Tired of Lead Generation Services? Turn to Pay Per Click
If you are like a lot of companies dependent on client leads to keep afloat, you may be noticing a trend from some of the lead generation companies out there. Not only are the leads expensive, but they aren't as strong as they used to be. We are hearing this again and again from our clients who are shifting their budgets to crank up the stronger quality pay per click search leads.
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.
Unfortunately, PPC search isn't quite as easy as it used to be. These days you have a lot of competition and it's getting increasingly sophisticated. Sure, you can set up a simple web site with contact info and point some ads at it. You'll probably get a trickle of leads. But if you want to really increase your business and lower your cost per lead or cost per acquisition, you will most likely need to dedicate some resources to it.
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.
Let's start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can't conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.
So, why is this key? Pretty simple. Double and triple that relevant traffic and you can double and triple your leads. If you are not working on this, trust me, your competition is. It's worth the time and expense.
But as I mentioned, everything in your pipeline can be optimized. Let's take a look at where you are sending these people who click on ads. Do you have a contact form or just an email address? Is your phone number visible or in your footer? Are you offering an incentive for people to take action? There's a lot to tweak and test.
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.
If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your landing pages.
So, consider getting rid of the saturated lead gen services and heading for the source. The results can be dramatic.
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.
Unfortunately, PPC search isn't quite as easy as it used to be. These days you have a lot of competition and it's getting increasingly sophisticated. Sure, you can set up a simple web site with contact info and point some ads at it. You'll probably get a trickle of leads. But if you want to really increase your business and lower your cost per lead or cost per acquisition, you will most likely need to dedicate some resources to it.
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.
Let's start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can't conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.
So, why is this key? Pretty simple. Double and triple that relevant traffic and you can double and triple your leads. If you are not working on this, trust me, your competition is. It's worth the time and expense.
But as I mentioned, everything in your pipeline can be optimized. Let's take a look at where you are sending these people who click on ads. Do you have a contact form or just an email address? Is your phone number visible or in your footer? Are you offering an incentive for people to take action? There's a lot to tweak and test.
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.
If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your landing pages.
So, consider getting rid of the saturated lead gen services and heading for the source. The results can be dramatic.
About the Author:
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Visit his site to discover more details on how to improve your PPC ad campaigns and results.
posted by Howard Kline at
1:57 PM
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