6 Best PPC Lead Generation Strategies
4.5 minute read
What is the one thing business owners and managers universally crave?
More revenue! (Bet that was a no-brainer.)
Many businesses can’t depend on existing customers to grow revenue. So there needs to be a steady stream of quality leads. Hopefully, those quality leads ultimately become customers and clients.
Pay-per-click or PPC advertising is an excellent way to attract new leads. (Again, this is not a surprise.)
But what if you’ve already invested thousands of dollars into your PPC campaigns? What if you’ve generated a substantial pool of leads? And what if your cost per lead is crazy high and the conversion rates are decreasing? (Does this sound familiar?)
If so, it’s time to dig deeper and verify your results. Perhaps all the leads are actually just junk. Maybe only a few of these leads are converting.
If you can relate to this situation, you have lots of company. It’s more common than you think.
Improving the quality of your PPC leads is one of the best ways to remedy this frustrating situation. Even if the costs remain high, good quality leads that convert often justify the expense.
Here are a few strategies that can help your business increase the quality of your PPC leads.
In the words of Dr. Stephen Covey, “Begin with the end in mind.”
As is true with all marketing, you need to have a plan and understand your target. Think about your end — the happy, paying customer. Design your PPC ads and campaigns with this person in mind. If you are not sure who your actual customer is you may be wasting your time, efforts and money in marketing.
Review your PPC and leads data. Do your leads look like your target customer?
Take the time to create a buyer persona (Read more about What are Buyer Personas?). Buyer personas help you be more aware and in tune with of your customers. They also help you use targeted ads to attract your potential leads.
One more quote from Dr. Stephen Covey,
“People are working harder than ever, but because they lack clarity and vision, they aren’t getting very far. They, in essence, are pushing a rope with all of their might.”
PPC ads that aren’t created for specific buyer personas “lack clarity and vision.” Begin with the end in mind and strive to understand the particular interests and preferences of your buyers. Find out what kind of products, companies, and brands can have an influence on them.
With more relevant people seeing your ads, the chances of converting these leads into customers is much higher than before. Your PPC ads are effective and efficient.
Keywords are the soul of every paid advertising campaign. Therefore, targeting the right kind of keywords and not the wrong keywords is essential.
You must look for keyword ideas that are relevant to each of your pay-per-click campaigns. Use keyword research tools that help you find appropriate keywords. When selecting keywords, be in your customer’s shoes. (Remember to begin with the end in mind.) If you were a customer what would you type in the search box?
Moreover, pay attention to the keywords giving poor results. Add them to the negative keyword list. This will help you prevent getting traffic through those searches.
All of your efforts should be focused on keywords that give excellent opportunities for increasing leads.
Landing pages can have a considerable influence on your lead generation efforts. (Read more about How to Design a High-Converting Landing Page) Therefore, optimize your landing pages before starting a new PPC campaign. The coordinated combination of targeted ads and optimized landing pages should generate strong leads that your sales team will love.
Also, creating a customized landing page devoted to specific ads will improve your conversions and ensure the improved experience of users.
Not only will you make more money, but your PPC ads will also cost less. Search engines such as Google and Yahoo want to help people find the information they seek. When searchers click on an ad, and it links to a landing page that contains the same messages and wording, they are usually pleased. The landing page is comfortable and looks like what they expected.
To precisely measure the success of your campaigns, ensure that you are able to track other meaningful factors besides conversions. This enables you to identify:
PPC ads can be segmented for specific devices. As you review the data on your ads and conversions, you can adjust your budgets to optimize certain devices. Consider how weekends, weeknights, and daytimes affect your ads.
Keeping proper track of which ads are click on which devices will help you find which gadgets such as smartphones, computers or tablets are basically generating opportunities. With this information, you can focus on these specific device campaigns.
For example, if your laptop PPC campaigns are not driving any leads, you can stop running your campaigns on this device or reduce bids so that other devices receive the bulk of your traffic.
Also, you may find that your buyer persona is more likely to use a certain device over others. If so, adjust your budget.
Start thinking beyond traditional search ads. Try some of the advanced features offered by Facebook and Google Ads. These allow retargeting options to reach your visitors in a more targeted way.
Remarketing persuades visitors who are initially not interested in buying. The option is helpful in leading your visitors through your sales funnel.
Another great option is content marketing and promotions. Both engage your leads by offering them purposeful material coupled with various discounts and coupons. Educate your leads about your brand and the services that fit their needs. This process nurtures high quality leads for your business.
Furthermore, there are many PPC platforms offering features that match the audiences, such as Lookalike Audiences, available through Facebook.
PPC campaigns are a compelling way to attract leads. However, many companies struggle with generating quality traffic and driving a positive ROI from their campaigns.
These strategies will help you create an excellent PPC campaign plan for high-quality lead conversions while boosting your ROI.
Published on: Oct 25, 2018