Q4 Top Tips Series
This Q4, we asked members of our Client Services Team to share their top tip for helping advertisers maximise performance during the peak trading season. We first challenged them to deliver their advice in just 30 seconds (see video above), but we know many brands will want to dive a little deeper.
That’s why we’ve asked the team to expand on their insights in a series of blog articles like this one. Here’s the 6th and final entry in our Q4 Top Tips series, brought to you by Webgains Head of Client Services Charlie Lynn. Read Charlie’s write-up below to learn more about her insistence that the work doesn’t stop with the publication of an offer, it must be continually optimised as more information comes to light.
Why Flexibility is the Key to Winning Visibility in Q4
Q4 Top Tip by Charlie Lynn, Head of Client Services at Webgains
When you’re in the thick of Q4, one word matters more than anything else: flexibility. Black Friday is the busiest and most competitive shopping period of the year, with brands fighting for visibility and customers overwhelmed with choice. To stand out, it’s not just about having the right offer, it’s about being able to adapt, optimise, and pivot quickly.
‘To stand out, it’s not just about having the right offer, it’s about being able to adapt, optimise, and pivot quickly’
That’s where affiliate marketing really proves its strength. Affiliates give you the opportunity to adjust on the fly. Campaigns can be optimised in real time, meaning you’re never locked into a fixed strategy. If something’s working, you don’t just sit back and celebrate – scale it up. Last-minute bookings, increased CPAi, or additional budget allocations can be turned around quickly. And in the Black Friday window, when every sale counts, that agility can make the difference between hitting targets or missing out.
‘If something’s working, you don’t just sit back and celebrate – scale it up’
Think of affiliates as your rapid-response team. They allow you to test, learn, and scale in a way that’s much harder to achieve in other channels. During Q4, and especially over Black Friday, this adaptability is your superpower. The brands that thrive are the ones that plan well but are never afraid to adjust course when the data suggests it.
So how do you make flexibility work for you this Black Friday? Here are a few great ways I can think of:
1. Agree metrics for measurement and the actions to take
Flexibility works best when there’s clarity. Before Black Friday lands, set agreed metrics with your team. Whether that’s CPA, conversion rate, or revenue goals, having clear measures ensures quick decision-making. When performance hits (or misses) those benchmarks, everyone knows what action to take, without delays
2. Book calls with your network to review performance
Black Friday moves fast. Regular check-ins with your affiliate account manager you’re not waiting days to react to what’s happening. At Webgains, our team will help you interpret performance data, identify where sales are landing, and spot opportunities to push harder. These conversations are your chance to align on what’s working and what needs to change.
‘At Webgains, our team will help you interpret performance data, identify where sales are landing, and spot opportunities to push harder’
3. Keep some contingency budget
The biggest blocker to flexibility is being out of budget. Setting aside a contingency pot allows you to scale campaigns in the moment. If a publisher placement is flying, you can lean in and maximise sales without hesitation. Equally, if something underperforms, you can pivot funds elsewhere. A little flexibility in spend goes a long way to maximising overall results.
‘A little flexibility in spend goes a long way to maximising overall results’
4. Apply the same principles always- not just during Black Friday
While Black Friday is the headline event, the truth is these tactics work all year round. The ability to adapt, optimise, and shift budget as campaigns evolve is the foundation of a strong affiliate strategy. Think of Black Friday as a pressure test- it sharpens the skills and behaviours you should be using every day.
‘This Black Friday, make flexibility your top tip and watch the results follow’
In Q4, flexibility isn’t just helpful-it’s critical. And with affiliates in your toolkit, you’ve got one of the most agile and responsive channels at your disposal. This Black Friday, make flexibility your top tip and watch the results follow.
If you’d like to grow your sales through the affiliate channel this Q4, please email hello@webgains.com or complete this form to get started with Webgains.
