Most businesses aim to grow online by investing financial resources into search campaigns, particularly those related to pay-per-click (PPC) models. Every entrepreneur or investor wants to acquire as many qualified leads as possible — and this is a typical objective. However, at the same time, the focus is on cost efficiency, as you have to pay for customer acquisition when using PPC efforts.
For this reason, many brands and companies implement PPC remarketing services into their strategy. Of course, this involves a set of measures to achieve better results. Through third-party web sources, digital marketing offers financial tools, SEO optimization, and external promotion. Lead generation can happen through any of these methods. The key is to choose a quality approach and optimized solutions based on the business’s situation concerning competitors and the current market.
What approaches should be taken to acquire qualified leads?
When it comes to lead quality, it turns out that most of them are simply “junk.” In practice, only a few turn into actual clients. Why does this happen? Because PPC lead gen is often not managed properly. It should be profitable through advertising campaigns, yielding a high ROI, be as effective as possible, and align with innovative trends in the modern market. After all, the proper setup of contextual advertising and additional tools (financial, keyword research, local SEO, high-quality content) can help generate high-quality leads. Here’s what needs to be done:
- Setting up URL tracking. To measure the effectiveness of an advertising campaign, it’s crucial to ensure that its other components (such as the website conversion formula and more) are being tracked properly by experts. This approach allows you to immediately determine where a lead came from — which campaign and from which web source, and even identify the device (portable or computer) used to search, along with other vital details. You can set the appropriate tracking parameters in Google Ads, making the setup much more effortless.
- Identifying problem areas. After setting up tracking parameters, the results should be collected and saved along with other lead information. This content will be stored in the contact information of the web platform (experts use hidden fields in a unique form for this). The internet user fills out the UTM parameters for all the fields, which are automatically transferred to the target page. Accordingly, the same information will appear in the lead card, and with a request for extended data, you can track the link the visitor clicked on. Marketers can classify the types of leads as those with potential for a deal or as actual clients.
- Dividing campaigns into multiple groups. This refers to contextual advertising or display ads on Google, as the setup may take varying amounts of time and be carried out differently. The solution is often achieved through audience segmentation. Groups are identified based on offer advantages, subcategories, key features, target industries, location, product, or service. Once quality segmentation is completed, the setup begins — selecting keywords, writing sales copy for the business website, creating relevant landing pages, and more.
- Targeting with relevant keywords. Selecting the correct phrases, quotes, or expressions is crucial for any company. Of course, this task is challenging because the keywords must vary in frequency and differ in relevance, theme, quality, etc. Several effective, popular, and practical tools, such as Google Trends and Google Keyword Planner, are typically used. The keywords collected for a PPC campaign can be combined or divided into parts.
- Removing irrelevant keywords. Once targeting is set up, adjustments can always be made. For example, when irrelevant clicks are identified, replacing or removing unnecessary words from the website is better. If these phrases lead to low-quality leads, it’s best to add them to the “negative keywords” list, after which the search engine will automatically stop traffic from queries of that type.
Additionally, to protect yourself from unqualified leads, it’s essential to create “branded” content that is aimed at achieving high-relevance results and develop web pages specifically for advertising (since in PPC advertising, the business pays for clicks, leading the user to a landing page, so focusing on maximizing conversion for those pages is key). Thus, PPC campaigns are suitable for generating leads, but proper setup, ad ideas, keyword optimization, segmentation, and testing are crucial. By doing this, you can eliminate “junk” clicks and other problems.
