Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Olbrich, Bormann, and Hundt


  • Search-engine advertising might cannibalize the effects of an affiliate-marketing campaign. Merchants should evaluate the overall effect of both channels.
  • The rank in search-engine advertising has no influence on the click path. Merchants should aim for lower rankings to decrease their costs per click, keeping in mind the risk of weakening the effects of search-engine adverti

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands