Businesses invest a lot of their time and money into PPC or pay-per-click ad campaigns. It can be disappointing when you realize that these campaigns are not bringing in the desired results. Maybe you have a good conversion rate, but this is not turning into any opportunities. You are not seeing the desired ROI in your results. This could mean the majority of leads you gain are not quality leads.
Lead generation can bring in leads that convert in the initial stage but that does not guarantee that they will make a purchase. Hence, there should be strategies in place to target high quality leads that are going to buy from you. And in this process also discourage unqualified leads from filling out any forms.
Improving lead quality will also mean a decline in your overall leads. It simply shows you that you are avoiding unqualified leads and focusing on the ones that have the potential to bring in value.
Here are some strategies that can help you get quality leads from your PPC campaigns.
Target specific keywords
Keywords are the foundation of search campaigns and you need to determine which ones are relevant for your business. To start your keyword research, it is always helpful to segment your campaigns or create ad groups based. This can be based on benefits, features, industry, location etc., relevant to your products or services. To attract high quality leads you need to focus on search intent. Sometimes search intent is not clear as users may be looking for a product or simply more information on it. Location-based searches clearly show that the users are looking for a business in that area.
Using long-tailed keywords can help you target search intent. Long-tailed keywords are longer and more specific search queries which users are likely to use before a purchase. This a good way to target high value leads who are looking to purchase your products or services. People use these search terms when they are more familiar about your industry and the products or services. Look for long-tailed keywords which help you target quality leads.
Create ad copies that qualify leads
Marketers put lots of efforts into creating ad copies that can increase click-through rates. However, just focusing on click-through rates is not enough. You should write ads not with the intention to gain maximum clicks, but to provide your target customer with relevant and useful information. To personalize ad copies for qualified leads you can include your buyer personas. For example, you can include terms like “for small businesses”. Or you can also use specific terms related to the industry you cater to.
Adding prices can also help give required information to buyers. Pricing is an important piece of information that buyers are looking for. You can use terms such as “starting at $299 per month”. Many businesses do not want to give out prices. However, doing so can help you qualify leads and only send potential buyers to your landing pages.
Running A/B testing for ad copies is a great way to understand which is performing better. Use ad copies that are generating opportunities and conversions.
Build landing pages for target customers
Landing pages are an important part of your PPC campaigns. When leads end up on your landing page you have already paid for that click. Here you cannot try to qualify your leads. At this stage you need to focus on driving conversions. Create landing pages that are relevant to your buyers. Landing pages give more information about the products or services your users are looking for.
Incorporate various optimization strategies that can improve your landing page performance. Use quality images to attract the attention of your users and are relevant to them. Ad copies should address the attributes of your buyer personas to help them connect with these pages. Landing pages should be relevant to your keywords and ad copies. This can help you improve keyword quality score. If landing pages are not relevant you may get poor quality score which affects your ad performance. Like ad copies, it is important to run A/B testing on your landing pages as well. This can ensure that you create a better experience for your users when they land on your website.
Lead generation forms
Lead generation forms are a great way to capture the personal information about leads. It is good to keep you forms simple and only as for the information that is required. Sometimes when forms ask for a lot of details people can get frustrated and leave your website. Users give out their personal information to gain access to content or sign up for any offers on your website. Depending on what the offer is, users are willing to fill out these forms.
However, sometimes you can see many forms being filled but without any valuable results. This means that unqualified leads are filling out these forms. In such cases you can add more fields to your forms to ask for relevant information about your leads. For example, you can ask them about their company size, name or their job title. Asking for more information will discourage unqualified leads from filling out these forms. By asking more information about their company, industry and their job titles your sales teams will have more details about these leads. This information can be useful when sales teams research leads.
Whatever details you ask your leads to fill out make sure that this information is relevant to you and helps your business.
Create an ad schedule
It is important to set up an ad schedule to know which times bring in more opportunities for your ads. By default, Google Ads campaigns display ads “All day”. If no one searches for your keywords on the days you have scheduled your ads, then they will not show up. You can choose an ad schedule based on when you would expect your customers to run Google searches. For example, you may only want your ads to show up during business hours. Once you create an ad schedule you will be able to track the performance of your ads.
Analyze your data to see which days or hours bring in the most opportunities. Using this information, you can make adjustments to the bids or stop running the campaigns during certain hours. Run this analysis for a longer period of time to get accurate data. If you find out, you are not getting many opportunities on weekends then stop running ads on those days. This will help you to target your audience at the right time.
PPC campaigns are an effective way to generate leads and create brand awareness. However, it is important that you target the right leads who will produce value for your business. These strategies can help you optimize your campaigns so that you can start gaining more quality leads.