Something you need to consider when choosing an affiliate network to launch your program in is the community behind that network. Some affiliate networks are more self-serve oriented; others are more relationship-focused. This impacts both the level of support you get as an advertiser as well as the kind of affiliates you can access.

Relationship-focused affiliate networks will often focus on affiliate recruitment, campaign promotion, and technical support for advertisers as well as account management for affiliates. Niche content publishers value these relationship-based networks. Consequently, the affiliates on these networks tend to be more interested in long-tail and niche promotions, as well as developing long-term relationships with the merchants they work with.

On more self-serve style networks, you're more likely to come across affiliates whose content is broader and more general. These broader-appeal affiliates tend to be driven by commission structures rather than merchant relationships. These are often better suited for brands with a very vast array of product offers or regular seasonal promotions.

For instance, a department-store-style merchant might benefit more from a self-serve network. However, a merchant that is advertising focused product offers such as only women's wear, only sports equipment, or only electronics might benefit from working with a network that focuses on helping affiliates monetizing their niche content.

Like any acquisition channel, affiliate marketing is one where you have to consider your own business model before choosing a partner. Just as there are both niche and multi-national PR firms, for example, there are affiliate networks that cater to different kinds of brands and, as a result, different kinds of affiliates. Choosing a network for your program that can attract the affiliates you need to promote your specific product offer will make all the difference on whether your program generates steady or increasing returns.