Lead generation only with a deposit. We do not work without prepayment. PPC advertising with pay per result PPC advertising of dietary supplements with pay per order

Today, in the field of Internet management, advertising is gaining more and more popularity, payment for which is made upon completion of certain actions by customers. With good appearance site, promotion in this way can guarantee it a significant increase in the conversion of visitors.

A prerequisite for all resources ordering a pay-per-result promotion is a pleasant and user-friendly interface. It is highly desirable to have a search bar on the site. Clients should always be able to ask a question to managers or find the information they need on your portal. Thus, it can guarantee an excellent end result for your work.

A pay-per-action ad campaign is not a quick process. This process is far from one day. In the West, such a website promotion technique is called CPA, that is, Cost Per Action, which translates, respectively, as payment for action. In simple words, the advertiser pays exclusively for the end result - attracted leads.

• Behavioral;
• Age;
• Industry;
• Genital;
• Geographic;

It is this kind of lead generation with an accentuated approach that allows us to hope for a successful result.

Pay per lead promotion - top benefits

• Banners;
• Text ads;
• Social media activity;
• contextual advertising;

The technology itself is not that important. If a client places an order for leads, then he doesn't care where they come from. A completely logical question arises: What kind of action will ultimately be paid by the customer? This could be:

• Effective transition. Visits by the client to certain pages;
• Ordering a service or buying a product on the portal;
• Phone call;
• Downloading files or price lists for products;
• Request for consultation;
• The specific action of a potential client - application, registration, leaving personal data, etc .;

Practice shows that any of the above actions leads to an increase in sales of a particular company.

Order pay-per-action advertising and increase your traffic!

Our company offers to place an order for leads through payment for the client at the most favorable terms... Now there are managers who have no idea about the nuances of the correct design of selling information on their resource. The overwhelming majority of customers forget that in order for their company to develop, it is necessary by all means to establish contacts with potential customers. Only such an approach will serve as a guarantee of increased sales. We dare to assure you that we will take care of all the problems of attracting new customers using the service of advertising with payment for the result.

At the first stage, we will carefully analyze your resource in order to find out if lead generation using a CPA scheme is right for you. If we find that your site is not optimized enough to promote pay-per-action advertising, you will be offered a partial redesign.

When placing an order for leads and website promotion using CPA technology, a program will be developed for you to promote your resource and make a profit. Traffic doesn't matter with this technique. The primary indicator is leads, that is, customers who came to your site and performed certain actions. They are directly responsible for the end result.

Our company guarantees that the introduction of CPA advertising in the promotion of your portal will have the most positive impact on the number of calls and applications from customers. Your only task is to convince them of the need to purchase this or that product or specific service.

In an ideal world, people don't die, in winter it's warm, good triumphs over evil, we eat sweets and don't get fat, gadgets work forever without recharging, and even candles in churches are free.

Have you started to fantasize ?! This same flight of thought is what I call customer acquisition with pay per result.

And in this article, on behalf of the agency, I will reveal the idea that in 9 out of 10 cases this is a failed scam that will bring you only losses in the form of money or time, or maybe something more. The slogan of this material is: "The whole truth is uncensored."

The last drop of patience

A couple of days before writing the article, our company phone rang for the hundredth (or maybe even the thousandth) time with the question: “I want to order contextual advertising from you.

Do you have payment for the result? ”. Moreover, when reading the expression "Contextual advertising with payment for the result", you can read any other.

For example: seo with payment for leads, with a guarantee of increased sales, with a guarantee of deals, with a guarantee of conversion, and so on.

The essence of the matter does not change from this, because the result will be the same. But I am continuing the story.

This, dear client (yes, we even love and respect such people) to our answer “No” about the warranty starts up like a steam locomotive.

And she begins to pour out her negative accumulated over her life on our gentle and caring customer service in the person of Alena.

Moreover, he does it with such vigor, as if we are the post office of Russia and there are no other offers on the market.

Oh wow

During the conversation, phrases like “I have a good product, even a dumb one can sell it ”,“ It doesn't cost you anything anyway. Show the result and I will pay ”,“ I don’t need website promotion. I need a result. "

It all boils down to the idea “I just pay you for the air ?!”. It is with this phrase that we will begin our entire constructive conversation.

An eye for an eye

I will reveal the intrigue a little, after all, the practice with payment for the result exists, I will even say more, we have clients with whom we work this way.

