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Lead Generation allows publishers to add a whole new revenue stream to their repertoire. It not only provides quality control, but allows the publisher to predict commissions.Russ Pechman, Vice President, Lead Generation, LinkShare
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Lead Generation: Driving the Future of E-Commerce
Russ Pechman
Vice President, Lead Generation Services
LinkShare Corporation
Agenda
Quick backgroundYour role in the chain of actionGenerating quality leadsForm-hostingPay Per Call
Lead Generation is…
“...the creation of prospective consumer interest or inquiry into a business' products or services.”
-Wikipedia
Lead Gen Ad Spend - 2008
$1.7 billion (up 6% Y/Y)
7% of all online ad spendFinancial Services represented 13% of all
online ad spend2nd largest category after retailDrop from 15% in 2007
- IAB/PriceWaterhouseCoopers, 3/09
Where the Action Happens
The Form• Form length and
complexity vs. CPA?• Is the offer right for
your site’s audience?
Post-Form• Follow-up experience
for the customer?• Volume capacity of
Advertiser? Speed of response?
What is Your Role in the Chain?
6
AdvertiserAffiliate
Network, Affiliate, or Advertiser site
Media
Search
Co-registration
Surveys
CPM
What Do Advertisers Want?
LeadsQuality Volume
• More important when closing costs are low
• Follow-up is automated or inexpensive
• Quality = Conversion• More important when
closing costs are high
What is Your Vertical Focus?
Conversion Rate
CPA
$-
$10
$20
$30
$40
$50
$60
$70
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Retail RingTones Auto Insurance Education Debt Service Investment Lending
Conversions CPAs
The Flight to Quality
Advertisers are now reducing the number of lead generation sources, working with fewer partners to obtain higher quality.
Where Do You Fit?
High Quality
Low Expense/High Volume
Low Quality
High Expense/Lower Volume
Search
Co-Registration
Banner/Text Link –
General Site
Form-Hosted
Vertical SiteEmail
Surveys
Sweepstakes/giveaways
Phone Verification
Banner/Text Link –
Targeted Site
11
Quality Can Help Drive Volume
Quality
Higher CPAs
Higher Margins
Media Investment
VolumeLEADS
Filtering & Targeting
Short Forms
• Geo• 1-3 Qualifying
Questions• Route
Prospect
Interactive Creative
• 1-3 Qualifying Questions
• Answers >> direct to deep linked page
Targeted Creative
• Data Feeds• Widgets• Source
targeted landing pages
More on Targeting
Specific URLsNiche ContentNiche Keywords
Communication with Advertisers
Leads generated
What’s closing?
Adjustments:Traffic
Sources
Creative
Keywords
Economics of Form-Hosting
15
Advertiser
Advertiser
Advertiser
• Favorable search engine positioning• Control of conversions• Stability against individual Advertiser
pauses• Multi-lead sale possibilities• Control of quality• Potential to own and re-market
Network
Is Advertiser Brand Important?
When you host forms the Advertiser’s brand is not necessarily relevant
Publishers who host forms are in charge of converting them
Quick: What Advertisers work with Lending Tree?
Ensuring Site Quality and Longevity
Differentiated, focused contentUnique value propositionContinual site updatesTips from other seminars today…
Technology Requirements
Work with a network’s lead management platform
Consider off-the-shelf platforms to manage and distribute leads
AdvertiserScoring
Algorithm/Lead Management
System
Steps for Lead Quality
Behavioral
Data
Demographic
Data
Online FormLead
Verification
Legal and Data Issues
I’m not a lawyer and not attempting to give legal advice. But, as a provider of one of the most used lead capture and tracking platforms, LinkTrust, I have seen lead generation campaigns go through dispute resolutions and negotiations. I came to realize quickly that many of these could have been avoided if both parties had a clearer understanding and better documented agreement.
One of the most important things to keep in mind when capturing consumer information is data security. If you’re capturing sensitive information like social security numbers or credit card information, make sure that you use secured URLs to post the data from your landing page to your lead capture system and from your lead capture system to a buyer. You will know if a URL is secured because it will start out “https://”. It’s easy to secure a URL, One great place to purchase a secure certificate is at GoDaddy.com. Look for their Turbo SSL. It is less expensive because it does not require verification of your business. If your website branding is important, get a standard SSL certificate which can run $100 to $200 per year.
In addition to transmitting sensitive information securely, you must ensure that the information is stored properly in accordance with government and industry standards. This means that if you capture a CC number, that it be stored encrypted in DB that is on a separate network from public accessed web servers. Your lead management platform should take all this into consideration so that you don’t have to worry about being compliant.
Secure URL to post data from a landing pageProper data storageClearly stated privacy policy on siteBrand representationEmail – CAN-SPAM compliance
Call Generation
Promote numbers online or off-lineUnique phone numbers track different
ads, keywords and media typesGet commissioned on calls lasting
minimum duration (30 sec, 60 sec, etc.)Advertisers employ IVRs to filter callersBetter conversion = higher CPAs
Off-line
Online
Dynamic Phone Number Replacement
Pay Per Call Applications
Pay Per Call Interface
ConclusionOnline Lead Gen is still in its early stagesThere is an opportunity to show value
around qualityQuality improvement may comes from
channel and vertical expertise, technology and data analytics
Find available tools to help
Questions?