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 merchants, and in the process commissions for themselves. On this basis, creatives should be sales focussed, highlighting product benefits to the consumer with a concise call to action.

Ultimately the end goal is sales volumes, and brand exposure is a by-product of sales focussed activity. Yet, the affiliate landscape is changing. Merchants have started to realise that the affiliate marketplace offers traffic driving opportunities that can be a valuable addition to the 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 merchant end. There are also examples of advertisers without fully transactional ecommerce sites, using affiliates for pure traffic driving on a cost per click (CPC) or cost per unique user (CPUU) basis.

Although these are direct response metrics on one level, it is interesting to see advertisers starting to utilise the channel for goals that are less sales focussed, and which have additional brand value above the traditional CPA model.

Brand control

In allowing affiliates onto a 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 merchant and network decide on a set of terms and conditions that affiliates must adhere to. For example, as a merchant you are able to stipulate that affiliates cannot have any hate, racist or adult content. If the rules are broken, the merchant then has the right to suspend or ban the misbehaving affiliate. Using terms & conditions, a merchant 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.

Merchant approval

Each affiliate that applies for a programme must be approved either by the network or the merchant themselves. This gives the merchant control over the quality or type of affiliates accepted. A particularly brand conscious merchant 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, a merchant 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 we have already mentioned, affiliate campaigns structured on a CPA basis do have certain side effects which have a positive effect on brand. Merchants are paying for 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 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 potent for small merchants whose brand is relatively unknown.

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. There would be no harm in including affiliates in a brand brief!

On a practical level, a merchant 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.

Keep your friends close and your affiliates closer!