1. Nostradamus

Please tell me, do you know what will happen tomorrow in your life? You can guess, but not sure.

Do you know what the Russian Defense Minister will have tomorrow? If you are not his close friend, then all your knowledge will end on public sources, and this is the same thing that you do not know. Do you understand what I mean ?! Okay, another example.

Remember the rather loud story about Paul's octopus, who predicted the results of football matches?

Do you remember one of the most famous clairvoyants, Wang, who treated people and predicted the end of the world in 2012?

You shouldn't laugh. That in the first case, many people made huge bets in the opinion of the octopus, that in the second case, people actually built bomb shelters so as not to die.

All these examples are not accidental. They only say that no one is 100% sure what will happen tomorrow, and even more so in a few weeks, months and years.

Therefore, when paying for services based on the result, you ask the company to look into the future and determine how profitable it is to work with you or what kind of guarantee they can give you.

2. Know everything and more

This is not your first year in your topic. Can we say that you know everything about your customer behavior and sales?

As in the previous questions, the answer will also be negative, since even for a lifetime it is impossible to know everything.

Nevertheless, it took you several years, perhaps even tens, to understand the specifics.

And the most interesting thing is that when you thought you understood your customers and finally found what they needed, or found a way to get customers at the lowest cost, how everything changed at times.

After all, the world does not stand still, competition is dynamic, products, selection criteria, trends, preferences - all this is also not constant. And you still want a pay-per-lead promotion.

For us, marketing agencies, this is another test, where we run the baton for the whole team, and the transmitted stick is a new discovery about your business every time.

Well, we cannot know everything about your field and confidently take on promotion with payment for the result.

There are too many pitfalls that cannot be studied even in 1 month of hard work.

Just remember how long it takes for one employee in the company to adapt and finally begins to more or less understand in your field.

I think about 3 months, and this is provided that you have a good adaptation system for employees and that he is there all working day. And here you again want us to figure it out in a tiny amount of time.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

3. Responsibility

The final cry from the heart for responsibility. You are an entrepreneur, which means that you are already on a slippery slope. Only not from the word “bad”, but from the word “risk”.

You are taking risks and therefore getting a lot of money for your costs. It's like bank robbers, big risks and big profits.

Moreover, all this rests on your shoulders, and not on employees and contractors. And you are still dreaming “I need lead generation with payment for the result. Who should we put this risk on ?! ”.

When buying and using a product, there are no problems, since you receive a material thing.

In the case of services, everything is different, firstly, it is not clear how to evaluate the result, especially if you do not understand anything at all in this direction.

And secondly, you pay for something that does not exist and it seems that it does not cost that much money (but more on that later).

Therefore, it is not reasonable to shift your risks and responsibilities to the same SEO specialist with payment for the result.

After all, if he risks his time and his money, then he should become a full partner in your business, and not just a man-napkin, used and thrown away (I know praises about long-term cooperation, but this is also further).

I want and point

I myself have already let slip that we also provide attraction of leads with payment for their quantity and quality, so the idea itself takes place and in Russia it is called performance-based advertising.

The very idea of \u200b\u200bPBA was originally different, but let's not hammer our heads and agree that in the common people now everything that comes down to a result is called a performance.

So, we decided that buying leads or customers exists, but its formats are different, as are the companies that are ready to take on this work.

Therefore, to begin with, we will discuss the factors that you must have for a normal agency to say: “We agree”. I will give an example straight away on how we make a decision.

1. Conversion in stages. Before agreeing, we should see how your traffic is being converted, at least approximately. We need this in order to fully calculate and see the profitability.
2. High marginality.If you have a very low margin, then there is a high probability that all the money that will be given to us in the form of a reward will simply not cover our team and advertising costs.
3. Formed demand. They should look for your product on the Internet, otherwise it is not profitable for us to work with you. Before selling a product, you will need to generate demand, and this is not even a month's work. Better in your case.
4. Average competition. We are not interested in companies that have no competition, most likely there is none there, because there is no money. But fierce competition does not suit us either, since the cost of attracting a client will be prohibitive.
5. Sales department. So that you do not throw stones in our direction after applications, we must make sure that your managers will work well with applications and their feedback on the quality of leads will be objective.
6. There is something.You really should have experience, cases, team, proposal, etc. After all, if you are a beginner or you have nothing to pack, then we automatically understand that everyone whom we attract will leave.

It is very important to understand that when we take on a job with a payoff based on the end result, we invest our money (team pay and advertising budget).

