Affiliate marketing is a powerful strategy for driving online revenue. As the affiliate marketing industry continues to grow and change, it's essential to learn from the experiences and insights of successful affiliates who have undergone the challenges and opportunities of this fast-paced industry.
In this interview, we sit down with Ian Fernando, the founder of the IANternet Media Agency. Ian is a super affiliate with over 15 years of experience, to discuss his journey, strategies, and thoughts on the future of affiliate marketing.
Ian shares his experiences, including his first breakthrough in affiliate marketing, his strategies for selecting offers, and his approach to working with affiliate networks and direct advertisers. He also discusses the challenges he has faced and provides a deep dive into his new affiliate marketing book, "The Incomplete Guide to Affiliate Marketing," in which he shares the ins and outs of the industry.
Ian, take us through a little bit of your background story. Where did you get started, what did you do before working online, and how did you get into the affiliate marketing industry?
Hey there, I'm Ian Fernando. I've been working as a media buyer and an affiliate for the past 15 years. It all began when I started selling things on eBay and making some money online. But interestingly, my initial motivation wasn't to become an affiliate marketer or an entrepreneur. My main goal was to simplify my life and reduce my workload.
Before diving into this field, I had three different jobs. At night, I worked as a customer service representative, while on the weekends, I waited tables. During the day, I served as a human resource manager. The ultimate aim for me was to eliminate two of these jobs. I wasn't primarily focused on making a ton of money through my side gigs. Instead, I wanted to find a better balance between my work and personal life by concentrating on just one job.
As time went on, I began to wonder if I could let go of the third job as well. Three months later, I took the leap and haven't looked back since. I haven't regretted my decision even once.
What kind of offers did you focus on promoting in your first years as an affiliate, and what offers are you currently working with?
When I first got into digital marketing, a big part of what I did was focused on the finance vertical, especially during tax season. I remember working on these tax-related campaigns, like one for a tax software called TaxCut, if I remember correctly. The forms for that campaign were pretty complex and the offer could pay around $20 for each sign-up.
But things have changed a lot since then, and now my main focus is on lead generation, with a recent emphasis on those with the pay-per-call format. This shift started about a year and a half ago, and it's been a really interesting and educational experience for me. Even though I'm dealing with new challenges and using different advertising methods, I still work in what we call "evergreen" industries like health, wealth, and relationships.
While finance is still a strong area for me, I've also promoted offers in other verticals like dating and app installations. It's funny to look back on my early advertising days when I even tried promoting ringtones. That's where my journey in media buying really began.
What was your first breakthrough in affiliate marketing, or the first big day you had in terms of earnings since starting affiliate marketing? What were the numbers?
When I think about the highlights of my career, one year that really stands out is 2013. It was a game-changer for me because it marked the moment when I went from managing advertising budgets in the 5-figure range to dealing with 6-figures. It was a massive jump in terms of the scale of operations.
During that time, our advertising campaigns had grown so much that we faced some new challenges. To keep up with a daily ad spend of $100,000, we had to get creative and make double payments on our American Express card. It was a unique situation where we had to find ways to manage the increased financial demands.
Let's talk about selecting offers to promote. How do you go about this? Do you work with affiliate networks or direct advertisers?
Personally, I prefer working directly with advertisers. It allows me to build stronger relationships with them and gives me better access to the important data that I need. When I have that direct interaction, it opens up the lines of communication, and I often get the chance to communicate with their marketing departments. This kind of collaboration gives me valuable insights into their sales funnels, CPA flows, and other important metrics. It's like getting a behind-the-scenes look at their operations, which really helps me understand their business environment on a deeper level.
On the flip side, working with networks can also have its advantages, especially for those who may not want to dive into data analysis or prefer a more hands-off, partnership-oriented approach. Networks act as a middleman between me and the advertisers, handling the communications and making sure the payments are done on time. They can be really helpful in that regard. However, it's important to keep in mind that networks also have the authority to make adjustments or even terminate campaigns based on quality concerns or issues with the advertiser relationship.
When I have quick tests to make or need to supplement another campaign, using a CPA network can be great. They provide the flexibility and support that I need to test strategies quickly and efficiently.
So, it's really a matter of weighing the pros and cons. Working directly with advertisers gives me that personal touch and deeper understanding, while networks offer convenience and support. It all depends on the specific circumstances and goals of each campaign.
Can you share an example of a successful affiliate marketing campaign you ran and scaled to the maximum? How did it come about, and how was the experience in general?
In my view, virtually any campaign can be successfully scaled; it often boils down to factors like budget, creatives, and the introduction of new ad sets and strategies. This is particularly true in platforms like Google, where strategic setups can highly impact performance.
