Geo Affiliate Marketing: How to Improve Your Program in Specific Locations

SUMMARY

Emmet Gibney, CEO of Rewardful, and Ishtvan Torpoi (That Affiliate Guy) discuss geo-specific affiliate marketing strategies, challenges, and best practices for e-commerce and SaaS in a 1-hour webinar.

CORE INFORMATION

The webinar begins with introductions and an overview of geo affiliate marketing, defined as targeting and optimizing affiliate efforts for specific regions to adapt to local languages, currencies, and market idiosyncrasies. Emmet explains Rewardful's focus on SaaS affiliate tracking via Stripe, while Ishtvan shares his agency's emphasis on e-commerce, drawing from 10 years of experience across various verticals. They stress the importance of geographic focus for improving conversion rates and building trust, using examples like running English campaigns in France, which erodes credibility. Ishtvan highlights that affiliates in a target market, such as Germany, require brands to have substantial local presence, like 100k+ monthly visitors, to meet onboarding thresholds; otherwise, smaller sites with low traffic are overlooked in favor of established competitors. He emphasizes that affiliate success complements overall brand efforts, focusing on incrementality rather than standalone promotion.

A key discussion revolves around entering new markets, advising brands to first establish traction through other channels like search and meta ads before launching affiliates. Ishtvan recommends a revenue threshold of 200-300k annually in the new geo as a starting point for affiliate programs, expecting 10-20% revenue from affiliates thereafter, based on experience. For a Belgian health and beauty brand expanding to France and Germany, he notes the ease of transitioning from Dutch to French markets due to existing presence but cautions against premature affiliate activation without upper-funnel awareness. Factors like customer lifetime value (CLV) influence strategies; high-CLV products like nutrition allow higher initial acquisition costs in the US (e.g., 80-90 USD CPA) for upsell potential, contrasting with EU's lower tolerances. Payout models must vary by country—higher CPAs in less-known markets to compete, calculated via EPC (earnings per click) to ensure affiliate motivation despite lower conversions.

Challenges in localization include payment options (e.g., iDEAL in Netherlands vs. credit cards in US), shipping costs, return policies, and language; English sites in France fail to convert, and bilingual Belgium requires dual-language support. Recruitment involves tools like Ahrefs for identifying geo-specific affiliates, manual vetting for quality over AI automation, and region-specific outreach tones—direct in the US, more formal in Germany with documentation. Assets like media kits should be localized in language but standardized in format for platforms like Meta and Google. Q&A covers hybrid models for SaaS (CPL for leads + rev share), upfront payments risking overpayment without CLV guarantees, prioritizing markets by product need and digital maturity (e.g., Netherlands over Belgium for web services), and KPIs like returns, AOV, and cancellations varying regionally. For APAC/Australia mattress affiliates, recommendations include media buyers, product seeding, and cashback for quick scaling.

IDEAS

Geo-targeting optimizes affiliate efforts for local languages and currencies to boost conversions.
Building trust in foreign markets requires speaking the local language, avoiding English-only campaigns.
Affiliates demand local brand presence, like 100k monthly visitors, for onboarding in competitive geos.
Affiliate programs amplify existing marketing; zero base traction yields zero affiliate results.
Enter new markets with 200-300k revenue threshold before launching geo-specific affiliates.
High-CLV products justify higher upfront CPAs in US versus conservative EU approaches.
Payout models must vary by country; higher CPAs compensate for weaker brand recognition.
EPC drives affiliate decisions more than raw conversion rates in localized strategies.
Localization challenges include payment options like iDEAL in Netherlands for better conversions.
Shipping costs and return policies differ regionally, impacting affiliate-driven traffic conversion.
Recruit geo-affiliates via Ahrefs and manual vetting, avoiding over-reliance on AI tools.
Outreach tones vary: direct in US, formal documentation-heavy in Germany and UK.
Media kits need language localization but standardized formats for global ad platforms.
Hybrid affiliate models combine CPL for leads with rev share for SaaS recurring revenue.
Upfront commissions risk overpayment but incentivize trials for unknown brands.
Prioritize markets by product-market fit, like digital services in tech-savvy Netherlands.
Regional KPIs include higher AOV in Germany versus Italy for e-commerce decisions.
Cashback affiliates differ: extension-heavy in US, more organic in Europe without requirements.
Media buyers offer scalable affiliate recruitment with upfront investment from affiliates.
Product seeding via influencers accelerates affiliate traction in challenging regions like APAC.
Incrementality ensures affiliates complement, not cannibalize, brand marketing efforts.
Customer journey touchpoints across channels build awareness before affiliate conversions.
Bilingual markets like Belgium require dual-language support to avoid conversion losses.
Negotiate payouts backward from EPC to match top competitors despite lower volumes.
Internal data benchmarks guide commission structures mirroring paid media costs.
Smaller affiliates accept upfront pay; larger ones demand rev share for proven value.
Digital maturity influences market entry: online-first in Netherlands over Belgium.
Competition analysis via ad libraries reveals affiliate opportunities in target geos.
Returns and cancellations spike seasonally in markets like Netherlands for utilities.
Brand profitability goals dictate affiliate scaling speed and initial investment levels.

