Main directions in work to reduce the cost of a lead
Posted: Wed Jan 29, 2025 7:50 am
It's good if you manage to set up the attraction of high-quality traffic at an affordable price.
How to Reduce Lead Cost by Adjusting Traffic Quality and Costs
It is necessary to constantly monitor the cost per lead (CPA) and identify the channels and campaigns that provide the best traffic.
Campaigns
It is necessary to launch several advertising las vegas email list campaigns if the subject of your business is broad enough, covering, for example, not only different types of construction work, but also the installation of electrical equipment, video surveillance systems, and something else. Then it will be possible to calculate how much a lead costs in each subject, plus the ads will not compete with each other.
Channel types
You should create as many channels as possible and then see what CPA you get in each of them. Here are the most frequently used channel groups:
Organic search results in Yandex.
Organic search results on Google.
Search via Yandex.Direct.
Search through the Yandex.Direct advertising network using keys.
Search through the Yandex.Direct advertising network using retargeting.
Search via Google AdWords.
Search using keys in the Google AdWords contextual network.
Search using keys in the Google AdWords contextual banner network.
Search with retargeting in the context of Google AdWords.
Using Google AdWords contextual network banners.
Using banners based on topics and interests in the Google AdWords network.
Using traffic aggregators like Yandex.Market, etc.
Using targeting.
Attraction through teaser and banner networks.
2 main directions in work to reduce the cost of a lead
Source: Alexander Supertramp / shutterstock.com
Sites that serve as a source of traffic
Part of the traffic comes from search results, and part comes from YAN and KMS channels. They attract a flow of users from partner networks. Keep in mind that the so-called donor sites do not necessarily provide quality traffic. A topic on a forum, for example, can attract the attention of competing firms that are simply monitoring the market situation.
Often, a large share of the budget is spent on empty clicks if you work through the Google Display Network (the issue of partner moderation is not always up to par here). Take seriously the analysis of traffic sources, its behavior and quality characteristics. Do not waste money on suppliers whose results leave much to be desired. This will help you correctly calculate and reduce the cost of a lead.
Recommended articles on this topic:
How to make a business successful and not become a "fireman" of your company
Social Media Advertising Efficiency: Indicators and Evaluation Stages
How to write a proposal for cooperation
Exploring Ad Groups
Ads are evaluated by clickability and efficiency. The more clicks an ad gets, the less you have to pay for traffic, and this is a real opportunity to reduce the cost of a lead. The main thing here is to publish ads with good clickability, come up with several options for one group of queries and choose the most effective one.
When it comes to the effectiveness of ads, a more detailed analysis is required, taking into account CPA, CPS and ROI. Knowing these indicators will allow you to assess how well a specific ad manages to cover a micro-theme.
Checking the operation of semantic queries
This is a more in-depth way of studying the effectiveness of ads. Here, not groups of queries (collected on one topic) are considered, but each query as an independent unit. Keep in mind that such analysis requires an impressive traffic flow. And if the campaign gives 2-3 thousand queries on average, then collecting information can stretch out for even a year or more.
Checking the operation of stop words
Any specialist is familiar with this method of traffic evaluation, it is probably used most often. This check can be performed both at the launch of the campaign and later, as the process progresses. Thanks to the analysis of stop words, irrelevant traffic can be filtered out.
How to Reduce Lead Cost by Adjusting Traffic Quality and Costs
It is necessary to constantly monitor the cost per lead (CPA) and identify the channels and campaigns that provide the best traffic.
Campaigns
It is necessary to launch several advertising las vegas email list campaigns if the subject of your business is broad enough, covering, for example, not only different types of construction work, but also the installation of electrical equipment, video surveillance systems, and something else. Then it will be possible to calculate how much a lead costs in each subject, plus the ads will not compete with each other.
Channel types
You should create as many channels as possible and then see what CPA you get in each of them. Here are the most frequently used channel groups:
Organic search results in Yandex.
Organic search results on Google.
Search via Yandex.Direct.
Search through the Yandex.Direct advertising network using keys.
Search through the Yandex.Direct advertising network using retargeting.
Search via Google AdWords.
Search using keys in the Google AdWords contextual network.
Search using keys in the Google AdWords contextual banner network.
Search with retargeting in the context of Google AdWords.
Using Google AdWords contextual network banners.
Using banners based on topics and interests in the Google AdWords network.
Using traffic aggregators like Yandex.Market, etc.
Using targeting.
Attraction through teaser and banner networks.
2 main directions in work to reduce the cost of a lead
Source: Alexander Supertramp / shutterstock.com
Sites that serve as a source of traffic
Part of the traffic comes from search results, and part comes from YAN and KMS channels. They attract a flow of users from partner networks. Keep in mind that the so-called donor sites do not necessarily provide quality traffic. A topic on a forum, for example, can attract the attention of competing firms that are simply monitoring the market situation.
Often, a large share of the budget is spent on empty clicks if you work through the Google Display Network (the issue of partner moderation is not always up to par here). Take seriously the analysis of traffic sources, its behavior and quality characteristics. Do not waste money on suppliers whose results leave much to be desired. This will help you correctly calculate and reduce the cost of a lead.
Recommended articles on this topic:
How to make a business successful and not become a "fireman" of your company
Social Media Advertising Efficiency: Indicators and Evaluation Stages
How to write a proposal for cooperation
Exploring Ad Groups
Ads are evaluated by clickability and efficiency. The more clicks an ad gets, the less you have to pay for traffic, and this is a real opportunity to reduce the cost of a lead. The main thing here is to publish ads with good clickability, come up with several options for one group of queries and choose the most effective one.
When it comes to the effectiveness of ads, a more detailed analysis is required, taking into account CPA, CPS and ROI. Knowing these indicators will allow you to assess how well a specific ad manages to cover a micro-theme.
Checking the operation of semantic queries
This is a more in-depth way of studying the effectiveness of ads. Here, not groups of queries (collected on one topic) are considered, but each query as an independent unit. Keep in mind that such analysis requires an impressive traffic flow. And if the campaign gives 2-3 thousand queries on average, then collecting information can stretch out for even a year or more.
Checking the operation of stop words
Any specialist is familiar with this method of traffic evaluation, it is probably used most often. This check can be performed both at the launch of the campaign and later, as the process progresses. Thanks to the analysis of stop words, irrelevant traffic can be filtered out.