72% of all businesses are planning to increase their PPC marketing campaigns in 2019.
It’s one thing to create PPC ads that lead to clicks, but it’s another to make ads that lead to conversions.
Looking to increase your PPC advertising campaign’s ROI?
There are a lot of things that go into making a campaign a financial success. Your landing page plays a large role in the success of your PPC campaigns.
Here are 11 strategies that can bolster your PPC lead generation efforts.
1. Clicks Don’t Always Translate to Conversions
First, it’s important to understand that more clicks don’t always lead to more conversions. Some keywords indicate that a user wants an immediate, specific answer, as opposed to waiting for a business to contact them via email.
In this case, the users were looking for forums as opposed to landing pages. Look out for people who want immediate answers or links to forums. These leads are extremely unlikely to convert.
2. Focus on Search Terms That Produce Conversions
You should try to create search terms that lead well into your landing page. These will likely be relatively short, general, and depending on your industry, local.
At this stage in the sales process, the lead should be looking for entry-level information, as opposed to specific answers to specific questions.
3. Create Searcher Personas
Businesses often create buyer personas to make more targeted marketing messages. To understand leads better, you should create searcher personas.
Try to put yourself in the shoes of prospective customers and imagine how they would find your business via Google. In particular, focus on those who are most likely to convert when they visit your landing page.
If you are a business that uses the web to drive sales, you’ve no doubt heard about pay per click advertising (PPC).
The concept is simple: You create a digital advertisement that sends visitors to your website after they click on a link.
4. Landing Page
People spend a lot of time optimizing their ad text, call-to-actions, choosing better keywords and all that. But your conversion rate has as much to do with your landing page as it has to do with your ad and keywords.
It’s important to allocate the time and effort to optimize your landing page.
What many people fail to take into consideration is that a landing page might convert differently depending on where your traffic is coming from. People who clicked on your ad when they typed in one keyword might not be interested in the same thing as people who searched for a different keyword.
It doesn’t mean that they aren’t interested in your offer; they may very well be, but you have to present it the right way. The same goes for individual ads; one landing page might convert differently depending on the ad through which visitors came from
5. Optimize for Mobile
You need to do is make sure that your website is optimized for mobile. A lot of conversions happen on mobile devices, and you don’t want to lose out on them.
Being mobile-optimized doesn’t just mean being mobile responsive. You have to think about how your website appears on phones, tablets, and phablets and adjust it accordingly.
For example, you might want to cut out some of the text and images on your mobile version.
You could also make it easier to sign up by reducing information fields and by adding a one-click Facebook signup button.
A lot more goes into making sure your website converts well. One thing to remember is that often, more is less. You don’t want a cluttered landing page with too many elements that distract your visitors.
8. Strong Headline
Your content should include a strong headline that catches your visitors’ attention. A sub-heading can be used to expound on the main headline.
The heading should address a problem that people in your target audience face. It should also present a solution and the benefits of using your solution.
You must craft an ad and call-to-action that draws in people who search for a particular keyword. Then, you need to craft a landing page that captures the attention of people who were interested enough to click on your ad.
Finally, your offer must be targeted enough that people would want to sign up for your list or purchase your product. You might want to create different landing page versions for different ads and keywords.
Perhaps the biggest benefit of PPC marketing is how fast it reaches the public. As soon as you input the tags, and agree to the rates, your campaign is off and running!
If you don’t want a slow build for your marketing campaign (or if you’re on something of a time crunch) then this is an ideal way to get attention quickly.
11. The Right Strategy
Developing strong copy and calls to action for your pay per click ads is very important, but only a piece of the puzzle.
Platforms like Google, who are probably the most influential players in PPC ads, require you to have solid ads for your visitors. If you have an excellent ad that converts into many clicks, but you have no chance of converting visitors on your landing page, then you aren’t doing it right.
Designing a complete strategy for your PPC campaign is very important, and you need to take the time to make sure all components are in good working order.
PPC Lead Generation
Clicks and conversions aren’t the same things. Your PPC lead generation campaign should focus on the latter, even if it means sacrificing a few clicks.
Most importantly, make sure to constantly test your landing page. Do various tweaks and always do an A/B split test. This is the best way to find out what works and what doesn’t.
Pay per click (PPC) advertising can bring you fantastic results, but you have to have a good campaign.
To talk more about PPC advertising, or anything else, contact us today.