As an advertiser venturing into affiliate marketing, one of the most crucial steps is establishing clear and fair program terms. These terms will govern your relationship with affiliates (also called publishers) and set expectations for how your program will operate. This guide will walk you through the key sections of the program terms page and help you make informed decisions about your affiliate program policies.

What Are Program Terms?

Program terms outline the rules and conditions that govern the relationship between you (the advertiser) and your affiliates. They cover crucial aspects such as commissions, payments, promotional methods, and other guidelines to ensure transparency and fairness in your program.

Navigating the Program Terms Page

1. PPC (Pay-Per-Click) Policies

This section deals with how affiliates can use paid search advertising to promote your products or services.

• Full Commission for PPC Promotion: Decide if affiliates will receive full commission when they promote you via PPC ads. This can encourage more affiliates to invest in paid advertising for your products.
• Direct Linking from Search Engines: Determine if affiliates can link directly to your website from search engine results and still receive full commission.
• Brand Name Usage: Set rules about using your brand name in display URLs, paid search titles, and descriptions. This helps protect your brand while allowing affiliates to promote effectively.
• Negative Keywords: Decide if affiliates should add your brand name to their negative keyword list. This can prevent them from competing with your own ads for branded searches.
• Brand Name Variations: Establish policies for when affiliates use variations, misspellings, or combinations of your brand name in search keywords.

2. Search Engine Policies

• Restricted Publisher Groups: Determine if you want to limit which affiliates can earn commissions on brand-related search terms.
• Approved Search Engines: Specify which search engines (e.g., Google, Yahoo, Bing) are approved for affiliate paid search activities.
• Specific Search Terms: List any keywords where affiliate PPC ads won't be eligible for commissions.

3. Transactions

This section typically repeats some key points from the PPC section but focuses on the transaction side. Ensure consistency between these policies.

4. Branding Guidelines

Use the text editor to provide clear instructions on how affiliates can use your brand assets:

• Logo usage guidelines
• Promotional banner rules
• Product image policies
• Any restrictions on altering brand materials

5. De-Duplication

(This section isn't visible in the provided images, but it's an important aspect to consider)

De-duplication policies determine how commissions are handled when multiple affiliates might claim credit for a sale. You'll need to decide on rules such as:

• Last-click attribution
• First-click attribution
• Time-based rules (e.g., the last affiliate link clicked within 30 days gets the commission)

6. Additional Terms

Use this section to cover any other important aspects of your program, such as:

• Communication requirements
• Approval processes for special promotions or voucher codes
• Restrictions on certain promotional methods
• Policies for specific types of affiliates (e.g., coupon sites, cashback sites)

7. Governmental Jurisdiction

Select the legal jurisdiction that will govern your affiliate program. This is typically based on where your business is located, but consult with a legal professional to make the best choice for your situation.

Tips for Setting Effective Program Terms

1. Be Clear and Specific: Avoid ambiguity in your terms to prevent misunderstandings with affiliates.
2. Balance Control and Flexibility: Strict terms can protect your brand, but overly restrictive policies might discourage affiliates from joining.
3. Consider Your Brand Positioning: Ensure your terms align with your overall brand strategy and values.
4. Review and Update Regularly: The affiliate marketing landscape evolves quickly, so revisit your terms periodically.
5. Seek Legal Advice: Consider having a legal professional review your terms, especially for complex programs or international operations.
6. Communicate Changes Clearly: If you update your terms, make sure to notify all your affiliates and give them time to adjust.

By carefully considering each aspect of your program terms, you'll create a solid foundation for a successful affiliate program that attracts quality partners and protects your brand interests.