Supercharging affiliate programmes for advertisers

Affiliate network review

• If appropriate, reviewing and advising on the most appropriate tracking partner / affiliate network

‍

Tracking implementation

• Tracking Implementation
• Linking methods – banners (size, formats, linking)
• Data feeds – provision of required fields in XML / CSV
• De-duplication – solutions for de-duping vs other channels
• Test transactions

‍

Programme setup

• Network profile set up, including programme description, partner welcome message, contact details etc.
• Setting commission levels balancing competitiveness and margin whilst also appreciating the incremental potential of each partner.  Avoiding over-complication.
• Setting the terms and conditions of the advertiser’s programme within the network including partner type preferences, restrictions to paid search activity, rules on voucher code usage, and implementing de-duplication rules.
• Setting cookie length in accordance with best practice and as appropriate to the advertiser’s sector.

‍

Programme launch

• Partner approvals.  Assessing suitability of new partners applying to join the programme.‍
• Launch promotions.  Setting a special commission rate / discount code / competition / bonus scheme for an impactful launch. Utilising partner launch packages.

Executing a strategy

• Establishing clear and realistic objectives around the advertiser’s primary goal be that to drive volume, attract new customers, increase basket values or grow brand awareness.
• Developing and executing strategic plans utilising onsite promotions, sales, voucher codes, CPA increases and other incentives to drive sales, whilst maintaining the overall programme objectives (e.g. incrementality).
• Establishing the necessary tools and links to enable the advertiser’s influencer partners to optimise their activity.
• Understanding the advertiser’s site performance metrics including conversion rates, average order values, average returns rate, price competitiveness, delivery options and pricing.  Tailoring affiliate strategy and tactics accordingly.
• Obtaining gap analysis from the network and elsewhere and growing the partner network as appropriate.
• Providing benchmarking plus competitor and strategy insights.

‍

Ongoing tasks

• Using deep relationships and first-hand understanding of partners to expedite partner recruitment and ensure optimum performance.
• Auditing partners on the programme, ensuring they fit with ethics and are driving engagement (remove partners where necessary).
• Ongoing new partner identification and recruitment.

‍

Representing the advertiser

• Adhering to best practice as recognised by the affiliate industry.
• Championing the advertiser at industry events.

Collaborating with key stakeholders client-side

• Appreciating the advertiser’s brand values and working to preserve / enhance these via the affiliate channel, including charity partners.
• Review meetings at regular intervals as per the advertiser’s requirements.  For example; weekly performance updates provided via email, fortnightly catch up calls, Quarterly Business Reviews
• Tailoring strategies for different affiliate types with consideration given to frequently of promotions, levels of discounting and desired margin based on customer demographic originating from the affiliate partner.

‍

Collaborating with external partners

• Building relationships with key programme partners; maintaining rapport, assisting with resolving disputes and responding to queries.
• Working particularly closely with partners who can drive significant incremental value.
• Keeping abreast of new opportunities, gaining approval where necessary and growing the incremental performance of the programme as a result.
• Working with other digital channels where affiliates complement and enhance performance. For example PPC and Comparison Shopping Service affiliates; third party site optimisation technologies and others.