Affiliate Marketing Publisher Guide for 2022


Affiliate marketing is a term you’ll hear a lot in the digital arena, but you might not know what it means. It’s been around for a long time online and has proven to be durable. You may be wondering, “What exactly is it?” Is it right for you? And, most importantly, how well can you do it?

This Affiliate Marketing Publisher Guide 2022 will explain what affiliate marketing is, how it works, the differences between ‘publishers’ and ‘advertisers,’ and the various ways to earn money as a publisher.

We’ll also talk about the future of affiliate marketing, how successful it may be, and some insider ideas to help you get started as a publisher.

What exactly is affiliate marketing?

Affiliate marketing is a type of marketing in which a publisher (also known as an affiliate) produces awareness and sales for an advertiser (also known as a brand or a merchant) and is then compensated for the sales.

The methods they use to generate sales vary, as we’ll see later, but the most crucial aspect of affiliate marketing is that the publisher works as a go-between for the product or service and the end-user.

Publishers can reach audiences in ways that an advertiser can not or will not be able to do alone, resulting in increased sales through increased awareness.

Some publishers consider affiliate marketing to be a passive income stream since they don’t have to change their business model to start earning money, aside from the initial set-up. 

This is undoubtedly true in some circumstances, especially if the publisher already has a loyal and engaged audience. Having said that, we at Scaleo believe that affiliate marketing is continuously growing, and as a result, there are always fresh ways to adjust and develop your marketing program in order to optimize profits for yourself and the advertisers with whom you choose to collaborate.

Affiliate marketing is essentially a digital version of conventional word-of-mouth marketing. A publisher notifies their peers (following, visitors, subscribers, or email list) about a quality product created by an advertiser.

How does it work?

Depending on the type, Publishers often endorse or promote an advertiser’s goods or service to their own audience, with a link to the product page or the advertiser’s website

This link, known as a deep link, is unique to the publisher and the advertiser can use it to track the number of clicks and sales. generated by their link. The advertiser then pays the publisher a fee as a reward for raising awareness and assisting with the sale. 

This charge could be a flat payment or a percentage of the ultimate sale price.

As a new publisher, you must join an affiliate network, request to join advertiser programs on the network, choose items or services to market, and construct your own affiliate deep links. It may appear complicated, but we can assist you with anything.

In affiliate marketing, who is a publisher?

There are no restrictions on who can be a publisher in affiliate marketing. A publisher might be an individual or a corporation of any size that wants to expand its existing audience or establish new revenue sources. Publishers can increase sales or traffic to an advertiser’s service or product by using a website, blog, social media, and other digital networks.

A publisher is essentially running an advertisement for the sponsor, but this advertisement can be presented in a variety of ways.

Different publishers have different techniques for engaging with their audience, and as a result, an advertiser may require the assistance of several publishers to communicate with a range of market segments.

What is an affiliate advertiser?

A brand or company with a transactional website is an affiliate advertiser that wants to attract new audiences by forming partnerships with publishers. Their goal is to increase brand awareness and, ultimately, sales for their company.

Affiliate marketing is frequently an extremely valuable component of a broader marketing strategy. As a result, marketers must locate appropriate and approved publishers to promote their brand, service, or product.

An advertiser can also specify how their intended item will be marketed. For example, only specific images or words should be utilized, or particular terms should not be stated. Advertisers can also approve and invite publishers they want to collaborate with to their affiliate network. Advertisers can choose where their brand appears and on which publishing platforms. 

The difference between advertiser and publisher?

Despite the fact that they both want to boost sales and profit, the advertiser controls the brand, product, or service. The publisher is an appropriate product promoter because they drive traffic to the advertiser’s website by having consumers click on their publisher-specific links.

What exactly is an affiliate network?

All of this comes together in an affiliate network. Affiliate networks are frequently referred to as affiliate marketplaces.

At Scaleo, we match motivated publishers with appropriate brands and enterprises. Both end-users can reach mutually beneficial agreements through our simple platform, resulting in long-term and mutually profitable partnerships.

Advertisers can tell a wide range of publishers about potential affiliate programs through networks like ours, which have a dedicated platform. Publishers can analyze these programs and available items from a variety of marketers to see which could be appropriate for their target audience.

We help marketers develop specialized links for the publishers with whom they deal and then collect all of the essential data so that both parties can examine and analyze their performance in order to make educated decisions in the future.

Affiliate publishers are classified into several types.

As previously said, there are various approaches that a publisher can take when it comes to affiliate marketing. A website is often, but not always, required for a publisher to begin working with affiliate networks. However, there are now alternative digital venues and platforms where affiliate marketing is not only conceivable but may also result in a significant return on investment. We don’t simply mean money when we say “investment,” but also the time and effort invested in developing clickable content.

