With PPC, you have a number of options at your fingertips for generating leads. Here are some of the best ways to make pay-per-click lead generation a success for your business:
1. Target industry-related keywords
Keywords are terms that search engine users type into Google so that they can find the information that they want. The best keywords for your PPC ads are the ones that are related to your services or products. For example, if you’re a manufacturing company, you would want to use keywords like “textile manufacturing” or something along those lines.
When you’re starting your PPC lead gen campaign, you need a batch of keywords to target. You can get these keywords in a number of places, like Google Ads, but it’s important that the keywords you target are closely related to your business. The reason that’s important is because you’ll make it easier for potential customers to find you.
The only limit you have on keywords is how many you can afford to promote in your PPC campaign. If you’re on a tight budget, only target a few high-value keywords at first. If you have a big budget, then you can shoot for the stars and target as many keywords as you can think of.
This is important because for a PPC lead generation campaign to be effective, it needs to work within the limits of your budget. Like in every other form of advertising, overspending on PPC can have dangerous repercussions for your company.
2. Write eye-catching headlines
Now that you have your keywords, it’s time for you to create the headline to your ad. The headline should include essential information that’ll attract a potential customer and encourage them to become a lead. This can include your brand name, location, pricing, and other factors. But whatever you do, you should include the keyword you’re targeting in the headline.
In most search engines, the exact words that a user searches show up bolded in the results. That makes your ad stick out more, and it shows the user that your page is relevant to their needs. With those two factors alone, you’re making a strong bid for that user’s business.
In addition to those ideas, you can also use a headline to promote some aspect of your business. Do you offer free consultations? Free quotes? Has another website rated you #1 in your industry? You can use any of those on your ads to make sure you stand out against the competition.
And that’s especially important since you can bet that your competition is trying to do the same thing to generate PPC leads!
3. Use appropriate calls to action
Calls to action are the parts of an ad that encourage potential customers to do something. You may have noticed these in traditional advertising like television commercials or newspaper ads in the form of, “Call now!” or “Come visit us today!”
While those calls to action aren’t quite the same idea as a PPC call to action, they’re definitely the same idea. Calls to action are useful because they tell users what to do after they’ve seen your ad. And while it may seem obvious that they should click, telling them to actually do it actually improves your chances of getting a new lead.
For pay-per-click lead generation, calls to action like “Sign up now,” “Call for more,” “Get more information,” “Get a quote today,” and similar ideas are all great ways to encourage new leads. It also gives them a brief preview of what they can expect in your conversion process.
“Sign up” can include a longer conversion process that includes names, addresses, phone numbers, and other personal information. “Call now” tells someone that your interaction will be primarily over the phone, as opposed to email. And “get more information” promises people with additional questions that they can get their answers if they contact you.
To get the best results for your business, use these calls to action on different ads to see which perform best. And after you know which work well, use them to get more leads!
4. Incorporate ad extensions
Ad extensions are helpful additions to your PPC ads that let customers see different information or take different actions than they normally would.
Some ad extensions offer information like customer reviews or your company’s name, address, and phone number. This kind of extension is great when your goal is to give someone as much information as possible so they remember lots of details about your business.
Other ad extensions give you the chance to place form fields on your ad, which help you get lead information from someone without them clicking to your site. These extensions are perfect for getting email addresses, zip codes, or other information from leads so they can complete part of the conversion process early. Then, when they get to your site, you can automatically fill that information into different form fields so that a user doesn’t have to do much work.
Basically, when you’re using PPC ads, extensions just make it easier for you to get new leads.
Drive more qualified PPC leads with a top-notch PPC campaign
WebFX has a team of PPC managers who know all the strategies and nuances to generating leads with PPC campaigns. Just in the past five years, we've helped our clients earn more than 6.3 million qualified leads. We’ve worked wonders for our clients in the past, and we strive every day to exceed our clients’ expectations. When you partner with us, we’ll do the same for you!