Pay Per Click Advertising for Lead Generation
Pay per click advertising is services such as Google Adwords, Yahoo Search Marketing, or NineMSN Search Marketing. Paid search is one of my favourite techniques for business lead generation because it’s instant, it’s accountable and it’s effective. The first thing you want to do is to actually optimise page search spend and the first way to do this is to make sure you install conversion tracking so you know where your expenditure is leading to desired actions, for example, an acquired sale, and where your budget is under-performing.
It’s easy to use this tracking; but if you are unfamiliar with these tools, just search on Google using the search term “Google Adwords Conversion Tracking” and you should find something which can show you how. Once you start using this tracking software, you’ll start seeing how different keywords, ads and landing ages are performing for you. To make the most of Google AdWords or another paid search program, you should:
1. Test Lots of Different Keywords: Don’t try out just one or even a few keywords. You need to test hundreds, even thousands of different keywords and phrases. You want to find the very best key phrases that get results and which are just a waste of money. Conversion tracking will let you know which ones are getting the best results for you.
2. Test multiple ads: Google Adwords, for example, allows you to test different ads for getting people to your website and you’ll quickly see that some ads are much more effective at generating traffic than others. In a recent example in the finance industry, we worked with a client and we actually found that one specific ad was able to generate traffic and conversions at a 30% lower cost than any of the other ads they were running. So when you’re actually running five figures worth of advertising every month, a 30% saving can be rather welcome.
3. Break up Your Pay Per Click Account into Tightly Targeted Ad Groups: An ad group is one or more ads that are triggered by a group of keywords. So you want all those keywords to be tightly targeted. I’ll give you an example. Let’s say you’re a mortgage broker and you’re marketing mortgage refinance as one of your products. You could have an A group called mortgage refinance and the ads are triggered by keywords such as “refinance mortgage” and close variations of that. Then, the ad that comes up has the words “refinance” and “mortgage” in it, and it’s closely targeted to that type of customer. Then the landing page you actually send people when to they click on the ad to is all about refinancing mortgages.
You’re trying to make your ads and your websites as closely related as possible to your keywords; this is what gets higher conversion rates for your business.
By using these techniques, you can greatly increase how well your Google AdWords and other pay per click programs work for you. Not just a little - double, triple; even ten times the results you’re getting now!
.
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
Loading ...
Comments
No comments yet.
Leave a comment