Will Pay Per Click Bring In The Qualified Sales Leads You Want?

Pay Per Click

First let me explain pay per click for those who may be unfamiliar with it.  Pay per click, or PPC, is an advertising model used to direct traffic to websites. The company will pay the publisher every time the ad is clicked.  This is very common for search engine ads. Advertisers typically bid on keyword phrases relevant to their target audience. Content sites often use a set price instead of the search engine bidding system. So when a keyword matches a query result and the bid is high enough, the advertisement will be displayed. Being able to target this demographic so specifically is the reason you can get qualified sales leads to your site.  So how can you optimize these ads in order to attract qualified sales leads?       

Optimizing PPC   

The whole advantage of PPC is that it uses keywords in order to target a certain audience compared to outbound marketing or banner ads.  Even though it is targeted, it is still very possible to waste a bunch of cash on PPC.  So you must always think strategically about how to use them.

The main goal of pay per click advertising is to get the target audience in front of your offer after they searched for it. So this is where you must think strategically. You much create and design a landing page that specifically caters to the needs of that audience’s want. This takes keyword research, competitive bidding and more importantly compelling copy on your landing page that will convert the viewer. 

Most people just send the traffic from their PPC ads to their homepage. When a potential customer clicks on an ad, they want to be brought directly to that offer. Just imagine every potential client has ADD. They are that dog in the Disney Movie UP. SQUIRREL! You will lose your potential customers attention if they have to search for your offer. They will instantly click the back button and find another advertisement that brings them directly to what they want. You have captured their attention, so now get right to the point.    

Companies also fail to try and make a connection with these potential clients. Not all clients will convert instantly, but they may dig deeper for more information, so make sure you offer it. Don’t miss this opportunities to build a relationship with this customer to help boost conversion rates. So if you are selling products or services, you need to push for sales while also offering a relationship building offer. Follow these steps below to help attract sales qualified leads.

Create advanced content: Your information needs to be valuable and relevant to your audience. If it is not enticing enough, they will not fill out any forms. So go that extra mile when you create your advance content. Lastly in the advanced content, you need to have another call to action which pushes your potential customer to actually purchase your product or service.  If you would like to learn more about How Case Studies Can Attract Marketing Qualified Leads For Your Business then follow that link.

Do keyword research: You need to do extensive research on the types of phrases that your potential customers will type in.  This can be a very difficult process but the Google keyword tool can help with this process.  Asking your actual target market can also help give you more insight on their thought process.  Paying attention to you keyword rank can help so read this article about website traffic ranking for keywords. 

Build a landing Page: You need to create a page to send your traffic to.  You may want to create different versions of these landing pages to appeal to the different keywords you are using to attract traffic. These need to be strictly focused on the need of the customer based on the keywords they searched.  

• This landing page should not be selling your product or service. It needs to be offering a free resource about your product or service. That way these potential customers can receive more information at a low risk. They are not buying it right away, they are just offering their information in order to receive information back. You need to make sure you have a way of contacting them in the future, so you must collect their number or email when you capture their information. I said you should not be selling your product or service, but in a sense you are performing a sales pitch by engaging the customer with your product/service information.  The more information they know, the more likely they will be to buy it.

If you follow this process, you will be able to attract qualified sales leads with your PPC campaign. You will not only start making sales right away, but you will receive profits down the line when these potential customers become highly interested in your product through your newsletter and blogs. Nobody ties the knot on their first date, or at least they shouldn’t, so you can’t expect your potential clients to just fork over money the first time they see your offer. 

One thing we were not able to cover in this article is optimizing the bidding process. This optimization will help lower your overall cost, but it is a larger topic than we can cover today so we may need to do it in another blog down the line.

Follow these simple steps and you will see the qualified sales leads start to pour in.    

Photo Credit:  antoniolas via Flickr