It may seem a simple subject, but it can involve a whole host of players. Over the past few years, there has been an explosion in the number of new partners offering their services to capture the grail: a new customer.
Be visible, be known, be everywhere and keep the customer. This has been on the mind of every merchant since the dawn of time, so how did we do it before? Billboards, newspapers, television, radio… and now? The networks on our affiliation platform are there for you. But who are they and what do they do? How widely they are distributed, how much they cost… here’s a quick overview of the partners we work with.
Publishers and agencies
If you want to be visible on sites in affinity with your brand, digital media are your best friends (Le Monde, L’Equipe, Adverline, Orange, Le Figaro…).
- The objective: visibility! These broadcasts give you access to millions of people.
- The obstacle: the cost of these campaigns, due to the media’s reputation. Presence is very expensive.
- Our recommendation: use these players during your brand’s peak periods (important news, new products…). CPM or CPC business model.
Native ads
What if I could be visible in the middle of this article? That’s what many managers were thinking when they read a few online articles… and their wishes were granted (Taboola, Outbrain, Quantum, Screenview…).
- The objective: to be associated with an article related to my product, to position myself as a referent. The web surfer then identifies his need with the proposed brand.
- The brake: this lever may seem ambiguous to Internet users, as some don’t see the advertising aspect.
- Our recommendation: select the distribution framework carefully and don’t hide the advertising side. Business model mainly based on CPC, with the possibility of CPA if coupled with retargeting.
Pre-targeting
You think we can ask marketing to find people who go to your competitors? Well, it’s not exactly that, but it’s close. These partners analyze the behaviors of your site’s visitors and define buying clues to find similar audiences. (Adroll, Bigbangdata, Antvoice, Dataaudience…)
- The aim: to find people who don’t come to you, but who may have a strong appetite for your products.
- The catch: make sure you keep a close eye on the distribution framework and the performance of typical profiles.
- Our recommendation: this is a must in terms of acquisition, so go for it. Business model based on CPC, but also possible on CPA if combined with retargeting.
Retargeting
The customer’s gone, but has he forgotten me yet? Yes, I think we’ll remind him, because with all that effort, it’d be a shame to let him go! Why not distribute static or dynamic banners to visitors who have left your site? (Adverline, Cibleclic, Nextperf…)
- The objective: It’s easier to strike while the iron is hot, because if the intention is there, you have to close! He’s come, he’s seen, he’s almost bought… and then he comes back and calmly buys.
- The brake: tell me, didn’t I see that banner 25 times today? Oh no, sorry, 35. Don’t overexpose the surfer: capping is important for him, but above all for you. Make sure your banners are well above the waterline to be visible.
- Our recommendation: don’t hesitate to involve several players in a CPA campaign. So, yes, there is some post-view, but by working on the attribution window, remuneration and capping, you can control its impact. For high-traffic brands, CPC is the way to go.
Overlay
Hey, we’ve got someone on our shopping cart page, that’s cool, he’s taken 300€ worth of product… But wait…another one abandoning his cart! Rest in peace abandoned cart. So what can we do? What if we offered these customers something to keep them there (Beyable, Yieldify, Cibleclic, Salecycle…)?
- The objective: the idea is to identify the action of the surfer on your site (willingness to close the page) to push offers. He’s on the shopping cart page, and a well-placed offer will make him stay. On each page, an action is possible (an e-mail address for the home page, another product on a product page…).
- The drawback: make sure your partner integrates the creative on your site so that it doesn’t seem too intrusive.
- Our recommendation: on your affiliate program, de-prioritize these players so as not to work against other partners. CPA business model.
As you can see, there’s a lot to do, and we’re here to explain it all and help you manage your acquisition campaigns and retain your affiliate network. So don’t hesitate to contact me.
