Before convincing your customers that you are the right choice for them, you must let them know more about your company, who you are, and what you can offer them.
How? Simple! By using harnessing the power of PPC ads for your lead generation activities!
PPC, as many of you know, stands for pay-per-click. It’s a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
It’s simply a way of buying visits to your site, rather than attempting to “earn” those visits organically!
Search engine advertising is one of the most popular forms of PPC. With targeted traffic, you can let your audience discover your business quickly and efficiently. With a high search volume around a product or service, PPC is the ideal place to start with lead generation.
So, you want to make sure to incorporate PPC into your digital marketing strategy. In particular, if you want to gain long term tactics such as search engine optimization which normally takes months to produce results.
Let’s get started and dive through all you need to know to use PPC for your lead generation strategies. We’ll cover
- The value of PPC lead generation
- PPC lead generation strategies and tools
The value of PPC Lead Generation
Using PPC for Lead Generation can offer many benefits you surely don’t want to ignore! You’ll be able to:
- Meet a worldwide audience and know where your leads are coming from
- Achieve better and faster results than SEO
- Achieve a better ROI
- Gain more control over who you reach
With the majority of the population on social media, you can reach a worldwide audience with your lead generation ads.
In fact, Google stats show 3.5 billion searches visiting at least one social media platform a day!
And by using PPC, this will permit you to send more qualified potential leads to a landing page or through the native lead generation form within your Ad than with traditional organic methods.
Let’s check more into it and see what PPC for lead generation could offer you!
PPC analytics will help you understand who exactly is the right audience for you with its extensive data on how campaigns perform and, by using that information, you’ll be able to improve the results of your PPC campaigns and apply it to the rest of your online marketing efforts.
For both search and social PPC, you can set up ad targeting based on demographics, geography, and behavioral data.
Those targeting options make it easier to reach more people, and to reach a specific audience that will most likely buy from your brand!
Achieve better and faster results than SEO
SEO delivers big results over time but PPC has the distinct benefit of helping you get relevant traffic right away.
Make sure your Ads and landing pages are strong and you’ll start getting Leads as you launch your first PPC campaign.
Let’s check out more about the ROI you’ll be producing if you invest in PPC!
PPC offers you a solid ROI
As you know, PPC is paying for that traffic you want to get and even though SEO (search engine optimization) and social media marketing are free, it won’t be like that forever.
Investing in PPC will surely produce an impressive ROI right away and Google estimates that advertisers earn eight times back the money they’ve invested in PPC.
Now, let’s get into it and figure out which strategies you should use for PPC lead generation!
PPC Lead Generation Strategies and Tools
When we think of trying to get more leads, what we really should be focusing on should be acquiring “valuable” leads – which we said are the ones who would most likely buy from our brand.
When we talk about lead generation with advertising, there are two main ways to do so:
- Create an ad that directs users to a landing page where you can promote your eBook, Webinar, or any other lead magnet. This method can be applied on display ads, Facebook, LinkedIn, Quora, Twitter or any other ad platform.
- Use an advertising network that gathers the contact information directly from their platform. However, not many network platforms have native lead ads. The ones that do are Facebook, Google, and LinkedIn.
1. Create an ad that directs users to a landing page
There are many common ways to promote a landing page. Email campaigns, social media (free and paid), guest blogging, and organic SEO are just a few options on the table. In this article, we are going to focus on the Pay per click (PPC) advertising.
As mentioned earlier, PPC refers to a type of online advertising where you only pay for actions (clicks) that a user takes on your ad.
The first step in using PPC for lead generation is figuring out who your audience is. Then analyze which platforms they may be on the most. Then you can prioritize certain ad networks over others, depending on what your prospects use most frequently.
Ads on the Google search engine results page (SERP) are likely to be valuable for most brands. Almost everybody uses Google. But, based on what your audience likes, you can limit the types of sites you show up on in the display network!
PPC is one of the primary tools many large companies love to use to advertise and acquire new users. This doesn’t mean that if you are a small company, you can’t practice this method as well since you are the one deciding how much you’re willing to spend for each click on your ad. Additionally, most of the platforms are user-friendly, which means you don’t need to be an expert to use these tools.
So, whether you run a small bakery shop or a multi-million-dollar corporation, you can run a successful PPC campaign!
As you are setting up your campaign, the platform will ask you for some information. Choose your target audience, set your budget. Then submit your ad copy, and provide a link to the landing page where you want to drive your users to.
Since you’re paying for every click, make sure that you optimize your chances of converting each user who lands on your landing page with a very specific business objective.
It’s also important to give your users the possibility in leaving their contact in an easy and fastest way possible!
Create an easy and stress-free landing page with limited options. It will reduce the chances of your users leaving that landing page before submitting their information because of them losing patience or getting confused!
As we love saying: make it stupid simple!
If you don’t have lead forms implemented on your website, you can use a tool like ConvertBox to create high-converting lead boxes and ensure as many leads are captured as possible. Check out our recent review of this software for more details!
2. Use an ad network with native lead generation tools
Native lead generation ads are specifically designed for mobile navigation, enabling users to become leads easily.
Year after year, more people are accessing the social networking site via mobile devices – especially the US which is predicted to increase to 54.2% by 2021!
Native lead generation ads form fields are usually pre-populated with the user’s personal information, and the users can submit a form directly on the native platform (Facebook, Google, LinkedIn) where the ads are shown – making it simple and quick without having to land directly on a landing page.
Let’s take a look at some examples of native Lead Generation with your ads and see what they look like!
For those who do not yet have a web presence and are on small budgets, this method allows you to collect leads without the hassle of creating a website or standalone landing page/
What’s very important to know is that, if you use native ads you should always synchronize your data directly to your CRM!
When you use native lead ads, your data will be saved on Facebook, Google, or LinkedIn and you would have to download them and re-upload them into your CRM of choice.
Alternatively, you can use a tool that can sync them into your email database automatically.
There are many tools out there you could use, but the one we love is Leadsbridge. We consider it the most complete tool out there. It supports all advertising platforms and syncs with more than 300 CRMs!
As someone submits their email, Leadsbridge will sync it to your CRM. After that, you can send them into a welcome automation, lead magnet delivery email, or anything else you need to nurture your newfound lead.
This is very important for two reasons:
- You don’t have to do anything: the tool does it for you and you won’t have to manually download each email!
- It’s done quickly: sending a welcoming email, eBook, webinar, or any other information they’ve requested is crucial. If you send it 2 months later, they’ll never remember who you are and will eventually delete your email without even opening it, thinking it might even be spam!
So, having a real-time synchronizing tool that saves your acquired data to your CRM is a must!
Now you’ve acquired how useful is using PPC for your Lead Generation, what are you waiting for in bringing your business, through your ads, to a higher level?
Practice PPC for your Lead Generation strategies you’ve just learned in our article, and go beyond those Leads themselves!