PPC advertising is an instantaneous and effective method to attract potential leads. But low-quality leads can cost you time and money, which can affect the overall progress of your online business.
This is why you need to be testing and trying out various PPC campaign strategies and tips to know what works best for you.
You’ve come to the right place, as here we discuss why and how you can generate more quality leads with a PPC campaign.
What are PPC Leads?
PPC stands for Pay-Per-Click. Through PPC marketing, you pay a fee every time somebody clicks on your ads. Facebook Ads, Google Ads, etc. are a few popular PPC ad networks where you can run your campaigns.
A PPC lead is basically any person who has become a lead after clicking on your advertisement posted as part of your PPC campaign. Not all leads need to get converted into sales, which is why you need to analyze the quality of your leads.
Why is Lead Quality Important?
Lead quality implies the likeliness of your prospects to become paying customers.
Before using a lead scoring system and analyzing the quality of your leads, it is necessary to understand why lead quality is important.
Determining the lead quality helps guarantee the intent of the prospect to buy your product. Here are a few reasons why lead quality is important.
1. More Satisfied Customers
High-quality leads are more likely to convert to customers who are satisfied with your products and services.
More satisfied customers also mean improved brand awareness. They are more likely to spread the word about your business and share their positive experience with it.
2. Saves you Time
Qualifying your leads helps you manage your time by not wasting it on leads that are mostly junk. Focusing more on lead quality reduces lead collection, which is again great for time management.
It also enhances the productivity of your team and contributes to earning quick money.
3. Improved ROI
As mentioned, ROI is one of the reasons why you should put more effort into quality lead generation.Taking better steps and working more on optimizing your PPC campaigns, therefore help improve your ROI by generating quality leads.
How to Generate More Quality Leads with a PPC Campaign?
Just because you get an increase in the lead volume doesn’t mean that you are successful with your campaign.
While running a PPC campaign, lead quality is what matters more than the lead volume to ensure that your resources are being spent right.
You would rather have 20 qualified leads than 200 poor-quality leads that are irrelevant and contribute nothing to your returns.
So how do you optimize a PPC campaign to generate more quality leads?
1. Organize your Campaign
Many companies usually stop at segmenting their PPC campaigns according to each product.
A better way to optimize your campaign for more quality leads would be to categorize it further. You can do this according to particular demographics and other subcategories like the target industry.
After making these segments, you can customize each of them with the related keywords and ads to get better quality leads.
2. Use qualifying ad copy
A successful campaign doesn’t always mean that you are looking to attract anybody through attractive headlines.
When trying to get better quality leads, you need to work on swaying some users away from your ads. If you are looking to attract a very specific group of people, write something that calls out essentially to them.
3. Work on Negative Keywords
Targeting relevant and specific keywords is one of the most important steps while making the best out of your PPC campaigns. Using certain tools helps identify the most used and the most relevant keywords in each segment as discussed above.
Filtering out negative keywords is an equally significant process in generating quality leads. You can go over to Search Terms Reports to see where you are going wrong with your keywords.
Find clicks that are not related to your ads and add those keywords to your list of negative keywords.
Doing so signals to the search engine that your ads shouldn’t be shown for such keywords, thereby eliminating poor-quality leads.
4. Targeted Landing Pages
Crafting a landing page according to the needs of your ad group is a way to increase the conversion rates of your landing page.
Since it isn’t really easy to do this, especially with larger numbers of ad groups, you can improvise the landing page content.
You can do this by following the best landing page practices like adding headings and subheadings as parameters for the landing page URL.
5. Attaching forms
Single-step forms and multi-step forms are great ways to generate quality leads from your PPC campaigns. Choosing between both depends on the extent of information you need to gauge from them. Facebook lead forms are also a great way to make your ads more effective.
When the lead fills these forms, they are communicating with your company, for which you can reward them. This can happen in the form of e-books, brochures, or any other kind of offers and promotions.
6. Keep testing your strategies
One of the best ways to qualify your leads and understand what works best for you is by testing your campaigns.
Trying out different bids and experimenting with new keywords can bring out results you never knew your campaign could produce. Remove keywords that are not performing well and research more on which keywords generate more quality leads.
While running a PPC campaign, it is advised to optimize the campaign for lead quality over lead collection. Focusing on the lead quality means you should be spending more resources on the ones that are going to give you the best returns.
It also means that you will be turning people in the opposite direction of your company. But if everything goes right, it would be the best thing to do for your business.
Even though the lead volume gets reduced in the process, you will get more value for your money by pinpointing your efforts on the right leads.