Pay-per-click (PPC) advertising comes at a cost, but it is proven to bring increased leads to your website. In fact, it’s estimated that people who click on an ad and come to your website are 50% more likely to make a purchase than those who arrive at your website through other means. If you want to know more about the value of PPC take a minute before you keep reading to contact us.
Keep reading to learn some important things to consider when using PPC to improve lead generation for your organization:
Beware of Fraud
Unfortunately, click fraud, which is the practice of a person or computer program repeatedly clicking on an ad to generate more revenue for the website on which it is being featured, is eating into some of the profits. According to a report from AdAge, for every $3 spent on PPC, a dollar goes to fraud.
To prevent yourself from being a victim of click fraud and to improve your lead generation efforts, consider manually setting up IP exclusions. Also, using CAPTCHA security can dissuade bots from taking advantage of your ads.
There are also click fraud detection solutions available that will help you battle the bots. Basically, these solutions use algorithms to determine what’s real and what’s fake. These solutions will also block flagged IP addresses.
When Fraud Isn’t the Issue
If your PPC campaigns are underperforming and you’ve ruled out fraud, it may be time to evaluate your keyword strategy. For example, if you’re using broad match keywords, you might have some success, but look deeper.
Using a PPC keyword tool can offer some fairly instant advantages and help you establish a list of keywords that will benefit your lead generation campaigns. WordStream offers a free tool that allows you to enter a topic or URL to generate a list, all of which will be arranged from most popular to least popular.
You can also narrow your keyword focus to make a bigger impact. Of course, you’ll get fewer clicks when you get super specific, but the clicks you do get are from more relevant leads.
Negative keywords are another way to zero in on the right audience. For example, if you’re trying to avoid being included in any searches with the word “free” in it, you can add “free” as a negative keyword and Google will keep your content from showing up in searches made by people including that word.
Content Focus
Most consumers are looking for a solution to their problem, so make sure you’re providing that solution in your content. Successful content includes a call to action, your unique selling point and a list of benefits your solution can provide.
Start by clearly stating what your product or service features, then sprinkle in the benefits your consumers gain. When wrapping up your content, don’t conclude with a “buy now” statement. Rather, appeal to the emotions of your target audience with a statement more along the lines of “let us help you now” or “let’s solve your issue together.”
At SJC Marketing, we’re dedicated to improving our clients’ lead generation efforts by crafting actionable content that engages the audience. Contact us today and let’s start improving your PPC strategies.