This means that we a priori consider the profitability of these investments. And if we are faced with an “insecure” company, then why take on this business? If you can invest in MMM or Cryptocurrency mining with the same attitude.

Remembering the client I was talking about at the beginning, his phrase arises in my head: “My prices are higher than the market, the offer is not the best. What, you wanted greenhouse conditions? ”.

With lead generation, we are responsible for the traffic and packaging of what is, not the development of your business.

When you want to pay for the result, then you do not need to throw off the whole business on us. This is already another area of \u200b\u200bresponsibility and scope of work.

To summarize all the above words. Good specialist will take over you if there is a good foothold.

OR first he will work with you with payment, work out all the elements of a successful company, and after a few months he will be ready to switch to work with payment.

It is the second option that we most often practice with clients who have been working with us for more than a month or even a year.

It's not difficult to deceive

On the Internet, you can find dozens of loud statements about website promotion. Moreover, this is everywhere in marketing.

Some craftsmen even promise you to make a website with a conversion guarantee. But we know with you that this is a myth. And if you are still looking for a magician, then you will simply find a storyteller.

As a rule, non-“greenhouse conditions” are accepted by companies that otherwise cannot find clients.

For you, this should already be an indicator of the quality of their work. Of course, there are exceptions and there are some very cool specialists with pay per result. But as I said, these are more often exceptions than practice.

I am not urging you not to work with newcomers or companies that head-on offer to pay them money depending on the result.

But be prepared that you may be deceived or lead to consequences that you will regret for a long time:

1. Feed curve. You may be presented in the wrong light or from the wrong angle. And no one will listen to your criticism, because "I am an artist, I see it that way."
2. Frodo. This is not the name of the hobbit from The Lord of the Rings book, but the slang name for a fake client.

   To earn money from you, you will be thrown fake applications. They may even torture the manager and place an order, but the result will be the same - there are no purchases, the managers are to blame for everything.

3. Sly. You need customers to buy, right ?! But these wonderful specialists will attract you customers who will just want to see or touch.

   One way to do this is to make a capture form on the “Get a free test drive” site. Who will refuse a freebie? M?

Already these three cases make you think about working with just anyone. Although such dangers can be written even more.

If your company is new and there is no task to become more efficient, you can take a risk. Since in case of problems you do not lose anything, just change the name of the company, and you will not send real customers to hell.

We pay for the result

Good. Let's imagine that you have found a company with which you will work with payment for the result.

This, of course, is great, but first you still need to decide what is the result for the very company and for you. Since these can be completely different things.

As a result, different results. Let's figure it out. Payment for the result can be in 3 different cases:

1. Payment for positions. The most ephemeral concept. Since your site may be in the TOP for dozens of positions, but this may not bring customers to the service you are interested in.

   In fact, it turns out that this is the most incomprehensible result for a business owner.

2. Pay per click... Here. Already more or less clear result. How many people went to your site.

   All services work according to this principle (well, in fact, out of 2 - Yandex Direct and Google Adwords).

3. Payment for . Probably one of the most preferred ways of working for all.

   The only thing is that you need to immediately decide who is a qualified lead (meeting your requirements). Otherwise, why would you pay for empty applications.

4. Payment for the client. Yes, yes, lead and client are different concepts... To make it clearer, a lead is a potential customer, and a customer is the one who bought your product / service.

   As a rule, lead generators are not very fond of working according to this scheme, since they are not responsible for your sales department and so on.

   Or it will be very expensive to charge for such clients (the average price in the market is from 20% of the transaction amount). Thus, the choice is yours 😉

Briefly about the main

You don’t come to a beauty salon and say, “I’ll pay for a hairstyle only when a girl bites on it and I marry her” ?!

By default, you trust the master, and he does everything for you to achieve yours. It's the same with marketing, everyone wants to do the best they can.

The only question that arises is who can do how well. Therefore, be careful when choosing a company and see how professional they are in their topic.

In the case of SEO with pay-per-result, Yandex.Direct settings for leads, and any other advertising channels, it is recommended to first work with companies for money.

So you have every right to ask and make your changes. And only then, when you went online, you can discuss other conditions so that there is motivation not only to maintain, but also to reduce the cost, while increasing the quantity.

The service will help to consistently receive customers from the Internet without delving into technical details. This completely eliminates the risk for the business owner. We agree on what result and in what amount to pay and start work

The result influenced by the advertising specialist

The contractor cannot increase profits and sales. He cannot and should not supervise the salespeople. Also, he will not be able to track the company's profits. No one will give an outsider access to the accounting system to see the real profit.

