How to reduce the cost per lead (CPL)
CPLs vary depending on the industry and the products and services offered. As always and everywhere, the goal is to reduce costs as much as possible. To be able to reduce the costs, it is realistic to start from different points:
Reduce the cost of the advertising campaign.
Here the basic costs are lowered, this includes the personnel costs but also the costs for the content and also the created media. For example, it is cheaper to send an email than letters.
To increase the sales price (often only possible to a very limited extent).
Indirect costs are the product sold or the project implemented. Theoretically, it is possible to charge a higher final price so that the advertising "pays off", but this is not always feasible because of the competition.
Target specific groups and thus address relevant people.
A particularly easy way to lower the CPL is to define target groups when distributing advertising. This is often done on the Internet.
Here, for example, advertisements are placed on search engines. During the creation of these advertisements, target groups can be precisely defined. For example, age and region. This allows regional products and services to be displayed directly to specific age groups.
In addition, there are other possibilities, which are briefly explained below.