by Josh Prizer
If you are like a lot of companies dependent on client leads to keep afloat, you may be noticing a trend from some of the lead generation companies out there. Not only are the leads expensive, but they aren’t as strong as they used to be. We are hearing this again and again from our clients who are shifting their budgets to crank up the stronger quality pay per click search leads.
Interestingly, one of the sources that lead generation companies use to develop leads is pay per click search traffic. Many will end up marking up the costs to you and then shelling the same lead out to multiple vendors. If this sounds like your situation, perhaps you ought to think about ditching the go-between and head straight to the source of traffic.
Getting into PPC advertising is not as simple as it used to be. Sure, you can set up a website with some contact info, but the competition has gotten more sophisticated in recent years. In order to really compete and push down your cost per acquisition, you’ve got to throttle up your effort and skills.
When you launch a paid search campaign, you need to realize that everything in your pipeline, from what keywords to appear on, what ads to run, where to send them, how to get them to take action, etc. — all of that can be managed and optimized. Let’s examine two of these areas.
Begin with your paid search ad copy. Today’s PPC search engines place high importance on your click through rates. The more an ad is clicked, the more money they can make. So, they have worked into their algorithms things like "Quality Scores" which take these rates into consideration. Fine tuning your ad copy will increase your click through rates. Conducting daily split tests is vital. By testing your ads continually, you will find what works and what doesn’t. If you don’t have the time to do that, then hire a PPC management company. An expert can double or triple the number of people clicking on your ads.
Why is this important? Because it doubles or triples your traffic — and in turn doubles or triples your leads.
But don’t stop there, look at your landing pages (the pages where you send your pay per click traffic). Are the contact forms too busy or too buried? Is your phone number buried? There are ton of things you can do to convert leads at a higher rate.
Fine tuning your landing pages will lower your cost per lead. We’ve seen small changes double conversions and drop your costs per lead in half. So, tinkering is well worth the effort.
If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your landing pages.
Ditching those weak, watered-down leads and going right to the source can help your business boost its results dramatically.
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