin to develop innovative branding and PR strategies. Ultimately the end goal is sales volumes, and brand or message exposure is a by- product of sales focussed activity. Yet, the affiliate landscape is changing. Advertisers have started to realise that the affiliate marketplace offers traffic driving and message placement opportunities that can be a valuable addition to the
  23. 23. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing marketing mix, rather than solely for driving sales. Using affiliates for lead generation is becoming increasingly popular, paying on a Cost per Lead (CPL) basis rather than full sale, giving opportunity to convert warm leads into sales at the advertiser end. There are also examples of advertisers without fully transactional ecommerce sites, using affiliates for pure traffic-driving on a Cost per Click (CPC) basis or even (CPM) paying to have ads displayed to a wider audience than traditional online ad planning normally allows. Media planning and buying agencies tend to focus on large websites but placing ads in an affiliate network means the reach can increase enormously and often on smaller websites banner clutter is not an issue, so response rates can be higher. Brand control In allowing affiliates onto your programme, you are giving them permission to promote your product within the context of their site(s). So the thinking goes, your products or adverts could appear next to any type of content, on any old site. Although recruiting a third party to sell your product does mean devolving control to a certain extent, it doesn’t necessarily mean compromising your brand. Programme terms & conditions (T&C’s) Before launching an affiliate programme, it is imperative that the advertiser and network decide on a set of terms and conditions that affiliates must adhere to. For example, www.pay4results.eu has clauses that stipulate that affiliates cannot spam or have any hate, racist or adult content etc. If the rules are broken, then www.pay4results.eu or the advertiser has the right to suspend or ban the misbehaving affiliate. Using terms & conditions, an advertiser does have a degree of control over where their brand is appearing. Although affiliates are generally well behaved, these rules do need to be policed and their effectiveness will come down to the vigilance of the network or affiliate manager. If advertisers join an affiliate network they should make sure they are comfortable not only with their own terms and conditions but also those agreed by the affiliates. Advertiser approval
  24. 24. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Each affiliate that applies for a programme must be approved either by the network or the advertiser themselves. This gives the advertiser control over the quality or type of affiliates accepted. A particularly brand conscious advertiser could be restrictive on the affiliates that are allowed onto the programme and run a smaller campaign on higher quality sites only. However, this would limit the size of the programme and the volume of traffic driven. Alternatively, an advertiser who wants to maximize sales could run a more open programme and be less strict in accepting affiliates. Brand benefits of an affiliate programme As already mentioned, affiliate campaigns structured on a CPA basis do have certain side effects which have a positive effect on brand. Advertisers are paying for visitors, leads and sales only, so any banner impressions or presence on affiliate sites are added value. For example, if affiliates are appearing in top positions on Google, or other search engines important in your market, for key generic search terms in your sector, presence on their site or comparison table would be very beneficial for brand awareness and recognition. This is especially powerful for small advertisers whose brand is relatively unknown. If a group of affiliates rank well for your brand(s) then this can have the added effect of pushing your competitors who sell the same products or services out of the top rankings. Ultimately, the key to deriving the most benefit for your brand from a programme is to open dialogue with your affiliates. The more knowledge and insight an affiliate has into your brand, the better they will be able to align with your vision for the brand and how best to promote it. On a practical level, an advertiser should provide the affiliate with as much product detail as possible and could look into the possibility of more integrated content on leading affiliate sites for example. On a personal level, a partner site is more likely to promote your interests if you have a good relationship with them. This is common sense.
