Integrated channels
Affiliate marketing doesn’t have to be your sole marketing channel, and the best-performing programmes are the ones built to complement your wider digital activity. When affiliates align with channels like PPC, Paid Social, SEO and CRM, it creates consistency across customer touchpoints and builds a stronger path to conversion.
At Embryo, we ensure affiliate activity supports your wider marketing goals, rather than competing against them, to make sure you get more from every channel working together.
Why affiliate integration matters
Each channel plays a different role in the customer journey. Paid media helps create demand, SEO builds visibility and trust, and affiliates support with full funnel activity through all stages of the customer purchasing journey. When these channels are siloed, it’s easier to overspend budget, doubling down on underperforming campaigns and losing sight of what’s really driving performance. By aligning this approach across channels, it ensures every part of your digital strategy is working in sync.
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How affiliates work with wider marketing channels
We start by understanding your wider channel strategies and objectives, then map out how affiliate fits in, both structurally and strategically. This might mean reshaping attribution rules or rethinking campaign timings based on shared insights between teams to avoid internal clashes. Throughout, we focus on building a connected multi-channel plan that’s informed by data and driven by results.
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Affiliate and PPC
If PPC is a key part of your strategy, affiliates can strengthen its impact through CSS partners. These partners run Google Shopping ads via affiliate platforms, offering additional visibility without cannibalising your own campaigns. By managing overlaps in bidding and aligning on keyword strategy, we help ensure CSS activity complements PPC, driving incremental traffic and protecting ROAS.
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Affiliate and paid social
Social ads are powerful for building awareness and targeting hyper-relevant audiences based on algorithms. We align affiliate efforts, such as gifting or influencer campaigns, with paid social activity to create consistency across the funnel. This means coordinating campaign timings, offers and messaging across social platforms, so relevant affiliates and influencers can support with awareness and conversions, while social drives direct engagement.
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Affiliate and SEO
Affiliate partnerships can enhance your organic presence when aligned with the right publishers. We focus on upper funnel content/editorial sites that already rank for relevant search terms, helping to secure brand coverage with these partners, rather than trying to compete against them. By integrating affiliate links within content produced by high authority publishers, we can strengthen your brand’s exposure across the SERPs, increasing brand presence and awareness.
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Affiliate and email marketing
Email partners within the affiliate space can play a powerful role in growing your CRM database. By working with publishers who have access to large, engaged subscriber lists, we can run targeted campaigns designed to drive newsletter sign ups and capture first party data. These campaigns are tailored to your ideal audience and can be supported with exclusive codes or custom commission structures that can reward these key actions, as well as purchases.
Why work with Embryo?
Our teams work cross-functionally, so insights, opportunities and new learnings flow naturally between channels. Ultimately, this means fewer gaps, better performance and more confidence in where your growth is actually coming from.
Ready to connect the dots across your channels?
Let’s build an affiliate strategy that not only fits, but also elevates everything else you’re doing.
