This presentation is from Affiliate Summit West 2015 (January 18-20, 2015 in Las Vegas, NV). Session description: 3 seasoned affiliate managers & an experienced affiliate share the top criteria for choosing best performing affiliate programs. Program types will include CPA, CPC and CPL in a variety of verticals.

1. Finding A Perfect Fit:
Selecting The Best
Affiliate Program
Amy Ely, Under Armour
Elizabeth Silvermaster, Silvermaster Consulting
Karen McMahon, The Affiliate Whisperer
Kim Salvino, Performance Horizon Group

2. Agenda
• Introduction
• Getting Started: The Affiliate Perspective
• Statistics & Logistics: For All Programs & By Affiliate Type
• Spotlight: Travel Programs
• Spotlight: Retail Apparel Programs
• Spotlight: Cost Per Lead Programs
• Final Thoughts

3. Introductions
Amy Ely manages the Canada affiliate program for Under Armour and
became a proud member of the affiliate community in 2006.
Elizabeth Silvermaster is the Founder of Silvermaster Consulting and has
managed advertiser affiliate programs across many verticals, forming
relationships in affiliate marketing since 2007.
Karen McMahon is The Affiliate Whisperer. She has worked as a loyalty
model affiliate publisher for the last 9 years and has worked as an
affiliate manager and affiliate program strategist for the last 7 years.
Kim Salvino is Client Services Director for Performance Horizon Group
and has been managing and optimizing affiliate programs since 2005.

4. Getting Started: The
Affiliate Perspective

5. A 2012 Forrester report estimates the affiliate
marketing industry will grow to $4.5 billion by 2016.
Getting Started: The Affiliate Perspective
The Affiliate Landscape

6. Room For All vs. Competition
Getting Started: The Affiliate Perspective

7. Find Your Place: What Type of
Affiliate Are You?
Getting Started: The Affiliate Perspective

8. Different Types of Affiliates Have
Different Needs & Requests
Getting Started: The Affiliate Perspective

9. Statistics & Logistics: For
All Programs & By
Affiliate Type

10. • Commission: 62%
• Product or Service
Relevancy: 54.4%
• Affiliate Network /
Tracking Platform: 36.7%
• Brand Awareness: 34.2%
• Merchant Reputation: 31%
Statistics & Logistics: For All Programs & By Affiliate Type
2013
Affiliates were asked what their top 3 factors are when
selecting what merchant to promote:

11. • Product/Service Relevancy: 21%
• Brand Awareness: 16%
• Affiliate Program Reputation: 15%
• Commission: 10%
• Affiliate Network /Tracking
Platform: 10%
Statistics & Logistics: For All Programs & By Affiliate Type
Affiliates were asked when selecting a merchant to
promote, what is the top factor that sways their decision?
2014

12. • Product or Service Relevancy: 21%
• Brand Awareness: 16%
• Affiliate Program Reputation: 15%
• Commission: 10%
• Aff Network /Tracking Platform: 10%
Statistics & Logistics: For All Programs & By Affiliate Type
• Commission: 21%
• Product or Service Relevancy: 18%
• Aff Network / Tracking Platform: 12%
• Brand Awareness: 11%
• Merchant Reputation: 10%
2014 2013 (Adjusted)
0
5
10
15
20
25
Commission Brand
Awareness
Product or
Service
Relevancy
Affiliate
Program
Reputation
Aff Ntwk /
Tracking
Platform
Merchant
Reputation
2014
2013 ADJ

13. More Things Affiliates Love!
• Who is managing the Affiliate Program?
• Is the Affiliate Manager responsive?
• Are there consistently new offers to promote?
• Are the offers written well? Is the creative up-to-date?
• Are the newsletters/announcements easy to read and use?
• Does the Merchant allow you to deep link into their site?
• Is the Merchant’s site easy to navigate and purchase from?
• Are the Merchant’s policies clearly stated?
Statistics & Logistics: For All Programs & By Affiliate Type

