Businesses strive to generate higher click-through-rates (CTR) and more conversions to their website. Do you ever wonder if those clicks and conversions are from the right people? A successful paid search or pay-per-click (PPC) ad campaign is about getting qualified leads.
A pre-qualified lead can be an individual or a business that engages with a PPC Ad, click through to the linked website and gets connected with the business, with the intent of getting (buying) products and/or services. In short, pre-qualified leads can be considered as ready-to-buy customers. You want to make sure you are using the right keywords and targeting the right customers.
Fortunately, there are various methods you can implement to pre-qualify clicks and gain more control over your paid marketing campaigns. Using the device, network, and geo-targeted campaigns, tightly themed ad groups, and varying keyword match types, you can bid the AdWords campaign differently across multiple attributes for the same keywords, have absolute web page control, and gain maximum conversions.
Learn how PPC ads can help pre-qualify your traffic, discourage people that aren’t relevant, and get maximum conversions.
The type of business you are advertising will define your qualified conversion. For instance, a qualified conversion for an eCommerce business can be defined as a sale above a certain level or sales of specific products. For a service-based company, they mean a form submission from the visitor who is a right fit for the service.
A qualified lead is not necessarily about closing a deal, especially when it comes to PPC lead generation. It simply refers to a person who qualifies to your ideal customer criteria and is interested in your product or service. There are several factors that define criteria for ideal leads depending on your business model. This includes age, income, geography, parental status, home ownership, among others.
Once you have filtered and defined the customers who match your criteria, understand how your PPC ads can effectively and directly communicate with your audience. Work with PPC advertisers at a successful digital marketing agency to identify and curate content that appeals to your audience.
By creating relevant and targeted ad copy, you can reach potential customers that qualify clicks and can convert them into pre-qualified leads. For instance, if you are running a home service company and want to reach homeowners, use phrases in your ad copy that will appeal to the owners and help relate them with the advertising.
If you use words that are relevant to your brand but does not fit with your audiences’ search intent, the messages can deter them from clicking. If you are targeting higher-income consumers for selling your products, use phrases that resemble comfort and quality like luxury, high end, etc.
If you are in a B2B space, use words that can set the tone for the type of businesses you want to target. Include the words ‘SMEs’ and ‘startups’ to attract small businesses and ‘enterprise’ for larger businesses. Moreover, if the keywords you are bidding on could be searched by both B2B and B2C users, you may use words like ‘for businesses’ to separate the type of audience you want to target for a search term.
Want to set your business apart? Specify impactful numbers in your PPC ad copy. Numbers can specify anything from company revenue, size, years of establishment, happy clients, serving hours, and much more depending on the type of audience you want to target. If the products or services offered by your company targets people of certain age, mention size thresholds in your Google AdWords copy.
For instance, a PPC ad campaign for a retirement community will make sure customers with the right age group are submitting inquiries by specifying ‘55+ community’ in their online ad copy. In another instance, a clinic providing emergency care services will mention ‘24/7 care’ in their PPC campaign to show their availability to the target people.
Leverage the opportunity to add brand details and clarify messages beyond your ad copy by using callout, price, and structured snippet extensions. Callout extensions can support size and numbers like revenue, age limit, etc. Price extensions define costs to help people decide if the offered products or services are in their range.
Use structured snippet extensions to list the types of customers you work with. This will refrain people from irrelevant industries to click through. You could also highlight services to attract an audience looking for them.
Any paid marketing effort is incomplete without testing the advertising copy. So, define your audience, create the copy and start testing it! Planning to outsource pay per click management in Denver and looking for the trusted digital marketing agency? Hire the well-qualified and experienced PPC specialists of Colorado Digital Experts right away!