6 Steps to Using PPC Advertising to Generate Leads
Pay per click (PPC) advertising on search engines like Google and Bing is a very simple process. Individuals search for bankruptcy help, click on ads, and come to your website. That’s it.
However, knowing how to manage the advertising platforms effectively can take some work. Mistakes can prove costly, while successes can prove to be very fruitful.
PPC advertising can be a powerful tool for lead generation
Here are some skills and associated tasks that are needed to successfully run a PPC campaign.
1. Target the Right Audience
You can research keywords that are used for targeting ads
With PPC ads, you choose who sees your ads based on what keywords you target.
- Research the keywords using the Google Adwords Keyword Research Tool that are relevant to your business (Ex: “chapter 7 bankruptcy”, “bankruptcy nashville”, “stop foreclosure”, etc)
- Focus on keywords that have appropriate user intent. For example, those searching for “nashville bankruptcy attorney” are likely ready to hire an attorney, while those searching for “what is chapter 13” may still be in research mode.
2. Spend the Right Amount
Once you choose what keywords, you choose how much you are willing to spend per click for ads associated with each keyword. You can work backwards to find what you should spend per click. This chart shows how you can envision the entire sales funnel and adjust metrics to determine what you should pay per click.
This example shows how you can determine your profit by analyzing various conversion funnels in your sales process
3. Write Effective Ads
Once a user sees your ad (and your competitors’ ads), they need to be enticed to click and come to your site.Writing good ads is an art and a science. You can create text ads or image ads. You will have data to measure the success of each ad and to make improvements going forward.
- Create a value proposition. Why should customers buy from you? Why should they use your services instead of your competitors’?
- Write a good headline. A good headline uses keywords the user searched for or gets their attention quickly.
- Write a solid benefit. Create a need for the searcher to click on your ad. If they can’t see the benefit of your ad, they have no reason to click.
- Write a call to action. What do you want the searcher to do? Should they call you? Download an Ebook? Request a consultation? Make it clear in the ad what the searcher should do when they come to your website.
4. Send Visitors to the Best Landing Page
A good ad should get a click, but it should also send the searcher to the most appropriate “landing page”, or the first page a visitor arrives at on your website.
- If it is unclear whether the keyword is action or information oriented (Ex: “bankruptcy”), consider using your home page as a landing page. The home page gives the visitor the most options to determine what they want to do next.
- If the keyword is action oriented, such as “find a bankruptcy attorney”, use a landing page with a Free Evaluation form on the landing page to make it easy for the visitor to contact you.
- If the keyword is information related, send them to a page with high quality, relevant information.
- Consider creating custom landing pages that are custom-fit for your most profitable or popular keyword phrases
5. Research Your Competitors
Bankruptcy advertising is competitive, so it is important to keep a gauge on your competitors’ ads and websites.
- Analyze your competitors’ ads to see what ad messages your competitors are using. Are they focusing on price? Experience? Convenience? Try and write ads that are different from your competitors and stand out from the crowd.
- Analyze your competitors’ websites. Are they good, bad, or ugly? This information can help you adjust your keyword bidding strategy and your landing pages
Understanding your competitors’ marketing will help you improve your own marketing efforts
6. Interpret Data and Make Adjustments
Google Adwords is rich with data on everything you need to know to improve your advertising. With information on keywords, ad position, search volume, and website performance, you can improve your campaigns to become more effective.
- Monitor search volume to find ways to increase the amount of searches you are getting
- Monitor cost per click and ad position to adjust your bidding strategy
- Monitor click through rate to improve ad messaging
- Monitor cost/conversion and conversion rates to improve landing pages, ads, and your website
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