How to Choose the Right Affiliate Network for Your Business

Launching an affiliate program can be a game-changer for your business—if you choose the right network. With so many options out there, how do you avoid costly mistakes and find the perfect fit?

In an episode of Revenue Boost: A Marketing Podcast, Jeannine Crooks, an affiliate marketing expert with over 25 years of experience, shares valuable insights on what it takes to launch a successful affiliate program.

In this article, we’ll explore the key questions every marketer should ask to ensure their affiliate program drives real, measurable growth.

The Cost Question: In-House vs. Affiliate Networks?

When it comes to launching an affiliate program, the first concern is almost always cost. As Jeannine Crooks, a seasoned expert with over 25 years in the affiliate marketing industry, notes, "How much does it cost?" is the primary question brands ask. The decision often comes down to running an in-house program or leveraging an affiliate network, each with its own financial implications.

An in-house program requires specialized software and dedicated staff to manage everything from affiliate recruitment to payments. This approach might seem cost-effective initially, but hidden expenses can pile up. As Jeannine points out, managing an in-house program requires a significant time investment from a team member, and the more affiliates you work with, the more resources you'll need.

In contrast, using an affiliate network involves more upfront fees, but it also provides a comprehensive suite of services. Networks handle tasks like compliance, affiliate screening, and payments, which can significantly reduce administrative burdens. Jeannine emphasizes that while networks come with fees, they simplify the process by allowing you to focus on performance: "Your biggest expense will still be the affiliate compensation portion, but remember, it’s performance marketing. You only pay when you get a sale or a lead."

The cost is not just about the initial investment; it's about the ongoing efficiency and risk management that a network can provide. By choosing a network, you leverage its expertise and infrastructure, which can lead to a more streamlined, effective program in the long run.

Fraud Protection and Compliance: Why It Matters

One of the most significant advantages of using an affiliate network is the built-in compliance and fraud protection they offer. As Jeannine explains, networks conduct extensive affiliate screenings and ongoing compliance monitoring to ensure that only legitimate publishers participate in your program. This is critical because fraud is an ongoing concern in the affiliate marketing world, with tactics like cookie stuffing and click fraud posing real threats to a brand’s revenue.

Networks invest heavily in technology to monitor transactions, offering a level of security that in-house programs may struggle to match. They typically include a grace period between a transaction and when the affiliate gets paid, allowing time to verify the sale's legitimacy. This is invaluable, as Jeannine highlights: "You’re not out that commission until you know it’s a verified sale."

Additionally, affiliate networks provide support for regulatory compliance, including GDPR. Many brands find GDPR intimidating, given its strict data protection requirements. Jeannine notes that networks can help demystify these regulations and ensure that your program operates within the legal framework, reducing the risks of non-compliance.

Affiliate networks add an essential layer of fraud protection and compliance management, allowing brands to focus on growth rather than constantly worrying about security and legal issues.

The Power of a Pre-Existing Publisher Base

Another major benefit of using an affiliate network is access to its extensive and pre-screened publisher base. Building a network of quality affiliates from scratch can be time-consuming and resource-intensive. By contrast, affiliate networks have already established a pool of publishers actively seeking programs to promote. This means you can quickly tap into a network of affiliates who have been vetted and are ready to drive sales.

Jeannine points out that networks do far more than simply connect you with publishers—they streamline the entire process. Affiliates prefer to work with networks because they can manage all their programs from a single platform, saving them the hassle of logging into multiple systems. This convenience makes your program more attractive to high-quality affiliates who prioritize efficiency.

Moreover, being part of a reputable affiliate network enhances your brand's credibility. Affiliates are more likely to partner with programs hosted on well-known networks, knowing that these networks have rigorous compliance standards. "The affiliate network will have a publisher base that’s already been through the compliance process," Jeannine says. This gives you a head start in building a reliable affiliate network.

Leveraging an affiliate network’s existing publisher base not only reduces recruitment time but also increases the likelihood of attracting quality affiliates who are ready to drive results.

Key Questions to Ask Before Choosing Your Network

With numerous networks to choose from, selecting the right one requires careful evaluation. Here are three critical questions you should ask before making a decision:

1. Does the network offer advanced tracking capabilities?
   Jeannine emphasizes that different networks have varying strengths in technology. Look for networks that provide cross-device tracking and cookie-less tracking to ensure you can accurately measure affiliate performance.
   
   
2. How does the network handle compliance and fraud protection?
   Fraud protection is non-negotiable. As Jeannine notes, the best networks continuously monitor affiliates for compliance, shielding your program from fraudulent activities. Ensure that the network has the necessary tools and processes to protect your brand.
   
   
3. What kind of publisher base does the network support?
   Some networks specialize in certain types of publishers, such as content creators or coupon sites. Understanding the network’s publisher focus will help you determine if it aligns with your brand’s goals. As Jeannine advises, “Do your homework” to find the network that suits your product and audience.
   
   

Thoroughly vetting networks based on their technology, compliance measures, and publisher base ensures you choose a partner that aligns with your business needs.

Setting Up Your Affiliate Program for Success

Selecting the right affiliate network is a strategic decision that can shape the success of your affiliate program. From cost considerations to compliance and access to a pre-existing publisher base, the right network offers more than just a platform—it provides a foundation for growth and stability. As Jeannine Crooks' insights reveal, doing your homework and understanding what each network brings to the table is crucial. By making an informed choice, you set up your affiliate program to drive sustainable, measurable growth.

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Connect with Jeannine on LinkedIn to stay updated and engage with her expert insights!

Tune into the Revenue Boost Podcast to explore strategies that can drive your business growth. 

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