Especially during our days focusing on nutra supplements, we were able to scale our campaigns extensively. The key was continuously adapting our approach to stay ahead and of course budgeting was a key factor, thank god for credit cards.
What are your go-to traffic sources for affiliate marketing currently in 2024?
Currently, my primary focus remains on the established giants of digital advertising: Facebook and Google. Google consistently ranks as my top platform due to its robust capabilities and broad reach, closely followed by Facebook. In recent years, TikTok has also captured my interest due to its innovative algorithm.
I believe in the importance of diversifying traffic sources. From native advertising platforms and Quora to Reddit and Snapchat, I explore and test various channels. Whenever I encounter an advertisement with a link labeled "advertise" or "sponsored," I make it a point to investigate and conduct initial tests to gauge the response of the click.
Despite exploring new avenues, my go-to sources remain the original titans of the industry—Google and Facebook, with TikTok now joining this list as a major player.
Have you ever lost a big amount of money at once while running ads? If so, tell us how it happened and how much you lost.
In affiliate marketing, it's normal to experience losses sometimes. What I often do is take a winning ad and make small changes to it based on new insights. These insights can come from things like shifts in demographics, current news events related to the offer, or emerging trends in the market. But even though I make these tweaks while keeping the main message similar, the new creative approach or story doesn't always connect with the audience as well as the original. This has taught me that if something is working fine, there might not be a need to fix it.
However, the biggest losses in affiliate marketing usually happen when there are changes in the platform algorithms or when I make wrong assumptions about where the traffic is coming from or how the campaign is executed.
Apart from that, what are the other big challenges that you've faced while working as an affiliate marketer?
One of the main challenges I'm dealing with right now is expanding and training my team. It's tough to teach someone new to the field how to do what I do as an experienced media buyer. For example, when there's a problem with a campaign, I can quickly figure out what to do based on my experience. But explaining this decision-making process to a newbie who's still learning to do things the way I do is hard.
Another important thing is trust. I need to feel confident in the abilities of the media buyer to make sure their campaigns make money. It takes time to build that trust, and I need to see consistent results from their work.
Another challenge I'm facing is keeping up with the always-changing algorithms and rules for ads. Every advertising platform has its own requirements, and lately, platforms like TikTok have introduced new categories for ads. It's important to adapt to these changes if we want our campaigns to be successful. That means staying updated, always learning, and adjusting our strategies as needed.
We see that most affiliates now work in teams, but the biggest argument is whether to set up their teams to work fully remotely or in-house (within the same office). What is your take on this with regard to your current business operations?
I've worked with both teams in an office and teams that work remotely, but I personally prefer remote work because it gives me the flexibility and independence I value. However, I understand that media buying has its own unique requirements. That's why I'm considering setting up an office in Brazil, where I live. Having a dedicated workspace will help create an environment where collaboration is encouraged, which is really important for creative discussions in media buying.
In media buying, it's important to exchange ideas about ad creatives, angles, funnels, workflows, and more. Each team member may have their own creative approach or strategy that others haven't thought of. When we work together in the same physical space, we can blend these different strategies, have in-depth discussions, and improve our campaigns effectively. This kind of setup allows us to make the most of the team's diverse strengths and insights, leading to more innovative and successful outcomes.
While it's not an absolute requirement, I do prioritize having a team that works together and collaborates. In-person collaboration is different from just having meetings over Zoom or other virtual platforms.
There is also a shift towards using AI tools in affiliate marketing. How is your team incorporating AI in daily operations, and which tools are you finding to be useful at the moment?
I strongly believe that AI is really important in marketing, especially when it comes to coming up with creative tasks like telling stories, creating content, and writing ads. AI is changing these areas by allowing us to come up with more angles and approaches. Personally, I use GPT models to study data and numbers in depth, which helps me understand how much money we're spending on different platforms.
AI is going to play an even bigger role in the future, helping marketers not just to reach more people but also to understand things better. This technology gives us the tools we need to come up with new ideas and improve our marketing methods, which ultimately leads to more success.
You share a lot of affiliate marketing content on your blog and have been speaking at major affiliate marketing events. How has that helped your business grow?
Although I can't say for sure that it has directly boosted my business growth, one thing I can definitely say is that being more visible and accessible has opened up a whole new world of networking opportunities for me. Having a stronger online presence has allowed me to connect with a wider variety of partners, advertisers, networks, and publishers.
Attending industry events and engaging in discussions has been super helpful. It has allowed me to rub shoulders with high-level professionals that I might not have had a chance to meet before, except maybe through a video call. This increased visibility has given my brand a bigger reach and more exposure. But you know what? The best part is the networking itself. It has really strengthened and expanded my professional relationships, which has been incredibly valuable.
