The concept of CPL

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The abbreviation CPL comes from the English Cost Per Lead, which is translated as "price per lead". A lead is a user's contact information that is available to the advertiser. Each such "person-contacts" pair has a certain cost.

But the abbreviation does not characterize veterinary email list the essence of CPL, but an advertising model that implies deductions for customer data in the form of a specific percentage. Payments are made regardless of the usefulness of the lead. Even if the customer fails to transform the customer's contacts into a deal, he will have to pay.

The concept of CPL

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CPL methods allow you to get warm and cold leads:

Cold - these are consumers who do not know what they need. They are looking for the same services from different companies, and they need to be offered the most favorable conditions. Such clients choose for a long time, compare, and do not always bring profit.

Hot ones are loyal consumers who have chosen a specific company. They do not look for the most favorable conditions or the lowest prices and almost always bring money.

With the help of CPL, you can find clients of both categories, but the advertising budget is important, since “hot” ones cost more.

CPL typically works as follows:

The company places an order for advertising on a web resource and uploads a link or banner.

A person who visits a web resource clicks on PR and goes to the company’s website.

There he is asked to leave his data (name, phone number, email address, etc.) in a special form. It may look like a special offer or promotion, so that the person wants to provide information.

After filling out the form, a lead is generated, which goes to the customer company. The contractor who brought it receives payment.

Information can be obtained in other ways. For example, when a visitor registers on a resource or orders a call back. But more often, CPL works as the autonomous system described above.

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Pros and Cons of CPL
Launching advertising using the cost per lead has certain advantages. This model of payment for advertising implies that only real leads are financed, making it more customer-oriented. Also, due to CPL, it is possible to more accurately predict costs and evaluate the effectiveness of PR activities.

Pros Cons
Payment for real leads.

More predictable costs.

Focus on conversion.

Improving the quality of marketing strategy.

The ability to measure and analyze the effectiveness of advertising activities.

High probability of receiving high quality leads.

More expensive bids than other payment models.

Risk of receiving low quality leads.

Requires installation and configuration of complex systems.

Incomplete control over conversion and quality of leads, as there is a dependence on the actions of potential consumers.

The CPL model allows advertising customers to measure ROI (return on investment) more accurately, as the connection between specific PR channels and lead generation is visible.

The main disadvantage of this model is the higher cost and the likelihood of accepting low-quality information. But if you set up control correctly and make adjustments in a timely manner, the scheme can be successfully used to obtain contact information and increase the number of clients interested in your products or services.