Chapter 4: Generating Leads with PPC
The channels we’ve covered so far don’t require you to pay for ad space on third-party platforms. You own your site and all of the content on it, so the work you do on it is a long-term investment like improving a house.
B2B PPC advertising, on the other hand, does involve paying to advertise on other platforms – the most popular being Google AdWords.
But unlike most forms of paid advertising, AdWords (and other search engine PPC platforms) let you reach your audience as they’re actively searching for information. You target users based on the specific keywords and phrases they search, so you can focus your budget on qualified leads by selecting keywords with clear purchasing intent.
Here’s what you’ll need to do to create lead-generating PPC campaigns for your business:
Target keywords with clear intent
In SEO, almost any keyword related to your products and services is a possibility for your site. You optimize your pages for the keywords your target audience is searching, even if they’re clearly informational searches, because it’s beneficial to rank well organically for as many searches as possible.
With PPC, this isn’t the case.
When you pay for each visitor to your site, you need to make sure that all of those visitors are interested in becoming leads. You can do this by selecting keywords with clear purchase intent, like “buy [your product]” or “[your service] free quote.” You can also add words like “cheap” or “worst” to your list of negative keywords so your ads don’t show up for searches that would reflect badly on your reputation.
You’ll need to conduct keyword research just like you do for your SEO strategy to select the best possible keywords for your campaign. But this time, keep the focus on users who have a clear intent to convert and buy.
Create specific landing pages
As we mentioned earlier, your PPC campaigns are only as effective as the landing pages you use. Each of your ads should send users to a landing page that provides exactly what the ad promises.
If you run an ad with the CTA, “Get a free quote,” for example, it should take users to a landing page with a quote request form. They should be able to get their free quote without clicking to another page.
Unfortunately, many businesses make the mistake of sending all of their PPC campaigns to the same generic landing page. But if the content on that page isn’t directly relevant to what your users searched, they’ll be unlikely to convert.
On top of that, Google (and other platforms) punish advertisers who show a different landing page from their ad since the practice seems deceptive. Google lowers an advertiser’s Quality Score, which makes you pay more for each ad. Other platforms could just ban your account.
Monitor your campaigns
Once you have a campaign up and running, it’s important to remember that PPC is not a “set-it-and-forget-it” channel. You’re constantly spending money on the platform, and you need to monitor your ads to make sure you’re making the most of your budget.
There are many things to watch, but you should primarily aim to:
- Improve your click-through rate (CTR)
- Improve your quality score (QS)
- Lower your cost per click (CPC)
The better you get at providing searchers with the information they want, the easier it will be to use PPC to generate leads for your business.