According to B2 Technology Marketing Community, 68% of professionals are interested in increasing the quality of their lead generation. Effective lead generation comprises many strategies like email marketing, content marketing, event marketing, and Pay Per Click (PPC) campaigns.
Generating leads refers to the marketing process of stimulating and capturing consumers’ interest in a product or service. The aim is to develop a sales pipeline by converting visitors into customers. Lead generation uses digital channels and has experienced substantial changes over the past few years.
There’s an abundance of information readily available to help businesses with new techniques to develop and qualify potential leads.
Importance of Lead Generation
Lead generation is a win-win for buyers and sellers in equal measure. On the part of buyers, they can request information from various companies that offer the product or service they need. The seller then pitches the product or service to willing buyers.
Conversion rates on leads generated this way produces a much higher success rate than cold contacts. Lead generation is essential for business as it helps them:
- Determine prices depending on the lead
- Choose the product or service to generate leads for
- Select the geographic location to cover
- Engage in more geographic targeting
- Control the number of leads received per month
- Pay for the only leads received
One of the upsides of online lead generation is that it’s very cost effective. Pricing depends on the difficulty of attaining the lead.
Lead Generation Through PPC Campaigns
PPC campaigns refer to pay-per-click advertising to generate leads and grow your business. Advertisers only pay the search engine or publisher when their ads are clicked on by website visitors. There’s a common misconception that PPC campaigns are only for e-commerce websites, but that’s not the case.
The campaigns are equally ideal for websites that want to grow their business from a few customers to a broader clientele base.
PPC campaigns open doors for businesses to earn so much more revenue by incurring a few costs. However, it can only help a business grow if the firm attracts more customers.
It’s crucial to write appealing PPC ads that appeal to potential clients. Remember, these are the people who may become your newest customers, generating the most revenue for your company.
How to Use PPC Campaigns to Generate Leads
If you want to optimize your lead generation campaigns, you need to incorporate the same principles as e-commerce. These include the use of keywords, themed ad groups, and testing ad copy and offers. The difference lies in the type of landing pages and calls-to-action.
The primary goal is to top the lead generation funnel, which can be achieved by collecting information from your visitors. This is usually a game of numbers since not all clicks will convert into sales.
Which are some of the strategies you can use in your PPC campaigns?
1. Make Use of Industry-Specific Keywords
Keywords are words that internet users type into Google to find the information they need. In choosing keywords for your PPC campaigns, go for those that are related to your business. You’ll need a batch of keywords to get you started.
If you’ve got no idea how to generate relevant keywords, make use of online tools like Google AdWords. The more specific the keywords are to your business, the easier it’ll be for clients to find you.
On the downside, there’s a limit to the number of keywords you can afford to promote in your campaign. If you’re working on a tight budget, go for only high-value keywords as you start.
Keep in mind that for your PPC campaigns to be effective, you need to stick within a budget. Overspending can produce dangerous repercussions for your business.
2. Segment Your PPC Campaigns
It’s highly possible that your competitors are using the same keywords as you. For you to gain an advantage over them, you can segment your campaigns.
Some keywords may only be relevant during some seasons. As such, it’d be essential to change the bidding values accordingly.
For example, if our business specializes in kids’ toys, you may separate the toys by gender, age, colour, or features. Hence you can get keywords like “white dolls for girls under 5” or “tablets for boys above 7. Place bids for items you think are your top sellers to avoid wasting money on keywords that don’t drive leads.
3. Build Custom Landing Pages
One downside of PPC campaigns is that once a user clicks on it, you’re charged. This happens even if they don’t convert, causing you to spend money on something that doesn’t pay off.
To prevent this from happening, create custom landing pages. Build the pages depending on where the lead came from, but they need to be simple. By keeping the pages simple, you’ll increase the rates of conversion.
On the landing pages, ensure you ask the right amount of pertinent information. Asking for too much information will turn away the customers.
Don’t forget to create primary and secondary call-to-actions that speak to your audience and convince them to convert.
4. Ensure Your Landing Page Content Matches Your PPC Ad
People click on a PPC ad because they want to get more information about the ad. They expect a landing page to appear after they click on the ad. Here they want to find more information and the answers they need.
Don’t leave visitors to your landing page wondering if they arrived at the right web page. The information they get there should entice them to become your customers.
PPC campaigns are an effective way of digital marketing. They’ve got a higher possibility of conversion than other digital marketing tools. There are parameters you should pay attention to when using pay-per-click advertising.
It all starts by choosing the relevant keywords to target in your advertisements. Customers are more likely to click on ads that contain the information they need. Once a user clicks on an ad, ensure it leads them to a landing page that includes the information they seek.
As you apply these strategies, remember PPC campaigns can be costly if they don’t yield returns. Be very specific about what you do, and keep your target audience in mind, only giving them what they need.
Do you have any questions about PPC ads? Be sure to contact me today.