Businesses need to seek out new customers in order to grow. Every new customer starts out as a lead. Keeping the flow of new leads through PPC lead generation helps ensure continued growth and prosperity for your business.
Why is PPC Great for Lead Generation?
Pay-per-click (PPC) means that you pay a small fee to the hosting platform whenever a visitor clicks on your ad. PPC advertisements come up frequently on search engines. For instance, those ads at the top of a Google search page are usually PPC ads.
A vital part of online lead generation, PPC ads generate leads through keywords. When a user searches for a topic with your keywords, your advertisement has a chance of appearing on the search page. PPC works great for all kinds of sales-focused marketing including B2B campaigns. You can gain access to those bottom-of-the-funnel leads looking to make a purchase.
Additional benefits of PPC for Lead Generation include:
- Attracting visitors already looking for your product or service
- Achieving immediate keyword rankings and website traffic
- Accessing various stages of the marketing funnel
- Offering content and marketing materials specific to each funnel stage
- Crafting your message around search engine trends
- Understanding your leads and their behavior more thoroughly
- Tracking ROI (return on investment)
- Growing your lead database
Optimize Your Marketing Campaigns and Get More Leads Through PPC
When using PPC advertising, you need to create a campaign around each ad’s specific function. Different keywords will bring forth leads in different stages of the marketing funnel. Create specific landing pages for each advertisement to capitalize on the ad message and keywords.
PPC generates high-qualified leads because they appear to those looking to make a purchase. Build your marketing campaign around these advertisements to increase your chances of making a sale.
Tips for Improving Your Lead Generation Performance
Utilize Enticing Offers
Giving leads a deal or sale incentivizes them to pay attention to your advertisement. Discounts, limited-time bonuses or free tools attract more attention and push leads towards the desired action.
Create Focused Landing Pages
Each PPC ad should direct visitors to a custom landing page centered around the ad’s message. For instance, if the advertisement includes a special offer then the page should detail how to redeem that offer. Back up your advertisements with information relating to why the visitor clicked.
Use Dynamic Number Insertion (DNI)
DNI allows your advertisements and landing pages to contain unique phone numbers. Whenever a customer calls one of these numbers, you know which advertisement they saw. Any number that receives more calls means that the advertisement associated with it works. With this information, you can invest more into that advertisement or create a marketing campaign focusing on that advertisement.
Do Not Forget CRM
CRM, or customer relationship management, means engaging with leads in a meaningful and unique way. When your sales teams focus on CRM, they keep each lead’s specific preferences in mind. Listening to a customer’s needs makes them feel comfortable working with you. When leads know you care about them, they purchase from you.
Experiment with KPIs
Key performance indicators (KPIs) allow you to measure the success of your business or marketing strategies. The largest KPI, total sales, informs about the overall performance of your business. But mixing it around gives greater insight into the specifics. For instance, focus on finding the cost-per-lead (CPL) of your marketing efforts to see if you need to make any serious adjustments.
16 Proven Strategies to Generate High-Quality, Bottom of the Funnel Leads from Your B2B PPC Campaigns
1. URL Tracking
A proper URL tracking system includes unique identifiers to determine where visitors come from. URL tracking provides deeper insight into the performance of your marketing efforts. You can determine the keyword used, the originating website, whether they used desktop or mobile and so on.
URL tracking can be achieved by utilizing UTM and ValueTrack Parameters. Both of these functions help determine a visitor’s origins. The URLs from these parameters include the source from where the visitor obtained the URL. This makes tracking the efficiency of your ads simple.
With the information provided from URL tracking, you can see which marketing efforts attract more clicks.
2. Isolate the Origins of your Opportunities
With a proper URL tracking system in place, you can then store visitor data in a contact database. On your landing page, create a hidden field for each UTM parameter established in through your URL tracking.
Once completed, you can sort opportunities by their origin and therefore the marketing effort that attracted them. Synchronize this data with your CRM team’s efforts so they can customize their sales techniques.
3. Segment Your Campaigns
By dividing your marketing campaigns into several different groups you can better account for your audience’s varying search methods. Maintaining too much of a stiff campaign by just focusing on the product keeps you from engaging with leads. You can segment your campaign and advertisements by feature, impact, target group or location, just to name a few examples.
Once broken into segments, you can create specific keywords, landing pages and offers. Breaking campaigns into segments allows you to cover more ground. A wider net always tends to catch more fish.
4. You Need Relevant Keywords
Keywords are your most important digital marketing tool. In order for the right search page to bring up your PPC ads, you need the right keywords. Keywords can include the specific product or service, but try to keep the search parameters dynamic. Your customers might be searching by specific questions. Use these when selecting your keywords.
Match your keywords to your specific advertisements. A dynamic marketing campaign allows you to create a greater number of advertisements. More ads mean more keywords, and that leads to greater exposure in the search results. Consider an organic search method when coming up with relevant keywords.
