The Importance of Being Creative

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December 06, 2016

One constant always true for an affiliate program is the goal to differentiate from its competitors.  We can do this through payouts, product offerings, publisher communication and the tools available to those publishers.  What I’d like to focus on in this article is one of the most important tools we can provide our publishers: the creative they use to put our products and services in front of the customer.

Updating the main creative of a program is often overlooked and can lead to a poor representation of your company’s brand as well as the products you are trying to sell.  Not only that, but this area is a ripe opportunity for you to interact with and convince your publishers that your program is worth running.  Publishers want to know that you are just as invested in the affiliate model as much as they are, if creative is updated on a consistent basis this will assure publishers that you are invested.   Giving publishers access to a strong creative arsenal can increase a programs performance on two fronts, with both conversion and activity.

Putting new creative in the hands of your publishers is just one aspect of developing a strong creative footprint.  Before supplying new banners or text links, they should be tested on your own campaigns in various channels.  This way you can tell publishers with confidence that they have the best creative for their type of marketing and what kind of conversion to expect.  Available data on

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