Why Pay-Per-Click Programs are Making a Comeback By David Troop

by Cruz Alvarado on October 18, 2018

Summary: No school like the old school; learn how pay-per-click campaigns are sparking appeal with bloggers and influencer affiliates.

In the world of affiliate marketing, there are always new strategies merchants will use to make their program attractive to potential affiliates. These strategies may include: bonuses, extended cookie durations, and most importantly, commissions paid to the affiliates.

There are several methods of rewarding commissions by merchants; pay-per-sale, pay-per-lead, pay-per- call, and pay-per-click as examples.

In the early days of affiliate marketing, there was an explosion of campaigns compensating affiliates on a pay-per-click basis. Unfortunately, affiliates utilized nefarious tactics (e.g., click bots) to drive up their commissions with these types of campaigns.

Now with the advancement of affiliate marketing, technology networks are able to identify fraudulent clicks when they occur and prevent costs from being incurred by merchants.

Presently, we are witnessing a comeback of pay-per-click campaigns due to the interest they garner from influencers and bloggers. This compensation method is an effective way for brands to ignite relationships with these types of affiliates.  

Here are three reasons why:

First, pay-per-click compensation helps bloggers and influencers, who may be unfamiliar with affiliate marketing, to easily test the waters and gauge their audiences’ interest in the brand (or product) to determine if a successful match may be born.

Secondly, merchants who structure pay-per-click compensation to be based on clicks to specific product pages can appeal to niche influencers, who creatively expose the merchant’s products to an enthusiast audience.

Last, but not least, this compensation method can be a catalyst for merchants to gain exposure on influencer platforms; those connecting brands with Twitch streamers, as one example, to monetize influencer content and potentially also integrate the traditional pay-per-sale element.

Naturally, pay-per-click can be inherently risky for merchants. Consulting with your network or agency on the best structure that aligns with your overall affiliate marketing goals and objectives is always recommended.

You may be surprised by the tools and technologies available to support a pay-per-click monetization component with your program helping you to build additional relevant relationships and revenue.

David manages LinkConnector’s Affiliate Operations, where he is integral in growing affiliate and merchant relationships.

This article appeared in issue 44 of FeedFront Magazine, which was published in October 2018.  https://issuu.com/affiliatesummit/docs/feed-front-issue44-opt

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