{"id":29606,"date":"2023-06-22T10:57:00","date_gmt":"2023-06-22T10:57:00","guid":{"rendered":"https:\/\/www.webgains.com\/public\/?p=29606"},"modified":"2024-09-26T14:32:55","modified_gmt":"2024-09-26T14:32:55","slug":"maximising-publisher-value-in-your-affiliate-program","status":"publish","type":"post","link":"https:\/\/www.webgains.com\/public\/en\/maximising-publisher-value-in-your-affiliate-program\/","title":{"rendered":"Publishers &#038; Partnerships: Maximising publisher value in your affiliate program"},"content":{"rendered":"\n<p class=\"has-webgainsgrey-color has-text-color has-small-font-size\">Article by <a href=\"https:\/\/www.linkedin.com\/in\/bryonyhatherley\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bryony Hatherley<\/a>, Publisher Manager, Webgains.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"536\" src=\"https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-1024x536.jpg\" alt=\"\" class=\"wp-image-29636\" srcset=\"https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-1024x536.jpg 1024w, https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-300x157.jpg 300w, https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-768x402.jpg 768w, https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><strong>Publishers &amp; Partnerships: Maximising publisher value in your affiliate program<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There&#8217;s a common misconception that exists amongst some advertisers: that running an affiliate program is as simple as joining a network, setting a commission rate, onboarding some publishers, and allowing the program to run.<\/p>\n\n\n\n<p>This set up may drive results for some, but in the long term, it won\u2019t provide sustainable growth. It would be doing an injustice to the evolution of the affiliate channel and the value it\u2019s able to deliver.<\/p>\n\n\n\n<p>To run a successful affiliate campaign in a highly competitive market, the key stakeholders involved must build and continually enhance partnerships with a wide variety of publishers.<\/p>\n\n\n\n<p>Keep reading this article to learn how to create long-term partnerships with publishers and ensure that your program is robust and adaptable in the face of changing circumstances and economic conditions.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3>Diversify your publisher mix<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I believe that the most efficient and foolproof way to run an affiliate program is by integrating a diverse mix of publishers within the client\u2019s strategy. The main reason for this is to ensure there is no reliance on one publisher type for performance and sales should something go wrong.<\/p>\n\n\n\n<p>Secondly, by working with a varied group of publishers, you may find they bring value to a program in different ways:<\/p>\n\n\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Some may be great at achieving more volume<\/li><li>Others may be best at increasing order values<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-webgainspink-color has-text-color\" style=\"font-size:26px\">&#8220;All publishers that you work with must be entirely relevant, produce an ROI that meets client KPIs, and deliver incremental value to instil confidence in the longevity of these partnerships.&#8221;<\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3>Understanding value and measuring success<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There are more publisher opportunities than ever &#8211; with the likes of <em>Open Banking<\/em> and <em>Buy Now Pay Later<\/em> companies venturing into the space with cashback and content capabilities \u2013 so the breadth of opportunities for advertisers are vast.<\/p>\n\n\n\n<p>The traditional publisher types are continuing to diversify their promotional methods via social channels, whilst newer publishers need to demonstrate the value that they can bring to an advertiser by lowering the cost for them to utilise their platform.<\/p>\n\n\n\n<p>This is particularly important in this current climate where advertiser budgets are under constant review and focus is concentrated on running activity where the greatest returns can be seen quicker.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-webgainspink-color has-text-color\" style=\"font-size:26px\">\u201cI also appreciate that defining value is subjective, but there are some elements to consider when deciding on suitable publishers for an advertiser program.\u201d<\/p>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3>Three main elements to decide a suitable publisher<\/h3>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5>1. Find publishers that introduce the brand to a highly relevant audience<\/h5>\n\n\n\n<div style=\"height:11px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Securing visibility to key demographics that positively respond to the brand is a crucial element to getting results. Oftentimes, these customers will return to the publisher and the brand again (and again), especially if the partnership is continually optimised.<\/p>\n\n\n\n<p>For example, exclusive codes will keep audiences gripped with an offer they can\u2019t find elsewhere, and put an onus on publishers to keep traffic, volumes and sales going up for the partnership to continue.<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5>2. Identify publishers that drive sales from \u201charder to reach\u201d audiences<\/h5>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Some publishers will be lucrative in securing customers that may be in the market for a highly specific product. The likes of CSS and specialist content publications or influencers can be crucial if the advertiser wouldn\u2019t typically get results from large reaching incentive publishers. