PPC Lead Generation: Best Strategies

Bring in more leads and see the kind of campaign ROI you’ve been chasing with some of our PPC pro tips. 

Of course, when we say “more leads”, we really mean, “more of the right kind of leads”. 

The right PPC strategy can do a lot of things – help you reach your illusive lead gen goals, increase campaign ROI, and attract new, high-quality users. But first… 

What exactly is PPC, and how does it impact lead generation? 

PPC lead generation involves the creation of specifically targeted ads, appearing on search engine results pages that work to put your business in front of a specific, sought after audience and generate a list of leads that have a higher likelihood of conversion to customers at the end of the sales cycle. 

For a vast majority of businesses, implementing some sort of PPC advertising strategy is something we’d recommend. 

“Especially if your sales cycle is longer than what the typical retail product might require,” says encite branding + marketing + creative President Adam O’Leary. 

PPC can be a powerful business generation tool, but as is true with all of the marketing tactics we talk about on this blog, only when done correctly. 

Here are our most important tips: 

1. Craft attention-grabbing copy that sparks interest before your offer does 
2. Track your campaigns throughout, and capture data on your audience
3. Regularly optimize, even if it looks like there’s nothing to improve
4. Implement remarketing strategies at the “end” of each cycle 

Craft attention-grabbing copy

Ad copy works best when it’s clever about the way it presents two things: what your offer is and how to get it. Cleverness can’t take precedent over clarity, though. Something else we think is important to consider here is that not every target will be at the same point in the buying cycle. So, if you’re using a lot of buying language and directing people to product information or registration links, that won’t be viewed as helpful to someone that has just had their first brand encounter. 

It’s always best to put yourself in their shoes – how do you want to be talked to? What types of things impact you when considering whether or not to pull the trigger on a purchase? A couple big ones that we’ve made note of are: 

• Using “you” statements when speaking to your audience can also provide a sense of familiarity and imply a more conversational tone. 
• Speaking in exacts implies confidence and professionalism – don’t be afraid to use statistics or actual price points to illustrate a benefit. 
• Focus on what makes you unique. Tell your audience what you can do, don’t tell them what your competition can’t do. 

Track your campaigns 

The only way to make sure you’re up-to-date on your campaign performance is to track it. Here are a few important KPIs you should be on the lookout for: 

• Impressions: How many times did your ad appear in someone’s search results? 
• CTR: If it did appear on someone’s SERP, did they click? This number is calculated by dividing the number of clicks by the number of impressions. 
• Conversions: How many of the people that saw the ad and clicked through the ad ended up following the CTA on your landing page? 
• Cost per conversion: At the end of the day, how much did you spend to land a new customer? 

Regularly optimize

Keywords can fluctuate in and out of popularity, CTAs can hit one week and pull up nothing bud duds the next. It’s important to keep an eye on your data, and use it to leverage success. 

Implement remarketing strategies 

Why would you let someone who showed enough interest in your offer to initially engage walk away just because they didn’t quite convert the first time around? If you have their information from your initial CTA, you should take advantage of it and make the most of your ad spend. 

Your takeaway 

With a strategic approach to your PPC ads and the use of analytic data, your conversion goals are a few clicks away.

Let’s take the first step towards meeting the goals and setting new ones. We’ve got you covered.