Pay Per Lead vs. Pay Per Click
If you’re 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 pricey, 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.
Many lead gen firms use pay per click (PPC) search to attract their leads. Once they’ve a lead, they’ll ship it out to a variety of vendors, charging each the same fee. If you are seeing your leads get more saturated, it might be time for you to go right to the source instead of letting the middle men do that for you.
Getting into PPC advertising is not as easy as it used to be. Sure, you can set up a website with some contact info, but the competition has gotten more sophisticated in current years. In order to really compete and push down your cost per acquisition, you’ve got to throttle up your effort and skills.
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 analyze 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.
Why is this important? Because it doubles or triples your traffic — and in turn doubles or triples your leads.
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 you don’t know where to begin when it comes to Pay Per Click search, hire a PPC management company. They’ll 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.
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