Leadpile’s Blog

The quality of leads in a lead exchange is one of the most important factors in making the exchange work. Leadpile Lead Exchange currently allows 48 hours for a lead buyer to return a lead for bad contact information. Our quality control department is there to provide feedback from the leads being returned to the business development department. If there is any sort of consistency with bad quality, the issue will be addressed individually with the lead seller/publisher.
However, how does a lead company potentially deal with lead quality if they do not allow returns?
According to the Leadcritic, Lower My Bills has not allowed leads to be returned for some time. However, they incorporate an expected return rate into the cost of the leads. Do you think this is as affective as companies allowing returns?
Each lead company is different on the time frame they allow leads to be returned, and that is another question to address. What is a fair amount of time to allow a lead buyer to return a lead? Is it maybe simplified to do things the LMB way, and just incorporate the cost of potential lead returns into the cost of the leads?
Leadpile Lead Exchange believes that hearing the feedback of the buyers – good and bad – is crucial for us to make this marketplace work effectively. If we do not get feedback from our lead buyers, we don’t know how to fix a “problem” that we might have. We LOVE feedback… good and bad!

Google, since the acquisition of  DoubleClick, has been adding new features to it’s Adwords platform, meant to bring more value and why not “options” to their Advertisers. With their release of “Google Affiliate Network” at the end of August, we will see some interesting developments when it comes to CPA offers. Even though we know that everything comes down to an impression, click and conversions, by actually giving the option to the Buyers (Advertisers) to pay per lead (or action), you give more quality control, which can be relative to the traffic as well. 

You will be still looking at competing with the CPC Advertisers and from what Google says, you will set your CPA goal and the conversion optimizer will automatically adjust the CPC to reach that goal. 

One thing is for sure, Google is helping us the industry and more and more Advertisers will learn about CVR and how to use their advertising dollars efficiently. Bidding in a Lead Exchange is not too different than bidding on Adwords, your CVR and the actual rank you have in the distribution will affect your results. There is also the network and the traffic you are getting, based on your price you attract better traffic, better publishers and your CVR will increase.