• Archive for April, 2009

  • Ad Strategies Exposed – Incentive Marketing Affiliate

    April 30th, 2009
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    One of my hobbies, or perhaps quirks, has been a fascination with ads. In some cases, that fascination has translated into presentations, such as the one I gave at the 2008 TARGUSinfo Online Lead Quality Summit, “You Give Leads a Bad Name.” In the future, I’ll share various examples of different marketing strategies spanning the broader performance marketing world. For an introduction to one of the broader trends to have emerged in the past six months, see my post on the Rise of the Flogs.

    Incentivized marketing has existed offline for years. Online it tends to refer to a very specific form of marketing with users clicking on ads thinking that they have discovered a way to get a free prize. The “free ipod” ads have now become synonymous with that form of advertising and those in the industry have achieved a certain level of infamy.

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    Ads in action

  • What is Lead Generation?

    April 13th, 2009
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    For those of us that have worked in the online lead generation space, we can easily take for granted something that others find difficult to grasp, namely how to conceptualize the world of online lead generation. It’s a complex space that means different things to different people.
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    Featured, Lead Gen 101

  • The Challenge of High Quality And High Volume

    April 9th, 2009
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    Here is an article that appeared on Jay Weintraub’s blog and is being re-published with permission:

    Ask almost any advertiser who has at least a modicum of experience in online advertising, and growing volume while maintaining quality will rank high among their challenges and frustrations. It is a problem old as time in the performance marketing sector, and the unfortunate truth is that after a certain point, quality starts to degrade. Let’s use an auto insurance offer running on a cpa network in order to better illustrate the challenge. The offer looks to get users to enter their information to see if they could lower their auto insurance payments. When a user enters their information, the network receives credit and they then credit the appropriate publisher. The person buying the lead receives no money from the user filling out the form only from the percentage of users who then go on to purchase a policy. The higher that conversion rate from lead to policy, the higher the quality, with quality as defined here and price the buyer can be being highly correlated. If more people convert from lead to policy, the lead buyer can afford to pay more. If fewer people do, then they will have to lower the payout in order to continue covering the cost of buying the leads.

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    Lead Quality
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  • Recent Comments:

    • Mike: Very timely post Jay. I was just having a similar conversation about this idea. I think, in most cases, that...
    • Jay Weintraub: Thanks, Avi. Those are great points.
    • avifischer: Jay, great post. Your point about the importance of lead quality should not be taken lightly for any...
    • calmoneygal: I think what you will find is that everyone will offer the same rate and it will come down to a few $200...
    • transfs: Hi Jay,I ran a Facebook vs. LinkedIn advertising experiment and came up with the same results you have...