14. Needs Unique To Affiliate Type
Coupon
• New offers sent regularly with clear details & start/end dates?
• Clean data from coupon automation feeds?
Niche & Product Comparison
• Regularly updated, consistent data from product catalog feeds?
Loyalty
• Additional tracking fields (SIDs) consistently fed back from Merchant’s site?
Blogs & Content Sites
• Merchant copy/Individual brand copy available?
• Deep Linking options & product suggestions?
Statistics & Logistics: For All Programs & By Affiliate Type

15. Needs Unique To Affiliate Type
Search Engine Marketing
• Merchant policies easy to understand?
• Will Affiliate Manager work with you to explore regional, category and/or
brand bidding opportunities?
Lead Generation
• How is company managing fraudulent affiliate actions?
Cost Per Click (CPC)
• Relevant ad creative with compelling calls to action?
• Upfront information re: budget restrictions?
• Dependable click tracking technology and reporting?
Statistics & Logistics: For All Programs & By Affiliate Type

16. Statistics & Logistics: For All Programs & By Affiliate Type
Some Well-Managed Affiliate
Programs to Consider:

17. Spotlight: Travel
Programs

18. Travel Programs: Building Blocks
Commission Structure
• Margin based – consider per lead, pay upon booking or consumption options
• Risk vs. Reward – initial payouts vs. cancellation rates
Cookie Duration
• 30 days+ - consumers spend time researching big ticket purchases, must
confirm travel with companions, etc.
Phone Tracking
• Ask what % of overall online traffic converts to phone sales on average
Mobile Tracking
• Is mobile booking/purchase available and can it be tracked via affiliate?
Spotlight: Travel Programs

19. Reporting Requirements
• Pixel should contain as many parameters as possible – room rate & type, # of
nights, market, property… Data should be made available to you to tweak
marketing efforts.
• Use subIDs, pubrefs, etc. to track different channels
Commissionable Items Disclosure
Verify program’s commissionable items
• Confirmed bookings
• Group travel
• Travel packages
• Rental cars
Spotlight: Travel Programs
• Gift cards/e-certificates
• Tickets to local attractions
• Add-ons: upgrades, excursions, spa
appointments
Travel Programs: Building Blocks

20. Travel Affiliate Program Promotional Materials: Must Haves
• Datafeed or API Access – real time data inventory availability & pricing
• Clean creative with compelling calls to action
• Ability to deep link, within the site & booking engine
• If global, creative in all market languages and currencies
• Keywords – an acceptable list of generic terms
• Best practices, hotel trends, market/property demographics
• Proactive program management
Spotlight: Travel Programs
Travel Programs: Building Blocks

21. Travel Affiliate Program Promotional Materials: Above & Beyond
• White label functionality
• Widgets, dynamic search boxes, video content
• On-site Tours
• Exclusive rates, pre-release promotions, flash sales
• Co-branded capabilities
• Content tips:
o Infographics
o Slideshow presentations
o Press releases
o High quality photo stock
Spotlight: Travel Programs
o Detailed property descriptions
o List of unique amenities & inclusions
o Pet and eco-friendly confirmation
Travel Programs: Building Blocks

22. Spotlight: Retail Apparel
Programs

23. Brand Relevancy: Is This The Right Fit?
Do You Believe In The Brand?
• Do you personally shop at or support the brand you’re promoting?
Will Your Audience Respond?
• Does the brand appeal to your current audience?
• Can/should you design additional sites to grow the relationship?
Marketing The Brand: Are You Setup For Success?
• Is the brand well recognized and does it have a good reputation?
o Establishes customer confidence = better conversion
• Do the products fit well with your promotional calendar or marketing ideas?
o Mother’s Day, Spring essentials, etc.
o Avoid simply posting a branded banner
Spotlight: Retail Apparel Programs

24. Program Structure: Key Considerations
Commission Structure
• Steady commission vs. volume based
• Rev share vs. flat commission per product
• Does commission vary by product?
• Is commission influenced by new customer vs. repeat customers?
• What are the exceptions? Gift cards? Employee orders? Etc.
• How do cancellations and full or partial returns impact payment?
Cookie Duration
• Often 30 days – typically not a big purchase requiring extra research
Spotlight: Retail Apparel Programs
If these details are not listed in the retailer’s program terms – ask!

