Sabtu, 26 Juli 2014
All About Cost Per Lead (CPL)
Cost
per lead
Cost per lead
(CPL) is an online advertising pricing model that indicates the exact revenue
earned by a publisher for creating a lead for an advertiser. CPL advertising is
the means of generating guaranteed returns for advertisers on their online
advertisements. As a result, the CPL advertising has experienced significant
growth and is considered one of the fastest-growing sections of online
advertising.
Contrary to CPM
and CPC pricing models, where advertisers are charged for impressions and
clicks, respectively, in a CPL pricing model advertisers pay only for a
qualified sign-up regardless of how many impressions or clicks their
advertisement received. CPL advertising enables advertisers to generate
guaranteed returns on their online advertising money but, on the other hand, it
provides no guaranteed revenue for publishers.
online lead generation
It's no surprise
that CPL advertising has shown explosive growth in recent times. CPL
advertising is also commonly called online lead generation. In CPL campaigns,
advertisers pay for an interested lead - i.e. the contact information of a
person interested in the advertiser's product or service. That lead can then be
pursued through a solution like the
Cloud Call Center. CPL campaigns are suitable for brand marketers and direct
response marketers looking to engage consumers at multiple touchpoints - by
building a newsletter list, community site, reward program or member
acquisition program.
The characteristics
1. CPL campaigns are advertiser-centric. The
advertiser remains in control of their brand, selecting trusted and
contextually relevant publishers to run their offers. On the other hand, CPA
and affiliate marketing campaigns are publisher-centric. Advertisers cede
control over where their brand will appear, as publishers browse offers and
pick which to run on their websites. Advertisers generally do not know where
their offer is running.
2. CPL campaigns are usually high volume and
light-weight. In CPL campaigns, consumers submit only basic contact
information. The transaction can be as simple as an email address. On the other
hand, CPA campaigns are usually low volume and complex. Typically, consumer has
to submit credit card and other detailed information.
CPL advertising is more appropriate for
advertisers looking to deploy acquisition campaigns by re-marketing to end
consumers through e-newsletters, community sites, reward programs, loyalty
programs and other engagement vehicles.
Qualified
sales lead
in a CPL pricing model advertisers pay only
for a qualified sign-up regardless of how many impressions or clicks their
advertisement received. CPL advertising enables advertisers to generate
guaranteed returns on their online advertising money but, on the other hand, it
provides no guaranteed revenue for publishers. as described by
Jonah Mytro, director of Mediaspike "Our
goal is to provide
quality referrals and inquiries to our clients
that pay us based
on the value-per-lead. From the client's perspective, they reduce their
risk and only
pay for qualified
leads, that they
can be money. ".
Therefore qualisifikasi lead in
the mean is in accordance with the FAINT criteria:
- Funds: Focus initially on organizations and buyers that have the
financial capacity or funds to buy from you. They may not have a budget, but
they have the overall financial wherewithal to spend. Sell where the money is.
- Authority: Focus on finding the individuals who have the
authority to make decisions on how to use funds. If the organization has the
financial capacity to spend if they found something to be worthwhile, you must
deal with the people who have the authority to allocate said funds.
- Interest: Generate interest from the buyer in learning what's possible and
how to achieve a new and better reality than the one they have today.
- Need: Uncover specific needs that you can solve. They're likely to be
latent-hidden beneath the surface-but they're there if you can uncover them.
- Timing: Establish purchase intent and a specific time frame for doing so.
This can, of course, take a number of conversations, might involve a number of
decision makers and influencers, and may take some time to do. Once you do it,
however, you now have a qualified prospect and a real opportunity in your
pipeline.
Pay Per Leads
Pay Per Lead (PPL) is similar to CPL, but
measures the cost per lead from the advertiser's perspective. For example, if
an advertiser pays $500 for 1,000 leads, the advertiser's average PPL is $0.50
($500 ? 1000). Leads can be anything from basic page views to product purchases
or new service signups. Leads that generate more revenue generally have a
higher PPL.
Advertisers often monitor PPL to measure the
effectiveness of certain ads. By comparing the average revenue per lead to the
PPL cost, the advertiser can determine if the ads are increasing or decreasing
profit. For example, if a the average return on a lead is $0.80 and the PPL is
$0.50, there is an average profit of $0.30 per ad. However, if the average
return is less than $0.50, the ads should be modified or stopped since the
leads cost more than the revenue they are generating.
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Author:Susanto
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