Cost per lead , often abbreviated as CPL , is an online advertising pricing model, where advertisers pay to explicitly register with consumers interested in advertiser bids. This is also commonly called online lead generation .
Contrary to the cost per milli (CPM) and cost-per-click (CPC) pricing model, where advertisers are charged for impressions ("display" aliases) and clicks, respectively, in CPL pricing models, advertisers pay only for registration qualify. how many impressions or clicks their ads receive. CPL ads allow advertisers to generate guaranteed returns on their online advertising money.
Video Cost per lead
Prospects of sales and marketing leads
There are two types of leads that an advertiser can buy in the prospecting market: Prospects for sales and marketing leads.
Sales leads are generated based on demographic criteria such as FICO score, income, age, HHI, etc. This prospect may be exclusive (sold for only one advertiser) or non-exclusive (sold to many advertisers). Sales prospects are usually followed up on phone calls by salespeople and are generally available for a variety of verticals including mortgages, insurance, and home services.
A marketing lead is a brand-specific prospect generated for a unique advertiser's offer. In contrast to sales, marketing leads are only sold once. Because transparency is a necessary prerequisite for generating marketing direction, marketing campaigns can be optimized by charting leads to their source.
Recently, due to the growth of transparency in the online lead generation market, the leading online lead generation segment marketing segment has been growing rapidly. Fortune 500 marketers, nonprofit organizations and political candidates such as the Obama campaign in 2008 used CPL ads to build e-newsletter databases, community sites and other acquisition programs with consumers who are passionate about their brand/cause.
Maps Cost per lead
Difference between CPL and CPA ads
In CPL campaigns, advertisers pay to get interested leads - that is, contact information of people interested in the advertiser's products or services. CPL campaigns are suitable for brand marketers and direct response marketers who want to engage consumers at multiple contact points - by creating bulletin lists, community sites, prize programs, or member acquisition programs.
In a Cost-per-Action (CPA) campaign, advertisers typically pay for a completed sale involving credit card transactions. CPA is all about 'now' - focusing on directing consumers to buy at the right time. If visitors to your website do not buy anything, there's no easy way to remarket to them.
There are other important differentiators:
- CPL campaigns are advertiser-centric. Advertisers are still in control of their brand, selecting relevant and contextually relevant publishers to run their offers. On the other hand, CPA and affiliate marketing campaigns are publisher-centric. Advertisers give up control where their brand will appear, when publishers look for offers and choose who runs on their websites. Advertisers generally do not know where their offer goes.
- CPL campaigns are typically high-volume and lightweight. In CPL campaigns, consumers only send basic contact information. Transactions can be as simple as an email address. On the other hand, CPA campaigns are usually low-volume and complex. Typically, consumers must submit credit cards and other detailed information.
CPL ads are more appropriate for advertisers who want to implement an acquisition campaign with remarketing to end consumers via e-newsletters, community sites, rewards programs, loyalty programs, and other engagement vehicles.
References
- B2B Plant by J. David Green & amp; Michael C. Saylor (ISBNÃ, 0-9768647-0-3)
- Lead Generation for Complex Sale by Brian J. Carroll (ISBNÃ, 0-07-145897-2)
- Marketing Management by Philip Kotler (ISBNÃ, 0-13-033629-7)
- Database Marketing by Edward Nash (ISBNÃ, 0-07-046063-9)
- Marketing for Dummies (ISBNÃ, 0-7645-5600-2)
Source of the article : Wikipedia
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