At Freelancetosuccess, we make sure our clients focus on the only thing they should be worried about…Converting leads into paying customers! A strong and healthy PPC campaign aimed at generating leads isn’t just about impressions or traffic, it’s about generating revenue. So, allow us to share our expertise in detailing the top 10 things you need to do from day one of your PPC journey.
Make Your Landing Page Your #1 Priority!
One of the biggest mistakes businesses make when beginning to use PPC marketing is that they neglect their landing pages. For specific keyword phrases, you should be sending your advert traffic to targeted landing pages. These pages should use text, images and calls to action that outline the benefits of your product or service. Ultimately enticing visitors to fill in your contact form or pick up the phone. It’s that simple!
Testing, testing, 1-2-3. We mean testing everything. Content, headlines, images, testimonials, colours (specifically the colours of your call to action buttons), forms and form fields. This doesn’t just end with your landing page, don’t forget to check your ads too!
Understand Your Market
So, where do you start? Schedule a ‘discovery’ meeting with as many people in your company as you can get around a table, or on a conference call, before beginning any PPC campaigns. Throw around some ideas and get the input of your team to put together your initial keyword list.
Use Broad Match + Modifier
So, you’ve set yourself a PPC spend budget, and you now need to make sure that your money is working in the best possible way for you. Broad match modifier allows you to be in some form of control when it comes to the search terms in which you appear. The system also enables you to ‘cast your net’ that little bit wider, capturing additional keywords that you may not have thought of already. All in all- a win win situation!
Match Your Content with Your Keywords
We have already identified the importance of testing multiple landing pages and how to find the keywords that will appeal to your target market. The key is making sure that the two go hand in hand. Make sure the content on your landing pages matches the ads you’ve displayed. Give your site visitors the information they are looking for and they will pick up the phone.
Lifetime Value of Customers
Simply put, lifetime value is the value you expect to see from a customer over their life as being a customer to your business. This covers all current and future revenue expected from each respective customer, to including recurring revenue, additional purchases, up-sells, referrals etc.
If lifetime value is a relatively new concept to you, this may seem an impossible question to answer, and in most cases, it is impossible to calculate exactly. However, the key here is to get as close as you can and to be conservative in your estimations.
A simple calculation would be as follows:
LTV = Annual profit of customer x number of years customer remains
The calculation you use should be applicable to your business but ultimately, there will be some common themes to keep a lookout for.
You should include all costs related to each source of revenue from each customer, how much profit are you making from each transaction?
However you decide to calculate lifetime value, you should do it in a way that makes you feel confident that your estimations are accurate and conservative.
Configure AdWords & Analytics and Set Up Conversions
This will show you your AdWords data in two different places and your campaigns will speak for themselves. Make sure that your goals and conversions are set up properly from the get-go, and that they are being tracked in AdWords.
Track Phone Leads Through AdWords and Analytics
AdWords will allow you to set up forwarding phone numbers which track all sorts of information such as call times and length of call data, meaning that you can track your entire visitor journey.
Set up events in Google Analytics and make all phone numbers clickable links on your landing pages. You’ll get some leads in from mobile users that click-to-call and then your campaign lead tracking just reached another level. Just segment the event by acquisition type and you’ll be able to see exactly where your calls came from.
Don’t Forget About Bing
When it comes to working with a smaller PPC budget, your value is not measured by the clicks and the traffic to your site, but more importantly the quality of your leads and the price you paid to get them.
Do your research and testing on the Bing platform and you’ll see first-hand that you can generate some quality leads at a fraction of the price you’ll pay with Google AdWords.
Follow Up with Ad Retargeting
Re-targeting is an integral part of the follow up process for those who have clicked on a paid ad. Don’t allow those close to fall to the wayside, and never put your ad in front of that prospect again. We think that is sacrilege! Even if you’re converting a high percentage of your traffic into leads, you could be seeing success with more conversions.
Start by getting the remarketing pixel set up and then building your audiences. You can apply your audiences to your account without ever having to target them in any specific way. Just gather the data and see what you learn. We bet there’ll be a brand new strategy in there for you!
Also, don’t forget, audience lists created in Analytics can always be used across other platforms. Create Facebook ads with a custom audience featuring THAT very targeted list and keep them in the funnel.
Much of what we have discussed in this blog is just of matter of being more proactive. You absolutely must understand your target audience and the key phrases that will appeal to them. Your job is to generate new business and to continue refining that process. Generate leads, cut down on costs, and find new opportunities!