Get More Sales By Using Cost Per Lead

February 9th, 2014

With the economic downturn, entrepreneurs and marketers are under pressure to generate more returns from online marketing. The concept of Cost–Per-Lead (CPL) enables a business to pay for actual leads only – and not on a per-click basis. Hence, online lead generation has been one of the fastest growing areas in online advertising.

Even a few years back, lead generation through online marketing was more dependent on a marketer’s search for leads – for example, generic leads that have been generated and sold to multiple advertisers.

The need for brand marketers is to generate unique marketing leads. However, the bottleneck to this process has been the unclear nature of online leads. Lack of options has led brand marketers to depend on search campaigns in order to generate specific leads for particular brands.

More recently, transparency has gained ground in online lead generation, paving the way for better opportunities for the advertiser.

An effective CPL (or CPA – cost per action) campaign can be launched as follows:

1. Planning process to be transparent

A CPL campaign is similar to that of a campaign for TV, radio, print media, banner adverts, etc. You can demand transparency regarding the places where your advertisements will be displayed.

- The publisher websites can be selected based on the goal of your campaign.

- You can ask for screen shots. This will help you to understand the contextual importance of the publisher with your brand

- Get related numbers per website. In order to plan and allocate your budget, ask for the volume of leads per day, monthly impressions, average CPL and other figures.  Since media planning is driven by data, keeping track of this information is very important.

2. Maintain centralized control of the set-up and management of campaigns

Deploying multiple lead publishers for setting up multiple campaigns can be time consuming and may not be effective for business growth. A host of communication processes via emails, phone calls, and faxes are also time consuming.

Since many lead-generation vendors work with all qualified lead generation publishers, they allow you to connect and manage campaigns with all your lead generation publishers from a single point.

3. The campaign should be integrated both at the back-end and front-end

As soon as the leads are generated, act immediately. Integrate their data with your web traffic monitoring software. This will help you understand which publishers are working most actively, delivering leads and real results.

4. Campaigns need to optimised in real time

You can demand real time reporting, so that you can track lead performance to the lead source. The performance of a publisher can be judged based on various criteria like the lead volume, cost per lead and conversion rate.

By ensuring that you have the option to start or stop particular campaigns, you will be in a position to allocate larger budgets to better performing websites and maximise your campaign ROI.

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