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Lead generation with PPC is attractive to people working in sales, marketing and finance, because it is directly measurable, unlike SEO which has many factors to take into account. If you are the one responsible for the website, generating leads is one of the biggest metrics your boss will use to evaluate your results.
With SEO, it is hard to give a concrete answer about what is working and what is not, partly because of the ever-changing search engine landscape. Who knows for sure when and how Google will be changing its algorithm? By using payperclick, you can show a direct correlation between factors such as keywords, ad copy, landing pages and conversion, with facts and figures to back it up.
Smart marketers focus on lead generation for the success of the business, as well as justifying marketing budgets. Just having a website that looks good does not reliably pay off. One basic mistake marketers make in PPC is to direct the user to the home page instead of a specific lead-generation-focused landing page.
Some elements of a successful lead generation landing page:
Connect the Dots for the Prospect
Tie the message and content of the page directly to the keyword, ad group or ad copy that the prospect clicked on. Don’t leave the prospect wondering if they are in the right place or whether you have the solution to what they are looking for. Say it up front. With some search engines such as Google, you can dynamically insert the term they ACTUALLY searched on (not just the base keyword) into the URL. Then code your landing page to take that term and serve the content customized for that search, perhaps even putting their search term directly on the page, which will inspire confidence in the prospect.
Great Lead Generation Form
Are you making the user click to another page to get to a lead generation form? That is guaranteed to make your campaign less successful. Put it right up front, not down below the bottom of the first screen they get to.
Make it obvious what will happen or what they will get when they submit the form. Customize the “submit” button to say what their action is: “Get my free white paper” or “Contact me” for example. Can you show an example of what they will get? Can you tell them how long it will take for them to get a response?
Also test a landing page design with an arrow or similar object pointing to the form or submit button. This will lead the prospect’s eye to the most important action on the page that you want them to take.
Offer a Reward
Offers are an effective incentive to improve your PPC lead generation results.
Provide a truly useful resource that helps the prospect solve their problem, and they’ll be more likely to trade their contact info with you for it. It’s important to make it high quality, not just fluff, to enhance the feeling of trust.
To get the prospect to take out their wallet, an enticing offer or discount gets results. Do your finance people tell you it’s not fiscally viable? Figure out the life-time value (LTV) of a prospect. Then you can justify offering a product or package at a discount, because you know that over time you’ll reap greater rewards.
One example is a company who sells guitars. They offered a package of guitar strings for a ridiculously low amount, because starting that relationship was the true goal–not making a few pennies off a small item. Then they began their lead nurturing campaign, knowing that a segment of the prospects on the list will end up buying a $500-$1000 guitar!
Make it Easy to Contact You
Don’t hide your phone number just because the least-fun part of your job is dealing with customers! Remember, prospects are the life-blood of the company. Train yourself to think of every call as an opportunity. Even if the person on the other end of the line is a poor prospect, now you have an incentive to go tweak your PPC lead generation campaign to pre-qualify better, which also saves you money in unproductive payperclick ads. Even better, now you know what information is missing from the landing page, helping you convert more truly qualified prospects who were just abandoning your site without bothering to call and ask!
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Posted in: Pay Per Click
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