Too often in affiliate performance management, we as facilitators are confronted with the ultimate dilemma: How do I make a potentially lucrative, but unpredictable campaign appeal to our publisher base?
The education lead generation vertical is a prime example of how fickle campaign criteria can leave a publisher, affiliate manager, and advertiser all scratching their heads for answers to gain stability.
Well, the answer is simple: communication.
By now, it is well known what publishers are looking for from an affiliate manager, but it is the synergistic sharing of knowledge, ideas, and insights from both sides of the equation and teamwork that will ensure the longevity of a campaign.
Despite the oversharing of leads, instances of fraud, and the “brand” concerns distressing the vertical, U.S. schools are continuing to spend private and government money on acquiring users online. This could run in the billions of dollars and block marketers who actually provide the most compliant, highest enrolling leads. Granted that direct schools are becoming increasingly more self-reliant when it comes to their own program promotion on Facebook and Google AdWords, there are still a few large education lead generation aggregators out there that effectively streamline all of these university programs into one. Some of the most effective programs in generating leads are: Education Dynamics, CollegeBound, and CUNet.
These mechanisms not only allow affiliates to fill a wider range of degree programs, including brick and mortar stores and online courses, but also allow for the broker to sell the lead on a competitive bidding basis. At any one time, these “portals” could sell real-time leads to a throng of universities across the nation based on the unique user information that an affiliate helped to gather.
Taking into account the vast array of personal interests and availability of school degrees, as well as the fact that there is typically the chance that a user could be matched with no schools, is it really such a surprise to see inconsistencies in the front end conversion rates? We could certainly cite more granular evidence such as time of day, device, operating system, and load time. This is where communication is most crucial because the most successful advertisers know their back end cap situation. While not all will be willing to share, many could be convinced to divulge certain specifics, such as:
- Back End Schools: Where am I targeting “campus-only” leads?
- Cap Numbers: When can I expect conversion to slip and begin to scale back?
- Refill Dates: When can I expect conversion rates to rebound and scale my traffic?
Another important aspect of understanding the volatile nature of an education campaign is identifying its main differentiators. Factors such as rate, pixel conversion page, accepted, geo-disqualifiers, mobile adaptively, and ease of completion are just a few characteristics that make one portal convert better on a specific traffic channel than another.
As affiliate managers it is our job to accurately interpret the specific needs of our publishing partners to better identify which opportunity is the best fit. As affiliates, while it is standard practice to split test multiple portals and compare results, there is value in digging deeper into your pockets of success to comprehend why it is working.
Don’t be afraid to disclose your findings with your affiliate manager. A good business partnership should be built on trust, and thus should lead to similar opportunities. Communication is POWER, and can translate into MONEY!
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|Stephen Versace is an Affiliate Manager at Dedicated Media.|
As summer slips away to welcome in fall, there’s always plenty to plan for with the start of a new season. Setting the DVR for the new TV season, taking layered clothes out of storage, and like it not, preparing for cold and flu season.
According to the Center for Disease Control and Prevention (CDC), October through May is the peak of flu season.
The flu may bring aching and discomfort, but cough and cold marketers’ strategy to increase exposure for its cold and flu related products can be a pain-free experience thankfully.
Finding one-off incidents of success in a campaign may be great in the short term, but you should focus on finding tried-and-true strategies that will lead to more consistent growth for your business’ future. While it may be easy to assume that your insurance audience is going to be interested in that new loan offer you just started promoting, there’s a chance that the household income of that audience was far too high to make the campaign successful. Don’t be in a rush to get that next campaign out the door. Take the time to look at what has and has not worked in your previous campaign that could help make your next one more efficient.
In part one of this eLearning series, it became pretty clear that more and more students are now choosing to attend their classes online.
But what does it mean for the schools?
Just like any business that moves from brick and mortar to the digital world – the access to customers (or in this case, students) becomes almost limitless.
Now that students can learn from anywhere there is internet access, it means that universities and colleges can take advantage of attracting students from all over the world.
It also means that schools providing virtual classes can offer a much more affordable and flexible experience to students who otherwise wouldn’t have the option to improve their education.
This infographic displays our findings from the eLearning Advertising Landscape:
Voters in today’s increasingly fragmented media market have become more and more elusive. The savvy way to reach them this political season? Digital advertising. Reach them where they are: nose deep in their laptops, tablets, and smartphones.
A recent MediaPost article announced that the Internet is now ahead of television in number of broadband to cable subscribers for the first time and projects no signs of slowing down as it levels the playing field, allowing advertisers to reach audiences at a fraction of what it costs to advertise on TV, radio, print, or direct mail. While most users are still watching television, which hasn’t lost its ability to persuade, they are also consuming their favorite shows and programs online, often using two devices at once.