Using Paid Search for Lead Generation
Written by Deirdre Keon on 30th July 2018
Pay Per Click advertising is a very effective digital marketing tool for generating targeted leads that have a greater than average possibility for conversion.
Google Ads is now the king of paid search and has been for quite some time and remains one of the best ways to drive new business and generate high quality leads.
B2B paid search is a bit more challenging than when you are advertising direct to the consumer. At FCDM, we test various ad text combinations, landing pages, key-phrases and other paid search elements to ensure optimal campaign performance.
The first step in the process is to create ads that will generate quality leads. It’s important know exactly who it is you are reaching out to, so in turn we can tailor targeting and ads to reduce wasted clicks that are wasted money.
Secondly, it is vital to direct your prospects to a well-designed landing page. Every landing page should have the following:
- A compelling and converting headline.
- An image or video of your product or services.
- A short description to explain what your product or service is.
- Bullet points to highlight key features and unique selling points.
- Lead capture form so users can submit the contact information.
- A strong Call to action that directs users to the action you want them to take.
- Testimonials, reviews, case studies and award recognition.
In order to maximise your lead generation efforts, at FCDM we would also highly recommend the creation of both Remarketing campaigns and Display Ads as part of the overall PPC strategy.
Display advertising is where our team start getting more creative with our lead generation efforts. Display marketing offers a more budget-friendly alternative and can take advantage of the platform by using a layered targeting approach and setting custom affinity audiences.
By using Remarketing, we can can target users that have already visited your website and customise the ads more efficiently based on their browsing habits. At FCDM, we understand the importance of offering users something of value, rather than trying to sell them something. We aim to focus our Remarketing campaigns on a content offer hence generating leads that are more likely to be interested in what your business has to offer and make a purchase in the future. Key Remarketing messages can be in the form of customer reviews, brand benefits and industry insights. The key aim is to portray your business continually as a valuable resource and potential business partner. This will ensure that your brand remains ‘Top of Mind’ and aims to build further trust in your brand and product.
Unlike eCommerce Paid search campaigns that report on profit, it is important to take the reporting down a level to include lead generation KPIs such as:
- Qualified leads
- Total leads
- Cost per qualified lead
At FCDM, we are experts in helping our clients to acquire quality leads that are nurtured into sales. We have produced significant results time and time again for our clients by utilising Paid Search for Successful Lead Generation. If you feel that your business could benefit by working with Ireland’s leading digital marketing agency, feel free to get in touch today on +353 1 5253188 to discuss how FCDM can help take your business to new heights!