Every business depends on lead generation in one way or another to stay operational and successful. Some businesses rely heavily on lead generation, and PPC campaigns are amongst the most effective ways to create fresh leads with the potential to turn into paying clients.
In this article, we’ll explain how PPC could be used in lead generation in detail with our main focus being on how to utilise Google Ads to increase lead production for your company.
Let’s get started…
What is PPC lead generation?
PPC was formerly only associated with e-commerce companies. For businesses and websites that depend on digital lead generation, PPC has evidently become a very successful lead generation channel.
PPC is a form of advertising where you pay per click. With PPC, you can quickly show up on page one and be discovered by customers who require the services your company offers. PPC commonly happens on Google through Google Ads. It enables marketers to target wide audiences through Google’s results pages or SERPs.
Think of it as a way to ensure that you get seen every time someone searches for something related to your business. Say, for instance, you run a bakery shop in Newcastle that specialises in wedding cakes. You can run ads that target search terms like “wedding cakes Newcastle” so with each search made, your ad will pop up.
And once people click on your ads, they’ll land on your website or designated landing page and go from being leads to full-fledged customers, if all goes well.
B2B vs. B2C PPC advertising differences
At the end of the day, both B2B and B2C clients deal with other people. But, their approaches to conducting business differ in a number of ways. Your ability to generate leads is considerably increased by deciding whether to tailor your PPC campaign for a B2B or B2C market.
Here are some significant distinctions between PPC campaigns for B2B and B2C businesses:
- B2B organisations need a more expensive and complex PPC strategy than B2C businesses
- B2B sales cycles are usually longer
- Moreover, B2B companies’ goods and services are more intricate
- B2B doesn’t really require much hard selling. PPC lead generation methods are designed to encourage consumers to pay attention, be interested, want what they want, and take action
How PPC lead generation is relevant to your business
There are numerous reasons why PPC lead generation is relevant:
- PPC advertising aids in luring your target customer who’s already considering your goods or services
- PPC assists in obtaining immediate keyword ranks and increasing website traffic
- Track the actions of potential clients who are part of the funnelling process and exercise precise control over it
- While also using other strategies to market your company, you can easily follow the ROI of your PPC campaigns and expand the database of leads they have created
While both lead generation and e-commerce employ PPC marketing techniques, e-commerce doesn’t need a defined target market. Since e-commerce works on a bigger consumer base, precise customisation is less necessary.
The usage of distinct call-to-actions and messages is one of the key variances. Lead-generation businesses rely on words like “sign up”, “more info”, or “join our webinar,” whereas e-commerce businesses employ phrases like “order today”; “purchase now”, and “shop”.
How does PPC help generate leads?
PPC can help generate leads in many ways. Here are a few tactics for generating leads using PPC campaigns:
Target the appropriate audience
Being able to target the right audiences at the right time is the key to success. You must pay for each click on your ad when placing a PPC campaign. But you don’t want just anybody to click on your advertisement. The goal is to specifically reach your target demographic with your PPC adverts.
If you don’t take the effort to identify your target demographic and learn about their habits, how can you be sure that they will notice your advertisement?
The question now is: how can you determine your target audience?
Well, it can be achieved through numerous different steps, including, but not limited to:
- Carrying out client interviews
- Identifying trends within your industry through thorough research
- Analysing your competitors’ approach to their audiences
- Using tools such as Google Analytics to analyse what’s working and what isn’t with both your paid and organic efforts
- And more (which can be explored in our guide on Google Ads targeting).
And with proper research, you can simply benefit from the proper search engine optimisation keywords.
Have proper data tracking for your campaigns
The production of PPC leads requires tracking. In order to understand what works and what doesn’t in terms of lead generation KPIs, it’s crucial to collect data during the length of a digital marketing campaign.
You may easily evaluate the success of your PPC campaign using monitoring data that analysis tools provide, the main one being Google Analytics – of course.
Your PPC data can be tracked in a number of ways:
- Dynamic number insertion (DNI)
- Conversion tracking
- UTM tracking
When you use customer relationship management (CRM) technology in conjunction with efficient tracking, you can be certain that you are managing your customers and prospects properly.
HubSpot is an effective CRM platform that can help you with determining the connection between PPC ads and eventual sales conversion.
Be precise with your ad campaigns and groups
B2B businesses cater to a variety of audiences with different interests and goals. So, it only makes sense to rely on ad groups for targeting. This, in turn, allows you to reach the appropriate audience group with your ads and get a lot of leads. Your advertising campaigns might be based on a variety of elements, such as your target industry, product or service, geography, and competitors’ brands.
Your ads will deliver precise relevancy to the terms that your ad models are focused on if you use ad groups and limit your PPC audience. Visitors to your landing pages and ad text are almost certainly very interested in the services or goods you offer. High-relevance lead generation is likely to have greater click-through rates and conversion rates.
Create a distinct landing page for every ad group
Many companies still fail to utilise landing pages to their fullest potential. Instead, they send prospective customers to the main page of their websites, a strategy that will likely produce low conversion rates. You need to have both convincing advertising and informative landing pages that are relevant to the searches of your potential consumers if you want to maximise the effectiveness of your PPC lead generation campaign.
The goal is to create landing pages that deliver on the promises made in the adverts that your potential buyers engaged with. Each landing page must be related to the ad campaign’s keywords and the demographic you are trying to reach.
Each landing page is created with the goal of turning as many leads as possible into customers. Your landing page needs to solely focus on the info that your potential buyers need and a call to action, with no other distractions.
The new Google guidelines state that concise landing pages are favoured over long-form content landing pages.
Here is a breakdown of Google’s landing page requirements:
- The title, header, and remaining material should all include the keyword
- On your landing page, you should add a paragraph with key company info including policies, warranties, return policies, and more
- Texts or other information should explain to the user why they should believe in your products or business
Make use of rapid forms in your ads
When using a platform to browse the Internet, many consumers want to stay on that one. As a result, an advertisement that forces consumers to transfer platforms might not be the best choice.
Consequently, your PPC Google Ad will lead them to your site, and they’ll preferably do everything there. One great way of ensuring that you turn clickers into leads is using forms.
We, and Google themselves, both recommend that you keep your forms simple and straightforward.
You should also be clear about the objective of your forms. For example, if you run a removal company, you can suggest to people that their information is needed to request a quote. You see, if you ask for too much information, people might get nervous or annoyed and just flat-out ignore your forms. So, it’s key to keep it simple and rapid.
Improve the services you provide to potential consumers
Everyone is searching for things that will benefit them. Offer your potential clients significant value in your PPC lead-gen advertising. This is crucial if the keywords and ad locations you use to create your advertisement are competitive. For recruiting customers, strategies like providing a free trial of your product or providing alluring discounts work well.
Ad extensions are a useful tool to make your ads shine in the search engine results pages (SERPs). They can be used to emphasise certain elements of ads that a lead may take interest in. A registration link for a free trial or a contact number they can reach right away are two examples of effective ad extensions.
We can handle lead generation for you
Using paid advertising to generate quality leads is not easy, nor is it cheap. This is why you ought to leave the process to professionals (aka us). Book a discovery call with us today, and one of our experts will explain how we can take your lead gen efforts to the next level with PPC.