PPC allows you to create various ads that you direct to your target audience, helping you generate leads and drive conversions.
Of course, while you may already know PPC inside and out, you may be wondering what to do with the leads you generate. How can you effectively manage PPC leads and turn them into customers down the line? In fact, you could even be wondering how to generate more of those leads in the first place.
If you’ve come here with questions about PPC lead management—or PPC lead generation—you’ve made the right choice because that’s exactly what we’ll discuss in this blog post. Keep reading to learn more.
How to generate PPC leads
Before we get into PPC lead management, you might be wondering how you can generate PPC leads to begin with. If so, don’t worry. There are many different ways to generate leads, but we’ll cover three of the best methods below.
1. Create different types of ads
Our first PPC lead generation tip is to take advantage of different PPC ad types. There are quite a few options out there, including:
Display ads (which appear as boxes or banners on third-party websites)
Social media ads (which often appear as sponsored posts on social media platforms)
The advantage of using different ad types is that it allows you to reach a much wider audience than you otherwise would. Let’s say you only use paid search ads. Well, that’s great, but what if it turns out most of your target audience actually spends far more time on social media and doesn’t do a lot of Google searches in your industry? You’re missing out on all those leads.
But by running multiple types of ads, you can cover all your bases and make sure to avoid missing out on anyone. Of course, you can decide which ad formats to use by researching your audience and determining the best platforms for reaching them.
2. Build focused landing pages
No matter what type of ad you create, each one will lead users to landing pages—that is, the pages that your ads link to when someone clicks on them. Those landing pages are where the real lead generation and conversions happen, so it’s critical to make them compelling.
You can do that in a couple of different ways. Firstly, you keep things simple and attractive. Don’t stuff your landing pages to the brim with images, text, and links to other pages. Rely on simple visual designs and use minimal text, so users don’t feel overwhelmed.
Secondly, center each landing page around a single call to action (CTA). Don’t try to make users do 17 different things at once because people will get overwhelmed and not do any of them. Instead, encourage them to take a single action, like signing up for your emails or trying a demo.
As a result, users will respond much more positively to your ads and be more likely to become leads.
3. Target a specific audience
Finally, when you create your ad campaigns, take the time to target a highly specific audience. There are multiple ways to do this. For example, with paid search ads, you have to bid on specific keywords that you want the ads to display for. Naturally, you’ll want to choose the sorts of keywords you expect your audience to search for.
More than that, though, most paid ads allow you to target specific groups of people directly. You can research your audience to determine which demographics are most likely to buy from you, and then you can target those exact demographics in your ad campaigns, giving you a higher chance of generating leads.
This is especially simple in Google Ads, where you can create custom audiences using everything from users’ age to their location.
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Now that we’ve gone over how to generate PPC leads, let’s talk about how you can manage those leads once you have them. What can you do to improve your chances of converting those leads, and how can you use your existing leads to help you drive even more future ones? Keep reading to find out.
1. Segment your leads
One tactic that can help you with PPC lead management is segmentation. Segmentation is where you divide your leads up into different categories. Those categories can be based on different things, including:
The advantage of dividing leads into these categories is that it makes them far more manageable since you don’t have to deal with as large of a group all at once. Furthermore, what works for one group of leads may not work for another. So, having the leads already segmented makes it easier to figure out where to use one tactic versus another.
2. Use lead scoring or lead confidence
Another way to manage PPC leads more effectively is through lead scoring. Lead scoring is a system whereby you assign numbers to each of your leads based on their value to your company. An alternative version of this is lead confidence, which looks specifically at how likely each lead is to convert.
This helps you prioritize your PPC leads. For example, maybe one of your ads brings in two new leads one day. The first lead clicked on the ad and engaged with it briefly, but then left without any further interaction. The second lead, meanwhile, subscribed to your emails and visited your site regularly down the road.
In the above example, the first lead would definitely end up with a lower lead score than the second one. It’s clear from the second lead’s behavior that they’re far more likely to convert. For that reason, you know to prioritize your sales efforts for that lead.
3. Monitor your PPC lead generation results
Finally, when managing your leads, it’s important that you take the time to learn from them. You can do that by observing their progress through the sales funnel and seeing which of your marketing materials worked best for them.
Why track this information? Because it allows you to continuously improve your marketing down the road. Just because you’ve earned some leads doesn’t mean your marketing is flawless—there are still things you can do to earn even more leads in the future. Looking at the results of your PPC lead generation can help you figure out what those things are.
As you improve your marketing based on what you learn, you’ll ultimately generate even more leads going forward.
Let WebFX and Nutshell help you generate and manage PPC leads
If you’re reading this blog post, you’re probably interested in getting some help with managing your PPC leads. In fact, you may even be looking for help generating those leads to begin with. If that’s the case, you’ve come to the right place.