Is your business growth rate too slow compared to other businesses? Are you struggling to turn PPC clicks into qualified leads? You are not alone. Many advertisers spend a significant amount on PPC campaigns only to see low conversions or irrelevant sign-ups. However, very few advertisers focus on using paid campaigns strategically to capture quality leads. In this blog, we will discuss PPC lead generation and various effective strategies to attract the right audience, reduce the cost per lead (CPL), and generate a higher ROI.
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What is PPC Lead Generation & Why it Matters?
PPC lead generation refers to the procedure of using paid advertising to attract and capture the attention of an audience looking for the same products and services that you are offering. These ads show on search engine result pages, social media platforms, and relevant websites.
When the audience shows interest and clicks on the ads, they are directed to a designated landing page where the businesses ask them to provide their contact information in exchange for unique content, offers, or services that generate leads. The quantity of the generated PPC leads shows the success of online advertising, and the quality of the PPC leads shows the success of the business.
Quality vs Quantity PPC Leads: Striking the Right Balance
It is the most argued topic among businesses, and they mostly feel confused about choosing quantity leads or quality leads when it comes to pay-per-click lead generation. Quantity of leads is necessary to guarantee a consistent supply of leads for the success of advertising, and quality leads must be given top priority to enhance conversion rates, sales, and return on investment (ROI). Let us understand both these terms in detail.
Quantity Leads
The first process of PPC lead creation is to acquire a desired number of leads. Businesses can launch a Pay-Per-Click campaign and display their ads to a broad audience. By doing this, businesses can collect the data of their targeted audience easily. It is a process that does not take so much time and effort, and gives positive hope to marketers.
Quality Leads
The next step is to refine the leads. In this process, businesses can approach a pool of audience (quantity leads) and refine them by doing research and analytics to identify a specific group of the audience who is interested in their offerings. By doing this, businesses can convert these quality leads into loyal customers by strategically pitching offerings to them.
The Top Advantages Of PPC For Lead Generation
PPC for lead generation offers several benefits for businesses looking to expand their customer base. We have researched the following benefits for you.
Quick Results
The PPC approach provides quick results in lead generation, and it is far better than the organic method. PPC campaigns can start catching the audience’s attention just after the campaign goes live. The immediate impact allows businesses to drive traffic to their website and get leads in a quick time.
Enhanced Brand Exposure
PPC ads take center stage on search engine result pages, which leads to boosting brand visibility and exposure toa large audience. It is the best way to raise awareness of the business and draw in potential clients who may be unaware of the brand in the market. It encourages them to show interest in advertisements, which is beneficial for businesses in generating PPC leads.
Targeted Advertising
PPC advertisers can use targeted advertising to make sure their ads are seen by the right audience by focusing on particular targeted elements, such as
- Demographics
- Devices
- Interests
- Keywords
Businesses can succeed in PPC lead generation and improve their conversion rates by fully concentrating on a more specific audience.
Pocket-Friendly
PPC campaigns provide flexible budgeting options for advertisers. It permits businesses to manage their expenditure and make wise financial decisions on business advertising. Lead generation by PPC is affordable for advertisers because they only have to pay when an audience clicks on the online ads.
Read more about Lead Generation Starting Points
Exceptional Conversion Rates
PPC ads are created to be highly relevant to a user’s search intent. It increases the likelihood of clicks turning into leads, and those ppc leads turning into valuable conversions for the business.
Best Practices to Track Your PPC Conversions
Tracking the leads generated by PPC campaigns is important for evaluating their effectiveness and making informed decisions to optimize your strategy. Let’s see some ways that you can adopt for tracking PPC leads–
Conversion Tracking
The first tactic that can help you track the PPC leads is conversion tracking. It is the best way to measure the effectiveness of your PPC campaigns by monitoring the audience’s actions on your running online ads.
You must implement conversion tracking codes on your website or landing pages to track particular actions taken by users, such as subscriptions, form filling, purchases, etc. It depends on your advertising objectives. You can use our advertising platform, 7SearchPPC, for easy integration with lead gen tools. It allows you to track and measure the performance of your ads based on clicks and impressions.
Urchin Tracking Module (UTM) Parameters
Do you know about the UTM parameter, which is mostly used by advertisers in PPC lead generation? It is a tracking snippet added to the URL to monitor the marketing performance and understand the audience behavior for advertising success.
