Pay Per Click Advertising for Lead Generation
Pay per click advertising includes services such as Yahoo Search Marketing, NineMSN Search Marketing and of course most famously, Google AdWords. Paid search is an effective, trackable and instant method of building a list of leads and because of this; I’d have to say it’s my favourite method to use. Of course, you need to make sure that you are properly optimising your advertising budget by making sure your search spending offers a good return on investment. Install some conversion tracking tools so you can find exactly where your money is going and how effective it is.
A feature that allows you to do this is called conversion tracking and if you don’t know what this is you can easily search on Google for something like “Google Adwords Conversion Tracking” and a page should come up showing you how to install that. Once you have that installed, you can start to see the difference in the results between different keywords, different ads, and different landing pages. The first tip for Google Adwords or paid search is to:
1. Test Lots of Different Keywords: One keyword, even ten are not enough. You should try hundreds or even thousands of different keywords and key phrases to figure out which will get great results for your business and which are just a waste of money. Conversion tracking tools can tell you which are performing the best.
2. Test multiple ads: Google Adwords, for one will let you try out different ads to see which are the most effective at driving traffic to your website. You’ll find out that some are far better at this than are others. For example, we worked with a client in the finance sector not so long ago and learned that one particular ad got traffic and conversions at less than a third of the cost of the other ads they were using. When you’re a larger company spending five figures on ads a month, a 30% saving is quite a lot of money.
3. Break up Your Pay Per Click Account into Targeted Ad Groups: An ad group is a set of ads which are brought up when people search for certain keywords. For instance, if you are a mortgage broker who offers mortgage refinancing, you may have a group of ads which are triggered when someone searches for the keywords “mortgage refinance” or variants of these keywords. Your ad which comes up when these terms are searched for will contain these keywords and be targeted to the demographic likely to search using these words. You’ll also need to make sure that the links send potential customers to a landing page which has to do with the refinancing of mortgages.
The goal here is to make sure that your landing pages and your ads as relevant as possible to your keywords – this is the way to get those high conversion rates you really want.
By using these techniques, you can greatly increase how well your Google AdWords and other pay per click programs work for you. Not just a little – double, triple; even ten times the results you’re getting now!
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