Lead Generation: When an Ad Fraud Solution Can Help

Matt Donahue - February 06, 2018

Lead generation is necessary to grow your business. But producing a lead generation strategy takes time to plan and execute.

Some businesses will cut corners by purchasing a lead list (or email list) from another company. However, this method raises the risk of purchasing a fraudulent list that isn’t TCPA compliant. Yet, even if you try to gather leads the right way (e.g. landing page), you’re still at risk for ad fraud, too.

So, what is the solution? An ad fraud solution can help keep you TCPA compliant by mitigating the types of fraud that affect landing pages and lead lists. Here’s what you need to know.

Landing Pages

Landing pages are one method of lead generation. They come in a few different forms, with each being vulnerable to fraud. Typical landing page forms include:

Subscriptions. The image below is a CTA we created for Anura. When clicked, it brings users to a landing page that asks for their email. Once their email is added, they become a member of our email list and receive a generated email whenever there’s a new blog post.

Related Post: How to Protect Your Blog from Fraud

However, if we weren’t using an ad fraud solution, a fake user could easily enter a fraudulent email address, and we’d never know.

Call_Back.png

Source: TechNET-IT

Call Backs. This type of form requires more detailed information. Although it tends to result in fewer leads; they’re higher quality leads. Without a fraud solution, fraudsters can easily enter bogus information diminishing the quality of leads. Plus, if you’re calling a user who didn’t personally enter their information, you’re in trouble. Hello lawsuit.

Quotes. Insurance companies favor this type of landing page. After all, their job is to spit out quotes at a rapid speed. Since there are a lot of factors that go into computing a quote, users are required to fill in extremely detailed information.

Related Post: How to Protect Your Brand and Consumers From Bad Bots

Car_Insurance.png

Source: State Farm

Again, a fake user could populate the fields with fake or stolen information, putting your insurance company at risk.

Lead Lists

Sometimes when there aren’t enough users filling out lead forms, businesses will succumb to the pressure of purchasing lead lists from a third party. The idea of having to do less work and still generate a large amount of leads is appealing until you realize you purchased a fraudulent lead list.

If a fraudulent lead list happens to fall into your lap and you pickup the phone to contact those leads, you could end up like Resort Marketing Group. The cruise line ended up settling a lawsuit costing them millions. If you ever received a call offering you a free cruise without your consent, you could be eligible for a slice of that cake.

Related Post: Ad Fraud: You’re Not Sneaky If We Can See You

If you’re using lead lists, having an ad fraud solution to filter your leads can ensure your list is TCPA compliant, saving you a ton of money in fines.  

Conclusion

By filtering your leads (and traffic) with a third-party ad fraud solution, you can ensure real people are filling out your landing page forms and your lead lists are legitimate. This will minimize your chances of becoming non-TCPA compliant and losing potentially millions of dollars.

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Matt Donahue

Matt Donahue is the former Sales Manager for the ad fraud management platform, Anura, as well as the digital advertising firm eZanga. With a decade of experience in internet technology and digital advertising, Matt has amassed record results for clients and agencies looking to expand their digital marketing efforts. He emphasizes digital media integration and has a deep understanding of the effect digital ad quality has on a client's advertising campaign. In his spare time, he enjoys rooting on the San Francisco 49ers and is the father to two young children.