As a business owner, you know the importance of using the right marketing campaigns to bring in new customers. Generating leads is one of the biggest challenges businesses big and small face every day. Have you heard about PPC campaigns?
You might’ve tried these campaigns in the past to bring traffic to your website. Did these campaigns generate the results you expected? If they didn’t, it doesn’t mean you shouldn’t keep trying.
The key to running successful PPC campaigns is using the best strategies. Did you design your campaign targeting lead generation? You might think it’s too difficult to achieve but, that isn’t true. If you need help learn more about PPC Campaign Management from Digital Neighbor.
We’re going to give you 7 PPC lead generation strategies to rock your next campaign. Ready to learn how to generate those leads in no time?
PPC Lead Generation: How to Improve Yours in No Time
Before we discuss PPC led gen, we’ll go over the basics of PPC campaigns. What is PPC? Why is it essential in lead generation?
PPC means Pay Per Click. Businesses big and small use these campaigns to bring traffic to their websites and new leads. The business is only charged when the user clicks on the ad.
Businesses fund keywords and ads to attract new customers. The campaign set up will determine its performance. That’s why you need to use the right strategies to obtain the results you’re looking for.
Pay Per Click campaigns are essential to generate the right leads because of their flexible set up. Businesses can aim these campaign at their exact demographic and potential customer. The best way to generate the leads you need is implementing the right strategies.
Here are 7 Pay Per Click lead generation strategies to rock your next campaign:
1. Set up the Right Tracking
In any marketing campaign, tracking is a must to measure its effectiveness. Pay Per Click campaigns can be difficult to measure. The right tracking will measure more than only conversions.
Yes, these are important but, there’s more to your PPC campaign. When you use the right tracking, you’ll know the searched keyword, what device the user used, what website and campaign it came from, among other details.
One of the best ways to track your results is using ValueTrack parameters. You can set this tracking on Google AdWords. It’s one of the most efficient PPC campaign tracking methods.
2. Segment Your Campaign
All businesses must design their marketing campaigns around their audience. PPC campaigns are no exception to this rule. Yet, many businesses fall into the trap of designing campaigns for every product or service they offer.
Besides it being expensive, most of the time less is more. Running the right targeted campaign can bring in better results than running many campaigns at the same time. The best approach is planning your campaigns with your audience in mind.
You can split your campaigns by target industry, geographic location, benefits, features, among other relevant product or service information. An example is when you offer web design services. You can segment your campaign to WordPress Web Design in Tampa.
If you’re looking for real estate clients, you should also target your campaign for real estate web design. Once you have narrowed down your segments, you can set up your campaign with these attributes in mind.
It’s important that you customize your ad copy, keywords and landing pages for that audience. When you set up your PPC lead gen campaigns using this approach, you’ll obtain better quality leads and more conversions.
3. Target Focused and Relevant Industry Keywords
If this isn’t your first paid campaign, you know that keywords are essential for Pay Per Click lead generation. To run a successful campaign, you need to use the best most relevant keywords in your industry. If you segment your campaign, you should search for keywords in each segment.
To target the best quality leads, you have to target keywords considering their searching habits. What information is your potential lead searching for? Using our previous example, your potential real estate client located in Tampa may search Tampa Web Design.
This shows that they’re looking for a website design company in Tampa. You may use the word website instead of web but, that doesn’t mean that it will follow the searchers intent. To find the right keywords, you should use tools such as Google Keyword Planner and Google Trends.
These tools will provide information regarding the search volume for those keywords. This information should give you a better idea of your target lead search intent.
Using these keywords, you can run focused campaigns that will bring better leads. Remember to use these keywords in your ads and landing pages to target your potential lead.
4. Pre-Qualify Your Customers Using Your Ad Copy
Many businesses think that the right ad copy is designed to increase Click-Through Rates. Yet, more clicks don’t translate into getting the right leads. This can translate into expensive unsuccessful PPC lead gen campaigns.
Your ad copy should aim to pre-qualify your visitors. That’s the best way to get targeted and relevant traffic to your business. At the end of the day, you’re running your PPC campaign to bring the right customer to your door.
Your business was created with a customer in mind. Your ad copy should speak to that audience. If your clients are small businesses, write your copy for those business owners.
When you’re offering services geared toward certain industry, you should include it in the ad copy as well. In our previous example, the copy should say Web Design for Real Estate Businesses.
If the visitor isn’t in that industry, they won’t click your ad. This will save you the trouble of having to tell the visitor that you can’t meet their needs. But, they might refer you a friend or colleague who’s looking for the services you provide.
The best way to test this is by running A/B testing. Using this method, you can test several ad copies to see which brings you the best results. The rule of thumb is to test 2 ads for each campaign.
5. Use Tailored Landing Pages
Getting your visitor to click through is only half the game. You’ve pre-qualified your lead and, now they move on to your landing page. Many businesses use this page to validate the lead.
Instead, you should aim to use this page to increase your conversions. The best way to do it is by tailoring it to your audience. Each landing page should focus on your visitor.
Your headlines, subheadings, and content should be unique targeting your visitor needs. Also, your landing pages should include offers to convert the visitor. Some examples are free trials, evaluations, demos, requests for consultations and proposals, among others.
Landing pages can be a hit and miss with your visitor. That’s why you must run A/B testing to know which pages are creating more traction with the specific ad group.
6. Set the Right Budget for Your Campaign
If you run a Tampa B2B PPC lead gen campaign, you might find that the keywords are more expensive than for B2C campaigns. Many businesses fall into downsizing their budget. They replace the most expensive keywords for cheaper options.
This isn’t the best approach to achieve a successful pay per click lead generation campaign. If the expensive keywords bring you the best PPC leads, you should keep using them in your campaigns. At the end of the day, your budget and results will drive your PPC campaigns.
You should focus on achieving a balance between how much are you willing to spend and your cost per closed deal. Sometimes running one great campaign can bring you better results than running 10 cheap ad campaigns.
7. Make Your Own Ad Schedule
If you’re planning on running your ad campaigns 24/7, you should create your own schedule. You could break down your campaigns into days or even hours. Having an ad schedule will allow you to measure the ads performance based on time and day.
When you run ads on different geographic locations, you should keep them in mind when you create your schedule. Also, it will depend on the industry you’re targeting.
But, it can be a great approach to tailor your ads to your client’s time zone. This testing will provide better information on when you should target your customer. You might even see patterns based on factors such as demographics, geographic location, and industry.
Can You Improve Your Pay-Per-Click Lead Generation?
Yes, you can improve your PPC lead generation. Remember that sometimes less is more. The right PPC lead gen campaign will bring the best results without breaking your bank account.
You should run focused and segmented campaigns instead of many one size fits all campaigns. It’s better to run one great campaign than losing money by running 10 ineffective PPC lead gen campaigns.
Your campaigns should target your customer and industry. If you apply our strategies in your campaign, you’ll get those leads you’ve been looking for in no time.
Want to improve your lead generation on your Pay-Per-Click campaigns? We can help! Contact us today to learn more about our services.