Tuesday, 28 September 2010

How to Combat Fraud in Online Lead Generation campaigns

The existence of fraudulent activity in online lead generation will come as no suprise to those in the affiliate marketing world. Four key ways to keep fraud to an absolute minimum are:
  1. Transparency on your ad placement and publishers
  2. Use lead management technology to detect unusual patterns of lead submissions (i.e. receiving thousands of leads at 2 o'clock in the morning is highly unlikely to be genuine).
  3. Tight commercial paperwork - protect yourself from paying out for invalid leads so there is no incentive for publishers to act in a fraudulent manner
  4. Collect as many contact fields as possible to validate the lead as genuine. This includes full name, PAF address and IP address
Fraudulent online lead generation is an unfortunate part of today's lead marketing landscape and can destroy what would have been a succesful campaign.

So be wise to the issue and take the necssary steps above to keep fraud at bay.

Tuesday, 7 September 2010

Is CPL advertising the perfect tonic to add to the online (CPM) advertising mix?

Cost per lead (CPL) marketing is coming of age with an increasingly amount of publishers waking up to the fact that CPL is not a replacement for CPM or is any way a lower class advertising channel. They come from different budgets, do different things and can be placed using different inventory. CPL ads provide a steady stream of leads of people interested in your product/service for future follow-up whereas CPM display is best placed to generate publicity, brand build or acquire customers online in that instant.

Getting the mix right is key for the publisher to maximise monetisation from their media and CPL is certainly more palatable than the 100% publisher risk that pure cost per acquistion (CPA) offers.

I look forward to continuing working with new publishers who last year would have turned their noses up at CPL deals but now recognise the role of performance advertising in the marketing mix.