Definition:
The PPL is a digital advertising model that is based on paying for each potential customer. It refers to the billing system by which an advertiser pays for each visit that becomes a potential customer.
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What is PPL?
PPL is a widely used term within online advertising. It is a monetization system that is located within the CPM or even the CPC. However, you do not pay for a view, for a click or for any other type of interaction, you will only give the money if the visits obtained become potential customers, or what we could call as leads.
Through the PPL, companies can achieve a higher return on the budget they allocate to advertising. However, it is a system that is used much less than CPM even though it offers a high return value to companies that decide to use it.
What is the PPL for?
The PPL is a format that ensures that the investment being made offers tangible benefits. It’s a way to ensure that you’re only paying for those visits that translate into leads. In this way it translates, immediately, into an increase in an audience interested in what the company offers.
It is a very attractive and interesting proposal for companies. The presence of them increases, to the extent that it appears in ads, but you only pay for those that generate a conversion.
How does PPL work?
Ad systems have algorithms that help you know and record views, clicks, and actions. However, actions are the most complicated part, since they are only able to track to a certain extent the acts that a user develops. To complete this point you must have another technology such as cookies or forms generated by the tool.
Through these mechanisms is how you can know the true conversions, when the user is giving “accept” to register or download a document.
In short, it is a way to ensure a real profit. The company can nurture the supposed lead, with other strategies until he becomes a customer.
