15 Glossary

Here’s a glossary covering off some of the buzz-

words in Affiliate Marketing these days…

LVC - Lifetime Value of a Customer. The estimated

lifetime sales total for a particular customer
Predatory Marketing - Methods used to redirect
affiliate links, for example, overlaying links and
banners, or spawning the browser window
Cookie-cutting - A cookie cutter page is one
that's made from a generic content template
Thin Affiliates - This refers to low-quality
Affiliates, unpopular with the search engines
Adware - Although a million miles away from
Spyware, Adware is nevertheless likely to hack
off your Affiliates. Avoid
Snowballing - This system rewards a chain of
hierarchical publishers who may or may not know
of each others' existence, yet generate income
for the higher level signup
Chargeback - Incomplete sales resulting in
commission clawback
Parasite - Technology designed to alter the
normal performance of click tracking and disrupt
affiliate business
Return Days - Number of days after a click through
that the affiliate still earns a commission An insider’s dossier to
Net 60, Net 30 etc - Refers to payment period,
i.e. 60 days after the month for the Net 60 and Affiliate Marketing
30 days after the month for the Net 30

File No.4 of big

bigmouth
mouthmedia’s
media’s exposé series
 CONTENTS
1) Biting the
bullet
2) Dangers an

THE MISSION
d pitfalls
3) Network pa
rtners
media
bigmouth 4) Use a middle
y o u r h at, but y ou need
-man
s under g
Keep thi e everythin 5) Interrogat
ing the agency
div u lg ssful
rance to ly succe
has clea r to ru n a high e h ave the
6) Rules of en
gagement
in orde W
to know e program. 7) Hidden stre
fi li a t ak the ngths of the aff
grated af d we spe iliates
and inte t hi s h appen an 8) Protecting
o make your brand
allies t uage. 9) Deliverables
li a tes' lang and expectatio
affi 10) Let’s talk ns
st, cash
ng fa 11) Agent rela
i s growi k ing th
e tionships
t y, ta
at e Marke nu al l o pp ing 12) Mission ti
UK Affili b y 45% a
n
e s t o a w
h
iate
ps
Th e value l l
te sa r affi 13) Agent bigmgmo
hikin
g in
of a ffilia ptimise you b eh ind ouut
th
h
ta l value n e ed to o
't get left 14) Leaked by
…
to You don
llion. ke sure you 15) Glossary
£3 bi to ma
ty
activi
to
dossier
to ge th er this te
s put emonstra
media ha and to d
Bigmouth t he myths choosing
the
om e of fo r
remove s ap th e rewards ig ns.
can re our camp
a
how you manage y
g ht ag ency to
ri
luck...
and good
i st en c arefully
L
 1
BITING
THE BULLET 2
DANGE
is an incredibly eff
ective RS
Affiliate Marketing
low-risk, pay-on -resul ts sales tool. It's also a
h multiple network opt
ions, AND PITFALLS
complex landscape wit scope and
of strengths, Stear cl
each with its own set ear of s
ticky co
logies so needs to be done well. Make sur ntracts
techno e your n - just s
PPC camp o t compet ay no
aign! ing with
your own
Look afte
r your af
e filiates
grams today use revenu and you' - love yo
80% of affiliate pro pen sation
ll get t
he love ur affili
e(CPS) as com back ates
sharing or cost per sal the
Avoid be
lieving
per action (CPA) and that Affi
method, 19% use cost such as cos t
standalo
ne - sea liate Mark
er method s, rch is a eting is
remaining 1% use oth CPM ).
make sur
e your a t the ro
ot of it
cos t per mil le( breed in ff il
per click(CPC) or Search
iate par
tner is so
best of
Don’t fa
ll into
results the trap
- or usi of faili
for your ng the w ng to an
objectiv rong ana alyse
es lytics p
Beware h ackage
idden co
manageme sts - li
nt, accoun ke setup,
t access account
Limited and minimu
reach - m monthly
various Affiliate spend
language Marketin
expert t s and te g across
ouch rritorie
s requir
Selectin es the
g unethic
are out al affil
there sh iates -
ould be those th
avoided at
 A R TNE RS
k P
3 networ etworks
to choo
se from
strengt
hs.
ou s n s o wn
e nu m er ha s i t it h the
There a
r
network
s ones) w
a c h of the t he o ne (or bi ne
and e choose to com
re you agency reach
Make su ne e d. Use an st v ertical
c h yo u t he b e
rea u ge t
s so yo sible.
network lo g ies pos
h no
and tec r:
conside
cal to ork.
It's cr it i ch netw
e of ea
tical e
The ver has strengths
xp er t is
and wea
kn
el
es
at
ses
i onship
4 USE a middle-man
Each on
e
e n et w ork's r
f th
ength o pert agency wi
ll
The str liates is it d right. An ex
with af
fi ution - Yes, you hear aign fo r ma xi mum
h no logy sol ampaign? affiliate camp
work's
t ec
r your
c optimise your
The net y targeted fo fit effect and effi
ciency.
acc ur at e l to bene to
ows you e 't incentivised
enc y a ll
ts t he y' v networks aren ency,
good ag greemen Remember the thou t an ag
Using a cost-saving a works yo ur sp en d with them so wi t
t.
e et reduce lly efficien
from th ed with the n can't be maxima
a bl ish ayers? your campaign
e st
main pl ge for
ws you the ed
are the rt agency allo
So wh o Using an expe atforms. Th ey'l l
ss multiple pl
managing acro wi th yo ur other
liate activity
integrate affi t poor perfor
mers
ls an d th ey'll strip ou
channe .
the good ones
and motivate
the
relax, safe in
then ge t to sit back and ed all
You s investigat
your agency ha r
knowledge that ke the ba ck of th ei
knows them li
the networks, h ones wi ll offer
aware of whic
hand, and are
e best re sults.
s
you th ney
saving you mo
’s value is in
The middle-man
!
and proving it
 6 RULES OF
5
INTERROGATING ENGAGEMENT
Your agency