Keywords drive your PPC ads to reach more customers. Continually refine your keywords to correspond with incoming data and shifts in the market.
5. Remove Irrelevant Keywords
Finding the right keywords is just as important as getting rid of the wrong ones. Because you pay for each click from a PPC ad, check analytical data to see which ads attract the wrong attention. Removing these keywords not only saves you money, but it also refines your lead pool to only include higher-quality leads.
6. Write Ad Copy to Pre-Qualify Visitors
In order to further reduce irrelevant leads, write a copy that targets only a specific group. You could use language to specify industry, business size and price. Referring to your target group in your ad copy keeps irrelevant visitors from clicking by mistake.
With PPC ads, you want to limit the number of irrelevant clicks as much as possible. The more specific your ad copy and keywords, the more cost-effective your campaign.
7. Create Unique Leading Pages for Your Advertisements
Leads click on an advertisement because the information attracts them. Whenever they end up on a general or irrelevant landing page, they quickly jump off. But you still have to pay for that click. For each specific ad or ad group, create a specific landing page.
Landing pages should pertain to the information within the advertisement. Special offers should be easy to find on a landing page, and the relevant product pages should open from ads featuring those products.
8. Look to Your Competitors
Your competitors can give you a lot of information on how to get started. Check out their commonly used keywords and incorporate them into your own campaigns. Instead of trying to reinvent the wheel, following the beaten path could save you a lot of time.
When you use the same or similar keywords as your competition, you end up on the same search pages. This gives you a shot at proving your value to new leads over the competition. However, this means that you have to fight for more attention. So make sure you have unique and creative ads to stand out from the crowd.
9. Keep Mobile Performance in Mind
Smartphones and tablets allow leads to find your advertisements from pretty much anywhere. Make sure that you optimize landing pages for visitors from all platforms. Ads on social media sites may attract a near exclusively mobile audience. Any sort of friction from a poorly functioning site causes leads to evaporate.
Make sure that your ads, as well as the links behind them, function on mobile sites. If your ad gets distorted from its desktop version, optimize it for mobile. Always make sure your links function as intended, regardless of the platform.
10. Create Content Around Your PPC Advertisement
Visitors click on an ad because it appeals to them. Make sure that your website contains content in line with your advertisement campaign. Blogging helps share additional information regarding your business and products. All landing pages should feature the content most closely related to your advertisement.
11. Optimize your Lead Generation Form
Avoid asking irrelevant questions on any of your landing page forms. These forms must capture information and overwhelming the lead too quickly scares them away. Lead generation forms must focus on getting contact information and guiding the lead to the right product or sales team.
12. Give Rewards or Offers
Everyone loves a good deal. You can attract high-quality leads by advertising some sort of special promotional offer. You can focus on lead capture as well by requiring an email address to redeem said offer. Once you obtain this information, you can work on a lead funnel campaign with additional offers until you attract their attention.
Rewarding your customers helps create a stronger sense of loyalty. When customers enjoy giving you their business they tend to continue the relationship. The presence of some sort of rewards program helps generate additional leads
13. Support Your Advertisements with Evidence
If your advertisements provide any statistical or factual claim, the landing page should contain references or links to those claims. If a lead does not believe an advertised statement they will not do business with you or trust you. Providing evidence gains trust and demonstrates openness.
Refrain from making any statement in your ad copy that you cannot support with facts. You present your business to the outside world through your advertisements. No one wants to do business with someone they cannot trust. Additionally, false claims could cost you dearly should a deceived individual expose them.
14. Give Prospects Easy Ways to Contact You
The sooner a lead can contact you, the sooner you can make a sale. Give leads access to an open email address or phone number with someone at the other end. Leads might reach out with general questions, and responding to them in a timely manner can help seal the deal.
15. Develop an Ad Schedule
Scheduling your ads to run at certain times helps capitalize on search engine variations. Different audiences operate at different times. Additionally, ad schedules help increase data depicting your KPIs. You can break ad schedules down into weeks, days or hours. How you want to go depends on your campaign.
16. The “Thank You” Page
Whenever a lead signs up for a newsletter, makes a download or provides any contact information, send them to a “Thank You” page. This page should, of course, thank them for giving your business some of their valuable time. But they also need to contain additional resources.
Put links on your “Thank You” page relating to the action taken by the lead. Provide some sort of streamlined contact method to further engage with these high-quality leads.
Finding the Right Leads
If lead generation sounds a little too overwhelming, reach out to Selling Revolution. We specialize in helping all kinds of sales-driven businesses increase leads, improve sales training and recruit top talent. Instead of spending valuable time trying to create a lead generation program on your own, leave it to the experts to jump start your mission. Book an introductory phone call with Selling Revolution today, and start growing the business of your dreams.