Many companies manage the different online marketing channels separately, especially the large companies. There is SEA / SEO specialist, an affiliate marketer, a display genius and probably also a social media team. But many companies, especially small to medium-sized companies, only have one person for multiple channels. If you are lucky you are part of a small team. In that case it is sometimes difficult to optimally use all channels, because the knowledge is not there or simply because of the lack of time. It can then be extremely useful to supplement a number of other channels via the affiliate channel. How? I’m going to explain that to you.
SEARCH ENGINE ADVERTISING (SEA)
There are a number of publishers who can use SEA campaigns on a CPA (Cost per Action) basis through your affiliate channel. Many marketers are shocked when I propose this, because the SEA channel is very protected. But you can agree on things well with this publisher: You can indicate whether or not they can bid on brand names, because in many cases they can also bet on generic terms. This way you can focus on campaigns on brand names and you don’t have to spend time on generic terms.
In addition, they can work with Google and / or Bing or a combination of these. I see a lot that the campaign is used on generic terms in Google, but also on brand names on Bing. That way, the publisher can earn enough through Bing to use that again for optimization on Google. In addition, these publishers can also connect your webshop to Google Shopping and Gmail ads.
The second channel is your Display channel. But for this you must be prepared to work with iSales.
iSales are sales impression. These are made by an impression cookie, instead of a click cookie. So a consumer does not have to click on the banner, but only to see it. Some companies are a bit hesitant about this because it is a fairly “loose” way of tracking. But you can make the cookie time shorter to, for example, only 4 days (with normal sales this is often between 14 and 30 days).
These display parties expand your banners on sites that offer space. You can indicate with which type of publishers you do not want to work. You can also regularly ask them for reports so that you can see where your ads work well.
It is not a replacement of your display channel, but certainly a good addition to expand your brand as much as possible. In addition, these parties work on CPA so the risk is low again.
The next channel that you can supplement via affiliate is the on-site and off-site retargeting. Many companies work directly with a retargeter, but this can also be done through the affiliate channel. The advantage of this is that your account manager from the affiliate network can deal with a lot with the retargeting publisher and only turn to you if something needs to be implemented or matters that the account manager cannot decide for himself.
Do you already work directly with an off-site retargeter? Have you ever thought of connecting a second off-site retargeter on a CPA basis? There are a number of these publishers who have made good case studies showing that a second retargeter can tap into a whole new group. And yes, you can already guess, these publishers also work on CPA.
SOCIAL MEDIA ADVERTISING
Then there is the Social Media section, and the affiliate channel has an answer too! There are a number of parties who can use campaigns on Facebook. This often works best with leads, but sales can also be an option. All they need is access to your Facebook page, but not with full rights. So you can keep control of that. In general I can do this on a CPA or CPL (Cost per Lead) basis, in some cases additional costs are added. This depends on the type of sales / leads that you want to make.
WITHIN AFFILIATE MARKETING IT IS VERY POSSIBLE
As you can see a lot is possible through the affiliate channel. The best thing is that everything can be done on CPA, so you can save time and certainly money. If you are not entirely sure about a certain collaboration, you can also test it for a while to see how it works. If it doesn’t work according to your wishes, you can always stop. That too is an advantage within the affiliate channel.
By S.van der Tap Pd.Internet.Marketing
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