INSIGHTS

Geo-affiliate success hinges on pre-existing brand presence to amplify, not create, demand.
Varying payouts by market overcomes weak recognition, ensuring competitive EPC alignment.
Threshold revenue in new geos prevents resource waste on unviable affiliate launches.
Localization beyond language, like payments, directly gates conversion potential regionally.
Hybrid models balance risk for SaaS by tying commissions to proven CLV milestones.
Product-market fit trumps traction; target digitally mature regions for web-based offerings.
Manual recruitment preserves quality, as AI overlooks nuanced cultural outreach needs.
Upfront incentives bootstrap unknown brands but demand careful fraud and overpay safeguards.
Regional KPIs like AOV guide prioritization, favoring high-value markets like Germany.
Affiliates as external reach mechanisms enhance branding when timed post-initial traction.
EPC-centric negotiations allow newcomers to compete by adjusting for conversion gaps.

QUOTES

"Optimizing your conversion rates so you can have all the best traffic you can get... if it doesn't convert then there's no point in doing anything right."

"Builds trust so if you as a company... fully English and you're running even English ads... in France nobody's really going to trust because you don't really seem to care about their preference."

"Affiliate rides off of everything else that you're doing as a brand and it should complement when you do things rather than like steal stuff."

"Once you guys start generating 200 300K of revenue in search, then we know that affiliate is kind of worth it to start exploring as well."

"I'm pretty convinced that we can at least generate 10 20% of that revenue in that country from an affiliate perspective."

"In the US, it turns out that they're willing to spend a lot more on that initial purchase... because they know that they can upsell."

"EPC is the driving factor behind those decisions in most of the cases."

"Localization the language itself and same thing goes also for Belgium if you enter the Belgian market you need both languages."

"You still need that human element... I don't trust them if you let it up to AI they're not going to do those checks."

"The more unknown you are, they want that security for delivery to the client, but the bigger you get, they will tend to switch more to the rev share model."

HABITS

Engage webinar audiences with chats and polls to gauge locations and interests early.
Catalog questions during sessions for structured Q&A at the end to ensure coverage.
Research local payment options like iDEAL before entering markets to boost conversions.
Vet potential affiliates manually by clicking through sites for quality assurance.
Use internal data to benchmark commissions against paid media acquisition costs.
Adjust outreach tones regionally: direct in US, formal in Germany with documentation.
Provide standardized professional onboarding materials across all affiliate interactions.
Analyze competitor ad libraries on Meta to identify scalable media buyer opportunities.
Prioritize markets by product need and digital maturity for efficient expansion.
Track regional KPIs like AOV and returns to inform geo-specific strategy decisions.
Offer hybrid payouts combining upfront CPL with rev share for long-term motivation.
Seed products to local influencers with discounts to build initial affiliate traction.
Negotiate payouts backward from EPC to ensure affiliate profitability and retention.
Build brand presence via upper-funnel channels before activating affiliate programs.
Use Ahrefs for sourcing geo-specific affiliates while maintaining human oversight.
Experiment with upfront commissions for unknown brands to incentivize trials cautiously.
Focus on incrementality by ensuring affiliates complement existing marketing efforts.
Adapt visuals in media kits to show relatable product use without over-localizing.
Ask networks on LinkedIn for media buyer referrals in challenging regions like APAC.
Reassess cashback viability per brand, as it doesn't suit all verticals equally.

