One of the first things a merchant has to work on, prior to the launch of their affiliate program is the creative inventory that they will offer to their affiliates.

What Sizes?

We recommend offering your affiliates a choice of following size banners:

• 88x31 pixels button - 3-5 banners
• 468x60 pixels - 3-5
• 125x125 pixels - 3-5
• 120x60 pixels - 3-5
• 160x300 pixels - 3-5
• 120x240 pixels - 2-3
• 120x600 pixels - 2-3
• 234x60 pixels - 2-3
• 254x331 pixels - 2-3
• 728x90 pixels - 1-2
• 720x300 pixels - 1-2
• 300x250 pixels - 1-2

Do not underestimate the importance of those 88x31 pixels buttons. Many affiliates love them because they can fit them in just about any place on their websites. They do convert, and they are also excellent for creating lists of merchants. However, many affiliate managers are ignoring these little pieces of creative.

Any Specific Guidelines?

Yes. Here they are:

• No banner should have your URL spelled out on it. Affiliates do not like it, as it leaves the option for the end user to by-pass the click, and type in the URL into the address bar directly.
• It is preferable that each banner has a clear call to action on it (preferably animated, but not too intrusive). Do not assume that the end user realizes that your banner is on the affiliate website for him/her to click on. Less savvy users could think it merely shows the website’s affiliation with you, and nothin