THE AGENCY
will need to
following in cover off th
selecting th e
e network(s)
1) Ongoing for you:
market and
competitor
2) Consider analysis
ing a combin
maximise vert ation of ne
r ical exposure tworks to
at you and use of te
ure th 3) Creating chnologies
Make s nsiders the buzz across
affiliates
co
agent 4) Competit
ive, flexib
ollowing… le remunera
f developmen tion mode
t, ongoing
your compet and several
itors steps ahead
tent / es of
he con it 5) Avoiding
1) Nic erest webs tes
stop-start
budgeting on ca mpaigns. Real
Int ri son si a cost-per-c istic
c om p a allows you onversion mo
ce
2) Pri logs rewards from
to have cont
inuity and
del
Fo rums / B a snowball reap the
3) 6) Targeted effect
h , attractive
c reac and innovati
) Ge o graphi 7) Continuo
us monitori
ve advertis
ing
4 ts ng tracking
iling iscoun 8) Efficient functions
5) Ema V ou chers/D processing
of new affi
pons / 9) Enhancem liates
6) Cou (PPC) ent and supp
P a id search ort of affi
liates
7) 10) Speedy va
lidation of
(SEO) generated sa
earch 11) Attentio les and lead
Or ganic s websit
es n to detail s
8)
al ty / reward competitions - offering
, tiered co VIP commissi
y
9) Lo networ
ks marketing ma mm is sion, access ons,
anner es
terials-feed to
10) B ia sit 12) Best us s, keywords
etc
ch med e of Widget
11) Ri 13) Continuo
s and Gadget
s
us knowledg
improvemen e-based rege
t of campai neration an
gns d
 DELIVERABLES
IONS
9

X P E C T A T
AND E
7 HIDDEN STRENGTHS ouse
ower requirem
ents in-h
Reduced manp resulting
OF THE AFF de monstrate cl
ear savings

ILIATES They should

t management
from efficien nt of paymen
ts
ansp ar en cy and manageme
Affiliates
are your vi Full tr
racy
without th rtual sale
s force, bu for full accu and pay on re
sults
e basic sa
lary costs t co nv ersion rates
Maximised tivity wi th sear ch
If you're in affiliates ac
to Social
Media, your Integrating rket bu dg ets
voluntaril rner your ma
things beca
y back you
online; th
affiliates
will to let you co u a team with
many
use it's in ey'll say ni will offer yo across
their inte ce A good agency k expe rien ce
rest to do liate networ
so years of affi and territor
ies
ne tw or ks
PROTECTIN multiple
8