FACTS

Rewardful focuses on SaaS affiliate tracking integrated with Stripe payments globally.
Elevate Summit in London facilitated the speakers' meeting in September last year.
German affiliates often require 100k monthly local visitors for brand onboarding.
Belgian brands expanding to France leverage existing Walloon presence for easier entry.
US nutrition brands pay 80-90 USD CPA initially for high-CLV upsell potential.
Netherlands prefers iDEAL bank transfers; US relies heavily on credit cards.
Belgium is bilingual, necessitating Dutch and French support for market penetration.
Insurance contracts in Netherlands lock for one year, with switching seasons annually.
Germany shows higher average order values than Italy or Belgium in e-commerce.
Cashback extensions are more problematic in US than in Europe for affiliate strategies.
SaaS affiliate programs commonly offer 12-month rev share on recurring revenue.
APAC and Australia have strong cashback affiliate relevance for lower-funnel conversions.
European cashback affiliates operate without extensions more than US counterparts.
Mattresses offer good margins suitable for product seeding to influencers regionally.
UK affiliates respond better to polite, non-direct messaging than US ones.
France requires informal relationship-building like shared meals for business trust.
Netherlands has high annual switching rates for telco and energy utilities.
Global brands with English sites in France see significantly lower conversion rates.
EPC calculations adjust for varying CPS, CPA, and CPL across shopping carts.
Media buyers invest upfront, reducing brand risk in scalable affiliate recruitment.

REFERENCES

Rewardful: Affiliate tracking software for SaaS using Stripe.
That Affiliate Guy agency (TAG): E-commerce focused consulting services.
Elevate Summit: Affiliate conference in London organized by Leanne.
Ahrefs: Tool for identifying and sourcing geo-specific affiliates.
Meta Ad Library: Resource for analyzing competitor ad strategies.
Google Ads: Platform for upper-funnel market penetration efforts.
LinkedIn: Networking for media buyer referrals and content sharing.
academy.rewardful.com: Free 12-video course on affiliate marketing for SaaS.
thataffiliateguy.com: Website with services, cases, and real-life affiliate insights.
iDEAL: Dutch bank transfer payment system essential for local conversions.
Bancontact: Belgian payment option similar to iDEAL for regional adaptation.
Coupon browser extensions: Tools Ishtvan opposes for non-converting e-commerce.

HOW TO APPLY

Assess current revenue in target geo; aim for 200-300k annually before affiliate launch.
Research local payment preferences like iDEAL in Netherlands to enable conversions.
Use Ahrefs to build lists of geo-specific affiliates, then manually vet sites.
Customize outreach: Provide documentation for German affiliates, be direct in US.
Localize website language and support for markets like bilingual Belgium immediately.
Calculate commissions using internal data mirroring paid media acquisition costs.
Negotiate higher CPAs in weak-brand geos to achieve competitive EPC levels.
Seed products to local influencers with discounts for initial traction building.
Implement hybrid models: CPL for leads plus 12-month rev share for SaaS.
Analyze competitor ads via Meta Library to identify media buyer opportunities.
Track regional KPIs like AOV, returns, and cancellations for prioritization.
Build upper-funnel awareness through search and meta ads pre-affiliate activation.
Offer upfront commissions cautiously for unknown brands to incentivize trials.
Prioritize markets by product-market fit and digital maturity assessments.
Adjust visuals in media kits to show relatable product use without excess changes.
Engage networks on LinkedIn for referrals to scalable media buyers in APAC.
Test cashback affiliates if suitable, avoiding extensions in Europe for organics.
Ensure incrementality by measuring affiliate impact against non-affiliate baselines.
Standardize media kit formats for ad platforms while localizing languages.
Reassess payout models per vertical, rejecting unsuitable types like cashback for insurance.

