Chapter 1. The partner program
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Why an advertiser runs one, how to connect an offer, and how to count the money before you scale.
Why an advertiser wants a partner program
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A partner program pays for a confirmed action: a lead, a purchase or another event you named yourself. Impressions and clicks do not close the bill on their own. A webmaster spends their own money and time on traffic and receives the rate only when the action is counted. You do not keep them on staff while there is no result. You launch the program when you already have a product, a clear cost of one customer and a page that can take outside traffic. If the action cannot be confirmed, you do not open the program: there is nothing to pay for.
How to connect an offer
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A webmaster and a media buyer
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A webmaster brings their own traffic and is paid for a confirmed action. The ad spend risk sits with them: no action, no rate. A media buyer works like an employee. You give them your brief, your budget and a ceiling on the cost of a result. You pay them to run that budget: a salary, a share of spend, or a bonus if the action cost stays inside the brief. Both roles can send traffic to one offer. Do not mix them up. You do not hand a webmaster your ad cabinet and the whole deposit. You do not tell a media buyer to “earn however you like, on your own risk” when the budget is yours.
How to count conversions
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Margin for a CPA network
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The rate is counted from the money the product leaves after the goods, delivery and returns. From that sum you set aside the network's share in advance: the network pays the webmaster and keeps its own part. If the rate plus the network's share eats the margin, you do not launch the offer. Example. After the goods and delivery, 40 dollars are left. Returns and the payment fee take about 8. The ceiling for the webmaster and the network together is, for example, 16, not all 40. You write the ceiling before the first click. A handsome rate that puts the product in the red does not keep a webmaster: the offer will be stopped anyway.
Sources
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A source is the place the person came from: search, a feed, a mailing, a channel, an app, a placement. The list of allowed sources is written in words on the offer card. A source outside the list is not allowed, even if the click is cheap. The first launch is one source. You open a second one when the first already has confirmed actions and a cost that fits the ceiling. Quality is read per source: one can bring leads, another only clicks.
Flows
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A flow is one bundle: the offer, one source and one approach. The approach is how the person reaches the action: a landing page, an ad, a letter, a post. You count the flow as a whole. If you change the source and the creative at the same time, you cannot see what moved the number. You write a working flow down: which source, which text, which page, what the confirmed action cost. That sheet can later go to a webmaster. A flow with no pair of numbers — spend and confirmed actions — is not handed out.
How to launch a brand
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A brand at the start is one product, one audience and one promise the product keeps. First the offer card, the page and a way to confirm the action. Then a small test of one source. “Launch everywhere” is not the first week: there would be nothing to compare. The promise on the page matches what the person will get. Income, a cure and a guarantee the product does not have do not go into the text. A second product and a second geo open when the first ones already have confirmed actions inside the ceiling.
Advertising
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Paid ads are your budget, or a budget a media buyer runs on your brief. You pay the platform for an impression or a click, and you read the return on the confirmed action. If the action costs more than the ceiling from your margin, you pause the campaign and change the creative or the audience. You do not raise the budget at that moment. The first test is one campaign and a small daily cap. You scale from a campaign that already fits the ceiling, and only by a step.
SEO
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SEO is your own page for one search query, where a person is already looking for your kind of product. A click from search is free for the ad cabinet, but the page and the text cost time. The link from the page goes to the same action as the offer, and it is tracked too. The first page is one query. You do not spawn a pile of copies for random words. You do not take a query about someone else's brand if it is not your brand. You write the second page around a query that already brought a confirmed action.
Influence
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An influencer talks about the product in their own name, to their own audience. You pay for the placement, for confirmed actions on their link, or for both — you write that down before it goes out. The promise in the video matches the product. Someone else's result, and income that is not there, do not go into the text. The first test is one creator and one tracked link. Reach with no click and no action does not justify the budget. You take a second creator when the first one shows whether the placement reached a confirmed action.
Product work
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The offer does not outrun the product. Before you scale, a person has to understand what they get, what it costs and what the product does not do. A hole people complain about after the first order is closed in the product, not in a new creative. You do not open a second feature or a second offer until the first one has a confirmed action and it is clear the person got what was promised. Someone else's product, presented as yours, does not go into the program.
Repeat sales
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A repeat purchase by the same person is a sign the product matched the promise. The first sale says the ad worked. The second says the person wanted the thing or the service again. If there are no repeats, scaling the ads grows a weak product. You write the repeat share apart from new buyers. A new customer and a returning one do not go into one number: the returning one might have bought without a partner. The rule of whether you pay the rate on a repeat is written in the offer in advance. A high first order with no second order does not raise the rate ceiling.
Chapter 2. Personal match
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Opens in the cabinet: 10.0 USD
A tool, not a lecture. After PRO Training a personal manager helps you match arbitrageurs, media buyers and influencers.
Chapter 3. Affiliate marketing — the team
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Opens in the cabinet: 10.0 USD
How to grow an affiliate manager, find webmasters and hand them a bundle you already tested.