back to the basics: affiliate management 101
TRANSCRIPT
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Back to the Basics -Affiliate Management 101
Marty Marion – Deluxe Affiliate Manager
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Agenda
• Terminology
• Terms and Conditions
• Recruitment
• Affiliate Type
• Tagging and Tracking
• Program Management
• Reporting
• Fraud
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Why Terminology?
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Terminology
• Performance Marketing
• Affiliate/Publisher
• Merchant/Advertiser
• Networks
• Pixel
• Cookie
• Commission
• TM +
• KPIs
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Metric Terminology
Acronym Meaning Calculation
EPC Earnings Per Click Paid / Total Clicks x 100
CTR Click Through Rate Clicks / Impressions
CPC Cost Per Click Cost / Clicks
CR Conversion Rate Orders / Clicks
AOV Average Order Value Revenue / Orders
CPO Cost Per Order Cost / Orders
ROI Return On Investment Revenue / Cost
ROAS Return on Advertising Spend Rev Ad Cam / Cost Ad Cam
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Terms and Conditions
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Merchant Terms and Conditions
• Review Merchants
• Legal Involvement
• Legal Binding
• Social
• Technology
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Network Terms and Conditions
• Legal Review
• Negotiable
• Setup Fee’s
• Minimums
• Nominal
• Amendments
• Clauses
• Obligations
Details to watch for
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Affiliate Terms and Conditions
• Technology / Software / Distribution• First Party – Third Party – Hidden Bundles
• Toolbars – Add-ons – Plug-ins (browser extensions)
• Apps
• Functionality• Installs
• Auto redirects
• Overwrites
• Affirmative click
• Updates
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Recruitment
• Incentives and Engagement• Sign up bonus
• Double commission
• Performance incentives
• Phone meetings
• Foundation• Program page
• Easy application process
• Clear approval process
• Approval communication
• Follow up communication
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Affiliate Type
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Tagging and Tracking
• Deep Linking• Home page
• Category page
• Product Detail page
• Cookie Logic• Network cookie
• Affiliate cookie
• Website cookie
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Tagging and Tracking
• Tracking Pixel• Parameters
• https://shareasale.com/sale.cfm?amount=&tracking=&transtype=&merchantID=&storeID=&skulist=&pricelist=&quantitylist=&couponcode=
• Tracking Pixel• Order confirmation page
• <img src="https://shareasale.com/sale.cfm?amount=78.77&tracking=1234&transtype=sale&merchantID=123456&skulist=95005,95006,95007&pricelist=9.95,12.99,9.95&quantitylist=1,3,3&couponcode=AFF15" width="1" height="1">
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Program Management
• Affiliate Facing Program Performance• EPCs
• Funding
• Reversals
• Program Setup• Text Links
• Banners
• Product Data Feed
• Video
• Deposits
• Commission
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Reporting
• KPIs• Impressions
• Clicks
• Revenue
• EPC
• Commission
• Network Commission
• Daily Weekly Monthly Yearly• Program Performance
• Affiliate Performance
• Transaction data
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Fraud
• Cookie Stuffing• Forced clicks
• 3rd Party websites/forums
• BHOs (Browser Helper Objects)• Toolbars – Add-ons – Plug-ins (browser extensions)
• Typosquatting/Cybersquatting• TLDs – GTLDs – CCTLDs
• Malware• Unforced Install – Popups – Invisible Redirects
• Search Arbitrage• Direct linking
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Questions