Prior to the time when online advertising started using data-driven PPC reports to analyze the performance of PPC ads, businesses found it hard to determine which PPC KPIs needed to be optimized for the success of PPC ads. With the various PPC tools, the performance of essential PPC metrics that are critical to the business can now be determined. Having worked on ad campaign setup, writing eye-catching ad copies, etc., you may not achieve the desired advertising goals. It may happen due to the fact the PPC ad campaign needs to be optimized properly. This includes keyword bidding, optimizing cost-per-click, bid adjustment, etc. One of the vital points here to focus on is lead generation. In this blog, let us discuss how to generate quality leads through PPC ads, increase online sales, boost conversion rates, etc.
Tips to generate quality leads through PPC ads
1. Target relevant keywords - When running a PPC ad campaign to generate quality leads for your web page, you need to focus on targeting industry-related keywords. In today’s era, online marketing has taken over traditional marketing, and businesses cannot miss out on the opportunity to target users present on online platforms.
When working on running the PPC ad campaigns, the essential point that you need to focus on is targeting relevant keywords. When running SEO campaigns, email marketing campaigns, content marketing, etc., conducting keyword research is one of the essential points to be focused upon.
In the PPC ad campaigns, the importance of keyword research increases as there is money to be paid to the search engines for every click on the ad. Whether you are running Google Ads, Microsoft Ads, Facebook Ads, YouTube Ads, Instagram Ads, LinkedIn Ads, etc., you need to ensure that you choose the relevant keywords for your business. Sometimes, certain keywords have zero search volume but have good chances for better conversion rates. So, you need to ensure that the selected keywords match the user's search intent to increase the chances of the visitor getting converted into a customer.
For PPC ad campaigns, the keywords can be divided into multiple categories like exact match keywords, phrase match keywords, broad match keywords, etc. You need to ensure that there is ad relevancy so that the bounce rate of your web page is reduced. When you target relevant keywords, the users looking for the products or services click on the PPC ad. The more qualified users that your ads target, the higher are the chances of them taking the desired action on the landing page. You also need to ensure that there are negative keywords added to the ad campaigns so that your ads do not appear for irrelevant search queries. Thus, selecting relevant keywords helps in generating quality leads to your landing page.
2. Write eye-catching headlines - Once the relevant keywords are added to the ad campaign, the next essential point to concentrate on is eye-catching headlines. In the PPC ad campaign, you need to write headlines that contain the essential information to attract a potential customer and convert them into a lead.
The ad headlines should convey the message to the target audience on what the PPC ad contains. It may include brand name, location, pricing, and other factors. You should focus on the point that you use the relevant keywords in the headlines. As you focus on writing eye-catching ad copies, ad descriptions, etc., you must concentrate on the point that there is an eye-catching headline. The more engaging the headlines, the higher the chances of the users clicking on the PPC ad. It helps in generating leads and increasing traffic on the web page. Some of the points that you can consider for writing engaging headlines are:
a. Present it in a summary form.
b. Optimize target keywords.
c. Keep it short and simple to grab users attention.
3. Using appropriate call-to-action - After you have written the headlines, you need to ensure an appropriate call to action is added to the PPC ads. When you have a relevant call to action added to the PPC ads, the potential customers attached to your ad campaign click on the PPC ad.
Call to action to your PPC ads grabs the user's attention and entices them into making a click on the ad. When you use an engaging call to action on your PPC ads, it creates a sense of urgency among the target users to making click on the ad. E,g, a call to action can encourage users to click on a link, form fill up, leave a comment o a social media post, visit an online store, making a purchase, etc.
As in SEO, you focus on building brand awareness so that the users do not have a second thought when choosing your business. In the same way, a call to action conveys a message to the target audience and helps in building brand awareness. So, it helps in lead generation and drives quality traffic to the webpage. A call to action can take up different forms:
• Anchor text link.
• Plain text with no link.
• Exciting offers.
4. Incorporate ad extensions - To generate quality traffic to the landing page, you need to ensure that the ad extensions are added to the PPC ad campaign. Ad extensions are essential to be added, ad they convey relevant information to the target audience. It engages them into making a click on the ad.
When the ad extensions are added proper manner, they convey a deep message to the users. It grabs the user's attention, and they have a feeling that they may miss out on the opportunity if the extensions are not used. Similarly, adding ad extensions creates a sense of urgency among the target audience that lures them into taking the desired action. As in SEO campaigns, you focus on optimizing the buyer persona and work on plans & strategies so that the potential customers choose your website for the keywords or search terms entered.
When you have ad extensions added to the PPC ads, the users have a feeling that the product or service is described in a much better way. There are many types of ad extensions, and each has its own value. E.g., call extensions are used so that the users can contact the business when needed. Price extensions are used so that proper prices and offers related to the business offerings can be displayed. Some of the other extensions are callout extensions, sitelink extensions, structured snippet extensions, location extensions, lead form extensions, affiliate location extensions, etc.
These ad extensions grab the user's attention and lure them into clicking on the ad. It helps in lead generation, and with a proper PPC strategy, the desired advertising ROI can be achieved.
5. Set up proper URL tracking - The next point that you need to focus on in lead generation is proper URL tracking. After you have worked on conducting keyword research, optimized click-through rate, reduced cost per click, improved ad quality, etc., you now need to focus on URL tracking. You need to focus on URL tracking and check the conversion rate.
To measure the effectiveness of PPC ad campaigns, you need to check and track the essential elements besides conversions. Using this URL tracking, you can track where the traffic to your webpage comes from. It also helps to know which keywords the users searched for, the device they use to perform a search, etc. You can also use UTM parameters and value track parameters to accomplish URL tracking. Using these, you can append the landing page URL and see when a user clicks on the PPC ad.
