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.
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.
Fine tuning your landing pages will lower your cost per lead. We've seen small changes double conversions and drop your costs per lead in half. So, tinkering is well worth the effort.
If you don't know where to start when it comes to Pay Per Click search, hire a PPC management company. They will develop keyword lists, find keywords from your competition, advise you on some ideas for your landing pages and conduct those daily split tests.
Once you dump those watered down leads and go straight to the source...the results can be phenomenal.
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.
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.
Fine tuning your landing pages will lower your cost per lead. We've seen small changes double conversions and drop your costs per lead in half. So, tinkering is well worth the effort.
If you don't know where to start when it comes to Pay Per Click search, hire a PPC management company. They will develop keyword lists, find keywords from your competition, advise you on some ideas for your landing pages and conduct those daily split tests.
Once you dump those watered down leads and go straight to the source...the results can be phenomenal.
About the Author:
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Visit his website to discover more on improving your PPC advertising campaigns and results.
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