This article explains what a subnetwork is and how best to work with this type of partner.
What is a subnetwork?
A subnetwork is a collection of partners (subpartners) who are all working under one single partner name. The subnetwork provides their subpartners with personalized affiliate tracking links to promote the brand. This allows the subpartners to access advertiser programs across multiple affiliate networks in one place.
Subnetworks often offer additional services, reports or tools to their subpartners that can make it easier for them to monetize their websites and content. For using a subnetwork and its features, a subpartner can expect to sacrifice a percentage of their commission earnings from generating a sale to the subnetwork.
To search for this partner type on our network, select the Sub Networks filter under Promotional Types > Display in the Partner Discovery.
Strengths and tips for engagement
Strengths
Target by sector/partner type
Niche
Influential
Tips on how to engage
Exclusive codes - Providing an exclusive code is a great way to build loyalty with this partner type as it gives them a unique offer to promote to their customer base which will drive up conversions.
Latest offers - Attracts new and repeat customers within the partner’s audience.
Tenancies - These are a great way to increase brand awareness and promote your offers/products to their audience.
Budget - It’s important to secure a ‘test and learn’ budget to trial various packages they can offer.
Challenges of working with subnetworks
You may encounter some challenges when working with subnetworks, so it’s important to know what these may be and how to overcome them.
Transparency
It’s not always clear which subpartners the subnetworks work with at first glance on the Publisher Performance report, as they will appear under one partner name. However, by downloading a Transactions report you will find additional information of each transaction which includes the website URL the subpartners used to drive the sale and promote you online.
Auditing
Due to a lack of transparency, auditing your partner base can become challenging. This means that potentially subpartners, that were previously removed from your affiliate program, may be promoting you through a subnetwork.
All subnetworks will conduct a thorough partner assessment before approving them onto their network, and they can also give you the ability to block or remove a partner from promoting you. They will also provide transparency of the partners driving traffic giving you less room to worry.
Plus, you can also regularly check your Transactions report, to help monitor their activity. If you believe a previously suspended partner is promoting you through a subnetwork, contact the subnetwork immediately so they can remove this partner for you.
Communication
It can be difficult to communicate with specific subpartners without having to address the subnetwork as a whole. Having regular communication with partners on your program is a vital part of affiliate marketing.
We would advise utilizing the Communication Center to reach out to subnetworks, or contacting them directly with the details found on their partner profile. It’s beneficial for you to create long lasting relationships with your partners, specifically subnetworks, to help prevent any miscommunication from happening.
Branding
As you may not have the visibility of any new subpartners joining your program, it prevents you from conducting their suitability checks from a branding point of view. To prevent this from happening, it’s important that you keep all content regularly updated and uploaded to the relevant tools within your account. This includes the My Creative and My Offers tools, plus anything else you feel is necessary to update for partners when promoting you.
Updating and communicating content regularly prevents outdated creatives or offers being promoted. You may also find it useful to provide the new subnetwork partners with this information as soon as they join your program. Again, you can do this all via the Communication Center or by contacting them directly with the details found on their partner profile.
Subnetwork Code of Conduct
The Awin's Subnetwork Code of Conduct requires subnetworks to be transparent, accountable for their subpartners, and compliant with Awin’s policies. They must disclose their status, ensure compliance, track subpartners’ activities, and prevent fraudulent practices like cookie stuffing and brand bidding. Violations can lead to penalties, including suspension or removal from the network.