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Affiliate marketing is an online marketing channel with the goal of generating sales through affiliates or website owners. Evaluation within affiliate marketing is based on general performance. This means that an advertiser pays the website owner a commission (a percentage or a fixed amount) for every generated lead: a subscription or purchase of a service, or the sale of a product.

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In the past few years creating a good product feed has become very important for many advertisers (web shops in particular). The number of channels requiring a feed is continuously rising. Each channel (Google Shopping, Amazon, etc.) has its own specifications and requirements. Not only does this concern the file format (XML, CSV or TXT), but also the content of the feed. Thus providing an EAN number is required by Amazon and filling in the Google Shopping category is required for certain segments by Google Shopping (according to the product taxonomy provided by Google). A feed management tool can take a lot of work off your hands and saves you a lot of work.

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Google Analytics is by far the most widely used web analytics package nowadays, with an estimated market share of approximately 80 percent. The setup of Google Analytics is very important because this data can be the source of making decisions and adjustments in the strategy and/or the website. They are significant decisions, therefore it is crucial that the data displayed in Google Analytics is correct. In the meantime, Google has launched a new version of Google Analytics: Universal Analytics. The control environment is the same, the measurement and the measurement script, however, are different. Google has stated, that all websites that now use Google Analytics pixel tracking will eventually have to switch to the Universal Analytics pixel.

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Website optimization includes the improvement of the performance and visibility of your website within search engines. Improving your website ensures better customer experience and will therefore also increase the relevancy. Relevance for Google is an increasingly important factor in its algorithm. The algorithm is the mix of elements that determine which websites appear among the organic search results. Optimizing the website makes it easier for Google to crawl and index your website.

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Social media marketing includes promotion through all social media channels: Facebook, Twitter, Instagram, Google+, Pinterest, etc. Social media marketing includes all activities that attracts attention to social media channels and encourages readers to share it across their social networks (more likes, shares, tweets, etc.). Social media networks allow businesses to build relationships, communities and also to interact with customers: with sales promotions, product giveaways, asking for opinions, etc. Nowadays these networks have more and more advertising options to offer. Facebook for example provides many possibilities via its Facebook Ads page and Twitter launched Twitter Advertising in the Netherlands in 2012. Since 2015 it is also possible to advertise on Instagram.

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