The Definitive Guide To PPC Lead Generation in 2020

Brodie Schroeder

Over 3.9 billion people are active on the internet today. Almost 4 billion potential conversions set out in the world, and all you need is a brilliant service or strategy to start turning your leads into real customers.

This is the perfect time in history to turn your lead generation up a notch, and one of the greatest ways to do that this year is PPC Marketing.

PPC does more than just exchange a few bucks for an eye-catching ad, it regulates the way you create effective ads, and makes it easier for your business to generate leads on search engines and displays everywhere.

Where do you start? How does PPC lead generation work, and how can you optimize it to make your practices easier?

Let’s dive in.

What Is PPC Lead Generation?

Before we answer this question, let’s figure out what PPC marketing is exactly.

PPC Marketing means you or I create an ad, placing it on a search engine or on a website, and pay a small fee every time our ad is clicked. Put simply, the fee is an investment on a visit to a product or service one has presented on the web.

Each time someone clicks on an ad that you’ve placed, it should outweigh the overall cost of the PPC fee.

That’s the basic definition of PPC, but it can be optimized by creating a PPC Campaign that contains strong keywords, a reliable PPC landing page, and a user experience that’s reportedly positive.

Search engines like Google, for instance, will decrease their fees on PPC if you continue to create experiences for internet users that do a few things:

  • Your ads live up to their promises.
  • Misinformation is kept to zero.
  • Strong keywords that drive user traffic.

This is the PPC foundation. But what is PPC lead generation, and how can it tie into effective B2B lead generation?

PPC Leads

Leads generation is the process by which you attract interest to a product or service in order to create circulating funds. Paid per click ads use keywords, specific to a search request, to motivate user interest towards your ads.

When you’re creating PPC leads, it’s important to foster an index of keywords that are relevant to your market demographic, so that your ads pop up for the people you want to be attracted to your business.

That’s the connection between PPC and Lead Generation. What are the strongest tips for making sure this process works for you?

7. Understand Google AdWords

Adwords works as Google’s medium for businesses to get their PPC ads on their search engine. It’s a bidding process, which requires advertisers to pay for keywords, not only so their ads will appear on user search result requests, but so advertisers can increase their chances of being clicked.

Adwords is something every business needs to research deeply, as over 1 billion people use Google as their primary search engine. That is, by utilizing Adwords, a business can increase their odds of being seen and interest made, by an extra billion internet users.

So how do you get started?

Bidding On Adwords

There are two factors that are important to know when bidding on Adwords:

  • Maximum Bid
  • Quality Score

Each of these variables is multiplied by each other, resulting in the rank, or occurrence of your ad every time someone makes a search request. Once each of these items is added up, your CPC (cost per click) is determined. Here’s how to increase your quality score:

Quality Score

Your quality score is mainly by these factors:

  • The relevance of your keywords to your ad page.
  • The quality of your landing page.
  • The user activity that passes through your ad.
  • Your Adword history.

If you show progress in those areas, your quality score will increase, which lowers the amount you have to pay per click, depending on your maximum bid.

Yet, there’s a caveat. Your quality score is an estimate of how well your ad will do, and how well it might increase user response. Therefore, your quality score isn’t used in Adword auction, rather it judges your odds of being placed higher on the auction list.

The Auction Itself

Google’s Adword auction is a fair assessment of future PPC ad placement, as it doesn’t let you buy your way to the top, rather it determines ad placement by relevancy to search requests.

In other words, every time someone makes a specific search request, the ads you put out there show up and are compared to that user’s query. If your ad lines up with that search request, in terms of relevancy and ad quality, your ad rank increases. The other ads are removed if they don’t meet minimum standards.

6. Target Display Networks

Adblocker has made it difficult for PPC ad campaigns to gain traction, Adwords allows for you to place ads on websites whose owners have agreed for Google to post advert content.

Display networks work via webpages, making them a great solution for B2B lead generation. You can top off your chances of creating leads on other businesses sites through TDN, all without a high CPC.

There are caveats here though. The conversion rates of TDN can be low. So, be sure to target multiple streams in Google’s network to get your ad noticed by businesses you’re prospecting.

5. Remarketing

Remarketing is the process of burning your ad products into users memory. Every time a user visits your site, which already shows expressed interest, your ads are tailored to those users, so when they visit another webpage your ad will display. This is a form of positive reinforcement which can increase conversions.

You can rely on Google Adwords, and other PPC services like Facebook Paid Ads and Clicksor. Each of these will create a data web, of sorts, which attracts past visitors to your website continuously.

