When your business is deciding on which lead generation strategies you want to use, consider pay-per-click ads as a powerful weapon in the war for high-quality leads.
Usually, when people think about PPC marketing, they are referring to search platforms such as Google Ads. It makes sense when you can pay to have your ads show up at the top of search results AND map results relevant to the services you provide and the areas you serve. Google gets 3.5 billion searches a day, and with Google Ads, like all PPC ads, you only pay if someone clicks on your ad.
Top of the Page is Prime Real Estate for Your Offer
Having your business front and center at the top of search and map results is prime real estate for any ad campaign. The added bonus is that with PPC campaigns, you can increase website visits, calls, and in-store visits while you generate leads or grow your email list.
Google Ads is the largest and most influential PPC platform in the world, so to keep it simple, let’s focus on Google. But keep in mind that other PPC platforms that could work for you in a similar fashion, such as Bing Ads and social media PPC ads on Facebook, LinkedIn, and Twitter.
Here is how Google Ads works:
- Advertisers place bids for a keyword
- When that keyword is searched, Google serves ads to the user
- Ads are shown according to who pays the most
- A user clicks on an ad
- Only the ads that are clicked pay their set bid amount
- All other advertisers don’t pay anything
Along with bid amounts, Google also has a grading system called “Quality Score” into its algorithm. It measures how trustworthy you are as an advertiser on a scale of 1 to 10 based on several factors, including bounce rate and relevance. High scorers don’t have to pay as much to advertise, and low scorers have to pay more.
Sometimes PPC Can Seem Kinda Hard
Full disclosure here: PPC advertising is not the easiest or cheapest way to generate leads. Even with quick results, this lead generation tactic can prove to be a testing ground for people not familiar with PPC management.
Still, many local businesses believe they are worth the effort and costs because you receive leads that have a high intent due to it being based on search parameters you set, such as keywords and location.
There are a lot of moving parts involved, so be aware that effectively managing your own PPC campaigns can put you up against a hard learning curve if you’re new to pay-per-click ad platforms.
Successful PPC campaigns rely heavily on seamless user flow, as well as the smart allocation of your budget, knowing the most effective target keywords, and a few other factors. Plus, if you want to convert leads into sales, you’ll need a landing page and offer that matches exactly what is promised in the ad.
Don’t Worry. You Don’t Have to DIY Your PPC Advertising
All of that can seem a little overwhelming, but the good news is PPC management is a marketing activity almost all small businesses outsource to PPC professionals.
Seriously, what special unicorn-type of person knows how to run a Accountant Office, Real Estate office, or Insurance company, or e-Commerce store? AND, also know how to create, analyze, and optimize pay-per-click campaigns? Probably not you, or your business partner. And that’s okay because you can find a digital marketer that knows how to get you the best return on your investment. Then just enjoy the benefits, without all the stress.
If you are interested in handing off your Lead Generation or e-Com store growth to a team of professionals so you can focus on what you do best, book a free account analysis today to see if you are a good fit for our team
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