If you were to start from scratch as a newbie in the affiliate marketing industry in 2023, what would be the ideal roadmap to success that you would take in order to hit a 7-figure milestone?
In this industry, there's no set roadmap to success. It's often a bumpy road with plenty of failures before you achieve big wins. But understanding the basics of marketing is everything. It not only helps you increase your website traffic and handle losses, but it also lets you figure out why certain strategies didn't make a profit. And that knowledge is key when you're aiming to scale up and start making seven figures.
Once you start raking in enough revenue and making a solid five-figure profit, it's smart to invest in building a team. Having a team will help you fine-tune your creative processes and effectively manage your advertising. It's all about assigning specific roles to team members, like someone handling data analytics and others focusing on creative storytelling. This structured approach is where true scalability begins, paving the way for growth into that coveted seven-figure range.
Let's talk about your new book, "Incomplete Guide to Affiliate Marketing." How did the idea come about, and what is the motive behind it?
The inspiration for my book comes from a combination of personal growth and professional development. As I navigate through the process of maturing and perhaps feeling the gentle push of getting older, I've decided to condense my years of experience into a comprehensive guide. Initially, I provided my readers with a simple PDF that compiled various insights from my blog. Now, I want to transform that initial offering into a complete book that offers deeper technical insights into fundamental marketing concepts.
At its core, affiliate marketing seems simple: you buy clicks at a low cost and earn commissions that outweigh your advertising expenses. However, a common problem in the industry is that marketers often excel in one specific area but struggle to apply their successful strategies to different areas or sources of traffic. They become what you might call "one-trick ponies." My book aims to break this pattern by demonstrating how the skills that bring profitability in one area can be transferred to others.
This isn't a get-rich-quick scheme. Instead, the book dives into the nuances of affiliate marketing strategies. It explains everything people need to know about landing pages, analyzes the relationship between click-through rates and earnings per click, and so much more. It lays down a solid foundation of online marketing principles that readers can use not only to improve their current ventures but also to explore new avenues. Whether it's starting a new business, expanding a team, launching a product, building a mailing list, or working directly with advertisers, the book provides a system that readers can leverage.
My goal is to provide readers with the knowledge they need to apply their skills more broadly and effectively. As I reach this stage in my career, I feel a strong desire to share these insights and help others grow and succeed, just as I have.
What are the key points that the book addresses, and what should affiliates expect to learn from it?
The book is packed with detailed information about affiliate marketing that is suitable for both beginners and experienced affiliates. It covers a wide range of topics, including the technical aspects of affiliate marketing like choosing between direct linking and using landing pages, creating effective ad copy, and understanding the emotional triggers in advertisements. It also explores how to strategically use colors in creative elements and analyze ad statistics to identify successful offers.
But it goes beyond just the technical stuff. The book also empowers readers to build their own marketing assets, such as email lists, which can be more valuable than relying solely on campaigns through a network. This approach not only diversifies your marketing strategies but also increases your profitability.
It provides a comprehensive overview of online marketing, covering everything from traffic strategies to algorithm updates and team building. Additionally, it addresses an often-neglected topic: mental health. I share my personal experiences with depression in the industry to shed light on the emotional challenges that come with financial ups and downs. I emphasize the importance of resilience in the face of business losses.
The ultimate goal of the book is to demonstrate that while losses are a part of the business and victories may be infrequent, the wins can be life-changing. By implementing the right strategies to sustain and scale these successes, you can establish a reliable source of traffic that has the potential to thrive indefinitely.
Conclusion
Ian Fernando has shared a lot of valuable information about affiliate marketing, entrepreneurship, and the world of affiliate marketing in this interview. He started out working multiple jobs and wanting a better work-life balance, but he eventually became a successful affiliate marketer. Ian's story is inspiring for anyone who wants to make a name for themselves in this industry.
During the interview, Ian talked about some important things to keep in mind when it comes to affiliate marketing. He emphasized the need to diversify where your traffic sources, build good relationships with advertisers and networks, and be adaptable to changes. Ian also highlighted the role of artificial intelligence (AI) in affiliate marketing and stressed the importance of networking and attending industry events. All of this shows that affiliates need to stay up-to-date with new technology and make meaningful connections within the community.
If you want to learn more, Ian has written a book called "Incomplete Guide to Affiliate Marketing." It covers a wide range of topics, including technical strategies and mental health, and is a great resource for affiliates at any stage of their careers.
If you're interested in getting the book, you can order it online from Amazon or get access to it through his website.
