We all know that Pay-Per-Click (PPC) Search Marketing (Google Adwords, Bing, etc.) are valuable element in most lead generation strategies. But if you are like many of us mere mortal marketers, , many you may be having difficulty finding that sweet spot that balances the quality and quantity of leads so critical to results and a good ROI. You know the drill: You’ve done your research and testing and have identified your prospects top search keywords. You’ve organized everything into neat campaigns and established your bidding strategies using the latest best practices. Your create killer ads and select eye popping landing pages. And . . . well . . . urr. . . you get plenty of traffic (and cost) that does not turn into as much business as it should. So, you tweak and refine things to cut out the riffraff and focus on the most optimal of prospects. You’ve reducing your costs, but also succeed in restricting lead volume to the point of why bother.
We have found that, other than keyword relevancy, ad copy and landing page strategies are keys to balancing the quantity and quality of leads. A good ad copy qualifies a searcher, and discourages unwanted clicks, while the landing page pays off the ad copy and gives just enough information for the visitor to fill out a form, or make a call.
Here are a few essential ad copy tips that can start you on the path to balancing quality and volume for PPC lead generation.
- Introduce qualifiers. Examples- product price, product/service scope(for fleets of 50 trucks or more) and or product/ service availability.
- Mention awards or any special achievements.
- Include limited time offers and incentives to create a sense of urgency.
Always remember to restate or expand on ad copy elements on the landing pages as well. Visitors are looking or continuity and reassured that they have arrive at the right place,
Stay tuned. . . next we’ll show how to apply a few landing page strategies for balancing your PPC lead generation efforts.