PPC affiliates are those who use paid advertising to promote their merchants’ brands and products. They invest their own time and money upfront, in order to buy traffic that they hope will convert, so that they can be rewarded with their affiliate commissions.
As your PPC affiliates are paying for traffic, and taking the risk on it converting, they are heavily incentivised to ensure that their campaigns run efficiently on your behalf, with the ultimate intention of reaching prospective customers that have a high propensity to buy your products.
Because pay-per-click advertising is a complex and time-intensive activity, requiring a constant testing and optimisation approach, your PPC affiliates take the campaign efficiency risk upon themselves. For small businesses, with limited budgets and resources, this is an excellent way to share your marketing efforts and gain exposure for your business across multiple paid media platforms.
PPC affiliates use a variety of advertising platforms and channels to generate income for their merchants.
The most popular are search campaigns on Google Ads and Microsoft Ads, where they use keywords to match shoppers’ interest for a category of products. Another paid search activity that can be run via the affiliate channel is display advertising, where ads appear on publisher networks, and social platforms such as Facebook, Twitter, Instagram and Snap.
The objective of all paid search activity is to drive traffic to your site in the hope that those platforms’ users become your customers. Your affiliates pay a fee for each of their ads that are clicked, and earn their affiliate commissions upon a successful transaction, to offset the cost of their activity.
The most important aspect of promoting your products via PPC affiliates is to provide information about your brand’s positioning, values, and target audience, as well as clear terms and conditions about the keywords and the brand assets that can be used to display ads for your site.
This will allow your affiliates to tailor their campaigns in line with your objectives and will also prevent them from cannibalising your own marketing campaigns.
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