25. Program Structure: Key Considerations
Tracking
• Phone: do you receive credit for phone orders inspired by your site?
• Mobile: are mobile orders tracked appropriately via affiliate?
• Multiple geographies: If separate programs exist, how does tracking work?
Reporting
• Determine what information can be provided:
o Product level detail enables smarter marketing
o If new/repeat customers are valued differently, request this insight
Spotlight: Retail Apparel Programs

26. Creative Assets: Directly Impact Success
Marketing Calendar
• Communication is key!
• Ask for key selling timeframes, new product launches and big stories
• Plan ahead & align (where possible) with big themes on your site
Data Feeds
• Regularly updated: daily updates to accurately reflect inventory
• Contain quality imagery: multiple image views and sizes
• Well categorized: age, gender, size, color, price, category
• Sub feeds: top sellers, sale items, seasonal or weather-specific products, feeds
by customer type (gender), or interest (football)
• Store builders: is a tool available via the program or network?
• Add’l. resources : partnerships with For Me To Coupon and PopShops
Spotlight: Retail Apparel Programs

27. Banners & Text
• Regularly updated
• Variety = accommodate and inspire
• IAB Standard and unique sizes
• Mobile & tablet responsive sizes
• Deep text links to boost conversion
• Capability to deep link
Unique Content
• Press releases and product launch information
• Product specs, descriptions, and key selling points
• Gift guides and seasonal spotlights
Spotlight: Retail Apparel Programs
Creative Assets: Directly Impact Success

28. Spotlight: Cost Per Lead
Programs

29. Lead Programs: Various Types
Spotlight: Cost Per Lead Programs
Long Life
Cycle
Mortgage
Insurance
Short Term
Trial
Software
Online
Services
Future
Payment
Travel
Rentals

30. Commission Structure:
More Than A Dollar Amount
Commission Is Often Based Upon:
• The amount of information requested for lead
Start With The Lead Form Or Call Questions:
• Is the lead form easy to follow and simple to fill out?
• Is it clear the reason why the consumer needs to provide the information?
• What information is the company asking for?
• Leakage – is there a phone number or outbound link and does it track back to you?
• Reality Check - would you feel comfortable filling out the lead form?
Creative Options
• Clear, concise banners and text language
• Email, advanced links, hosted lead forms
Spotlight: Cost Per Lead Programs

31. Understand Conversion Rate vs. Lead
Commission
• The battle of TMI – do you host a form or
number that asks TMI?
• Is the company recognizable and
trustworthy?
• Is the model sustainable? Too little
information for too much commission
often means the program won’t last.
• Get an understanding of conversion rate
and return rate, and calculate what will
be best for you!
Spotlight: Cost Per Lead Programs
Commission Structure:
More Than A Dollar Amount

32. Reporting: Can Make Or Break A Program
Pixel Reporting vs. Batch Reporting
• Pixel or Post Reporting
o Provides real time information
o Might not contain all the data you need
o Might not do any lead validation
• Batch
o Lead information might be validated
o Might contain additional details that helps understand conversion rate
o Delay in conversion information
• Ideal program: validates lead information in real time
Spotlight: Cost Per Lead Programs

33. Platform Necessities
• Flexible tracking options for advertiser implementation
• Fair locking model and commission payment options
• Provides detailed reporting and shares information provided by
advertiser
• Allows for additional tracking options
o Pixel piggybacking, subIDs, etc.
Spotlight: Cost Per Lead Programs
Reporting: Can Make Or Break A Program

34. Final Thoughts
• Find a place in affiliate marketing that you love and enjoy. Look for
affiliate programs that are well managed and provide the resources
you need to be successful.
• Ensure you are 100% clear on commission structure, including eligible
items and the impact of returns.
• Choose programs that you are proud to support – your level of
interest impacts your ability to promote them effectively
• Make sure any lead programs you promote make sense for your
customers and have transparent reporting and validation.

35. Contact Us
Find Us On LinkedIn
Amy Ely linkedin.com/in/amylely
Elizabeth Silvermaster linkedin.com/in/elizabethsilvermaster
Karen McMahon linkedin.com/in/KarenJMcMahon
Kim Salvino linkedin.com/in/kimsalvino