  25. 25. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Public Relations and Public Service Announcements (PSAs) Public institutions and governments can benefit from the wider reach that affiliate networks can offer and one consideration in a network’s favour is the fact that affiliates could be paid on a CPM basis to promote public service messages whilst at the same time value conflicts can be removed by setting strict affiliate selection criteria. In the current economic climate price is a critical factor for government departments and being able to determine the price for ad exposure gives those departments a guaranteed level of coverage at a price that is often significantly less than offered by the large portals where they would normally allocate their budgets. In reality mixing message presence on large portals and through affiliate networks is likely to bring the best value. PR professionals can also use affiliate networks for content syndication e.g. of product reviews, updates, crisis management, reputation management, press releases etc. Managing affiliates and pay per click search As search engine marketing continues in its bid to dominate the online scene, the need for businesses to manage their pay per click (PPC) search activity effectively and consistently has never been greater. Recent reports indicate that Google now has a majority market share of all search activity in almost every country that www.pay4results.eu targets. In Russian speaking markets Yandex/Rambler are also often the leading or significant players. Yahoo/Bing and local national search engines usually have smaller shares but this does vary country to country. For example, in Estonia, Neti.ee has significant market share. It is therefore highly important that brands maximise their search activity and clients and agencies are increasingly realising the benefits of running a complimentary
  26. 26. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing affiliate programme alongside their existing search marketing campaigns. Using a strategy that incorporates maximum coverage on all search engines gives sites the visibility and reach they require so that target audiences can find them quickly and easily. Search – the areas you need to focus on Below is a typical Search results page. There are four main areas of visibility and the Click Through Rates vary across each. On average, an indication of Click Through from each section is as follows: • 26% of users click Section a – Top Sponsored (PPC) • 20% of users click Section b – Alternative & Feature Listing (Algorithm) • 40% of users clicks Section c – Above-the-fold Natural Organic Search (Algorithm) • 14% of users click Section d – Side Sponsored (PPC) %s quoted are approximate. Source: IAB It’s therefore unrealistic and risky for any vertical industry, whether it is B2C or B2B, to rely on a single channel of promotion such as organic search. In fact, the figures
  27. 27. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing above show that a brand’s visibility and ability to drive transactions can be greatly enhanced by adopting a combined search marketing approach (organic, PPC search and affiliate). Protecting your brand using brand term and generic keywords Building a brand is expensive and competitors can often profit from piggy-backing on your brand’s search activity through influencing search engine listings and diverting your traffic to their own websites. If you haven’t already done so, it’s a very worthwhile exercise to check whether your brand’s visibility is in danger. Firstly, undertake a search of your own brand and then one for other generic, relevant additional words “brand term + generic keyword”. Take screen shots of the space and save them, review the sites that are bidding and ask yourself the questions: who do they promote - you, or your competitors? How to maximise your keyword activity Most customers have a feel for where they want to go online, and typically perform multiple searches, but research by Onestat also shows the importance of covering generic long tail keywords: • 2 word queries currently account for 30% of Search queries • 3 words: 27% • 4 words: 17.1% • 5 words: 8.25% • 6 words: 3.7% The recent introduction of Google Instant may change these splits soon. The chart below also shows the importance www.google.com/instant/ of covering
  28. 28. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing these long tail keywords. The greater number of keywords, the greater the exposure your brand has in the long tail (yellow portion of the graph). The benefit of this is an increased propensity for customers to transact who type in specific keyword phrases containing multiple words, i.e. “spa holiday in Estonia”. Working with trusted affiliates A fundamental part of a successful PPC strategy is to allow trusted specific affiliates to use a brand’s URL and link direct to your site. The advantages of working this way are enormous because: • Streamlined customer journey increases conversion as the customer goes direct to your site. • Faster time to market on consumer campaigns. • Minimal loss of traffic compared to affiliate landing pages (which typically have 30% - 50% drop off). • Ability to deep link to specific product pages. • Higher % of ads visible on page one of the search results than your competitors. Numerous large European and US brands now operate an inclusive affiliate PPC strategy alongside their internal search marketing activities.
  29. 29. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Managing your affiliate programme The industry move towards ‘quality over quantity’ is a significant vital here. It can be better to have five affiliates selling hundreds or thousands of products for you each month, rather than having 1,000 affiliates selling just a few products each a month. This is because damage caused by brand degradation and brand proliferation as a result of an out of control affiliate programme are also reasons to work with a smaller, more committed and hard working group of affiliates. So remember, your affiliates are your ‘virtual sales force’. You would not let anyone work for you promoting your brand without a proper interview, probation period or one who’s not equipped with the right tools to sell, and the same applies to your PPC affiliates. Affiliate Programme Risks There is no denying that affiliate fraud is an issue that needs vigilance and high technical ability to combat it effectively. Some affiliates try automating or repeating clicks, generating useless data for forms, misspelling advertisers, spamming etc. At