The terms of an affiliate marketing program are set by the company wanting to advertise. Early on, companies were largely paying cost per click (traffic) or cost per mile (impressions) on banner advertisements. As the technology evolved, the focus turned to commissions on actual sales or qualified leads. The early affiliate marketing programs were vulnerable to fraud because clicks could be generated by software, as could impressions.
You don’t necessarily have to have a huge site or lots of traffic. Consider emailing an affiliate program’s contact person (look for contact info on the site or in affiliate newsletters) if you send a lot of leads their way, rank well in the search engines for a related keyword or have a high conversion rate. Make your email compelling. Read my tips here. You just have to be a good fit and provide excellent value to the merchant. Another good resource for this is here.
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The next thing you want to take a look at is the bottom of the page. At the bottom of almost every page for Clickbank products, whether it’s a video sales letter like this or more of a text-based sales letter like this, there’s usually a little affiliates link. Basically, that’s a link to a number of affiliate resources that help you promote the product. You want to look for that, and then click on the link if it’s there. You want to take a look at basically what they offer you; so whether it is some banners to help you out, whether it’s a dedicated affiliate manager. If they make you sign up, you usually don’t have to do that. They usually have this ‘Already a member? Click here’, and you can just click on that and get access to the resources right away. In some cases, they have contest like this, and a lot of times they actually offer you a lot of things that can help you, like swipes and banners. Just look for things like banners, or creatives as they’re often called, and just take a look at them and see if they would be a good fit for your site. If not, no big deal; you can always go to Fiverr and get a banner made pretty cheaply. In general, I’ve found the more stuff that they give you to help you promote their product, the better, especially because when you’re first stating out, you don’t really know whether or not this is going to go well. It helps if they give you a quick banner that you can just throw up on your site to test the waters and see how well it converts on your site. If you see that they give you a lot of support in terms of creatives, then that’s a good sign that they’re going to be helpful when you actually sign up as an affiliate. Even if you don’t see a lot of banners, it’s not a deal-breaker; it’s just something that helps make the process of promoting that product a bit easier.
When promoting affiliate offers, just make sure you are fully aware of all the terms and conditions attached to your affiliate program. Some programs can be strict about how they allow you to promote their products. For example, some may limit you to banner ads and links only, while others will allow you to use paid advertising, but won't allow email marketing. 
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