How To Generate More Leads From PPC

Hacking lead-gen: 10 tips for PPC that delivers.

Is your PPC strategy really working as hard as it can for your lead gen? Some people think of PPC as a marketing medium that you can ‘set and forget’, when in reality it demands continual tweaks, tests and changes if you’re to increase the number of leads you drive into your sales funnel. And alongside this must be a commitment to a never ending learning curve – a lust for information in order to expand your knowledge to shape a campaign that works for you. And the result of all of this? Well that would be ROI that improves month upon month – more leads, more eventual customers, all for the same PPC budget. So let’s dive into our ten quick-fire PPC lead gen hacks.

1. Consider each and every objection your prospect may have – and break through them

When designing your landing page, begin with the objections that you know stand in the way of your prospect buying. Create a list of the common reasons that prospects state they won’t purchase, as well as the questions and concerns they hold. Then, list in hand, work these into the content of your landing page – you can even include an FAQ section at the end, to address those last standing hesitators.

2. Provide solid proof to back up your claims

Every claim that you make or benefit you tout becomes so much more powerful when accompanied with proof – especially when pushing for a download and an exchange of information.
Social proof examples include customer testimonials, as well as statistics from consumer research, such as “98% of our clients achieved growth in the first three months”. Whilst stats from wider research and trust seals from recognised bodies can both bolster the trust visitors have in your brand.

3. Your lead gen form: Tempt your visitors into leaving their email with an offer or reward

It’s absolutely essential that you provide your visitor with a cast iron reason to leave their details in exchange for your offer or reward. Your eBook, whitepaper or webinar should provide genuine value, and ideally boast some sort of proof (e.g. “How we secured a 500% ROI on our client’s first social media campaign – and you can too”).

4. Make it super simple for your prospect to get in touch

Even out there in the great expanse of the digital world, a lot of people still prefer real human interaction as compared to simply dealing through a website. For this reason you shouldn’t make it a painful experience for your prospect to track down your contact information (doing so will only ensure that such people abandon your site never to return).
If you don’t want to provide a telephone number, or can’t do so for practical reasons, a live chat facility should more than suffice (and actually, research shows that live chat features increase conversion rates exponentially). All you need to consider here is whether you can commit to this chat resource being staffed 24/7 – if not, then it should clearly state ‘open’ times and allow the person to send a message when offline.

5. Segment each campaign

Don’t fall into the trap of creating your campaigns or ad groups for each of your products or services. Doing so often doesn’t get to the crux of how an audience really searches for a solution.

You might segment your campaign using the following metrics:
– Sub category of product/service
– Benefit of the product service
– Target industry
– Geographic location

From data gained from these segments, you can then tweak and test the keywords you target, the copy of your ads and the design and content of your landing pages.

6. Utilise your advert copy to qualify your leads

Crafted your copy to compel EVERYONE to click? You could be costing yourself… big time. Your ads should be written to only target and tempt those relevant to your business – those firmly within your target market. If you’re a B2B company, this might include the size of the business and/or the industry that they’re; more generally, you could also consider presenting your pricing upfront.

7. Consider how your mobile visitors are reacting

All major PPC platforms now provide device tracking, so you can see what devices visitors are using when viewing your landing pages. Should you discover big differences between the conversions rates of those on desktop, and those on mobile, you have one of two options: you can either stop running your adverts when they’re not performing on mobile and tablet, or you can experiment with your copy, content and design in order to better appeal to those on smaller devices.

8. Switch from running your adverts 24/7, 7 days a week – to running on a schedule

Consumers sleep, work and live their lives, while businesses have busy periods, slow months and working hours. Because of this, it makes little sense to run any PPC campaign right around the clock, every day of the week. AdWords allows you to set up a schedule by days of the week, and by hours of the day. Use this tool to experiment with timings and days to discover the optimal times to run your ads.

9. Learn from your competitors

No matter the realm of marketing, staying up–to-date with the competition is often mission critical to campaign success, and PPC is no different. By learning from others in your market, you can analyse your competitors’ secret sauce for success.

Use a tool such as – simply enter the URL of your competitor to view their match keyword performance, estimated monthly PPC clicks, number of paid keywords and more.

10. And last but by no means least… track conversions

You should already be involved in comprehensive analysis of your PPC performance each month. And if you aren’t, then you obviously missed the very first lesson in your PPC education. Without tracking, your budget isn’t being done justice, it’s as simple as that.

All PPC platforms offer their own set of lead gen tracking tools and features – getting to know your platform inside out is the only way you’re going to make the most of all that they offer.

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