Pay per click advertising is services such as Google Adwords, Yahoo Search Marketing, or NineMSN Search Marketing. Paid search is one of my favourite techniques for business lead generation because it's instant, it's accountable and it's effective. The first thing you want to do is to actually optimise page search spend and the first way to do this is to make sure you install conversion tracking so you know where your expenditure is leading to desired actions, for example, an acquired sale, and where your budget is under-performing.
These tools are easy to use, but if you are not yet familiar with them, you can simply do a search in Google for "Google AdWords Conversion Tracking" and you'll quickly find information on how to install and use these trackers. This software will show you just how different landing pages, keywords and ads are working for your business. If you really want to maximise your return on investment with Google AdWords and other search paid programs, you need to:
1. Test Lots of Different Keywords: Don't try out just one or even a few keywords. You need to test hundreds, even thousands of different keywords and phrases. You want to find the very best key phrases that get results and which are just a waste of money. Conversion tracking will let you know which ones are getting the best results for you.
2. Test multiple ads: Google Adwords, for example, allows you to test different ads for getting people to your website and you'll quickly see that some ads are much more effective at generating traffic than others. In a recent example in the finance industry, we worked with a client and we actually found that one specific ad was able to generate traffic and conversions at a 30% lower cost than any of the other ads they were running. So when you're actually running five figures worth of advertising every month, a 30% saving can be rather welcome.
3. Break up Your Pay Per Click Account into Tightly Targeted Ad Groups: An ad group is one or more ads that are triggered by a group of keywords. So you want all those keywords to be tightly targeted. I'll give you an example. Let's say you're a mortgage broker and you're marketing mortgage refinance as one of your products. You could have an A group called mortgage refinance and the ads are triggered by keywords such as "refinance mortgage" and close variations of that. Then, the ad that comes up has the words "refinance" and "mortgage" in it, and it's closely targeted to that type of customer. Then the landing page you actually send people when to they click on the ad to is all about refinancing mortgages.
What you're trying to do here is to basically minimise the resistance or the friction between your ad, the keyword, and your website so that you get as many people as possible coming through and inquiring for specific services. So what you want to have is many small rivulets of traffic that are leading into your website and creating a torrential river of revenue for you.
When you implement these strategies, you can actually increase the performance and return on investment of your Google Adwords or other pay per click accounts by orders of magnitude. So, we're talking two times, three times, five times, even ten times the results just by following these strategies.
About the Author:
Author: David B. Ascot explains the best of sales lead generation methods and there's lots to find out about high performing online lead generation.
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