If you’re a small business owner or brick-and-mortar shop, you may be looking for ways to expand your customer base and drive more sales. Pay-per-click (PPC) advertising can be an effective way to do just that. In this beginner’s guide, we’ll walk you through the basics of PPC and lead generation. We’ll do a deep dive on how you can start attracting more customers and take your business to the next level.
What is PPC?
Paid-Per-Click (PPC) advertising is a form of online advertising where advertisers pay each time a user clicks on one of their ads. According to Selling Signals, the average conversion rate for PPC campaigns is around 2.35%, and a conversion rate between 2% and 5% is generally considered successful.Â
Search engine results pages or websites that are part of an advertising network typically display these ads. The advertiser sets a budget for their campaign and bids on keywords relevant to their business. The higher the bid, the more likely their ad will be shown to users searching for those keywords.
Why use PPC?
PPC advertising has several benefits for small businesses. First and foremost, it can be a cost-effective way to reach new customers. In traditional advertising, you pay for ad space regardless of whether anyone sees or interacts with your ad.Â
With PPC, you only pay when someone clicks on your ad. This means you can get more bang for your buck! That’s because your advertising budget is spent on users interested in your product or service.
Another benefit of PPC advertising is that it allows you to target specific audiences. You can choose your ads’ geographic location, demographics, and even the interests of the users you want to target. This means you can reach users more likely to be interested in your product or service, increasing the likelihood of a conversion.
What is Lead Generation?
Lead generation is the process of attracting and converting users into potential customers. In PPC advertising, lead generation typically refers to collecting user information. This could be an email address or phone number, in exchange for something of value, such as a free ebook or discount code.Â
What about B2B? Well, according to a survey of U.S. marketing decision-makers, 40.6% of respondents said that effective one-to-one outreach was the main factor behind successful qualified lead generation for their B2B business. Moreover, some marketers who follow up with web leads within 5 minutes are nine times more likely to convert them.
Why use Lead Generation?
Lead generation is an important part of any PPC advertising campaign because it allows you to build a database of potential customers who have already expressed an interest in your product or service. These users are more likely to convert into paying customers because they have already shown an interest in what you offer. Here are the most effective methods businesses use to get the most out of their paid-per-click budget:
Create an Effective Landing Page
One of the most successful strategies is creating a landing page designed to capture user information. The landing page should be simple and focused, with a clear call-to-action that encourages users to respond to a call-to-action. Here are some ways to improve your landing pages:Â
- Make sure your landing page is accessible and easy for search engines to crawl.
- The content should be compelling and answer the searcher’s query.
- Optimise your keywords to attract searchers and search engines.
- Ensure a great user experience, including fast load speed.
- Create share-worthy content that earns links and amplification.
- The title, URL, and description should draw high click-through rates in the rankings.
Optimise your Lead Generation Forms
You MUST get your forms right! The form on the landing page serves as your essential data collection form like names, email addresses, and phone numbers. However, there’s a balance that needs to be met.Â
It should be compelling enough to collect enough information (to follow up with prospects) and ask for only a little information that may deter them from completing the form.Â
Here are some tips you can apply to your lead generation forms:
- Place your forms above the fold of your page. This increases the chances of people seeing and engaging with them.
- Write compelling copy that clearly states your value proposition on your forms.
- Ask only for necessary information to minimise friction during the lead generation process.
- Use an appropriate tone of voice and pace when speaking to a customer.
Use Ad Extensions
Another strategy to generate leads through PPC advertising is to use ad extensions. Google Ads now call these “assets”, but the functionality remains the same. In general, these are where your information is so that customers know where and how to reach your business. Check out these ad extension methods:
- Sitelink Extensions allow you to add additional links to your ads to direct potential customers to more specific and relevant information about your business.
- Call Extensions is where you add a phone number or call button to your ads. This can increase click-through rates and allow potential customers to contact your business easily.
- Location Extensions can help people find your locations by showing your ads with your address, a map of your location, or the distance to your business. This is useful for businesses with a physical location.
Choosing The Right Keywords (SEO)
Targeted keywords are crucial for the success of your advertising campaign. According to a survey by Ahrefs, 60% of marketers say that inbound (SEO, blog content, etc.) is their highest quality source of leads. And the cherry on top is that those leads have a 14.6% close rate!Â
It’s important first to identify the keywords that are most relevant to your business, and that have a high search volume. This will ensure that your ads are shown to the right audience and that you’re getting the most out of your advertising budget.
Writing Compelling Ad CopyÂ
Your ad copy should be clear, concise, and engaging. Use strong and persuasive language that highlights the benefits of your products or services. It’s also important to include a strong call-to-action that encourages your audience. This is particularly important during holiday and event sales.
Testing And Optimising Your Campaigns
Experiment with different ad formats, targeting options, and bid strategies to see what works best for your business. Keep track of your results to identify what’s working and what’s not. Continuously test campaigns to improve your conversion rates and get the most out of your advertising budget.
Are You Ready To Get Your Name Out There?
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With our competitive rates and commitment to quality, we’re the perfect choice for any business looking to take their operations to the next level. Don’t wait any longer – get in touch with us today and see how we can help your business succeed!
Final Thoughts
PPC advertising can be a powerful tool for small businesses looking to expand their customer base and drive more sales. By using lead generation strategies and following best practices, you can create effective PPC campaigns that attract the right users and convert them into paying customers. Take your business to the next level by sending us a message here.Â