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Affiliate Best Practices and Insider Tips. Denise Purtzer Channel Manager, Digital River. Affiliate Stats. 2007 Affiliate Sales AOV across affiliates was $38.77 Average commission was 42% Average earned amount for Affiliates: $16.28 83% of all DR affiliates actively selling 90/10 rule.

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Affiliate best practices and insider tips l.jpg

Affiliate Best Practices and Insider Tips

Denise Purtzer

Channel Manager, Digital River


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Affiliate Stats

2007 Affiliate Sales

  • AOV across affiliates was $38.77

  • Average commission was 42%

  • Average earned amount for Affiliates: $16.28

  • 83% of all DR affiliates actively selling

  • 90/10 rule


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What Affiliates Want

Guaranteed--$

  • Payments on time and frequent

  • Guaranteed tracking

    Easy

  • Full reporting

  • Find & pull data

  • Lots of product to choose from

  • Top selling products

  • Niche products

  • Easy--Complete information in one spot


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Affiliate Verticals-Types

Content Sites

Review Sites

Paid Search

Coupon/Discount Sites


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Content Site Affiliates

Benefits

  • Exposure for Downloads

  • Opportunity for customer feedback

    Challenges

  • Keep all top download sites updated

  • Opportunity for customers to give negative feedback

  • Quality Content Sites


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Review Site Affiliates

Benefits

  • Opportunity to get positive press

  • Comparisons to competitive products

  • Priority placement available

  • Creative Advertising/name recognition

    Challenges

  • Opportunity to receive negative press

  • Timely


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Review-Key Tools

  • Trackable trial

  • Buy link

  • Provide license key to reviewer

  • Screenshots

  • Boxshots

  • Review Info/guidelines


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Paid Search Affiliates

Benefits

  • Highest yield vertical

  • Experts exist

    • Can handle for you

    • Can still work in conjunction with your paid efforts w/o defeating

    • Can eliminate competition in key search areas

    • Multiple representation

      Challenges

  • Not understood

  • Can drive up your search effort costs

  • Time consuming


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Paid Search-Key Tools

  • Trackable trial and buy links

  • Help provide content for affiliate site build to legitimize

  • Terms and Conditions

    • define and reinforce affiliates’ actions

  • Prime commissions for top search affiliates


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Paid Search—Strategy

How do I compete with the “Big Dogs” in Software?

TradeMark Terms

Organic

Long Tail


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Search—Application

Long Tail Strategy applied

Sense of community

  • Blogs

  • User Groups

  • Forums

  • White Papers


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Coupon/Discount Site Affiliates

Benefits

  • Audience that may not otherwise be reached

  • Coupon sites adding software more and more

  • Reach customers who might not purchase for full price

    Challenges

  • Position as to not dilute overall pricing strategies

  • Coupon codes “scraped” and posted en masse

    Key Tools

  • System that supports use of coupons

  • Coupon code and/or cart link with discount

  • Short description


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Coupon/Discount

Opportunity to reach new audience

  • Deal of Day

  • General coupon Sites

  • Software on these sites

    Coupon specific to affiliate or “general use”


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Hot Software Trends

Security

  • Beyond Antivirus

    MultiMedia

    Anything iPod/iPhone/Smartphone

    Optimizers/Problem Solvers


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Questions?

Thanks,

[email protected]


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