G YOUR BR
AND ’ S T A L K CASH
Make sure
your affili
10 LE T
ate agent liate
offers: treating affi
Agreements might want to consider ma rk et ing
You ead of a
with truste les cost inst filiate
Nothing will d, quality
affiliates costs as a sa long as th e af
destroy your only. ans that as le enough, an
d
poorly sele
cted affili
reputation
quicker than cost. This me w and profitab
ates le is lo t your
Clear and ro cost per sa les, you can
le
bust PPC ru fulfilment ho can possibly
be.
A strong st les for affi
liates to fo you have no essful as they
ance agains llow be as succ
t scumware affiliates basis
Synergy wi -acquisition
th your Di
splay Adve on a cost-per also
Strategy fo rtising You're paying tart ca mp aign s
scraping an
r brand-sq
uatting, ke it makes sense. Stop-s ag en cy should
yword hijack so f. Your
d URL hijack ing, affiliates of
The expert ing tend to hack yo ur se ctor .
ise to ensu approach for
campaign, re a messag
e-consiste know the best
tying in wi nt
campaigns, th your TV
DM, merchand , POS, emai
ising and ot l
her activiti
es
 mission tips
12

k e e p i n g your
FOR
11
AGENT affiliates on-side
RELATIONSHIPS Affiliates ar
e your virt
ual sales fo
centives, in
fo rm th
rce.
em of your
Ply th em with in fl ex ible on
es and be
ing activiti per
On average, UK mercha
nts involved in Affili other market Big- hitt in g su
Marketing drive 16% ate structures.
of their online sales commission at they're wort
h
this channel. via kn ow wh
affiliates es -
the affiliat
Bigmouthm
thmed attr activeness for an d pay
edi
ia
a affiliate clients ach Maximise sion
ieve an mise conver
average of 24%. By com nimi se le akage, opti Of fe r so mething a
bining Affiliate Market mi rates.
and SEO, bigmouthm ing commission spoke vouche
r
thmed
ediia
a clients achieve aro competitive whether that's be ck
63% of their traffic und ent; em ti
little differ makes th
through search. - whatever
mpetitions
codes or co pments
gical develo
abre as t of technolo st moving
Keep this is a fa
industry - you have to
within the stay on to p
et so if you want to on yo ur feet
mark and fast
steps ahead
be several
 13 AGENT BIGMOUTH
filiate
e your Af
a g e nc y to handl mu lti-networ
k,
good e, ith your
Using a y ou an effectiv gi sed w
r
g gives lly syne the shot
s.
Marketin oach, fu
e ff ec tive appr me rc ha nt, call h
cost- You, the ner wort
ther c h annels. s an ag ent part
o i
uthmedia
hy bigmo
Here's w networks
its salt
: ultiple
ge m en t across m
na
paign ma e
Full cam coverag ies
for m axi m um capabilit
y, m ult ilingual in g breath
ing
untr by a liv
Multi-co monit or in g
results

Leaked by...
24 hour ticals
bigmou th rent ver
r ts wit hin diffe e
d expe structu r 14
13
Big bran mission
m a n ce - based com
Perfor leaders r
otection with you
Brand-pr ia te campaign Bigmouthmedia
Bigmouthmedia has been at the forefront of
affil
ing your tivities
Synergis ne marketing ac Digital Marketing since the dawn of the industry,
n li
other o f campaig
ns pioneering results-focussed, ethically integrated
growth o digital marketing and winning numerous awards
Strategic
ssed along the way.
ROI-focu ency
transpar ration,
Built-i n administ ies
ali se d control, ac t ivit Now with over 200 staff in 10 countries, we work
centr nt of all with more than 300 major brands globally across
Bespoke, a nd adjustme t iv e Affiliat
e
n t ec
manageme on sh ip s with eff top performing 24 languages.
t relati orms and
Excellen operating platf Want to know more about integrating Affiliate
ke t i ng nd gl obally
Mar locally
a Marketing? Pick up the phone and speak to one of
i at e s
affil our mouthy experts on 0845 130 0055 or email
tellmemore@bigmouth
tellmemore@bigmouthmedia.com
media.com