Are you using paid search advertising to market your small business? If not, you're missing out on a highly effective online marketing method for getting more leads. Here's what you need to know about the possibilities for lead generation with paid search.
First, let's define some terms. Paid search refers to paying for ads that show up either in search engine results or on websites. The former are called pay-per-click (PPC) ads, are text-based, and are identified among the search engine results as ads. The latter are called display ads, and look more like traditional ads — they usually appear in a box or banner, include images and feature a call-to-action button. They can appear when users are browsing content relevant to your ad keywords or visiting websites related to what you sell.
Both types of paid search have some advantages when it comes to lead generation.
Paid search is extremely targeted. You can select specific keywords, keyword phrases and lists of keywords for each ad to appeal to different types of customers or promote different types of products. For example, if you sell travel products, you could create different ads for carry-on luggage, luggage sets, lightweight luggage, luggage under $100 and more, depending on the type of product you want to sell. You could also create different ads for children's luggage, men's luggage and women's luggage, depending on the target customer you want to attract.
Paid search can generate high-quality leads. Depending on the keywords and calls to action you use, you can craft your paid search advertising to attract leads that are actively interested in purchasing.
Paid search can help boost website traffic. Because paid search ads make your business more visible on search engines, they help get more visitors to your website. Then all you have to do is craft landing pages that get them to take action.
How can you get the most from your paid search ads to help generate leads?
- Include a clear call to action (CTA) that takes viewers to a specific landing page for that action. Once on the landing page, include marketing copy that will convince visitors to do what you want them to do, whether that's signing up for a free demo or giving you their email address in exchange for a white paper.
- Include a click-to-call feature for mobile users so they can reach out to your business directly after doing a search on their smartphones. Why not strike while the iron is hot?
- Choose targeted keywords. Working with online marketing experts can help ensure that you select the best keywords to get the specific leads you want. Lead Stream takes your input regarding your ideal customers and generates keywords that get results.
- Don't try to "set it and forget it." The world of search engine marketing is constantly changing, and your paid search efforts need to keep pace. Lead Stream can help by checking in with you each month to assess your results and fine-tune your paid search campaign.
Once you get leads through your paid search campaign, how you follow up can make or break your results. Some of your leads may still be in the research stage, not ready to talk to a salesperson or visit your business yet. Using a lead management solution like Lead Stream makes it easy to stay in touch with these leads. Lead Stream can automate the process of sending them relevant content, special offers and other information to help build awareness of your business.
The right combination of organic search engine optimization and paid search advertising can help your business create a steady stream of new leads.