Some affiliates can promote you through pay-per-click suppliers such as Google Adwords and pay for all clicks from their own budgets and only remunerated on the conversion.
What is a PPC Affiliate?
A Pay-Per-Click or SEM, or paid search affiliate primarily buys traffic on CPC via search engines such as Google. They use their budget in the calculated risk that these clicks will result in conversions and commission.
Why is a Pay-Per-Click Policy needed?
A Pay-Per-Click (PPC) Policy dictates what type of PPC activity an affiliate is allowed to engage in when promoting an advertiser.
Unlike other types of affiliates, PPC affiliates need specific terms and conditions related to their type of activity. This gives the PPC affiliate a specific set of rules to follow when setting up their campaigns.
How to setup a Pay-Per-Click policy
In your Campaign Settings > Program terms you will see the option to check "Are affiliates allowed to promote using Pay-Per-Click (PPC)" yes or no. By default "No" will be selected but selecting "Yes" will show additional options:
- Allow direct linking
- Allow brand bidding or related terms
- Allow trademark / brand in the URL
- Allow affiliates to negotiate these terms
The selections above will determine the level in order to how open or restricted your policy is.
There aren’t right or wrong selections above, it just really depends on your preferences.