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.webgains.com\/public\/en\/affiliates-the-swiss-army-knife-of-marketing\/\">You can find out more about publishers who specialise in reaching niche groups in this article.<\/a><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5>3. Benchmarking performance<\/h5>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Benchmarking performance is a great way to measure and optimise your publishers. If the advertiser average conversion rate is 3.5%, you can benchmark the performance of different publisher types to compare the conversions vs. other digital channels.<\/p>\n\n\n\n<p>It\u2019s not surprising to find publisher types like <a href=\"https:\/\/www.webgains.com\/public\/en\/affiliate-a-z-cashback-rewards-and-loyalty\/\" target=\"_blank\" rel=\"noreferrer noopener\">cashback<\/a>, closed user groups and voucher converting at much higher rates due to the nature of where the customer is in their decision making when on these sites.<\/p>\n\n\n\n<p>With this data, you could further benchmark the performance by comparing publishers of the same type together to identify the key publishers to optimise and invest tenancy with.<\/p>\n\n\n\n<p>If a publisher CVR sits between 5%-10% it\u2019s typically a sign of a well-functioning program, and advertisers should make sure to optimise their campaigns, offers and creative with these publishers in the lead up to peak trading periods.<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3>Summary<\/h3>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let us not forget, that partnerships are a two-way street, and the perfect partnership requires communication from both sides to be successful.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-webgainspink-color has-text-color\" style=\"font-size:26px\">\u201cAdvertisers must outline their goals and expectations, and the publisher is responsible for showcasing the advertiser&#8217;s message to their audiences.\u201d<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If they can effectively produce results, the advertiser is more likely to spend again and look to build up that long-term partnership, but it must be based on regular communication, reliability and delivering valuable customers.<\/p>\n\n\n\n<p>The more solid and dependable these partnerships become could lead to wiggle room on costs, and the overall support and exposure that the publisher can offer the advertiser on a long-term basis.<\/p>\n\n\n\n<p class=\"has-webgainspink-color has-text-color\">Strong partnerships are at the heart the affiliate channel and the Webgains. If you&#8217;d like to build profitable publisher partnerships, please sign up to our network <a href=\"https:\/\/www.webgains.com\/public\/en\/start-a-program\/?utm_source=blog&amp;utm_medium=organic+&amp;utm_campaign=start+a+Programme&amp;utm_content=Publishers+%26+Partnerships+#form\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>here<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article by Bryony Hatherley, Publisher Manager, Webgains. There&#8217;s a common misconception that exists amongst some advertisers: that running an affiliate program is as simple as joining a network, setting a commission rate, onboarding some publishers, and allowing the program to run. This set up may drive results for some, but in the long term, it [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/www.webgains.com\/public\/en\/maximising-publisher-value-in-your-affiliate-program\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":45,"featured_media":29636,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":""},"categories":[433,32,40,429],"tags":[1324],"acf":[],"uagb_featured_image_src":{"full":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"thumbnail":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-150x150.jpg",150,150,true],"medium":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-300x157.jpg",300,157,true],"medium_large":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-768x402.jpg",640,335,true],"large":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1-1024x536.jpg",640,335,true],"xl":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"xxl":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"xxxl":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"xxxxl":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"xxxxxl":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"1536x1536":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false],"2048x2048":["https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2023\/06\/Bryony-Hatherley-1.jpg",1200,628,false]},"uagb_author_info":{"display_name":"Rob Atkinson","author_link":"https:\/\/www.webgains.com\/public\/author\/ratkinsonwebgains-com\/"},"uagb_comment_info":0,"uagb_excerpt":"Article by Bryony Hatherley, Publisher Manager, Webgains. There&#8217;s a common misconception that exists amongst some advertisers: that running an affiliate program is as simple as joining a network, setting a commission rate, onboarding some publishers, and allowing the program to run. This set up may drive results for some, but in the long term, it&hellip;","_links":{"self":[{"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/posts\/29606"}],"collection":[{"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/comments?post=29606"}],"version-history":[{"count":1,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/posts\/29606\/revisions"}],"predecessor-version":[{"id":38774,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/posts\/29606\/revisions\/38774"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/media\/29636"}],"wp:attachment":[{"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/media?parent=29606"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/categories?post=29606"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webgains.com\/public\/wp-json\/wp\/v2\/tags?post=29606"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}