If you feel like you are spinning your wheels with the same poor quality leads from your lead generation service, you're not alone. In the past few years we've heard from more and more of our clients that the quality leads they used to get from their lead gen services are becoming worse and worse. More people are shifting their budgets to pay per click search where the quality remains strong.
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.
We always tell our clients that everything in the pay per click pipeline needs to be optimized. Let's take a look at a couple items.
Let's start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can't conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.
Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.
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.
If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.
Making the jump to PPC search may not be in your company's core competency. If not, then outsource to a PPC management company. Their experts can mine massive keyword lists, pull keywords from your competitors, conduct the necessary and vital daily split tests, and give you insight into better landing pages.
Ditching those weak, watered-down leads and going right to the source can help your business boost its results dramatically.
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.
We always tell our clients that everything in the pay per click pipeline needs to be optimized. Let's take a look at a couple items.
Let's start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can't conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.
Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.
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.
If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.
Making the jump to PPC search may not be in your company's core competency. If not, then outsource to a PPC management company. Their experts can mine massive keyword lists, pull keywords from your competitors, conduct the necessary and vital daily split tests, and give you insight into better landing pages.
Ditching those weak, watered-down leads and going right to the source can help your business boost its results dramatically.
About the Author:
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Check out his site to discover more on improving your PPC advertising accounts and results.
No comments:
Post a Comment