Performance advertising generates impressive results
We recently completed performance-based advertising campaigns for two B2B clients that achieved very compelling results and virtually immediate demand for their products. Performance advertising is an exciting new concept that only compensates Web publishers when they generate leads, sales, clicks, or other actions of value.
Client 1 – New Technology Introduction
Faced with a limited budget, the company introduced new industrial technology through a 60-day targeted campaign of online ads. The ads offered a white paper that introduced how the technology could be applied in the market. The campaign was carried by two Web publishers. At a cost of $60 per lead, it generated the following results:
- Impressions 62,871
- Click-throughs 2,084
- Qualified leads 289
- Lead conversion rate 14%
- Total cost $17,340
The client reports that strong brand recognition was generated, lead quality and qualification were excellent, and numerous quotations resulted upon sales follow-up.
Client 2 – Life Sciences
A life sciences company tested the performance marketing approach to support its lead generation program. A 30-day campaign was launched that offered a scientific paper on FDA compliance for a specific type of laboratory testing. The test was run with one Web publisher. The company accepted only North American leads at a cost of $60 per lead.
- Impressions 12,029
- Click-throughs 409
- Qualified leads 68
- Lead conversion rate 17%
- Total cost $4,080
The cost per lead of the performance-based campaign was significantly lower than the client’s traditional adverting program and a decision was made to adopt this strategy for future lead generation.
Many publishers are now engaging with advertisers around a performance-based model. We believe it is an ideal strategy for B2B companies desiring real-time lead generation and demand creation.
