Cost per lead (CPL) is an advertising pricing model that is used online. This is a metric that lets a business know how cost-effective their marketing campaigns are.
How does cost per lead work? An advertiser pays a fixed price for each customer who fills out a sign-up form. They pay for basic information such as an email address or other contact information. These are customers who are more likely to be interested in the product or service that is being sold.
The benefits of a cost per lead advertising model is that it can help one to set a marketing budget, create goals for the marketing campaign, and improve lead generation performance. A brand can also improve awareness with the cost per lead model. Brand awareness is a measure of how recognizable and memorable a brand is, especially to its target demographic. High-quality traffic, traffic that is most likely to be interested in the product or service, will also increase. With the help of a tool known as a cost per lead calculator, it is also possible to budget.
A cost per lead calculator allows the user to input all expenses as well as the total number of leads to determine the cost per individual lead. The formula looks like this:
Cost per lead = total marketing cost / number of leads generated.
If the number is too high for the budget, there are ways to reduce the cost per lead, including:
- Narrowing down the target demographic: an important part of selling a product or service is knowing who the target demographic is. While it would be nice to appeal to everyone, that is not a common occurance. By looking at reports, the seller can determine the gender and age of the people who are interacting and buying thanks to the ad campaign. With this knowledge, the ad campaign can be tweaked to target the ideal demographic.
- Minimize the opt-in form: Imagine that you are a potential customer who is asked to fill out an opt-in form. If there are too many items for them to fill out, they may decide against doing this altogether. Make the form as limited as possible. Once you are in contact with them, you can ask for more information if needed.
- Try a remarketing campaign: a remarketing plan is a strategy that can work to show ads to people who have previously visited your website or app on a mobile device. This is a way to increase sales by systematically reaching out to customers you have a history with.
One of the greatest benefits of the cost per lead model is that you only pay when there are results. This makes it a less risky marketing strategy that can produce good results. With this model, the publisher and the advertiser both take part in its performance success. Cost per lead is a good middle ground when it comes to deciding on a marketing campaign.