Tired of watered down, poor quality leads from your lead generation company? The last several years, we have been noticing a trend being discussed by our clients. They are telling us that the quality of leads that used to come in from their lead generation services have dropped off the map. At the same time, they've noticed that the quality of leads coming from pay per click has remained superb and even gotten better.
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.
Jumping into Pay Per Click isn't just a matter of setting up a website and contact information. You can certainly get results doing that -- we see it all the time. But to truly compete and drive your cost per lead down, you need some sophistication.
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 this is just one place to focus your efforts. Take a look at the destination urls -- the landing pages where you send visitors. Are you using a contact form? How simple is your contact form? Is your phone number too small? There are always a variety of items you can optimize and test to increase conversions.
Optimizing your site's landing pages reduces the dollars you spend on each lead. You might be surprised, but even tiny changes can cut your costs per lead in half. We've seen it. So put in the effort or invest more funds in these mission critical spots.
If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your 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.
Jumping into Pay Per Click isn't just a matter of setting up a website and contact information. You can certainly get results doing that -- we see it all the time. But to truly compete and drive your cost per lead down, you need some sophistication.
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 this is just one place to focus your efforts. Take a look at the destination urls -- the landing pages where you send visitors. Are you using a contact form? How simple is your contact form? Is your phone number too small? There are always a variety of items you can optimize and test to increase conversions.
Optimizing your site's landing pages reduces the dollars you spend on each lead. You might be surprised, but even tiny changes can cut your costs per lead in half. We've seen it. So put in the effort or invest more funds in these mission critical spots.
If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your 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 details on how to improve your PPC ad accounts and performance.
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