Owners of websites

This is the most general and all-encompassing sort of affiliate publisher. Webmasters are just the owners of websites. This word can also refer to website designers, who may work with a publisher to create a site that they can utilize for marketing purposes. They may use banner advertisements to post deep links on their websites, produce content and blog pages, or develop future websites that lead to an advertiser’s website.

Search affiliates

To generate leads, search affiliates will frequently take an additional step in their affiliate marketing approach. This can include employing Search Engine Optimization (SEO), producing Google Ads, Facebook Ads, and other paid advertising to funnel their target audience through a sales funnel that leads to the advertiser’s product. This strategy has the potential to be quite beneficial. However, there are a few things to keep in mind.

It is vital to understand that, as a search affiliate, you will frequently be responsible for your own advertising costs. Here, you must calculate your Cost Per Acquisition (CPA) to guarantee that you are still generating a profit on the money paid to you by the advertiser for each sale you generate. 

Don’t be deceived by the Cost Per Click (CPC) on your advertisements, as a click may not always result in a sale, and you may lose money if the consumer transaction is not completed. You should also be aware that some sponsors prohibit paid advertisements for their products since they may clash with their own marketing tactics.


Blogging is a fantastic and widely used kind of affiliate marketing. Nowadays, blogs can take numerous forms, and bloggers frequently have niche audiences who are devoted to their work. This is the type of environment in which affiliate marketing may thrive.

Bloggers produce content in which they express their ideas and opinions. Though there has been widespread awareness in recent years of viewers’ understanding that they are being “sold to,” blogging is still seen as a genuine method of online communication. A blogger and their audience have a level of trust, which may be transferred to an advertiser and their product if the right placement is used.

Trust, as is true in all sectors of life, is tough but rewarding to develop. This is especially true for firms attempting to appeal to an audience with a hitherto unseen level of marketing awareness. Consumers increasingly expect a level of authenticity from the company they choose to buy from and having someone they already rely on to advocate for a brand may bridge that trust gap far sooner than the advertiser could alone.

Sites that accept vouchers

Vouchers have always been a popular marketing tool. A huge number of consumers are motivated by price points, and knowing that they are receiving an offer or discount might urge them even more to make that all-important purchase.

Voucher sites collaborate with a variety of advertisers and consumers to produce or distribute specific discount codes. Some sites collaborate with their dedicated user base, offering the site voucher codes that they know work, and other sites collaborate directly with the advertisers to use their preferred codes. Some people do a mix of the two. 

Most crucially, the links used by the publisher to direct the consumer to the site are affiliate links that are tracked.

This can be useful to an advertiser because certain consumers would choose one site merely for financial reasons, and having their brand displayed on a platform like this exposes it to these consumers.

Some advertisers want to distance themselves from this type of marketing because they believe it has the potential to devalue their brand. Having said that, in some cases, employing voucher site publishers enhances traffic and exposure while also increasing profit beyond what it would have been without it. When working with or as a coupons site, it is critical to consider brand alignment and profitability assessment.

Sites for Review

Creating a review site only focused on reviewing things and brands is a common approach to becoming a publisher. As previously said, consumers are becoming more aware of brands marketing directly to them and will instead seek recommendations from their peers on where they should spend their money.

Consumers do not have to know the individual providing the evaluations in order to value them in their buying decision, though that level of trust certainly helps. This concept is used to power the entire business of platforms such as TripAdvisor and Yelp, so it could be a valuable way to sell things.

As a publisher, starting or contributing to a review site can be a hugely successful method of promoting your connections to a market that is already prepared to buy. If someone is looking for reviews on a product or service they want to buy, they are already at the bottom of the sales funnel and are expecting someone to point them on the correct path.

Email Promotion

Email marketing has existed for nearly as long as email itself. We’re sure Ray Tomlinson didn’t mean for an email to be used as a mass marketing mechanism when he invented it in 1971. 

The first email marketing type message, on the other hand, was sent out in 1978 and is reported to have generated $13 million as a result of the novelty of this form of massage. The rest of the story is history.

Consumers are now accustomed to receiving advertisements via email marketing. Of course, this is a two-edged sword. Though individuals are willing to receive email advertising, it can be challenging to get through the clutter. Some publishers and marketers invest a lot of time and effort into creating a fantastic email list and nurturing those readers into valuable customers.

Advertisers may already have their own email marketing list, but working with a publisher who has created their own unique list might mean exposing their brand to new customers and potential purchasers.

The Internet of Things

On social media, there is a discussion about affiliate marketing. As the phrase “influencer marketing” has gained popularity in recent years, so has this sort of publication’s value to the affiliate marketing sector.

