There is a lot more to PPC than just pumping money into it.
Pay-per-click Advertising is a great way to generate leads. When PPC is executed correctly within a full sales funnel it can really change your business and open up opportunities to scale.
There are multiple services that work towards increasing your leads and conversion rates with PPC advertising.
Before starting any pay-per-click campaign we establish a sales funnel with our clients. This could be one or multiple funnels depending on your products and services.
During this process we determine the journey a potential prospect will take from not knowing anything about you, to purchasing a product. Below is a short list of what we look at when mapping a sales funnel.
Our web team use their skills to piece together a landing page. This landing page will usually have a lead magnet that visitors claim in exchange for some basic details. We carefully think about who the landing page is targeted towards and our team will use their UX/UI knowledge to best cater for them.
We’ll also design your advert artwork so that it stands out amongst the regular content of the platform we’re advertising on. In some cases we may use a feature called lead forms. If this is the case we won’t need to go through designing a landing page, only the ads.
Once a landing page is ready we’ll put together your advertising campaigns on the platform that will give you the best results. The most popular platforms we work with are Facebook Ads, LinkedIn Ads and Google Ads.
There are many types of campaigns we can be running and it will be the product or service that we’re trying to increase sales in, that will determine which type we go for. As a general rule high-end services need more nurturing and therefore a campaign to optimise for conversions is the ideal way to go.
Email automation is another service on its own. Depending on how we’ve mapped out your sales funnels, we may decide to set up email automations. This is because some products and services require nurture campaigns in order to push your prospects towards making a sale.
Using email marketing systems we can monitor where prospects are in your sales funnel and use the data to make tweaks, if necessary, to email designs and content.
Although online advertising is faster than a long term, organic strategy we never leave it alone once we’ve set it up. We always look at the data of ads to make informed decisions regarding ad design, the ad copy, landing page layout, the lead magnet offer, form length and the target audience.
Using A/B split testing we compare different designs, content and audiences to optimise the ads in order to increase your number of leads and conversions.
Pay-Per-Click advertising is a short-term marketing strategy and form of lead generation, also known as PPC. Whilst it’s perceived as short-term if you know how much a lead costs you, you should make it a long-term strategy and scale. There a numerous platforms a business can use for generating leads through paid ads, the most popular being Google Adwords and Facebook (now Meta) Advertising. Each has their advantages and disadvantages. The major difference between these two platforms is search intent.
When a search engine user types in a query, they are showing intent on buying a product/ service or finding out specific information. This does generally mean Google Ads gives lower traffic to your landing page, but those being shown your AD are specifically looking for your service and therefore more likely to convert in a customer.
Google Ads will only cost you when a search engine user clicks on your advert.
Because Google has loads of data on everyone, you can target specifically to many demographics and locations.
Facebooking Advertising is about showing your advert to as many Facebook users as possible to hopefully get a conversion.
The good news is that you can be specific with the audiences you’re targeting so that you’re not throwing money at random demographics.
The difference compared to Google Ads is that these people aren’t necessarily looking for your product but is great for picking up leads from impulsive types.
Facebook ADs is a lot more user friendly.