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When you think about affiliate marketing, you may think of the larger affiliate programs that typically act like application service providers (ASPs), where the advertiser interfaces with and motivates affiliates.
Over the past few years, a plethora of cost-per-action (CPA) affiliate networks have evolved. CPA networks place the burden of managing affiliates and driving traffic squarely in the hands of dedicated affiliate managers. This approach enables advertisers to leverage the expertise, relationships, and resources of their CPA partner.
Because CPA networks are closed networks, advertisers do not directly communicate with their affiliates. If you choose more than a single network partner, it is imperative to understand that affiliates may appear more than once during a campaign without you knowing about it. This happens because affiliates frequently join multiple CPA networks at a time, each of which identifies that affiliate in a different manner. Selecting one partner will enable you to eliminate affiliates driving lower quality customers or sales.
Identify a key strength for each if you have trouble deciding between CPA networks you like. Some programs have very strong distribution through e-mail, while other programs work very closely with search publishers. Analyze firms by giving each a piece of your affiliate program, so that one partner manages search, while the other manages e-mail, for example.
Establish different price points for different forms of traffic, as all sales are not created equal. See which firm does a superior job with reporting, optimization of underperforming affiliates, and, most importantly, servicing you as a client. With all of this in mind, you will be well on your way to determining a quality long-term CPA network partner and embarking on some great affiliate marketing.
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