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.
A lot of lead generation companies are using pay per click search to gather their leads. They will then mark up the cost it took to acquire them, or they will send them to multiple vendors and the quality to you is often poor. If this is your problem, maybe it's time you skip the middle man and go straight to the source.
Jumping into Pay Per Click isn't just a matter of setting up a website and contact information. You can certainly get results doing that -- we see it all the time. But to truly compete and drive your cost per lead down, you need some sophistication.
One thing we continually preach to clients is the importance of fine tuning every aspect of your online lead pipeline.
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.
Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.
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.
If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.
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.
A lot of lead generation companies are using pay per click search to gather their leads. They will then mark up the cost it took to acquire them, or they will send them to multiple vendors and the quality to you is often poor. If this is your problem, maybe it's time you skip the middle man and go straight to the source.
Jumping into Pay Per Click isn't just a matter of setting up a website and contact information. You can certainly get results doing that -- we see it all the time. But to truly compete and drive your cost per lead down, you need some sophistication.
One thing we continually preach to clients is the importance of fine tuning every aspect of your online lead pipeline.
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.
Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.
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.
If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.
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. Check out his site to learn more details on how to improve your PPC advertising campaigns and results.
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