PPL, often known as the cost per lead model, is an internet advertising approach in which payment is dependent exclusively on leads. The advertiser only pays for visitors who “convert” or sign up under a pay-per-lead deal. Pay per lead is a sort of affiliate marketing in which the advertiser compensates the affiliate depending on the number of leads they generate for your page or site.
Use of pay per lead marketing
Today, many firms employ pay per lead service (PPL) as an alternative to the traditional retainer marketing agency model. A marketing retainer is a contract between a company and a full-service marketing agency. In this situation, the agency provides a wide range of advertising services using a monthly or quarterly budget.
Why is pay per lead simply better for business?
Traditional retainer agreements are just not as good for businesses as pay-per-lead marketing. Retainers are often non-specific and are kept for a long time. A retainer agreement has the advantage of allowing marketers to become intimately acquainted with the brand, allowing them to execute their long-term business objectives effectively.
Advantages of pay per lead marketing
- Higher quality traffic
Leads are worthless until they convert to sales, which is why the quality of your visitors is more important than the number. Affiliates who use targeted pay per lead marketing already have a following: popular bloggers, influencers, or celebrities. An expert affiliate advertiser should be able to provide you with a profile of their target demographic, so you can determine whether or not they are likely to become consumers of your company.
- Scalable result
It is easy to track and manage your return on investment with PPL (ROI). Set up an ad campaign with a predetermined price per lead for the greatest results, so you can see how each conversion affects your result.
A PPL ad will be on the platform of your publisher for a long time. Over months or years, consider how many times a good blog piece can be shared, retweeted, and reposted on social media. When someone engages with the article, Google’s algorithm responds by elevating the page in its SERPS, generating additional interest and leads for your company.
- Better brand awareness
With more clicks, your brand will become more well-known. While a social media campaign or a blog post may increase traffic to your website, an affiliate ad will keep visitors coming back. This means that instead of placing all your eggs in one marketing team’s basket, you will get greater exposure over time.
- Budget saving
Because you only pay for leads, the pay per lead service model is more cost-effective than other advertising strategies. Be aware of the differences between pay per lead and pay per click, as they can have various implications for your company. A website or page click could be a mistake, and it does not always imply custom.
You only pay for actual outcomes with PPL. It makes tracking leads and conversions and scaling your marketing efforts more easily. PPL is a good advertising solution for your business if you want to avoid large setup expenses and no certainty of a return on investment.