If you don’t want to drop a chance of creating a PPC lead, then you must use UTM parameters in your ad URLs to track the source and medium that generated each lead. The benefit of adding a UTM parameter in your URL is that it allows you to analyze the effectiveness of different channels and set your budget accordingly.
CRM Integration
You must integrate your PPC campaigns with your customer relationship management (CRM) system. It can help you to seamlessly track leads from the initial stage to the final action that you desire from your audience. The CRM integration allows advertisers to track the whole customer journey and measure the impact of their advertising efforts.
Top Strategies for Effective PPC Lead Generation
As an advertiser, it is crucial to follow these strategies to ensure successful PPC lead generation –
Keyword Research
You must conduct in-depth keyword research to identify the most relevant and high-performing keywords that are booming in the industry that you are linked with. You can use the following tools to discover valuable and significant keyword opportunities –
- Google Keyword Planner
- Ahrefs
- Semrush
- Serpstat
Entrancing Ad Copy
You must generate attractive and relevant ad copy that encourages the audience to click on the ads. Remember to highlight the USP (Unique Selling Proposition) and the benefits of your products and services to attract your target audience. It can help you in PPC lead generation.
Landing Page Optimization
You must create dedicated landing pages that align with your PPC ads. You can optimize the landing page content, design, and call-to-action to maximize PPC leads and conversions. You can improve the game of PPC lead generation by using the following elements on your landing page –
- User-friendly Design
- Relevant Content
- Eye-catching Visuals
- Engaging Headlines
- Clear Call-To-Action (CTA)
Continuous Testing
If you can’t experiment with things, then you won’t be able to find the best results. You must regularly test the following elements to identify what works best for you in PPC lead generation –
- Ad Variations
- Landing Page Designs
- Targeting Parameters
You can use A/B testing to fine-tune the campaign and improve lead generation performance.
Monitor and Analyze Performance
You must keep a close watch on the following campaign’s performance metrics –
- Click-Through Rates
- Conversion Rates
- Cost-Per-Lead
Analyze these metrics to find the areas of improvement and adjust the campaign accordingly for effective PPC lead generation.
Allocation Of Budget
You must monitor the performance of your campaigns regularly and set your budget based on the campaigns or keywords, such as “Social Media Marketing,” “Content Marketing,” etc, that generate the highest number of quality leads. You must optimize your spending wisely to generate a PPC lead for your business.
Choosing the Right PPC Ad Network
To run a PPC ad campaign effectively, it’s imperative to choose the right PPC ad network. There are many ad networks available in the market that offer you multiple features. Our suggestion would be to opt for an ad network that offers the flexibility to create/edit your ad campaigns, utilize multiple ad formats, and provides tools to track and optimize your campaigns.
One such powerful ad network that offers you all these features is 7SearchPPC. This PPC ad network is growing rapidly and offers multiple features to advertisers to run successful ad campaigns and improve their ROI. You also get a dedicated dashboard that you can use to track the results of your campaign based on your chosen geo, device, and OS. Along with this, advertisers can also opt for a dedicated ad manager who will help them run and optimize their ads for the best outcomes from scratch.
Conclusion
PPC lead generation is not a tough task if you strategically put the tactics in your PPC campaign. In this blog, we have outlined the benefits and best practices of effective PPC lead generation, which can help you accelerate business growth.
Frequently Asked Questions (FAQs)
Why is keyword research crucial for pay-per-click lead generation?
Ans. Keyword research plays an important role in the success of your advertising efforts. It helps you identify the terms that are famous among your target audience and ensures that your ads appear in front of them when they enter the relevant search queries.
How do landing pages impact PPC b2b lead generation?
Ans. An astonishing landing page can make a good impression in front of the audience and encourage visitors to engage with your content. It significantly improves conversion rates and generates a PPC lead for businesses by providing a seamless experience for visitors.
What are negative keywords, and why are they important?
Ans. Negative keywords help advertisers eliminate irrelevant traffic and ensure that their ads are shown to an audience genuinely interested in their offerings.
Are there any common mistakes to avoid in PPC lead generation?
Ans. There are the following common mistakes that you must avoid in PPC lead generation –
- Ignoring Data Analysis
- Neglecting A/B Testing
- Inconsistent Monitoring