Though the two differ in a traditional sense, this is still a terrific approach for a publisher, influencer, or anybody else to promote their affiliate links in front of their followers. 

In order to keep users from leaving their sites, certain social media platforms do not allow clickable links to be inserted into their content. However, other social media platforms allow publishers to write their own posts or propose links to other people’s popular pieces. We’ve put up this handy guide on where affiliate links can be used on various social media platforms.

Is it profitable for publishers to use affiliate marketing?

In summary, there is no limit to how much money you can make as a publisher. This does not, however, imply that all publishers will be profitable.

Some affiliate networks may encourage you to feel that becoming an affiliate marketer is quite simple. You’ll just sign up and be able to quit your day job and quickly earn six figures per year. While this is undoubtedly achievable, we at Scaleo think that affiliate marketing is an art that requires long-term tactics.

Despite the fact that we provide a platform that entirely simplifies the affiliate process for both publishers and advertisers, marketing is a skill that takes time to master. This is something to think about before deciding whether or not to become a publisher.

Building an engaged audience requires time and effort, but it is surely doable. Of course, if you already have an established audience, the world is your oyster when it comes to affiliate marketing. There are likely to be products that will suit your niche, with so many marketers eager to promote their products and collaborate with profitable publishers. You only need to use an affiliate network like ours to locate the correct one.

A smart publisher must understand their audience and form partnerships that are actually beneficial to the end-user. It’s pointless to be a vegan blogger and try to partner with a fast-food burger firm. It does not correspond to your intended audience, and they will see right through it. On all fronts, trust will be lost, which will benefit no one.

Will affiliate marketing still be effective in 2021?

It will not only work, but it will thrive.

Affiliate marketing is expected to be a $6.8 billion industry in the United States alone by 2020. Though the market is always evolving and changing, there is no indication that it will slow down in 2021 or beyond. As the capacity to track specific features of online transactions improves, the sector will become even more targeted, and the opportunity to transform data into profit will grow.

Recently, we’ve witnessed a continuous increase in the number of individuals using ad blockers in their online behavior. However, this does not necessarily imply that cookie deactivation, which might have an impact on critical tracking in affiliate marketing, is being phased out. Instead, we must develop answers to the constantly shifting norms and regulations that browsers impose on their users. 

In answer to this quandary, Scaleo has created a tracking plugin, offering solutions that rely on numerous sources of tracking information to ensure publishers and advertisers have a consistent data visual across their campaigns.

It is almost certain that there will be an increase in voice search. Google, Amazon, and other tech behemoths are concentrating their efforts on these areas. As a result, marketers, and publishers who provide content that is compatible with this form of the search may see an increase in sales. To differentiate your content in this space, examine how individuals voice questions rather than how they type questions.

Despite popular social media platforms’ efforts to hide likes and followers in an effort to alleviate perceived social constraints, influencer marketing is still on the increase. This demonstrates that consumers are still yearning for the kind of advice and help that affiliate marketing can provide when making a purchase.

This also relates to where a specific publication fits into the customer’s journey. Though the final click in the sale process was previously compensated, affiliates who fit into earlier stages of the purchasing process, such as the awareness stage, will be rewarded more fairly in the future. Having said that, it is critical that this influence be documented and supported by data—a segment of the industry that we will undoubtedly see develop in 2021 and beyond.

What is the best way to get started as an affiliate marketing publisher?

To begin, it’s best to join an affiliate marketing network. Navigating the world of advertisers on your own can be difficult, but with platforms like ours, the entire process is fully simplified for you, with plenty of help options.

It is critical to examine if you will be growing your audience from the bottom up or whether you already have an audience that you can use. If you are beginning from scratch, you have an excellent opportunity to explore which specialty is best suited to you and your knowledge set. We recommend that you look for subjects that are evergreen rather than hot themes that may be a passing fad.

Affiliate networks, particularly high-quality ones, like to see that you are connecting with a specific target audience and, as a result, developing an online community. Because affiliate marketing isn’t only about reaching every part of the internet, quality leads are more valuable.

If you already have a following, concentrate your efforts on finding affiliate programs that are a good fit for you and your readers or visitors. When using a professional platform, this is a rather straightforward process. 

The interesting part begins once you have applied to become a publisher and have been approved. You can really refine your craft in the affiliate marketing field by working with an experienced and friendly affiliate network, resulting in exponential development and revenues for yourself and your chosen advertisers. At Scaleo, we strive to deliver value and feedback to our publishers on a continuous basis in order to help everyone flourish together, and we hope to partner with you on this path.

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Elizabeth Sramek
Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.
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