Lead generation is constantly evolving - especially in the education sector. Marketing strategies surrounding brand awareness are becoming more efficient with improved tactics. Brands are much more willing to pay higher CPLs (Cost Per Lead) for better quality leads, which limits the amount of affiliate leads they are receiving. An effective way to brand a client’s name, but also generate high-quality leads, is through display advertising - specifically through an ad exchange and real-time bidding.
Real-time bidding, or RTB, is the auction in which ad inventory is sold and bought through an ad exchange (Facebook Exchange, DoubleClick, etc.) on a per-impression basis. While initially most of the inventory available through RTB was remnant, in recent years an increasing number of publishers started offering higher quality inventory via ad exchanges. The impressions, however, are still priced much lower than direct site deals. Although a lot of the inventory is remnant ad space, the CPMs are an effective way to meet most brands’ marketing goals.
If a brand is more particular about their ad placement on a website, exchanges are now offering more premium inventory from publishers- specifically a more targeted site list can be achieved through whitelisting (a preferred site list). Vendors are realizing that it’s cost-effective for them to place a large portion of their inventory on an ad exchange instead of doing a business outreach to bring in direct site bookings through a dedicated sales teams. All exchange inventory, whether it is remnant or premium, is ideal for a client who is trying to brand their name and generate leads, but at a low priced cost. Since most education clients are measuring success on a CPL basis, and not looking as closely at CTR (Click-Through Rate) or CPC (Cost Per Click), it is imperative that the client gets cost-efficient, quality impressions. When backing a CPM (Cost Per Thousand Impressions) into a CPL, costs can be higher than usual, but the outcome is substantial.Despite a brand’s budget, the competitive pricing and extensive targeting capabilites, coupled with the ability to be applied to any type of brand, proves that media buys utilizing RTB are the future for lead generation marketing strategies.
Lead generation is constantly evolving, especially in the education sector.
Now that schools have a better understanding of the value of brand awareness and a greater interest in paying a higher Cost Per Lead (CPL) for high quality leads, affiliate marketing has become less desirable, leaving a gaping hole in some media plans.
Fortunately, display advertising offers an effective way to fill that void, increase brand visibility and generate high quality leads via ad exchanges and real-time bidding strategies.
Real-time bidding (RTB) is the auction that allows ad inventory to be bought and sold through an ad exchange like Facebook Exchange, DoubleClick, etc., on a per-impression basis. Initially, most of the inventory offered via RTB was remnant, but in recent years, an increasing number of publishers have begun to offer high quality inventory through ad exchanges.
RTB impressions, however, have remained priced far lower than direct site deals, making them a far more affordable, yet incredibly effective way to meet marketing goals.
Even brands that are particular about their ad placement can leverage ad exchanges, since exchanges now offer more premium inventory from trusted publishers, and a process known as “whitelisting” which allows brands to create a preferred site list (effectively limiting their exposure to hand-selected sites).
As more vendors realize the cost-effectiveness of placing a large portion of their inventory on ad exchanges, rather than doing business outreach to bring in direct site buys, additional premium opportunities will continue to be made available.
All exchange inventory, whether remnant or premium, is ideally suited for brands trying to get their name out there and generate quality leads at a reduced cost.
Since most of the education space measures success on a CPL basis, it’s imperative to produce cost-efficient, quality impressions in this vertical, which is exactly what RTB strategies offer, and why we recommend them to so many of our clients.
When backing the Cost per Thousand Impressions (CPM) into a CPL, costs can appear to be higher than usual, but the outcomes are typically far superior to those generated by traditional affiliate marketing techniques.
Simply put, RTB produces high quality leads at a relatively low cost. Offering competitive pricing and extensive targeting capabilities even under restrictive budgets, media buys utilizing RTB strategies represent the future of lead generation.