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.
Interestingly, one of the sources that lead generation companies use to develop leads is pay per click search traffic. Many will end up marking up the costs to you and then shelling the same lead out to multiple vendors. If this sounds like your situation, perhaps you ought to think about ditching the go-between and head straight to the source of traffic.
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.
Begin with your paid search ad copy. Today’s PPC search engines place high importance on your click through rates. The more an ad is clicked, the more money they can make. So, they have worked into their algorithms things like “Quality Scores” which take these rates into consideration. Fine tuning your ad copy will increase your click through rates. Conducting daily split tests is vital. By testing your ads continually, you will find what works and what doesn’t. If you don’t have the time to do that, then hire a PPC management company. An expert can double or triple the number of people clicking on your ads.
Why is this important? Because it doubles or triples your traffic — and in turn doubles or triples your leads.
But don’t stop there, look at your landing pages (the pages where you send your pay per click traffic). Are the contact forms too busy or too buried? Is your phone number buried? There are ton of things you can do to convert leads at a higher rate.
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.
Making the jump to PPC search may not be in your company’s core competency. If not, then outsource to a PPC management company. Their experts can mine massive keyword lists, pull keywords from your competitors, conduct the necessary and vital daily split tests, and give you insight into better landing pages.
So, consider getting rid of the saturated lead gen services and heading for the source. The results can be dramatic.
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Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Visit his website to learn more details on how to improve your PPC ad campaigns and results.
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