Lead generation is a lot like oxygen for a business. You can’t go very long without it. With the trend in advertising shifting faster and faster away from print, radio and TV, each business has to embrace the online community and learn how to generate leads from their website, blog and social media sites. Pay-per-click (PPC) is a great way to jump start your online lead generation process.
What is PPC? It’s exactly what it sounds like. You pay for each click you get on an ad you have placed on Google, Yahoo, Bing or any of their partner networks. There are other networks as well, but the biggest search engines comprise the lion’s share of the search advertising networks. Ads are shown based on keywords you choose that cause them to appear.
PPC is one of the most targeted processes for lead generation. It gives you the ability to capture people at the moment in time when they are most interested in what you offer. Unlike traditional advertising, which relies on many repeated exposures, you can capture someone with PPC the first time they are looking for a product or service like yours.
Here’s another reason to use PPC: Since you are driving highly targeted traffic to your website, you can use analytics to determine what’s working and what isn’t on your site. If you do split testing, you can make incremental improvements to your site and its overall conversion rate. Those changes could be worth tens or hundreds of thousands of dollars to your business.
There are different stages to your prospect’s buying process, but when someone types in a specific phrase related to your product or service, they are indicating they’re in the market. Leads don’t get much better than that.
Compare that to the last mailing you did, a radio spot or an ad you have in the Yellow pages. How many people in any of those media are in the market right now for what you have to offer? In most cases it’s less than 2%. With PPC, if you have the right keywords and a well written ad, people clicking on your ad are interested 100% of the time.
Another advantage of using PPC is you can measure results very accurately. You will know exactly which keywords are paying off and which ones aren’t. You can start and stop campaigns with the click of a mouse. If you get more clients than you can handle, you can scale back accordingly. You can also set a budget to know exactly what you will be spending each month.
We’ve been helping companies use PPC as a primary lead generation technique for nearly a decade, so we know first-hand that it works. Do yourself a favor and check it out.