Paid Search Marketing
“More customers” is the most common response from company owners when asked what they need. In order for companies to develop, they can’t only depend on their current consumers, thus they must constantly seek out new leads who will ultimately become customers themselves.
This post will show you how to utilize Google Ads (formerly known as Google AdWords) pay-per-click (PPC) advertising to obtain more leads and expand your company.
PPC is sometimes misunderstood as being exclusive to e-commerce sites, but this couldn’t be farther from the truth. When it comes to websites and businesses looking to generate leads online, PPC is a powerful tool.
There are companies that will not or cannot do business with just anybody, and they need lead generation (sometimes referred to as “lead gen”). Prequalification and information sharing are common so that both the business and the customer may make informed judgments.
The following qualities of a lead generation company could be present:
- Trial periods
- Approval and denial processes
- Long sales cycles because of the complex nature of the product or service
- Price quotes
If you look at the world of business-to-business software, lead creation and lead capture are essential to its survival. In truth, everyone reading this book is or has been a corporate leader at some time in the past. After being labeled a “hot lead,” you were subjected to marketing until one of many events occurred: you signed up, were refused, elected to do nothing, or just dropped to the bottom of their lead pile to be marketed again later.
Getting prospects into a lead-tracking system (commonly referred to as a funnel – see below) is the goal of lead generation. Once they are in the system, the company can learn more about their needs and qualifications, and they can also learn more about the company’s products and services, as shown below.
A salesperson’s ultimate aim is to complete the transaction and earn a new client for the business. When gathering prospect information, you begin with the basics like name and email address, then go on to additional specifics.
If you consider your typical lead funnel, it won’t take long to realize you need to keep filling the funnel full of leads.
To begin, leads enter the funnel at the top and work their way to a conversion at the bottom. Getting the first leads to feed into the top of the funnel is the difficult part. Look at how this can be done and why PPC is a great approach to get new customers:
Blogging: An excellent source of leads is blogging, but you must a) write fresh material often, b) hope that your blog pieces are widely shared, and c) have a large number of blog subscribers to be successful. This is going to take some time.
Email: You may rent or purchase a list of email addresses and hope you’re targeting fantastic new customers for your company, or you can contact your current subscribers on a regular basis.
Social media: In addition to gaining new friends and admirers, social media may also open up new business opportunities. However, just because you have a large number of followers does not guarantee they are part of your target market or need your service or product.
Organic search: Find things on the internet by doing an organic search. The best kind of ranking is an organic one. Organic results on the first page account for around 85% of all search hits. Getting to the top of the search results takes months, if not years, since you’re up against tens of thousands of other people who are also vying for the same spots.
PPC: You may appear on the first page of search results right away, putting your solution in front of individuals who need it. There are more individuals that know about you and your services. Bingo!
PPC is, in fact, a channel that you pay for based on how many times people click on your ads. However, bear in mind that there is no such thing as a free marketing medium. Social media management, blog writing, working with an SEO service (which is not free), and email publication are all tasks that must be completed by someone, and those individuals do not work for free.
Benefits of PPC for Lead Generation:
- Attract visitors who are looking for what you offer
- Achieve immediate keyword rankings and traffic
- Bid on various stages of the funnel
- Control the message for each funnel stage
- See what people are searching for and craft your message to their needs
- Know more about your leads and their behavior
- Track ROI down to the penny
- Grow your database of leads and market to them with other methods
Let’s get back to our original point regarding how PPC marketing is used in both e-commerce and lead generation. The biggest distinction is that with e-commerce, there is no certification procedure. You’re a prime target if you own a credit card.
Lead gen vs. e-commerce ad copy
To begin, you’ll note that the messaging and calls-to-action differ between e-commerce and lead generation firms when looking at the ad copy:
When it comes to lead generation, it’s important to remember that e-commerce is all about getting things done as quickly as possible (and making money!). Lead gen seldom results in an instant buyer since it requires a series of steps.
Here are some examples of lead-gen landing pages for PPC:
- get leads with ppc
- PPC lead gen landing page
- The landing pages are limited and with few distractions.
“Start,” “Get an online quotation,” “Call,” etc., all follow the same pattern of headline, advantages, and several calls to action.
Either call or give them your zip code is all you have to do.
Customers must provide additional information to the businesses so that the businesses can begin to qualify and route the leads.
When it comes to landing pages, e-commerce is a whole new ballgame. Shoppers are welcome to browse the establishments and make purchases at their leisure.
Both landing pages are related to the search query and include links to other sites that may be of interest.
The “free ground shipping” offer creates a sense of urgency since it’s only available for a short time, which encourages customers to act quickly.
Both landing pages encourage customers to make a purchase right away. Visitors are being urged to make purchases right away.
Google Ads lead generation campaign optimization uses the same concepts as e-commerce: a range of keywords, ad content testing, and testing offers. As seen by the preceding instances, the most significant distinctions are the kinds of calls-to-action and the landing pages.
Keeping quality leads flowing into your sales pipeline is your aim, and the way you do this is by gathering information from your website visitors. Due to the fact that not every click you get is going to result in a conversion, you must utilize PPC to generate as many quality leads as possible.
Steps you can do to improve your lead generation results:
Offer something to entice people to your site. In return for the visitor’s email, name, and other details, provide something of value (such as a free white paper or guide). Give readers the option to subscribe to your blog or follow you on social media at the absolute least. Even if the second and third options are less than perfect, you haven’t wasted your click by obtaining nothing.
Make advantage of landing pages that are laser-focused. Emphasize the advantages and reasons for sharing personal information with you one more time. Instead of making the transaction look time consuming by requesting excessive information, request only the proper quantity of relevant information. Make use of both major and secondary calls to action (CTA). Measure the length of the landing page and the number of fields that appear on it. In other words, try to minimize the amount of friction.
Try inserting a number dynamically (DNI). When using DNI, you may dynamically alter the phone number that appears in your adverts and on landing pages, as needed. That way, your contact center agents will know exactly what kind of phrase prompted the call in the first place. So, you’ll be able to direct more phone calls to the appropriate department within your company as a result. ifbyphone and Call Rail are two well-known service providers.
Invest in a good customer relationship management (CRM) system. Follow-up with leads and keeping in contact with them may quickly turn into a maze of tasks. CRM (customer relationship management) software lets you keep track of who has contacted you, what they’ve shown an interest in, and what has occurred afterwards. After that, you may use email or a phone call to communicate with your leads. Infusionsoft, Zoho, and Salesforce are just a few of the many CRM firms out there.
Use a “new” KPI as a guide. Metrics like cost-per-click (CPC) and conversion rate (CTR) are used in PPC. However, in lead generation, one of the most important KPIs is cost per lead (CPL). The formula is straightforward: [Total cost of PPC campaign / number of leads Equals CPL]. You’ll learn how much your leads cost and be able to make better decisions as a result.