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How to Use Cost Per Acquisition Marketing to Fill Up Your Pipe Line

All over the internet there are ads asking for people to submit their personal information in order to get a free quote for insurance. This method is used in the property and casualty, Life, and health insurance industries. What may surprise you is that the companies that place these ads only pay for the forms that are filled out. The companies whose branding is displayed in these ads do not pay for their position on the site or even clicks. The advertiser only pays for forms that are completed.

This form of marketing is call cost per acquisition marketing. In most cases it is referenced as C.P.A marketing. Do not get C.P.A marketing confused with certified public accountant marketing.

I am going to give you an introduction into how c.p.a networks work and how to use them to generate an endless supply of quality leads.

First off c.p.a networks are marketing companies that have a large network of websites.

There are three parties involved in c.p.a marketing. First there is the publisher these are the people who own the websites that the c.p.a offers appear on. Second there is the middle man that is the owner of the c.p.a network who pays the publisher for each form that is filled out. And last but certainly not least is you the advertiser. Unlike P.P.C marketing were you pay for each time someone clicks our your ad with c.p.a marketing you only pay for leads that have been filled out. Now that I am on the subject of pay per click marketing. On the average it takes 250 clicks to get one solid leads. Now if you are paying a dollar a click that means you are out 250 dollars before you generate one lead. The pay per click method is just to expensive to implement in the insurance business. This is why large companies use c.p.a marketing. It is a lot less expensive then pay per click marketing and a lot more effective. All lead companies buy leads from c.p.a networks as well.

The first step in setting up your own marketing campaign is to find a c.p.a network that specializes in generating insurance leads. A simple search on any of the search engines will provide you a list of c.p.a networks. The second step is negotiate a rate that you are willing to pay for each exclusive lead. I have contracts with several c.p.a networks and I get paid from 10 to 50 for each lead I generate. A simple lead with name phone e-mail and amount insurance normally sells from five to ten dollars. The c.p.a network uses software to make sure the phone number and address match up. Unfortunately there are people who fill out fake information. A full application sells for a hundred dollars. All the information on lead must be verified prior to payment.

The second step is to create a creative. If you have ever seen the dancing woman or any other moving pictures asking you to lower your insurance this is a creative. Ask the c.p.a network which creative has the best conversion. This is not an exact science but some creatives generate more leads than others.

The third step is to launch the campaign and monitor your results. When you sign up for an account with one of these companies you will be assigned an account manager. It is in the account managers best interest that your campaigns generate quality leads. So make use of your account manager. If your leads are converting you are going to keep doing business with the c.p.a network. So it is in every bodies interest that the leads are good. Unlike some lead companies that can sell bad information, and find another person to buy the bad information. C.p.a networks want you to stick around.

This was a cliff notes version of how these networks work and how you can use them. These networks are most effective with low cost insurance like term life or car insurance. That said they can fill your day with writing business instead of chasing it.