Brand Marketing Questionnaire

Cost-per-click (CPC) is a revenue model for online advertising where websites charge advertisers based on how frequently users click on display ads that are displayed on the website. It is also called pay-per-click advertising (CPC) and applies to several ad types. These include Google search ads, image/video ads, promoted social media posts, Instagram ads, LinkedIn ads, and Facebook ads.

Here is the formula to calculate an ad's CPC for a specified time period-

CPC= Cost of an ad / Number of clicks on it

Cost per lead (CPL) is an online advertising pricing model where the advertiser pays for new leads obtained through the ads. In this model, you pay a pre-established price for an ad each time a new user signs up with contact details by clicking the corresponding advertisement on the ad publisher's site.

The formula applied for CPL is-

Cost per lead= Total amount paid on an ad / Total leads attributed to that ad

Marketing-qualified leads (MQL) are prospects who have been reviewed by the marketing team and passed on to the sales team as they fulfill the criteria of being a likely buyer. Such leads are detected and reviewed by your marketing team based on their actions that show that they are actively considering purchasing your offering and need to be convinced into actually buying it by your sales team.

MQLs are typically the prospects that intentionally engage with your brand by submitting contact information, adding items to the shopping cart, opting into a program, downloading materials, or repeatedly visiting your website. This engagement indicates that they are likely to turn into buyers by your sales team's efforts. So, they must be prioritized over other prospects who have not shown strong interest.

A sales-qualified lead (SQL) is a prospective customer who has shown strong interest in buying your offering and is also a perfect fit for your product or service. It is a lead that has been analyzed by both marketing and sales teams and found ready for conversion into a buyer.

You can convert a sales-qualified lead by making a direct, personalized, and attractive offer to purchase the product or service.

Customer lifetime value (CLV) is a measure of how valuable a customer is to your company across the entire duration that he or she associates with it. It is the amount of revenue you can expect to earn from any customer in that individual's lifetime on average. CLV can be calculated using the formula-

CLV = Customer value x Average customer lifespan

Here, Customer value = Average value of purchases made x Average number of purchases in total