As you link Google Ads with Google Analytics account to track the performance of the essential PPC metrics, similarly, in Google Ads, the most efficient way to set up tracking parameters is in the “Campaign URL options (advanced)” section under campaign settings. This way, you can track the URL and analyze which areas need to be focused upon to increase the PPC ad performance. However, you need to focus on the point that you add the relevant page URL to the ad description. Whether you are running mobile ads, video ads, search ads, text ads, performance max campaigns, etc., you need to ensure that there are relevant page URLs added to your PPC ads. As in search engine optimization, you focus on writing unique content to grab the user's attention and increase website traffic. Similarly, you need to concentrate on writing great ad descriptions so that the chances of the users clicking on the ad increase.
6. Segment your campaigns into groups - The next essential point to focus on in PPC ad lead generation is segmenting your ad groups. When you have multiple PPC ads for your business's various products or services, it becomes vital to segment these campaigns into groups. This eases the search engine results to show the relevant PPC ads for the keywords or search terms entered.
As in search engine optimization, you focus on SEO pagination to make it easier for the users to reach the relevant page they are looking for on the website. In the same way, when you divide the ad campaigns into ad groups helps in generating quality leads. When you divide the keywords into different ad groups, it makes it easier to show the relevant search queries. It also reduces ad fatigue and makes it easier to perform changes in the PPC ad campaign when required.
With the digital marketing world continuously evolving, marketing trends need to be focused upon by advertisers. This includes focusing on PPC trends, e-commerce PPC trends, etc., and writing ad copies accordingly. This helps in lead generation and drives quality traffic to the landing page. As in SEO campaigns, you focus on avoiding keyword cannibalization so that the search engines do not get confused about showing the relevant search results. In the same way, you need to focus on segmenting your ad groups to improve the ad rank & position on the SERPs.
7. Develop tailored landing pages for ad groups - The next essential point to focus on in PPC lead generation is landing pages. In your b2b lead generation strategy, you need to focus on optimizing landing pages so that the target audience, after reaching the landing page, takes the desired action. The lead generation strategies yield desired results, and there are many essential PPC KPIs that need to be improved to achieve the PPC goals.
As in e-commerce PPC ads, you focus on conducting PPC keyword research and defining the URL structure that takes the visitor to the relevant landing page so that they can make a purchase. Similarly, when running any PPC ads like Facebook Ads, Instagram Ads, YouTube Ads, LinkedIn Ads, etc., you need to focus on having tailored landing pages for ad groups. The more relevant the landing page to your ad group, the higher the chances of the visitor taking the desired action. You need to optimize the landing page and focus on content marketing on specific topics to grab the user's attention. This increases the chances of them getting converted into a customer. Some points to focus in landing page are:
• A prominent call to action.
• State what’s on offer.
• Explain how the user can benefit from the offer by form filling.
The first impression that the visitor has about the business after making a click on the PPC ad is presented to them using a landing page. You need to focus on ad relevance and have the relevant information on the landing page, as mentioned in the PPC ad. As in search engine optimization, you focus on defining the product descriptions based on keywords or search terms entered by the users. Similarly, you need to have user-defined landing pages so that the target audience can reach the final product or services easily. You also need to ensure that the page loading speed, user navigation on the website, etc., are worked upon regularly. This increases the average time spent on the page, which increases the chances of the users taking the desired action. As in SEO campaigns, you focus on website optimization in the same way you need to ensure that the website is optimized for mobile devices so that potential customers can take the desired action at the ease of fingertip.
8. Focus on ad scheduling - In your website lead generation strategy, the next essential point to be concentrated upon is ad scheduling. Not all users are active at the same time and so it becomes essential to target them based on their leisure time or when they are most active. To target these potential users, you need to focus on ad scheduling so that the target audience sees the pay-per-click when they spend their time on the online platform.
As you focus on running Facebook remarketing campaigns, Google remarketing campaigns, email marketing campaigns, etc. to target the users based on their search behavior. Similarly, you need to focus on ad personalization that increases the chances of the user getting associated with the business. As you conduct a PPC audit to perform keyword research, perform campaign analysis, etc., in the same way, you can figure out which time of the day the relevant users are active. Also, with the increase in social media marketing and the rise of social media platforms, advertisers must take advantage of the opportunity to run PPC ads on these platforms. This helps in audience targeting, ultimately helping in lead generation.
For your PPC ad campaign, you need to focus on a/b testing and determine which version of your PPC ad drives more traffic. Inbound lead generation strategies are essential to be focused on by PPC advertisers as this helps drive quality traffic to the landing page. As in PPC ads, you need to pay money to search engines for every click on the ad, so it becomes essential that the keyword bidding strategy is implemented smartly. This helps maximize the results of the ad budget and improve the performance of the PPC ad campaign.
Conclusion
Getting quality leads for your ad campaigns is the first thing that must be concentrated upon. All the advertising efforts, plans, and strategies can only yield desired results when you have quality traffic to the landing page. You need to have better impression share so that the number of users that reach the landing page takes has a higher number of users getting converted. As in SEO, you have an eye-catching meta description; in the same way, you need to have engaging ad copies to grab the user's attention to click on the ad. With the increase in social media platforms, running PPC ads on these platforms becomes essential as you must take advantage of a potential lead. If you find lead generation a tough task, you can outsource lead generation services to a digital marketing company. The PPC professionals have expertise in preparing PPC reports, performing campaign analysis, etc., and would help you drive quality leads that get converted to customers.
References
• PPC for lead generation: how to get more leads with PPC
• How to generate quality leads from your PPC campaigns