A Guide To Generating Quality Leads From Your PPC Campaigns

You’ve probably considered trying PPC (Pay Per Click) marketing to grow your email list. You may be familiar with PPC marketing if you’ve ever purchased a product or used a service online. When you become a PPC marketer, you’ll learn to create ads that generate clicks.

Pay-per-click (PPC) advertising is a method of attracting potential customers to your business via the internet. However, not all PPC ads are created equal, and there is a wide variance in the quality of the leads you can expect from a PPC campaign. You must follow a few proven tips to ensure you get the most from your PPC investment.

Run Test Ads To Determine Your Conversion Rates

The first step to generating quality leads is to determine your conversion rates. Your conversion rate is what you’ll use to determine how much you should spend on each ad. Every business is different, so you’ll need to test various conversion rates to find the best one for your particular situation. This process is called ad testing.

One of the best things about ad testing is that you can track each ad’s performance. You’ll know exactly how each one performed and can make adjustments accordingly. If you’re not 100% sure how much you should spend on a given ad, you can run it for a slightly smaller cost than you would for a regular ad and find out exactly how much you should be paying.

Set Your Maximum Budget And Performance Targets

Next, you’ll want to set your maximum budget and performance targets. Your maximum budget is how much you’re willing to spend on ads, and your performance target is what you’re aiming for in terms of clicks. You won’t be able to generate high-quality leads if you don’t know how much you should spend on each lead. Setting these targets is difficult, as you’ll need to consider several factors. One of the best things about PPC is that you can set realistic targets and budgets. You don’t have to aim for unrealistic amounts to ensure you reach your goal. That being said, setting a budget and performance target can take some time to get used to.

Choose The Right Keywords

The next step is to choose the right keywords. If you’ve ever researched a product before buying it online, you may have noticed that results for some keywords are better than others. When you run an ad with certain keywords, you’ll attract a specific group of people who are most likely to be interested in your product or service. Choosing the right keywords will greatly improve your ad’s chances of being displayed to the right audience. You’ll need to enter your product or service in the Google Keyword Planner to determine the right keywords. Once you’ve entered a few keywords, you’ll see a traffic graph that indicates the number of people who have searched for each word.

Depending on the size of your business, you may have multiple products or services to advertise. For each product or service, you’ll need to choose a combination of keywords that best describe that product or service. Your ad will stand a better chance of being displayed to the right audience if you choose relevant keywords. When you become an experienced PPC marketer, you’ll learn to create keyword lists for various categories and themes that can be used for various campaigns. Generating keyword lists can be time-consuming, so make sure you invest the time to find the right keywords for your marketplaces.

Avoid Over-Optimizing Your Advertisements

You can optimize your ads now that you have all the proper keywords. When you optimize your ads, you’ll notice that certain words or phrases appear more frequently than others within your ads. If you pay too much attention to optimizing these words and phrases, you may over-optimize your ads and hurt your conversion rate. In general, you should keep an eye out for words and phrases that frequently appear within your ad’s copy but don’t necessarily have to. These are usually the words and phrases that search engines use to rank your ad. However, suppose the words or phrases appear in some of your customer’s previous reviews or on social media networks. They may be interested in your product or service and should be prioritized within your ad’s copy.

Create Long-Form Content

You’ll attract more people to your site with shorter articles (such as status updates or short blog posts). However, if you want to generate more leads, you should create longer articles. When you create long-form content, you’ll have more room to elaborate on your topic in-depth. The more you write, the more you’ll be able to elaborate on your topic, and the more you’ll convince potential customers that you know what you’re talking about. While shorter articles may be more convenient to write and read, they may not be the best choice for SEO (Search Engine Optimization). Most articles that appear on reputable sites today are around 2000 words or more. Anything shorter than that and the article may not appear within the search engine results.

Use More Than One Metadata Tag

While more than one metadata tag can be quite effective, you may want to try using three or more. Metadata is data about your content appearing on various internet places. For example, it may appear as part of the URL, in the description of a web page, or in a blog post’s embedded HTML code. When someone reads your blog post, they may see these tags and be able to learn more about your business.

While it’s always preferable to use as few tags as possible, you may run afoul of certain site policies when you use too few metadata tags. For example, some social media sites and review platforms don’t allow links, so you may consider using the nofollow metadata tag. This tag instructs search engines not to follow the link throughout the entire web. In some cases, you may need to apply this tag to numerous links within a single article to avoid problems. Sometimes, older articles on reputable sites with many backlinks may need to be manually reviewed and approved before they’re publicly available.

Use Images And Addresses

When someone lands on your web page or product listing, they may want to learn more about your business or product. To accomplish this, you’ll want to use images and addresses. Addresses are important if someone wants to write you a letter or email you. The image can serve as a great compliment to the text on a web page or blog post. It may not be possible for everyone to visit your website, so including images as part of your online marketing strategy can help get your message out to the maximum audience.

To add an address, you’ll click on the little globe icon next to the word “address” on the legal page of your website. A contact form with the appropriate information will then pop up. With most contact forms, you’ll see a green checkmark when the contact form is submitted successfully. If there’s any uncertainty, you can click the question mark next to the word “address” to see a dropdown with possible answers.

Include Estimate Shipping Costs

If you’re selling a product that you think will be shipped to someone, you’ll want to include the shipping costs within the price tag. When someone sees the price for a product with shipping included, they’ll have a better idea of what they’re getting into. It’s always a good idea to indicate the shipping cost for whatever you’re selling, whether online or in a store. People hate to be misled, especially if they’ve already decided to purchase a product or service. In general, you don’t want to hide information that could be useful intentionally. You may have to play with various pricing structures as a PPC marketer to determine what works best for your company.

Include A Call To Action

If you want to get someone to take a specific action, you’ll want to include a call to action at the end of your advertisement. This could be as simple as “Click here to order now” or more elaborate, such as “Visit our site to find a list of all our products and see how they’re all customized to meet your needs.”

The call to action should be relevant to the ad’s content. If you have a sales page or product listing, you may consider using the same call to action on all of them. This will help draw more attention to whatever action you’re trying to promote.

Start Generating Quality Leads Today

It is important to remember that the goals and the amount of investment that you make in a landing page will determine the amount of information that you can get from it. If you are just setting up a PPC campaign and do not have much money to spend, you can still expect to get a decent amount of information from your landing page. However, if you have already spent money on your ad campaign, you should expect high conversion rates from your landing page – especially if you use the right keywords and design the page well. If you put in the necessary work, you can gain a much deeper understanding of the types of customers visiting your landing page and measure your PPC campaign’s success overall.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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