+ RSSTired of Lead Generation Services? Turn to Pay Per Click
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.
A lot of lead generation companies are using pay per click search to gather their leads. They will then mark up the cost it took to acquire them, or they will send them to multiple vendors and the quality to you is often poor. If this is your problem, maybe it's time you skip the middle man and go straight to the source.
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.
When you launch a paid search campaign, you need to realize that everything in your pipeline, from what keywords to appear on, what ads to run, where to send them, how to get them to take action, etc. -- all of that can be managed and optimized. Let's examine two of these areas.
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.
So, why is this key? Pretty simple. Double and triple that relevant traffic and you can double and triple your leads. If you are not working on this, trust me, your competition is. It's worth the time and expense.
But as I mentioned, everything in your pipeline can be optimized. Let's take a look at where you are sending these people who click on ads. Do you have a contact form or just an email address? Is your phone number visible or in your footer? Are you offering an incentive for people to take action? There's a lot to tweak and test.
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 you don't know where to start when it comes to Pay Per Click search, hire a PPC management company. They will develop keyword lists, find keywords from your competition, advise you on some ideas for your landing pages and conduct those daily split tests.
Once you dump those watered down leads and go straight to the source...the results can be phenomenal.