Target actions are recorded in CRM

The business owner pays a certain amount for each action.

Example:You have agreed that you pay 300 rubles for each call, an application through the form feedback 150 rubles, contacting a live consultant 100 rubles.

During the week there were 20 calls, 3 requests through the form, 3 requests. You will pay the specialist 6750 rubles.

This is a conditional example, so that it is beneficial for both parties to discuss everything in detail.

We talk in detail about all the moments of cooperation

When paying for the result, you need to take into account all the nuances. Determine how much it is profitable to pay the advertiser. How many calls are able to handle. How to resolve controversial issues. What will happen if one of the parties becomes unprofitable.

In such situations, we call up and agree on other conditions.

We discuss possible controversial situations

Not only potential customers can call. The same customer can call multiple times. The number may be wrong. Advertising agents periodically call. We agree on how to act in such situations.

How it will be implemented

Cooperation will consist of several stages:

• Questioning. Tell us about your business, the desired indicators.
• Analysis. I will collect information, analyze competitors. If, according to preliminary estimates, it is beneficial for both of them to work, we discuss the details of cooperation.
• Discussion of the details of cooperation. How we will measure the results. How we will act in unforeseen situations.
• Preparation of the proposal. I am preparing the text of the proposal.
• Registration in CRM "Bitrix 24". All indicators will be collected in one place.
• Website creation. The site is created on the "Bitrix24" constructor.
• Connection of a virtual number, feedback form, widget of a live consultant.
• Setting up and launching advertising. We start with search advertising in Yandex or Google, depending on the level of competition.
• Analysis of the results. After starting the test advertising campaign discussing the results and further options cooperation

Who is suitable and who is not suitable for the service

Fit

Will not fit

Business owners, private professionals, freelancers

An understandable product in demand

An innovative complex product

Product benefits

Forex, tobacco products, alcohol, dietary supplements

Everyone has heard about the sales funnel. Collect a database of 100 potential customers, call everyone and get 10 warm ones, of which only 1-2 will make an order and pay for the goods. This is what comes to mind when it comes to lead generation. And that's why…

Think for yourself who benefits from it more. A company that, by hook or by crook, will collect 1000 leads for you and receive a considerable amount for each? Or you - a client who, having paid for everything, will still have to make a full order from a simple visitor?

Most companies that provide such services do not care about the quality of leads, they care about the quantity. This can be avoided by contacting an agency that is trustworthy. But there are few of them.

note

Most of the leads are useless, they will never become your customers. And you've already paid the money. This is an expensive but highly unreliable way to engage your audience.

This is what the home page looks like

Utro.ru used the resource for its own purposes, to deceive people. For several days, it posted assignments with headlines such as “Very Simple Calls. Anyone can! " However, the company did not disclose its name.

The publication suggested that visitors of the service take a number of simple actions. Without leaving the couch, call several phone numbers and ask a couple of questions about buying an apartment.

Announcement text

Search engine marketing comes to the rescue!

Search engine marketing costs vary from person to person. It depends on the set of services that will be used in the promotion process. In turn, the package of services is formed depending on the type of site, its current state, as well as on the position in the ranking.

Cost from 40,000 rubles

Lead Generation Mythbusters

They will reveal the truth

The high cost of man-generation services is just one of the disadvantages. What else do you need to be prepared for?

1. Oftentimes, ordering lead generation is a waste of money. There is such a thing as Lead Market. Anyone can buy them, and in any quantity. The problem is that it will not be the target audience.
2. There is a high probability of being sanctioned. Often the result is achieved by cheating. There are legal ways, but "black" promotion techniques are often used. Unscrupulous specialists can bring you under the monastery, and your site under the sanctions of search engines.
3. Leads do not affect site performance.
4. Leads do not affect customer trust and image.
5. Leads do not generate demand for goods / services.
6. The service is expensive.
7. She is not suitable for small businesswhere the cost of the product risks being equal to the cost of the lead.
8. Managers will be forced to handle many calls and orders. A lot of qualified personnel will be required.
9. And these calls are effective only 10% of the time.
10. Lead generation does not work well if the site sells an expensive or unusual product.

Everything is relative. Is SEO better after all?

Cutaway Lead Generation Pyramid.

Why is lead generation very often from good way to attract customers turns into a banal financial pyramid?

