In a saturated digital ecosystem, multiplying contact points is essential to capture attention and convert. Here’s an expert analysis to help you structure your campaigns. For a complete overview, please consult our complete guide to affiliate marketing levers.
Publishers and premium agencies: the notoriety objective
To gain immediate visibility on sites in line with your brand image, premium digital media (Le Monde, L’Équipe, Le Figaro, Orange…) remain essential.
- The objective: massive visibility (Reach). These broadcasts give you access to millions of Internet users, helping to build your Brand Awareness.
- The obstacle: the cost of entry. The notoriety of these media means high CPMs (Cost Per Thousand).
- Our expert advice: activate these levers during your brand’s high points (product launches, major news events). Choose a CPM model for visibility or a CPC model for traffic.
Native advertising: contextual integration
Native advertising allows you to distribute your sponsored content at the heart of editorial articles, via platforms such as Taboola, Outbrain or Quantum. If you’re not sure which format to choose, find out more about the major differences between Native Ads and Display.
- The objective: to position yourself as a reference. The ad integrates graphically with the supporting site, associating your brand with content that web users are already consuming.
- The obstacle: perceived ambiguity. If advertising branding is unclear, web users may feel misled.
- Our expert advice: be transparent about the nature of your advertising, and pay particular attention to contextual targeting. This lever performs well at CPC, or CPA (Cost Per Acquisition) when coupled with a retargeting strategy.
Pre-targeting: conquering new audiences
Pre-targeting uses data to identify profiles similar to your customers (Lookalike) even before they visit your site. Partners such as Adroll, Antvoice and Databerries analyze external behavioral signals.
- The objective: the acquisition of qualified traffic (Prospecting). The aim is to attract Internet users who have never visited your site, but who have a strong intention to buy.
- The obstacle: data quality. It’s crucial to monitor the distribution framework and the relevance of profiles to avoid wasting budget.
- Our expert advice: it’s an essential lever for feeding the top of your conversion tunnel. The business model is often CPC, but can evolve towards CPA in synergy with retargeting.
Retargeting: reactivating prospects
Retargeting involves re-engaging web users who have left your site without converting. However, it’s crucial to control the pressure of retargeting so as not to saturate your audience.
- The objective: conversion. It’s more profitable to convince a visitor who’s already shown an interest than to acquire a new one.
- The brake: overexposure. A banner seen 30 times irritates the user and degrades the brand image.
- Our expert advice: it’s essential to master capping (limiting the number of displays). For high-traffic brands, opt for CPC. For others, multiply CPA players by finely tuning attribution windows.
Overlay and exit intent: on-site retention
The overlay intervenes directly on your site to retain the user. Technological solutions (such as Beyable or Yieldify) now make it possible to modify the site in real time to adapt to visitor behavior.
- The objective: to save the sale. It’s the last line of defense in reducing bounce rate or cart abandonment by making the ultimate offer at the moment of exit intent.
- If the pop-up appears too early or prevents navigation, it becomes counter-productive for the UX.
- Our expert advice: de-prioritize these players in your affiliate program, so as not to “steal” sales from previous referrers. Use this lever sparingly, remunerated on a CPA basis.
Conclusion and support
The success of a digital strategy lies in the intelligent orchestration of these different levers. Our expertise enables us to support you in managing your campaigns and animating your affiliate network to maximize your ROI.
Would you like to audit your current marketing mix? Contact us for a personalized analysis.
