Publisher Types

Let’s say you are an advertiser and you finally have your affiliate program set up and ready to go.

Your advertiser info is filled out, you have your commission rate set up, and your pixel is working correctly!

Now we just need publishers to add to your program.

What type of publishers should you accept? What type of publishers are there? How do vet for quality publishers?

Today we will review the most popular publisher types and strategies on how to collaborate with those sites.

Savings Focused Publishers
Savings focused publishers are everywhere around the internet and popular among publishers. Within the savings focus, both can either be Coupon Code focused or Deals focus.Coupon publishers provide shopping codes for additional savings for customers. Deal publishers look to provide best of web pricing on specific products to customers.

Why work with them:

  • Saving-focused sites see a higher traffic volume vs other publisher types.
  • A high volume of new to file customers
  • More opportunities to promote your brand.

What promotion tactics work?:

  • When promoting your offer, have the savings within the message (example: % off; free shipping, etc)
  • Product Specific deals
  • Having a coupon feed can help as well (and is a great practice in general)
  • Exclusive or semi-exclusive offers can really help build relationships

Examples of Savings-Focused Publishers: Brad’s Deals, RetailMeNot, and Coupons.com.

Loyalty Publisher
Loyalty publishers provide an incentive to their customers to reward their loyal shopping – incentives include cash, points, miles, charity donations, and more.

Why work with them?:

  • Loyalty publishers have customers to who are loyal to the rewards
  • High-value retail customers
  • Great way to find new-to-file customers

What promotional tactics work?:

  • Increased cash back (or commission increases): The more cash/points/rebates they can give, the more likely they will shop with your brand
  • Additional placement opportunities (Homepage, category, seasonal, email placements)
  • Exclusive offers with vanity codes: Good tactic to test and have a less chance of going viral

Some of the top loyalty sites on the web are Goodshop, Ebates, and TopCashBack

SEM Publishers: Publishers that offer SEM for advertisers will use Google, Bing, and Yahoo Gemini to acquire customers for your brand. This would mean that you would need to allow these publishers to bid on your branded search terms. This can be a great benefit if you don’t have a particular strong paid search strategy or you need to strength SEM strategy. If you have a solid strategy in paid search for your brand or particular about who can use your search terms, this might not be the publishers for you.

Why work with them?:

  • This can be a great benefit if you don’t have a particular strong paid search strategy or you need to strength SEM strategy.
  • If you have a solid strategy in paid search for your brand or particular about who can use your search terms, this might not be the publishers for you.

What promotional tactics work?:

  • Have a clear search marketing policy before engaging in this strategy
  • Include a detail trademark policy
    • Direct-linking and display URL policies
    • Domain display policy
    • Complete list of restricted terms
    • Ad copy policies
    • Landing page policies

Publishers that use SEM are Coupons.com and Couponology.com

Content Driven Publishers: Content-driven publishers provide a unique point of view on very specific product categories or topics. These publishers can include bloggers, video bloggers, and podcasts. Also, you can find networks of content creators that has

Why work with them?:

  • The people behind the sites are extremely passionate behind the topics.
  • These publishers can provide unique opportunities for your brand and products
  • Content publishers are able to bridge the gap between online and offline.

What promotional tactics work?:

  • Build good relationships with these partners.
  • Provide or support their ability to create original content

Publishers that are Content Driven include rewardStyle and ShopStyle

Any publisher types that we are missing on our list?

Tell us in the comments!

By | 2018-03-05T13:38:52+00:00 May 17th, 2017|Affiliate 101|0 Comments