Understanding and Using Links
by Ben Kiel
LinkShare Corporation

Links.  Often they’re only a simple sentence fragment.  “Click here for 50% off!”  Or: “Free shipping, one week only”.  Although they’re often small, succinct, and temporary, getting the most out of your links requires not only an understanding of the strengths and weaknesses of the different link types, but also a knowledge of your marketplace and consumers. 

Types of Links
Each unique type of link is a tool used to connect with potential customers.  Ranging from simple text links, to the versatile DRM, the various links are all effective in different situations.  Here’s a quick rundown of your options:

• Text Links are a group of words that can be directed to a merchant homepage or a specific product.  These links are easy to use and are effective in driving sales. 
• Banner Ads should come in different sizes so your affiliate partners can find the one that fits their page layout.  These can be logos, ad images, or other creative that reinforce your brand, promotions, or seasonal items. 
• Individual Product Links go directly to a product or service.  LinkShare offers several ways for affiliates to get these types of links through our Merchandiser Program, product links and the LinkBuilder tool in the Create Links section, and Link Locator Direct.
• Search Box Links allow affiliates to post a search box to your site, so their visitors can search your site for exactly what they want.
• Dynamic Rich Media (DRM) is an interactive multimedia link that allows you to push updated text and banner linking code to affiliates.  With DRM, affiliates do not need to change linking code when you make changes to your creative. 

Always Keep the Affiliate in Mind
Most affiliates would rather spend less time managing the affiliate links and more time focusing on their core business.  Keeping your links up to date and easy to use are key factors that affiliates look at when posting new creative. Below are some things to keep in mind when updating your creative and Create Links page.

• After uploading creative, you should log into the Affiliate Interface.  Check to ensure that the links appear as you would like, that there are no spelling or grammar errors, and that all landing pages land where they should.
• When creating links, use the six standard categories in Link Locator: Coupons, Hot Products, Logos, Promotion/General, Free Shipping, and Best Converting.
• Keep these updated!  The Best Converting category in particular needs to be kept stocked with creative that actually does convert best.
• After uploading new creative, send a newsletter to affiliates.  Building a relationship with affiliates is important, and saving them the trouble of continuously checking for new creative will be much appreciated.

Tips and Tricks

• When using LinkShare hosted, rotating banners, make sure you check the end date of your creative.  Although it’s often easier to insert new banners right on top of the old ones, if you don’t change the end date as well, they may expire before the promotion begins.
• When selecting an end date, chose the day after the promotion has ended.  This enables the promotion to run for the advertised duration.  This does not apply for merchants in the UK.
• Have a marketing calendar.  Make sure that the promotions on your website coincide with the promotions for your affiliates.
• Take advantage of underused, but powerful, link types such as DRM and Search Boxes.
• Don’t go overboard with banners.  Text links require less time and effort, and convert much better.

With a firm grasp of best practices for managing your creative program, you will find yourself spending less time, and making more sales.  It’s that simple.