ONE-SENTENCE TAKEAWAY

Geo-affiliate programs thrive when brands establish local presence first for optimal conversions.

RECOMMENDATIONS

Establish 200-300k revenue threshold in new geos before affiliate program launch.
Localize websites and support in target languages to build trust and conversions.
Use Ahrefs for affiliate sourcing, followed by manual human vetting for quality.
Negotiate geo-specific payouts higher in weak markets to match competitor EPC.
Prioritize markets with strong product-market fit and digital maturity levels.
Implement hybrid commissions: upfront CPL plus rev share for SaaS retention.
Seed products to influencers with discounts for rapid traction in APAC regions.
Analyze Meta Ad Library to recruit scalable media buyers over content sites.
Track AOV and returns as KPIs to favor high-value geos like Germany first.
Avoid coupon extensions in Europe; leverage organic cashback for lower funnel.
Build upper-funnel awareness via ads before activating affiliate amplification.
Customize outreach tones: formal docs for Germany, direct for US affiliates.
Offer 12-month rev share on recurring revenue to motivate long-term SaaS affiliates.
Test upfront payments for unknown brands but safeguard against fraud risks.
Focus on incrementality to ensure affiliates complement existing brand efforts.
Adapt payment options like iDEAL in Netherlands to prevent conversion losses.
Use internal data to benchmark affiliate commissions against paid media costs.
Engage LinkedIn networks for media buyer referrals in challenging markets.
Standardize media kit formats globally but localize languages regionally.
Reassess cashback viability per brand vertical to avoid mismatched strategies.

MEMO

In a dynamic webinar hosted by Emmet Gibney, CEO of Rewardful, and e-commerce expert Ishtvan Torpoi (That Affiliate Guy), the duo unpacked the nuances of geo-affiliate marketing, emphasizing how targeted strategies can supercharge programs in specific regions. Drawing from Rewardful's SaaS focus and Torpoi's decade of e-commerce experience, they highlighted the pitfalls of one-size-fits-all approaches, such as deploying English campaigns in non-English markets like France, which erode trust and tank conversions. Instead, success demands localization—adapting languages, currencies, and cultural tones to foster credibility and drive revenue growth.

A core challenge discussed was establishing brand presence before affiliate activation. Torpoi stressed that affiliates in competitive geos like Germany require at least 100,000 monthly local visitors for onboarding, underscoring that affiliates amplify existing efforts rather than create demand from scratch. For brands eyeing expansion, such as a Belgian health and beauty firm venturing into France and Germany, the advice is clear: hit 200-300k in annual revenue through channels like search and Meta ads first. This threshold ensures affiliates can realistically contribute 10-20% of revenue, avoiding resource drains on unproven markets. Lifetime value plays a pivotal role, with U.S. brands willing to pay steep upfront CPAs (80-90 USD) for nutrition products due to upsell potential, contrasting Europe's more conservative models.

Payout structures must flex by geography to remain competitive. In weaker markets, higher CPAs compensate for lower conversions, calculated via earnings per click (EPC) to align with top players. Recruitment relies on tools like Ahrefs for sourcing, paired with manual vetting to catch red flags AI might miss—essential in regions demanding formal documentation (Germany) or casual rapport-building (France). Assets like media kits should standardize formats for platforms like Google but localize languages, ensuring affiliates have relatable, conversion-friendly materials. Q&A revealed hybrid models for SaaS, blending cost-per-lead for initial actions with revenue share on 12-month recurring income, while upfront commissions risk overpayment but bootstrap lesser-known brands.

Regional quirks abound: Netherlands favors iDEAL payments and boasts high annual switching for utilities, while bilingual Belgium demands dual-language support to avoid losses. Prioritizing markets hinges on product-market fit—favoring digitally mature spots like the Netherlands over less online-savvy Belgium for web services. For APAC/Australia challenges, like recruiting for a premium mattress brand, Torpoi recommends media buyers for scalability, product seeding to influencers, and cashback for quick wins. Ultimately, geo-affiliate mastery lies in incrementality, treating affiliates as external reach amplifiers once foundational traction is secured, promising sustainable global scaling without wasteful missteps.