Instant and Effective Lead Generation Strategies
Pay per click advertising is services such as Google Adwords, Yahoo Search Marketing, or NineMSN Search Marketing. Paid search is one of my favourite techniques for business lead generation because it’s instant, it’s accountable and it’s effective. The first thing you want to do is to actually optimise page search spend and the first way to do this is to make sure you install conversion tracking so you know where your expenditure is leading to desired actions, for example, an acquired sale, and where your budget is under-performing.
A feature that allows you to do this is called conversion tracking and if you don’t know what this is you can easily search on Google for something like “Google Adwords Conversion Tracking” and a page should come up showing you how to install that. Once you have that installed, you can start to see the difference in the results between different keywords, different ads, and different landing pages. The first tip for Google Adwords or paid search is to:
1. Test Lots of Different Keywords: One keyword, even ten are not enough. You should try hundreds or even thousands of different keywords and key phrases to figure out which will get great results for your business and which are just a waste of money. Conversion tracking tools can tell you which are performing the best.
2. Test multiple ads: Google Adwords, for example, allows you to test different ads for getting people to your website and you’ll quickly see that some ads are much more effective at generating traffic than others. In a recent example in the finance industry, we worked with a client and we actually found that one specific ad was able to generate traffic and conversions at a 30% lower cost than any of the other ads they were running. So when you’re actually running five figures worth of advertising every month, a 30% saving can be rather welcome.
3. Break up Your Pay Per Click Account into Targeted Ad Groups: An ad group is simply a group of ads which will be brought up by a certain group of keywords. Let’s suppose that you’re a mortgage provider. As such, you offer mortgage refinancing among your products. You may have an A group of ads which are triggered by the keywords “refinance mortgage” and closely related variations. The ad which comes up in these keyword searches will have these words in it and will be targeted to potential customers who may use these keywords – and send those who click on the ad to a landing page which is about refinancing mortgages.
You’re trying to make your ads and your websites as closely related as possible to your keywords; this is what gets higher conversion rates for your business.
These methods can make your web based advertising dramatically more effective. Your Google AdWords and other pay per click programs can double, triple or even get ten times the results they are getting for you now!
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