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The first thing you need to determine is if the affiliate program fits your site. If you're selling gardening books, you probably don't want to sign up with Joe's Auto Parts and place ads on your site for mufflers and carberateurs.
A better fit might be Jane's Garden Supply, and place offers for seeds, tools, and accessories for your gardening visitor. These products will complement your site's theme, and effectively target your visitor.
So how do you choose an affiliate program? Well, the first thing you should do is take a look at your own site and determine what type of products or services will complement your own line. Then you can search for an affiliate program (or several - don't limit yourself to just one) that is a "good fit".
In choosing an affiliate program, think of what your visitors would buy along with your products. Even if you don't sell anything, you can have an affiliate program - if your site is a forum in which the subject is guitars or guitar making, you can sell sheet music books and guitar-related books from Amazon, guitar strings from MusiciansFriend.com, and guitar parts from SoundProfessionals.com.
While we're talking about Amazon, let me say that no matter what your site's theme, you should join their affiliate program. The scope of their product line is so big that there is no doubt a book on your chosen subject that your visitors would be interested in. It is easy enough to integrate into any website, and easily maintained.
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