In PPC management, lead generation always offers a two-pronged challenge. First, get leads. Second, get qualified leads. This can get really tricky especially since we spend money to get leads (thereby increasing the chances of getting qualified leads) but there are no guarantees.
The key lies in the ad copy. The first step is to qualify people through the ad copy so that from the get-go, your lead is a qualified one.
We’re sure your PPC management expert has got all the copywriting basics but here’s a little refresher, courtesy of the folks at PPC Hero, to make sure your PPC management campaign is on the right track.
- 1. Be clear with what you want your readers to do. Depending on what you are offering, you have to be specific so your readers know what to do. Got a white paper? Make sure to specify that you want it downloaded. Got a form that needs to be filled out? Make sure to specify that you want it to be completed. This is your call to action but this does not have to be the focus of your copy. Don’t forget to state the value of heeding your call to action. And make sure you don’t sound too demanding.
- 2. Specify your targets. In PPC management, you have to be short, sweet and concise. To generate the right kinds of leads, specify your target. For example, if your business is B2B, say “solutions for small companies”. In that way, only small companies will click on your ad. You may end up getting fewer clicks but at least the few you get are the people who really need or can really afford your product or service. While we’re at it, you can also remind your PPC management expert to not get too focused on “disqualifying” people. The line you use to “ban” people from your ad could have been used to say more about your product or service.
- 3. Add price points. Again, this is to streamline your leads. Getting fewer clicks is not always a bad thing especially if it means that the clicks are from people who are willing or are capable of paying for what you offer.
- Keep reading our blog for more PPC management tips!