www.pay4results.eu we employ FraudMeter™ technology which includes management and reporting tools to monitor and prevent fraud. This includes automated monitoring through a point system to categorize and determine fraudulent activity. We select parameters based on key elements that indicate fraud. Fraud can instantly be caught based on determined conversion thresholds and prevented by your selection of auto–denial criteria based on location, IP address, Website URL, and various other customisable parameters. FraudMeter also offers an exclusive method for keeping fraudulent affiliates away by scrubbing our database of all previous fraudulent affiliates that other DirectTrack- powered networks and merchants have terminated from their affiliate programs. The terms and conditions under which affiliates operate are also important. At www.pay4results.eu not only do we have powerful fraud prevention systems in place but we also confiscate all earning from affiliates who are caught intentionally
  30. 30. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing defrauding our network or advertisers or using spam to promote our advertisers. Fraudulent affiliates would be advised to look elsewhere for an easier target. Affiliate marketing as a sustainable sales and marketing channel As online advertising budgets continue to grow in order to meet the increasing trend in consumers’ online media consumption, affiliate marketing is ideally placed to feature ever more prominently on the advertising buyer’s radar. Whilst search marketing undoubtedly remains the first step in many online marketing strategies, the cost effectiveness of affiliate marketing has attracted online marketers who are serious about optimising the return on investment (ROI) opportunities presented by the internet. Brand budget spend on TV, newspapers and magazines have been reduced as marketing and finance directors demand more accountability from key advertising suppliers, putting performance marketing, and affiliate marketing in particular, under the spotlight. Affiliate marketing has been around for over 15 years but it’s only really now that it’s becoming mainstream in Europe, Nordics and USA. In the markets where www.pay4results.eu operates, the advertisers that move into affiliate marketing now are likely to gain significant competitive advantages as affiliate marketing is less developed in Baltic, Russian and central & Eastern Europe. One of the key reasons we started www.pay4results.eu is because over the past few years we have been seeing increasing interest from advertisers and agencies to “pay for results”. The rapid growth of demand for Google Adwords and Facebook advertising is one element of proof of this. Also generally, improved professionalism amongst affiliate networks and publishers has now made affiliate marketing a highly attractive element to the online sales and
  31. 31. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing marketing mix. Undeniably, affiliate marketing has come a long way over recent years, but what does the future hold? In order to ensure its sustainability and future growth in such a fast-paced environment, there are several issues which must be addressed. In-house v. affiliate network? Affiliate networks like www.pay4results.eu provide access to robust, independent tracking for an affiliate programme rather than an in-house programme which relies on a software solution to provide the tracking. Networks not only take the bulk of the administrative work out of the advertiser’s hands, but also offer the opportunity to tap into the expertise of their account strategy and management services to make sure the affiliate programme performance is optimised. At www.pay4results.eu we will be living and breathing affiliate marketing and keep abreast of new developments, trends and functionality within the industry that our advertisers would find difficult to match on their own. Large affiliate publishers and portals also prefer to work with networks rather than deal with multiple advertisers. Affiliate networks enable publishers to fill their inventory quickly, maximise their revenues, and easily via access to a wide range of advertiser affiliate programmes through one contact point. Many publishers by default use affiliate networks to fill unsold inventory, turning the network’s offers on and off according to the level demand from their other sales channels. Bringing advertisers and publishers together Building strong relationships between advertisers and publishers is fundamental to accelerating affiliate programme performance but can be all-consuming and requires a lot of commitment. This is where professional client service teams and affiliate forums can step in to motivate the affiliates, allowing them to objectively critique programme performance and optimize settings for success. Selling it to the board
  32. 32. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Ultimately the overriding benefit of the affiliate marketing model lies in its ability to generate cost-effective results. The performance based cost per acquisition (CPA) model allows advertisers to pay for their advertising only when it generates actual results. This is the greatest argument for online evangelists looking to secure additional budgets for affiliate marketing from senior level budget holders. Affiliate marketing should naturally form part of an advertiser’s sales - rather than marketing – budget, and it is a long-term sales channel designed to generate direct response. Affiliate marketing is here to stay, if you don’t examine and test this pay for performance channel you could be missing significant revenue generation opportunities. About Pay4Results.eu We are a pioneering European network of Cost per Click (CPC), Cost per Action (CPA) and Cost per Sale (CPS) online advertising. www.pay4results.eu offers two things: 1. An Affiliate Network with aim of including hundreds of thousands of Europe’s leading publishers and affiliates. Our affiliates are both businesses AND individuals who have the potential to generate huge amounts volumes of targeted visitors for campaigns from innovative advertisers and agencies who want to target the Baltic and Nordic countries, Russia and Central & Eastern Europe. 2. Quality-focused Performance Advertising Services, including online media buying, search engine marketing, email marketing, creative services and performance campaign consulting – through Altex Marketing (www.altex.ee ) and other trusted partners of the pay4results.eu network. We will work hard to ensure our affiliates are the best rewarded in Europe.
