As you look to refresh your marketing efforts for 2023, one area you may be closely examining is Pay-Per-Click (PPC) lead generation. Already have a PPC strategy and are getting plenty of leads from it? Unfortunately, those leads often don’t pan out. They’re people at the top of the funnel, and that’s where they stay, never progressing toward making a purchase.
The best PPC strategy is about more than just how to get a PPC lead. It’s all about getting the right leads to end up converting. To do that, you need to think outside of the box.
Follow these tips to get more valuable (and quality) PPC leads.
1. Make Your Ads Dynamic
Dynamic PPC ads allow you to capture leads that might have fallen through the cracks. Dynamic search ads use the content of your website to create ads specifically targeted at certain searches. Once you set up dynamic PPC ads, the process is automatic and can help bring in leads for keywords that would normally be labeled as “low search volume.”
While creating dynamic ads can help you attract those quality leads that you might otherwise miss, it’s important to consider the cost. If you don’t have the biggest PPC budget, it might not be worth spending on dynamic ads, especially if the returns aren’t substantial. Dynamic ads are usually best suited for companies with a lot of inventory or many services to sell.
2. Retarget Past Visitors or Future Customers
Everyone needs a little nudge from time to time, whether it’s a reminder to purchase or a reminder that your brand exists. Retargeting is a way to warm up leads that might have gone cold. It’s also a way to reach leads in your target audience that might have never interacted with your brand.
You can create retargeted ads using pixels or lists. With pixels, you’re reaching out to people who have already visited your site and who you’ve started tracking. With lists, you connect with people you think will love your brand based on their demographic data.
Retargeted ads create curiosity. They get people to look a little more closely at your brand and can potentially lead to a loyal, lifelong customer.
3. Give ‘Em Content They Can’t Resist
One surefire way to get more Pay-Per-Click leads is to promise them something they gotta have. Maybe your prospects come across your ad while searching for statistics or find your ad when they’re looking for a worksheet or tool.
There it is, in an ad at the top of the search results page – all they need to do is give you their email.
You have lots of options when it comes to the type of content you create. What matters most is that it’s something people will want to click on, that it’s relevant to them, and that it will convince them it’s worth handing over their contact information.
4. Get Chatty
We all want someone to talk to. Having a chatbot greet visitors on your landing pages right after they click on a PPC ad is a great way to capture leads and get them to convert.
Your chatbots can guide visitors through a menu of options, creating a conversation with them that’s as natural as a conversation between two people. For example, when a visitor lands on a page with a chatbot, the chatbot can greet them, then ask if they’d like help with a particular issue. The chatbot can provide options to guide the conversation, which the lead can click on to continue chatting.
5. Create a Quiz
People like to learn things about themselves. One of the easiest ways to do that is by taking quizzes. Who doesn’t want to know which cartoon supervillain they are or which color best reflects their personality?
Quizzes are also excellent PPC lead gen tools. What do they need to do to get those quiz results? Hand over their email.
Of course, making a stand-out quiz is crucial to the lead gen process. If you notice many people bouncing before they get to the end, head back to the drawing board and craft an irresistible quiz.
6. Offer a Prize
A giveaway is a great way to generate leads through PPC, but you need to approach it correctly to get leads you can use. Make the prize relevant to the customers you want to connect with rather than a prize that appeals to all. Even better, make it something that’s likely to lead to conversions, such as a free month of your service or a free starter pack.
Work With ZGM PPC Experts
When developing your PPC strategy, remember to keep it simple. Don’t ask for too much from your leads, and make sure what you’re offering is something they need and can only get from your brand. If you are looking for PPC experts to help aid your current strategy, get in touch with ZGM today!