Aggressive auto-targeting is another useful tool for remarketing. Google’s auto-targeting allows for you to make your targeting data broaden, meaning more people will end up being targeted, assuming data proves they are close to conversion.

Google recommends that you also leave “abandoned shopping carts,” meaning you specifically target customers that almost make it to the end of a purchase. You can adjust these settings manually in Adwords.

All of these remarketing tips make it easier for your potential leads to see your ads, if you take this route, try manually filtering out candidates that seem more likely to buy your product from inside your advertisement.

4. Filter Keywords

Keywords in displays and search engines determine your PPC ads effectiveness and business leads, by filtering through keywords that improve relevancy scores and those that don’t, you can build a PPC campaign that stays highly ranked.

Determine Keywords That Work In Search Engines

These should be words that connect 90% or more with a user’s search request. That means, your ad’s content should overlap with the idea a search engine user is looking for. This not only boosts your ad rankings across search engines, but it also makes it easier for you to determine if someone is a lead or not.

Keywords in Displays

The same rule applies here, if you’re not remarketing, your ads which show up on other sites should ideally apply to potential customers, not just any person. Though it’s important to have cast a wide net, you want to make sure your keywords fit a network that’s closely relevant to your business.

3. Ad Rotation

Each of your ads should have a particular behavior, that is, some should gather clicks, others should focus on conversions. This allows you to adapt for future leads, making sure you exhaust all your options through netting search behavior.

This is especially useful for Adwords. Your total clicks and conversions ad up to determine your quality score, and ultimately your ad rank for future placement. If you rotate ads on a regular schedule, you can amass clicks one week, and conversions the next. Ultimately, raising your ad score.

You can also focus on rotating your ads from mobile to desktop. That is, you can adjust your ad settings in Adwords or a similar platform to be tailored to mobile users or PC users. This will broaden your PPC plan across a larger population set.

2. Target Mobile

There are over 4 billion mobile users worldwide, meaning, you should be creating and targeting your PPC ads towards mobile users. To do this, split your campaign between mobile sprints and larger device weeks.

You can easily do this from Adwords and other search engine and platforms, simply change the settings on your ad creation to target mobile devices.

When you’re creating a PPC campaign, try focusing on screen size and placement. The size of the screens you’re targeting will influence your ads visual quality. Furthermore, if you’re trying to target niche groups, you can always make larger mobile ads to fit larger, more expensive devices.

On top of this, because ads need to be adjusted to fit mobile screens you should supply your call to action at the top of your ads. This will guarantee that your ad text, which is used to capture a lead, will be seen before anything else.

Another piece of advice: keep your keywords short when targeting mobile devices. This should be done while understanding most mobile users are making quick, short-listed searches, meaning that long keywords are less likely to bite.

1. Outline Your PPC Campaign Structure

This is a step that’s important for beginning digital marketers, to expert marketing companies, and it involves separating your campaign piece by piece to match the search engine or display network you’re relying on. This ends of being your way to create a great marketing plan.

Landing Pages

A proper landing page should direct users straight to your product or service while creating desire and ensuring a buy. Ensuring that your landing page is sound, determines your ad rank on most search engines, and your conversion rate once someone has clicked your ad.

If you’ve caught the eye of a business you’re interested in, for instance, you want to make sure your landing page directs them forward, and not out of your ad. One way that you can do this is limiting external links.

Make sure that every link that you keep is internal, and drives them further into your product. This guides us to another point in PPC lead generation, make sure your landing pages, and your ad, are clear of any unneeded content.

That is, if you create a landing page, don’t stuff it full of content. If someone clicks on your ad, they should be directed to an immediate and straightforward offer.

Optimizing Ad Text

Keywords are your way to show up on a users computer, but good ad text can actually connect to a potential lead, and take that from a lead to conversion. To optimize your ad text for potential business leads, try refraining from unrealistic promises, and instead, stick to the core features of your product.

You want to create an ad which in few words possible creates interest, and gives them the feeling of being without what you have to offer. This can be done through strong action words and good graphic design.

You Can Drive Your Growth Further Using PPC

PPC marketing will improve your lead generation if you follow any of these steps. It first takes knowing how your ads register on the search engines everyone uses.

Now that you have a better idea of how all this works, what’s next? Are you prepared to make a PPC lead generation campaign that puts your ad on every user’s map?

Your next step is to start making ads that stick out, risk you low CPC, and deliver the products and services you care most about. It’s your time to stand out.

If you’re interested in becoming a top-gun in lead generation, don’t stop here, check out other ways from leaders in the industry how to make your mark on businesses and users alike.


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