Let's remember the main distinctive features financial pyramids.

• Promises that you will make huge profits instantly. Generators promise 100 applications per day.
• Invest little and get a lot. The cost of one visitor is 100 rubles.
• Anonymity of the organizers. As a rule, you do not know who is running the company, you only communicate with the manager.
• Semblance of professionalism and ephemeral guarantees. It is impossible to understand how lead generation works and why leads are so cheap. You just need to take our word for it. There are no examples, proofs or reviews.

Do you think it is difficult to buy leads on the Internet?

Sometimes lead generators buy leads for 50 rubles and sell for 1500 rubles

85% of companies providing such services buy applications and calls and resell them to their client (and sometimes to several clients at once) under the guise of “fresh” ones. When minimum investment and efforts can collect more than 1 million rubles. After all, clients often do not distinguish target audience from non-target.

How everything is done.

Lead generation in Russia became known in 2008. Since then, 5 lead models (types) have appeared.

• PPL / CPL (Pay / CostPerLead) - payment for a completed application from a potential client.
• CPO (CostPerOrder) - payment for a placed order (no prepayment).
• PPC / CPC (Pay / Cost Per Call) - payment for a call.
• PPV / CPV (Pay / CostPerView) - payment for displaying a page / video clip and other content. Least known, often used on video hosting.
• PPI / CPI (Pay / CostPerInstall) - payment for installation (for example, if we are talking about some application for mobile phones).
• CPS (CostPerSales) - payment for a completed order in an online store. This is a full order with full payment.

Unfortunately, the latter model is not very popular. Why? Because most often dishonest companies are guided by quantity rather than quality, and do not give guarantees.

You can't put abstract concepts in your pocket, you can't smear them on bread

How does lead generation actually work?

1. Some companies refer to lead generation as collecting contact information from site visitors. There is only one legal way to obtain personal data. The visitor must fill out the questionnaire himself or otherwise leave his contact information on the site.

It's important to know

By receiving and using contact details and other information about visitors without their consent, you are breaking the law.

What are the illegal ways of collecting data? A lot of them. Clickjacking is often used. Using a special code, a hidden button is added to the page, upon clicking on which the user automatically subscribes to the newsletter and provides the site owners with personal data. Although it is highly likely that he did not want to do this. Getting under the sanctions of Yandex is a very real prospect. The position of the site for such a violation will fall, it will be very difficult to rise.

How Yandex relates to scams with hidden buttons on websites.

When you are going to place code on a page that should collect information, pay attention to whether it collects:

• information without filling out questionnaires and other special forms;
• information about whether users are registered on social networks.

2. Be wary of sites like lptracker, perezvoni, etc.

If you want the client to dislike you from the first word, use LpTracker

3. It is not necessary to use exclusively landing page as a base for collecting contact information of visitors. Normal customers want to know as much as possible about the product and the company they order from. One-page websites won't convince anyone other than the ideal customers in marketing books. And ideal clients are mythical creatures. Real Internet users have become much smarter over the 30 years of its existence. You can make a promo page for a promotion, but a full-fledged site should also be.

Lead generation is not for the Internet!

• As an internet marketing tool, it doesn't pay off. Collect non-targeted visitors and waste time and money.
• You need a good useful portal, not a landing page. A platform with high-quality information inspires confidence. Customers want to know as much as possible about a product if they have to spend an impressive amount.
• Leads, even if they are real, do not mean consistency, loyalty and popularity. This is not even a specific number of completed orders.

In order to choose the right path, it is enough to know how such companies as Danone, Aeroflot or Beeline grew and developed. This area is oversaturated with competitors. Therefore, they chose integrated Internet marketing, search engine optimization, and improving the company's image.

Those hoping to achieve results with lead generation alone risk wasting money and time.

The Ponzi scheme is at the heart of all existing pyramid schemes. It got its name from Charles Ponzi. The idea came to Charles' mind in August 1919, when he decided to understand the details of the circulation of the international reply coupon. In the process, it became clear that due to the difference in exchange rates, coupons purchased in other European countries could be resold in the United States at a profit. One caveat: purchased coupons could not be exchanged for cash. Charles knew about this, but the goal was not a sale! I needed a good ideato raise money from investors. And, fortunately, Ponzi created a company to resell international coupons, investors liked the idea and no one double-checked the data. As a result, Charles received $ 250,000 a day and a year later made a fortune.

The same goes for lead generation. Are you sure you are not being deceived?