Every business relies on a steady influx of new customers, no matter the industry. Businesses can’t rely on their existing customers to sustain growth, so there’s always a need for more leads. Lead generation with pay-per-click (PPC) is one of the fastest and most cost-effective ways to get more customers.
Learn more about PPC marketing in Rochester to generate more leads and grow your business.
What Is Pay-Per-Click Advertising?
PPC is an online advertising model in which advertisers pay each time a user clicks on an online ad. There are several different types of PPC ads, but the paid search ad is one of the most common. These ads appear when people search for something using a search engine like Google, particularly when they demonstrate intent to buy.[1]
This could be anything from a local service search, such as a local dentist or plumber, to a mobile search for “pizza near me.” People may also shop for gifts, such as flowers for Mother’s Day, or high-involvement purchases like enterprise software. Any of these scenarios can trigger PPC ads.
Other forms of PPC advertising include display advertising, such as banner ads, and remarketing.
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How Does PPC Advertising Work?
PPC ads appear alongside the search results. Advertisers can’t necessarily pay more to make their ads appear more often or prominently than competitors’ ads. Instead, there’s a more complex equation for what the search engine shows first – or above other ads.
Ads are subject to what’s known as an Ad Auction, which is an automated process that search engines use to determine the relevance of the PPC ads that appear on the search engine results pages. This is a bidding system, so advertisers must bid on the terms they want to trigger their ads, which are keywords.
When a user submits a search query, the search engine performs a complex algorithmic calculation based on the Ad Auction. This determines which ads are displayed, by which advertiser, and in what order.
Because advertisers pay for each ad click, it’s important to only bid on the relevant keywords to boost ROI.
What Businesses Does PPC Lead Gen Work For?
PPC is often used for eCommerce sites, but that’s not the only type of business that can benefit from it. PPC is effective for any company doing online lead generation.
Lead generation, or lead gen, is a requirement for businesses that have a selective process for customers, such as a pre-qualification or information-exchange period. These businesses can’t – or choose not to – do business with just anyone. These pre-qualification processes allow the company and customer to make decisions based on the information they obtain.
Lead generation characteristics may include:
- Approval and denial processes
- Trial periods
- Longer sales cycles, typically with involved products or services
- Price quotes
Some of examples of businesses that use lead gen include insurance, B2B software, and financial services.
Ultimately, lead generation aims to bring prospects into the lead-tracking system or funnel. This starts the contact period in which the business and the lead discuss needs, product or service information, and more.
The business gains a new customer if the salesperson can close the deal. But it all starts with basic information, like a name and email address, before it can progress to more detailed information.
How PPC Works for Lead Generation
Lead funnels need to be continuously fed leads. Once they contact the company through ads and enter the funnel, the lead nurturing process, lead scoring, drip marketing, and campaign retargeting move them through the sales cycle. Qualified leads are sent to sales or the website for conversion.
The challenge is getting them into the top of the funnel, which is where PPC comes in. Unlike content, social media, or organic search (all valuable), PPC puts your business on page one and in front of the people actively searching for a solution to their problem.
Some business owners balk at PPC because it’s paid, but no marketing channel is free. Content, SEO, and social media all cost money to start and maintain.
How to Get Leads Through PPC
Optimizing lead generation with PPC is similar to eCommerce, but the difference is in the call-to-action phrases and landing pages. Here’s how:
Entice Visitors with Offers
Offer something in exchange for a visitor’s email, name, or contact information, such as a whitepaper or ebook. You could also use a signup for a blog, newsletter, or social media follow, but they’re not ideal for lead gen.
Use Focused Landing Pages
Your PPC ad landing pages should have the benefits and perks of providing information. Ask for just enough information to get what you need, but not so much that the visitor gives up and clicks away. Test landing page length and fields, use primary and secondary CTAs, and make the whole experience quick and simple.
Invest in Customer Relationship Management Program
Tracking and contacting your leads can be overwhelming, especially if your PPC strategy is working. A customer relationship management program (CRM) allows you to record who contacted you, why, and the outcome. You can then classify your leads and contact them as needed.
Try Dynamic Number Insertion
Dynamic number insertion allows you to change the phone number on your ads and landing pages. Your call representatives know what keyword triggered the call, allowing you to send calls to the right representatives. Even better, your analytics will be as comprehensive as you can get – you’ll have reporting to support which advertising channels are working and which may not work as well as they could be.
Consider the Lead Gen KPI
PPC ads are typically measured in cost-per-click and conversion rate, but you may not get a conversion from the first click. But with lead gen, one of the most important KPIs is cost-per-lead. You can determine how much you’re paying for leads to inform your future campaigns.
Get Help for PPC Marketing in Rochester
PPC advertising is a simple process, but having a successful campaign is anything but. Growth takes some work. If you need help with your PPC marketing in Rochester, contact us at Full Circle SEM to see how we can help you reach your goals!
Sources:
[1] https://ads.google.com/home/campaigns/search-ads/
