There’s an unfortunate misconception surrounding pay-per-click (PPC) advertising. Many professionals seem to think that unless you spend exorbitant amounts of money on PPC campaigns, they won’t make much of an impact for your business. It’s understandable to a degree why business owners might think this way. After all, how much you spend on PPC advertisements will affect their visibility. However, the truth is you don’t have to splash the cash to make sound PPC decisions. Indeed, progressive companies are able to use PPC advertising to effectively draw in leads and customers at a cost-efficient rate. To that end, we’re here to explore three PPC lead generation techniques that will help you create better, more efficient, and ultimately productive PPC ad campaigns:
Landing-Page Congruence
Forming compelling PPC ads is actually just one element of a broader PPC strategy. In fact, the landing page that your PPC ads link to is just as important as the ad itself. That’s because the landing page (ideally) should inspire your leads to download a content offer, sign up for an email list, or even buy your product. Landing page congruence, then, is vital if you’re ever going to improve your conversion rates. Think of it this way: a good PPC ad is a promise made to your reader. A landing page then has to deliver on that promise. So before you launch a PPC campaign, make sure your ads sync up with the content on your landing pages. If they don’t then you’ll likely confuse –– or even irritate –– potential customers.
Precise Phrasing
Obviously, a business should look to incorporate certain keywords and phrases into their PPC ad copy. (This much should be self-evident. If you don’t include these keywords, you’ll never attract a substantial number of leads through your PPC efforts.) Still, because a PPC ad is so brief, every aspect of it needs to be accurate and precise –– all the way down to the “call to action” within the ad. (Some call to action examples for reference: “call today,” “visit our store,” “free consultation,” etc.) To be more precise: some PPC ads link to landing pages that contain content offers. Others might link to landing pages within an ecommerce store. With this in mind, it’s important that you choose the correct language within your ad copy. “Free consultation,” carries quite a different connotation to “order today,” for example. In brief, when it comes to crafting PPC ads, it’s vital to understand both the type of content you’re pushing, and the type of consumer you’re trying to attract. The phrases you choose could have a major impact on the number of leads you’re able to generate through your ads.
Track PPC Performance
Unfortunately, many companies neglect to accurately measure their PPC performance. Either they lack the time or intel to properly track their ads’ effectiveness. The good news is, if you use a platform like Google AdWords, you can tap into their analytics and follow your ads’ performance through that program. Additionally, investing in call tracking software, like CallRail or Traaqr, to monitor offline conversions generated by PPC ads is another, more in-depth means of analyzing your ads. The point here is that it’s virtually impossible to improve your search engine marketing efforts if you don’t even know your “baseline.” So making even a rudimentary effort at tracking your ads is preferable to skipping this task altogether.
The Bottom Line
PPC ads don’t have to be cost-prohibitive, and they certainly should help you draw in qualified leads. Even if you’ve had a rough experience with PPC advertising in the past, know that PPC ads can help just about any company –– if they’re managed correctly. That’s where we come in. Contact the Leap Clixx team today and see how we can help you create more dynamic and engaging PPC content! Plus, for more information on why PPC and AdWords should be a part of your marketing strategy, download our free eBook here:
Topics: PPC