  33. 33. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing We will work even harder to ensure our advertisers will see positive ROI from our network. Together with our affiliates and partners we will master search, social, display & banner, email and mobile advertising for the benefit of our advertisers. We will focus on best practice and work endlessly to eventually claim the title of best European Affiliate Network. We have set ourselves enormous goals and we welcome co-operation and investment enquiries to help us achieve them. It’s going to be a wild and profitable ride for everyone involved - Join us. Join www.pay4results.eu now! About DirectTrack We did not develop the technology behind www.pay4results.eu ourselves. No way! Instead we chose what we think is the most robust, flexible and tested solution on the global marketplace, DirectTrack from Digital River www.directrack.com It is not cheap but when you want your network powered by the same platform that Microsoft, Yahoo, AOL and hundreds of other household names around the world use then you pay for it. As Warren Buffet said, “The price is what you pay; the value is what you get”. Direct Track should prove to drive significant financial value to us, our advertisers and affiliates. The ability to cross publish advertiser offers to 100+ other network in Europe, USA and beyond, hybrid tracking (cookie-based and multi-session, cookie-less), mobile ad
  34. 34. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing delivery (SMS), enhanced API integration, fraud prevention, multicurrency calculations and a list of features and benefits too long to go into here were the reason we secured an exclusive agreement with them for our main target markets. We should especially say thanks to Brian (we have been discussing setting up this network for years but the timing or finances were never right before), Matt, Allan and Martel for their patience and help beyond the standard in dealing with our specific requirements to be able to offer a multilingual solution. By the way, DirectTrack’s tracking technology is the ONLY one in the world (that we are aware of) that has been independently audited as 100% accurate to IAB standards. Find out more about Direct Tracking and their 100% tracking accuracy.1 About Altex Marketing Altex Marketing OÜ is the company behind www.pay4results.eu We are a multilingual internet marketing agency based in Tallinn, Estonia…or should we say E-Estonia. If you were not aware already then Estonia is one of the internet-savvy countries in the world. Skype was developed in Estonia and Playtech the gaming giant is based here too. In the UK newspaper, The Telegraph it was reported that: “Tiny Estonia moved rapidly to embrace the digital revolution and has one of the most advanced electronic infrastructures in the world with a government that is fully digitised. “ Facts and figures about E-Estonia are available from Estonian Investment and Trade Agency website. 1 www.directtrack.com/DirectTrack-receives-First-of-its-Kind-Tracking-Certification.html
  35. 35. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing If you don’t have time to read them, we can tell you - basically Estonians love the internet! Altex Marketing was the first Estonian agency to specialise in areas like search marketing, email marketing, web analytics although we readily admit some services were available from Estonian web development agencies before we started in 2005. The difference is that Altex just does internet marketing and nothing else. You can find us at www.altex.ee Affiliate Marketing is too complicated! Well, strange though it may seem, we sort of agree with you. Setting up, managing and optimising an affiliate programme does take time and money – more than many advertisers want to invest... but then again the long term ROI of having a virtual sales force being paid on performance is very attractive too isn’t it? So at www.pay4results.eu we offer a middle ground. We are not just an affiliate network we are also a performance advertising campaign network too. If you just want to have a fixed price for a banner campaign and have it served to a network of our affiliates then you can just sign an insertion order, give us the creative and we will do the rest… and yes, you still would only pay for results! So you can test the power and results of www.pay4results.eu without committing to a long term affiliate programme but we think once you have had a taste of performance advertising you might want more... Beware. Paying for results can become addictive!
  36. 36. www.pay4results.eu Jõe 9 Tallinn 10151 Eesti +372 621 0029 © altex marketing Acknowledgments We could not have written this without referring to the excellent materials published by the Internet Advertising Bureau www.iab.net . Much of what you have read here was adapted, localised and updated from their texts. DirectTrack kindly provided useful information too. Also we scanned the sites and material of over 20 affiliate networks, countless affiliate marketing expert blogs and forum posts looking for insights that would help us make our network act under best practice principles and at a global standard. Along the way we picked numerous golden nuggets of information and so this free guide is dedicated to all the affiliate marketing experts who have shared before. On a personal level I first got involved in affiliate marketing in 1999 when in the UK I was partly responsible for bring Commission Junction into the market when they did. I have also created, managed and optimised numerous UK and international affiliate programmes over the years. This guide is free and free to share in its entirety. Enjoy. Robin Gurney www.pay4results.eu Project Director

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