In the digital age, pay-per-click
(PPC) advertising has become a popular and effective way to drive traffic and generate leads. However, simply running ads and hoping for the best won't cut it anymore. To truly improve your lead generation efforts, you need the right PPC strategies.
It's not just about spending money on ads; it's about understanding your target audience, optimizing your campaigns, and constantly testing and refining your approach. Check out the top PPC strategies that can help supercharge your lead generation and achieve the results you desire.
PPC Strategy Tips to Boost Lead Generation
However, its speed can cause other issues like wasted ad spend or poor ROI if the campaign is launched without a clear strategy. Give your lead generation campaign a good head start with these PPC best practices:
1. Target the right keywords
Research relevant keywords
to ensure you’re targeting words and phrases that prospects are actually searching for. Popular keywords can be expensive so also consider long-tail keywords (i.e. longer, more specific phrases).
They have lower search volumes than competitive keywords but typically offer higher conversion rates and lower costs.
2. Optimize landing pages
Before driving prospects to a landing page
, review it with a fine-toothed comb and make any necessary updates so it’s more effective with leads. Driving prospects to a landing page that has a high bounce rate or low conversion rate will waste your PPC budget.
3. Create compelling ad copy
Your ad copy is what will grab the attention of your audience and entice them to click on your ads. Make sure your ad copy is clear, concise, and includes a strong call-to-action.
Use language that speaks directly to your target audience and highlights the benefits of your product or service to help increase click-through rates and conversions.
4. Provide a desirable offer
Prospects are inundated with offers, which is why a generic “Contact Us” won’t likely persuade them to fill out a form. Increase form submissions by offering leads something enticing in exchange for their information like a discount, free 30-day trial, or free downloadable content (e.g. guide, ebook).
5. Segment leads into funnels
By segmenting leads, businesses can create personalized and relevant content that appeals to each group, increasing the chances of conversion. This approach also helps in optimizing ad spend, as businesses can allocate their budget towards the most profitable segments.
6. Take advantage of ad assets
allows advertisers to show additional information with ad assets (formerly called ad extensions) to maximize the performance of their responsive search ads.
Enhance your message by including sitelinks, call buttons, location, images, pricing, and more to give your ads greater visibility and provide more information to your prospects.
7. Set up remarketing campaigns
Also called ‘retargeting,’ PPC remarketing campaigns
allow you to show display ads to people who have visited your website. Your prospects don’t always convert the first time they visit your website or click on your ad. With remarketing ads, you’ll be able to stay top-of-mind.
8. Track and analyze your data
To supercharge your lead generation efforts, it's important to track and analyze your PPC data. Use tools like Google Analytics to monitor the performance of your campaigns, including click-through rates, conversion rates, and cost per lead.
This data will help you identify any areas for improvement and make data-driven decisions to optimize your PPC strategy.
9. Continuously optimize and test
PPC campaigns are not a set-it-and-forget-it strategy. To supercharge lead generation, it's important to continuously optimize and test your campaigns.
Experiment with different ad copy, keywords, and targeting options to see what works best for your business. Regularly review your data and make adjustments to improve your campaign performance.
Refresh Your PPC Strategy to Get More Leads
If your PPC advertising isn’t driving the number of leads you want, then it’s time to rethink your strategy. Implement these PPC best practices to drive more qualified leads to your business, in less time.
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Editor's Note: This post was originally published in June 2021 and has been updated for accuracy and comprehensiveness.